EXECUTIVE SUMMARY
In this case study, I have chosen a very famous entrepreneur in Malaysia, Neelofa. Noor
Neelofa binti Mohd Noor which better known as Neelofa or Lofa is a young entrepreneur
who has made her name internationally. She was born on February 10, 1989 in Pasir Mas,
Kelantan, Malaysia. She is Malaysia's young entrepreneurs who start a business by selling
scarves or hijab using online system by its own brand of "Naelofar Hijab". This business
starts to operate on 2014 only on a small scale business through online. Tireless efforts bring
success to Neelofa began in 2015 with the help and encouragement of family members and
employees. One of the founders of NH Prima International Sdn. Bhd. (NH), Neelofa had key
characteristics and her own style of performing both entertainment, and beauty and fashion
business. She had great achievements in the business and revealed her own success stories.
She showed to the world how not to stop acting in the digitalized business surrounding by the
young generations’ demand power. Neelofa had a business intellect and commercial mindset,
deviation from the ordinary peoples thinking made her an outlier. NH small homegrown
company transform into the international player through their main core products and brand
name Naelofar Hijab. The question of how the business succeed depended into the leadership
style of the outlier, Neelofa. The iconic who was a public figure becoming a successful leader
and recognized by the corporate leader such as Air Asia Sdn. Bhd., global players such as
producers of Swarovski, Oppo, and Zalora. Neelofa had the uniqueness in her personality and
business-minded and had the influence of power over the hijabers in the competition.
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ENT300 Business Proposal : faculty of information management

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