Product focus: a study on the product process at Ayuma Enterprise / Maliha Luie, Ramlah Salleh and Zaimah Tayon

This study is to investigate the process in the product focus at Ayuma Enterprise (AE) and to examine why it cannot meet the increased demand for its laksa paste. Data collected from the semi-structured interviews with key person and employees of AE were analysed using three selected tools; the SWOT...

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Main Authors:	Luie, Maliha, Salleh, Ramlah, Tayon, Zaimah
Format:	Thesis
Language:	English
Published:	2014
Subjects:	Business analysts Research
Online Access:	https://ir.uitm.edu.my/id/eprint/61279/1/61279%20%281%29.pdf
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id	my-uitm-ir.61279
record_format	uketd_dc
spelling	my-uitm-ir.612792022-06-10T01:05:08Z Product focus: a study on the product process at Ayuma Enterprise / Maliha Luie, Ramlah Salleh and Zaimah Tayon 2014-12 Luie, Maliha Salleh, Ramlah Tayon, Zaimah Business analysts Food industry and trade. Halal food industry. Certification Research This study is to investigate the process in the product focus at Ayuma Enterprise (AE) and to examine why it cannot meet the increased demand for its laksa paste. Data collected from the semi-structured interviews with key person and employees of AE were analysed using three selected tools; the SWOT Analysis, the Fishbone Diagram and Time-function Mapping. AE's product is not variety in nature and its production is based on forecasted demand. Hence, meeting demand is of utmost important to its operations. Based on the findings, problems associated with meeting demand have been identified and some recommendations on how to improve its production capacity are discussed in this paper. The SWOT Analysis provides the internal and external assessments of AE. Meanwhile, the Fishbone Diagram analysis shows the root cause of the company's problem in meeting demand lies in its production process. The time-function mapping clearly shows that the time for each cycle of production can be shortened by eliminating certain process through the adoption of technology and machinery. Therefore, in order to enhance its current product focus strategy and preparedness for future demand, it is recommended that the company should adopt corrective strategies aiming at increasing production which include harnessing the benefits of the latest technologies through automation and machinery. 2014-12 Thesis https://ir.uitm.edu.my/id/eprint/61279/ https://ir.uitm.edu.my/id/eprint/61279/1/61279%20%281%29.pdf text en public masters Universiti Teknologi MARA Cawangan Sarawak Faculty of Business and Management
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
topic	Business analysts Business analysts Research
spellingShingle	Business analysts Business analysts Research Luie, Maliha Salleh, Ramlah Tayon, Zaimah Product focus: a study on the product process at Ayuma Enterprise / Maliha Luie, Ramlah Salleh and Zaimah Tayon
description	This study is to investigate the process in the product focus at Ayuma Enterprise (AE) and to examine why it cannot meet the increased demand for its laksa paste. Data collected from the semi-structured interviews with key person and employees of AE were analysed using three selected tools; the SWOT Analysis, the Fishbone Diagram and Time-function Mapping. AE's product is not variety in nature and its production is based on forecasted demand. Hence, meeting demand is of utmost important to its operations. Based on the findings, problems associated with meeting demand have been identified and some recommendations on how to improve its production capacity are discussed in this paper. The SWOT Analysis provides the internal and external assessments of AE. Meanwhile, the Fishbone Diagram analysis shows the root cause of the company's problem in meeting demand lies in its production process. The time-function mapping clearly shows that the time for each cycle of production can be shortened by eliminating certain process through the adoption of technology and machinery. Therefore, in order to enhance its current product focus strategy and preparedness for future demand, it is recommended that the company should adopt corrective strategies aiming at increasing production which include harnessing the benefits of the latest technologies through automation and machinery.
format	Thesis
qualification_level	Master's degree
author	Luie, Maliha Salleh, Ramlah Tayon, Zaimah
author_facet	Luie, Maliha Salleh, Ramlah Tayon, Zaimah
author_sort	Luie, Maliha
title	Product focus: a study on the product process at Ayuma Enterprise / Maliha Luie, Ramlah Salleh and Zaimah Tayon
title_short	Product focus: a study on the product process at Ayuma Enterprise / Maliha Luie, Ramlah Salleh and Zaimah Tayon
title_full	Product focus: a study on the product process at Ayuma Enterprise / Maliha Luie, Ramlah Salleh and Zaimah Tayon
title_fullStr	Product focus: a study on the product process at Ayuma Enterprise / Maliha Luie, Ramlah Salleh and Zaimah Tayon
title_full_unstemmed	Product focus: a study on the product process at Ayuma Enterprise / Maliha Luie, Ramlah Salleh and Zaimah Tayon
title_sort	product focus: a study on the product process at ayuma enterprise / maliha luie, ramlah salleh and zaimah tayon
granting_institution	Universiti Teknologi MARA Cawangan Sarawak
granting_department	Faculty of Business and Management
publishDate	2014
url	https://ir.uitm.edu.my/id/eprint/61279/1/61279%20%281%29.pdf
_version_	1783735230227546112

Product focus: a study on the product process at Ayuma Enterprise / Maliha Luie, Ramlah Salleh and Zaimah Tayon

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