Diploma in Science: ENT300 Case Study on D’Kal Collection Business

This case study analyzes D’Kal Collection, a wedding planning business owned by Puan Kalsom Ayob. The assignment, completed for the Diploma in Science's Fundamental of Entrepreneurship (ENT300) course, examines the company's structure as a sole proprietorship, its services including wedding and flower arrangements, and its marketing strategies. The study highlights the entrepreneur's personal initiative, ability to seize opportunities, concern for quality, and information-seeking behavior. It also addresses the challenges faced by the business during the pandemic, particularly in marketing, and recommends using social media platforms like Facebook and Instagram to attract more customers. The case study concludes with insights on the entrepreneur's resilience, the importance of SWOT analysis, and the need for a clear vision to enhance business growth and customer satisfaction. The assignment provides a comprehensive overview of the business's operations and the entrepreneur's competencies.

Diploma in Science
Faculty of Applied Science
Fundamental of Entrepreneurship (ENT300)
Assignment 1: Case Study (Individual)
D’Kal Collection
Student Name: Muhamad Haikal Danny Bin Roslan
Student ID: 2019202686
Group: A4AS1205_1
Lecturer Name: Madam Aw Yang Huey

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Executive Summary
D’Kal Collection is a wedding planner company that offers wedding planning services such as
wedding and flower arrangements, wedding couch decoration, and whole wedding ceremony from
makeup to food banquet. D’Kal Collection was a medium-scale business owned by Puan Kalsom
Ayob. This interview was conducted through an online interview with Puan Kalsom and conducted
via google forms and face-to-face interviews. The business structure of D’Kal Collection is a sole
proprietorship which is a company having a single owner and infinite liabilities. As a result, a sole
proprietorship is a small business whose size makes it difficult to persuade clients of its benefits.
(Permwanichagun et al., 2014). The company was registered on 8 June 1999 and ran the business
face-to-face rather than online. The purpose of this business is to provide services in managing
weddings and all official functions.
This business promises sincere service in arranging events for convenience and customer
satisfaction. Apart from that, Puan Kalsom also used to sew curtains and wrap wedding gifts. In
this interview, I got him facing some problems in marketing his business in these pandemic times.
I think that Puan Kalsom should use social media platforms for marketing her business. For
example, Facebook, Instagram, and Twitter. Such a platform can attract more customers,
especially Facebook. Facebook has one advantage for entrepreneurs to market their business which
is Facebook Market. Such a platform can make it easier for customers to find the services and
goods they need and more accessible for customers and entrepreneurs to connect to conduct
business. In my opinion, e-commerce platforms like Shopee, Lazada, Amazon, and Tabao are not
suitable for Puan Kalsom’s business as it is more about selling goods than selling services. I
advised Puan Kalsom to create a Facebook and Instagram account for marketing purposes because
these two social media platforms suits attract customers. After all, it is more visual that shows
pictures and videos of Puan Kalsom's work. It will make more customers book wedding planning
services with him.

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Table of Contents
Executive Summary ................................................................................................................................ 1
1. Entrepreneur Profile ......................................................................................................................... 3
1.1 Company Information .................................................................................................................... 3
1.2 Entrepreneur Information ............................................................................................................... 5
2. Personal Entrepreneurial Competencies (PEC) ................................................................................. 6
2.1 Personal Initiative .......................................................................................................................... 6
2.2 Sees and acts on opportunities (Seize opportunity) ......................................................................... 6
2.3 Concern for the high quality of work .............................................................................................. 6
2.4 Information seeker ......................................................................................................................... 6
Conclusion .............................................................................................................................................. 8
Appendices.............................................................................................................................................. 9
References............................................................................................................................................. 10

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1. Entrepreneur Profile
1.1 Company Information
Puan Kalsom Ayob started her business as a wedding planner in 1999 with the help of her former
husband and her little sister, Zaiton Ayob. It starts with just a tailor for curtains and clothes and
decorating flower arrangements for side income. The small business that only provides side
income gets big when she gets a demand and praise from people when she makes a wedding
arrangement for her cousin's wedding. She was inspired to serve the service to design wedding
arrangements, flower arrangements, decorate the couch, and everything the wedding ceremony
needed. Puan Kalsom loves creating and illustrating, which makes her pursue the wedding industry
by providing the best design and satisfying clients' needs. Puan Kalsom opened her first boutiques
in 1999 but closed in 2013. Currently, she only runs this business at home, located at No.319 Blok
2 Jalan PJS 6A Kampung Lindungan, 46000 Petaling Jaya, Selangor. The name of the company
Puan Kalsom chose is D’Kal Collection.
At the beginning of marketing, his business only started in his residential area. Starting from
housing area, it brought to the mouth of the people that managed to get an attention of the entire
population of the state of Selangor and organizations such as UiTM. This marketing success had
given great luck to Puan Kalsom when she got a contract offer to work with INTEKMA UiTM
Shah Alam to market wedding planning services to them. Puan Kalsom also gets an opportunity
to market her business into the entertainment industry when some producers offer Puan Kalsom to
sponsor her Wedding couch in their drama shown on Radio Televisyen Malaysia, RTM channel.
This marketing managed to attract her target clients who need the services of a wedding planner.
D’Kal collection is a business that focuses on providing wedding planners, decorating the couch
and designing wedding arrangements. The organizational structure of this business is a sole
proprietorship which, compared to other types of company enterprises, is the most basic business
structure. Furthermore, a sole proprietorship is a business structure that takes minor cash to start
and is owned only by one person. Besides that, Puan Kalsom constantly collaborates with other
wedding planners and makeup artists, especially her little sister, Zaiton Ayob, who does business
as a Makeup artist and fashion designer for her brand, Andaman Sutera Jingga. The advantage of

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this collaboration is that both companies get an opportunity to gain knowledge, grow the business
and meet many traders.

