Case Study Analysis: Adabi Consumer Industrial Sdn. Bhd. ENT300

This case study examines Adabi Consumer Industrial Sdn. Bhd., a Malaysian food manufacturing company founded by Dato' Syed Manshor Syed Mahmood. The study explores Adabi's business profile, tracing its growth from a small factory to a global presence with over 100 halal-certified products. It analyzes the founder's entrepreneurial competencies, highlighting his ability to identify opportunities, maintain high-quality standards, solve problems, and persuade others. A SWOT analysis reveals Adabi's strengths, including brand recognition and efficient management, as well as its weaknesses, such as cash flow and limited international branches. Opportunities for market expansion and investment are discussed, along with threats from competitors and changing consumer preferences. The case study concludes that Dato' Syed Manshor's entrepreneurial characteristics have been instrumental in Adabi's success and its strong position in the Malaysian market and beyond.

FACULTY OF BUSINESS AND MANAGEMENT
BA119
FUNDAMENTALS OF ENTREPRENEURSHIP
ENT300
INDIVIDUAL ASSIGMENT 1 - CASE STUDY
Adabi Consumer Industrial Sdn. Bhd.
GROUP
ENT300A15
PREPARED BY
MOHD RADIH RAJAIE BIN RUSLI
(2019609068)
PREPARED FOR
MADAM DR DAYANG HARYANI DIANA AG DAMIT

TABLE OF CONTANCE
No. Topic. Pages.
1. Executive Summary 1
2. Entrepreneur Profile 1 - 2
3. Business Profile 2
4. Entrepreneurial Competencies 3
5. Swat Analysis 4 - 6
6. Conclusion 6
7. References 7
8. Appendices 8 - 10

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1. Executive Summary
The purpose of this case study is to find out about the business’s background and profile. This case
study is also to identify what kind of entrepreneurial skill that an entrepreneur uses to succeed. The
method that I used in doing this case study is basic research such as read and examine their
background thorough website and internet to gather information. During my research, I also take
notes, highlight essential details and underline critical issues.
The name of the company that I chose was known as "Adabi" or also known as "Adabi
Consumer Industries Sdn. Bhd." This business was founded by Dato 'Syed Manshor Syed Mahmood.
Meanwhile, for his business location, Adabi started from a small factory in 1984 located in batu caves
light industrial area. Adabi has now grown rapidly to cover the whole of Malaysia and abroad, such as
Indonesia, Australia, Singapore, Brunei, Japan, United Kingdom, Mongolia, and Jordan.
Adabi Business is a food manufacturing company based in Malaysia. To address customer
demand for cooking a delicious meal, the company concentrates on marketing a variety of products
that are suitable for household usage. Adabi has produced more than 100 types of products, such as
spice-based products, food seasoning, pastes, canned foods, and various other products that are
certified halal by the Department of Islamic Development Malaysia (JAKIM) and the Indonesian
Ulama Council (MUI).
2. Entrepreneur Profile
The founder of Adabi Consumer Industrial Sdn Bhd or Adabi, is Dato Syed Manshor Syed Mahmood,
who is the Chairman and Managing Director. He continues to handle the family business with his son,
Syed Mahadzir Dato ’Syed Mansor CEO of Adabi Company. Dato Syed Manshor Syed mahmood
began with two daily-use products in the early 1970s. which today leads to the starting point for its
founders to start diversifying products to meet the needs of the current market. Dato Syed Manshor
Syed Mahmood's name may be unfamiliar, but his contribution to the invention of the Adabi spice
product cannot be disputed.
Dato Manshor Syed Mahmood started the business by selling fried banana flour and fried rice
seasoning in local markets around Kuala Lumpur. Most of the recipes were inspired by his aunt. As
the reception to his product grew, he was finally able to give it a distinct identity to his product.
Dato Manshor Syed Mahmood chose "Sajian Istana Zaman Silam" as the motto of the Adabi
company. This motto is to give a clearer picture of the product as well as provide a variety to achieve

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standards for export purposes and the local market. In terms of the logo, it was all born accidentally
and was inspired when Syed Manshor saw his daughter’s school book. The logo represents the
Malay community's pride in its spices, as well as its desire to restore the glory of Malay food and
recipes that have been enjoyed for centuries.
3. Business Profile
Adabi began to make strides in 1984. Adabi products are produced in a small factory located in the
Batu Caves Light Industrial Area. Seeing the opportunities available, Adabi began to grow in 1986,
with moved to a larger factory in the Kepong industrial park and building an additional processing
plant in the Ehsan Park industrial area in 1990 and 1992.
Positive developments in the local market over the years have positioned Adabi well to expand
its wings. In November 1996, in response to increased client demand, the company relocated to a
privately owned factory and office space in the Rawang Integrated Industrial Park. Located on a 4-
hectare site, the complex contains manufacturing facilities, warehouses, office buildings, and other
Adabi administrative facilities.
Currently, 80 to 90% of items are manufactured in Rawang, while sardine products are
manufactured in Indonesia. Adabi goods are divided into four segments, that is spice powder, paste,
soy sauce, and mixed flour. They are marketed under three internal brands such as Adabi, Lazat, and
the company's newest beverage-based product, Asfa, which contains soy beverage, tamarind, and
mineral water.
Adabi has received various awards and accolades for its commitment to ensuring the quality of
its products. In fact, Adabi products are the first to receive a halal certificate from the Department of
Islamic Development Malaysia (JAKIM). Adabi also won the Global Halal Excellence Awards:
Excellence in Halal Consumer Product (2020), Anugerah Ibn Al-Baytar (Food & Beverage) Islamic
Excellence Awards 1441H / 2020AD, BestBrand Food & Beverage (Spices & Seasoning 2007) and
Best Spices, Serbuk Kunyit, Asia Halal Brand Awards 2017, Heritage Brand (2017).

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4. Entrepreneurial Competencies
Dato Syed Manshor Syed Mahmood's ability to see and take advantage of opportunities is one of the
reasons he has become one of Malaysia's most successful entrepreneurs to this day. Dato Syed
Manshor Syed Mahmood consistently seizes opportunities to acquire capital, equipment, workspace,
and property. The sardine processing plant in Indonesia was just one of many international outposts
that he established in an effort to broaden his business operations. He also hires agents from other
countries so that Adabi products can enter the national market. As a result, he was able to expand his
business throughout the world.
Secondly, Dato Syed Manshor Syed Mahmood is always concerned about the high quality of
work. He always tries to do things that meet certain standards of excellence, which gives him greater
satisfaction. For instance, Adabi's mission is to help Malaysian home-chefs by providing quality &
added-value food ingredients to simplify their cooking experience and ensure their family gets healthy
food. Furthermore, the Adabi company is focused on their halal products and with their motto "Bersih
dan Asli".
Thirdly, he is a problem solver. He identifies new and potentially unique ideals in order to
accomplish his objectives. For instance, Dato Syed Manshor Syed Mahmood has stated that "an
entrepreneur should not forget the aspect of promotion. No matter how good the quality of our product
is, it should be widely disseminated to the community." From this, we can see that he is constantly
coming up with fresh ideas or inventive ways to promote Adabi products. The creative ideas by adabi
company, for example, producing a television show promoting Adabi products such as jaguh
kampung and spice routes.
Fourthly, he also a persuasion, he can successfully persuade or influence others for mobilizing
resources, obtaining inputs, organizing productions and selling his products or services. For example,
he convinces someone to buy an Adabi product by marketing a product that is simple but maintains
its taste and quality, making it convenient for housewives or people who are always busy with
everyday work. The price of Adabi items is also inexpensive and affordable so that it can be bought
by the low-income community.
Lastly, he is a self-confident person. Despite starting from the street market, he still strives to
innovate and create new Adabi products. This shows he has a strong belief in himself and his own
abilities. He always expresses confidence in his own ability to overcome obstacles, which has
propelled him to success today.

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5. SWAT Analysis
Strength of Adabi Consumer Industrial Sdn Bhd.
The Adabi brand's greatest asset is that it already has a well-known name in Malaysia. Adabi
organizations have an effective management staff that develops methods to improve their product
and goods sales revenue every year. With this team, Adabi manages get to achieve improvement
every year where their teams work together, giving their ideas and opinions in developing Adabi
products. In addition, Adabi Consumer Industrial Sdn Bhd also has strength in terms of taste and
nutrients. At the same time, Adabi products are well-known due to the fact that the majority of
seasonings and pastes are based on Malaysians' favorite cuisines. Adabi goods are generally
available in convenient locations such as supermarkets and grocery stores. Furthermore, Adabi
products are well-known for their cheap prices for individuals on a low income, which is
understandable considering their target market of housewives. Adabi products also are well-known
internationally, particularly in Indonesia, where consumers have confidence in the cleanliness and
safety of the ingredients.
Weakness of Adabi Consumer Industrial Sdn Bhd.
For Adabi Consumer Sdn Bhd's Weakness, the biggest weakness in their ability is that Adabi
needs this adequate cash flow because Adabi companies require raw materials and spices to
manufacture their products. They also require money to continue supplying the products. Additionally,
Adabi requires machinery to process their products, which means they require a budget for machine
maintenance in every branch of the company. In addition, Adabi needs to build a base - regular
customers, and last but not least, Adabi does not have major branches in other countries. So, it
causes the Adabi brand receives less attention.

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Opportunity of Adabi Consumer Industrial Sdn Bhd.
To maximize Adabi Consumer Industrial Sdn Bhd's opportunity, Adabi must further expand their
market overseas because the Adabi brand is capable of competing with other foreign brands. In
addition, Adabi should increase their production capacity in Indonesia and China, where their
products are currently produced through joint ventures in both nations. Next, Adabi can make
investments by acquiring food manufacturing companies that are able to make an impact or establish
cooperation in creating new products. Furthermore, the demand for Adabi products will increase in
the future because they are easy to use and save time, especially for working women. Adabi can also
make their products on a large scale due to their advanced technology as well as experience in
making products for more than 20 years.
Threat of Adabi Consumer Industrial Sdn Bhd.
Inside the food-base industry, arguably, has a lot of competition. Adabi has many threats from
other companies that also produce food-based products. For example, of competitor is Baba’s.
Baba’s one of the well-known food-base product manufacturers in Malaysia. Other examples of Adabi
competitors such as Faiza, Puteri, Mak siti, Sri-Aji, Nyonya and Maggi. While competitors from
abroad, such as Indofood, Ajinomoto, Bamboe, and Asian Taste. Moreover, due to the large number
of food-based products on the market change in consumer taste. In addition, as interest in fast foods
such as KFC, McDonald's, and Pizza Hut is growing, consumers' demands are also changing. Fourth,
Adabi is highly competitive in the price war because other brands like Baba’s also have the same
products and prices, making consumers feel cheap and wise to buy. Fifth, taxing goods makes pricing
difficult because the target is households. Adabi also maintains strong relationships with its
competitors and retailers of other brands. Additionally, tariff barriers to trade affect their position in
many countries.

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Strength Weakness
1. Well-known product
2. Have an efficient management team
3. The power of a quality product
4. Easy to get
5. Law price
6. Known abroad
1. Necessary to adequate cash flow
2. Requires a machine in product processing
3. Needs to build a network of regular
customers
4. No major branches in other countries
Opportunity Threat
1. Should further expand their markets overseas
2. Should increase the production capacity of
their products in Indonesia and China
3. Make investments by taking over food
manufacturing companies that are able to make
an impact or establish cooperation
4. Make their product with a large scale
1. Has a lot of competition
2. Change in consumer taste
3. Highly competitive in the price war
4. Taxing goods
5. Tariff barriers
Conclusion.
In conclusion, we can assume that Dato Syed Mashoor Syed Mahmood has entrepreneurial
characteristics. Which causes to become as successful as it is now. Adabi has become one of the
companies known and loved by Malaysians. The success of introducing Adabi products on a global
scale has resulted in the company earning millions of ringgits in profit each year. His success in
developing Adabi companies can be a motivation to young people who are interested in
entrepreneurship.
Meanwhile, for the future business prospects for Adabi, they must further strengthen market
share by following an international strategic partnership with Indonesia. Adabi capable of extending
their marketplace globally without a doubt, especially for the Indonesian market. Lastly, Adabi need to
add uniqueness in their product this is because the competition for Adabi countinues to grow from
both within and outside the country.

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References
1. Sparrow Publishing House (2021 Feb 04), Popular Malaysian Spices brand, Retrieved From
https://www.sparrowsph.my/blog/popular-malaysian-spices-brand.html .
2. Adabi Consumer Industries Sdn. Bhd. (2021), Adabi History, Retrieved From
https://www.adabi.com/about-us/
3. Albiz, About Enterprise Adabi Consumer Industrial Sdn. Bhd, Retrieved From
https://7928-my.all.biz/info-about
4. Wikipedia (2021 june 14), Adabi Consumer Industries, Retrieved From
https://en.wikipedia.org/wiki/Adabi_Consumer_Industries
5. The Star (2007), Adabi’s Growth Strategy, Rachael Kam, Retrieved From
https://www.thestar.com.my/business/business-news/2007/09/24/adabis-growth-
strategy#:~:text=LEADING%20bumiputra%20food%20manufacturer%20Adabi,lead%2
0to%20higher%20food%20consumption

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Appendices
Dato Syed Manshor Bin Syed Mahmood
• Founder of Adabi Consumer Industrial Sdn. Bhd.
Adabi Logo
Motto: Bersih Dan Asli
Tagline: Sajian Istana Di Zaman Silam

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Adabi Consumer Industrial Sdn. Bhd industrial park in Rawang, Selangor.

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Adabi Consumer Industrial Sdn. Bhd Product.
Adabi Consumer Industrial Sdn.Bhd Import Country.