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1.2 Entrepreneur Information
Puan Kalsom Ayob received her education through Sekolah Menengah Kubor Panjang, 06400
Pokok Sena, Kedah by finishing Sijil Rendah Pelajaran. After that, she migrated to Kuala Lumpur
and further studied for SPM at Sekolah Menengah Stella Maris, Jalan Robertson, Kuala Lumpur,
50150, Kuala Lumpur, WP Kuala Lumpur, 50150. Furthermore, Puan Kalsom had her first job after SPM
as a Saleswoman at a clothing boutique on Jalan Petaling Street, Kuala Lumpur. Spending her youth as a
saleswoman allowed her to gain new skills such as communicating and approaching customers and
business.
Since she was a child, Puan Kalsom has already adapted to business because of her family business.
Her parents have food and beverages, grocery stores and rented houses business. These make her
more independent and more experienced in the world of business. To challenge herself, Puan
Kalsom has been in the direct selling business. She joined Shuang Hor Enterprise (M) Sdn Bhd
(Shuang Hor)as a direct seller and introduced and sold products from Shuang Hor. She learned to
market Shuang Hor products by making house-to-house demonstrations and finding members
under her auspices. The success of her endeavours awarded him the highest award from Shuang
Hor. The experience she got made her a better person by getting more people, gaining business,
management and marketing knowledge and being more motivated to dream more success.
Puan Kalsom gets inspired to advance the business to change the family's fate and help her
husband. Her inspiration came from the complicated family life, and she wants to inspire and
encourage her children to never give up in life and keep trying despite facing failures in life. In
business, Puan Kalsom trusts that to do it better than our competitor and be nice can attract the
clients because being yourself is the key to making the clients want you as their wedding planner,
which is to be original and professional. How Puan Kalsom handles competition is by consistently
providing services that comply with and satisfy client needs. Then, clients will be satisfied with
the trust given to us to manage their event and interested in subscribing to us. Therefore no
challenge because Puan Kalsom always does the best for her clients and always follows what
clients want, and she also gains new skills for her business.

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2. Personal Entrepreneurial Competencies (PEC)
2.1 Personal Initiative
Personal initiative (PI) is an active strategy that can be defined by its self-starting and proactive
nature and the ability to overcome obstacles encountered when pursuing a goal. Self-starting
suggests that the purposes are not provided to or assigned to the person by someone else but that
the person develops them independently. (Fay & Frese, 2001). Puan Kalsom Ayob is a very
proactive person that diligent in finding an opportunity and being herself with her instruction. An
example is she always pushes herself to be creative and accept challenges presented by clients,
like designing modern style wedding arrangements. As the response, she told us that we need to
be more active by taking challenges and setting a goal in our business that can overcome any
problem and beyond our expectations for our business future.
2.2 Sees and acts on opportunities (Seize opportunity)
Seize opportunity is defined as an entrepreneur is continually looking for and acting on
possibilities. (Prof. Dr Nawawi, 2021). Puan Kalsom Ayob always seeks opportunities to grow her
business because she knows her business's potential to go far in the wedding industry. When she
received a lot of offers to arrange their wedding ceremony, she grabbed the opportunity to grow
her business and market her service as a wedding planner to guests of wedding ceremonies that
attracted her to her quality work.
2.3 Concern for a high quality of work
Concern for a high quality of work is defined as an entrepreneur acting to achieve particular levels of
perfection, which provides him more gratification. (McClelland and McBer, 1985). Puan Kalsom is a
perfectionist person. This personality makes her more particular in her work. As a wedding planner, she
always takes care of her clients to satisfy with her work. Puan Kalsom trust that if we keep our work of
high quality and professional in handling pressure, for sure, our clients will be satisfied with our work and
service that we gave. For example, Puan Kalsom Ayob always received ordered custom-made wedding
ceremonies from the couch to wedding dresses from the clients. This challenge makes her be more
perfectionist with her work and satisfies her clients.
2.4 Information seeker
The information seeker is defined as where an entrepreneur may take action on how to gather
knowledge to assist reach company goals or solve business difficulties (Prof. Dr Nawawi, 2021).
Seeking information is a must as an entrepreneur, seeking feedback from clients or the latest news
of customer requirements today. Seek information is the leading source for Puan Kalsom to make
some changes in her service and business to keep her business relevant until now. For example,

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getting feedback from her clients is a must for her to satisfy the client need and make changes if
there are mistakes or imperfections in work done. Therefore, her business will continue relevant,
thriving and succeed in attracting more customers.

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Conclusion
At the end of the interview, Puan Kalsom Ayob has told that in the middle of her successful career
in her business, she learned so much and grew fast mastery in business. But in this pandemic, she
was also facing difficulty because of no client and distraction of SOP. This challenge makes her
strong after the past challenges she had. Puan Kalsom also advises that in every career you choose
or the business you want to start, never say no and give up after the failure. She trusted the
opportunity to learn with our inability not to repeat it again and not to say no for trying something
outside of our ability. We cannot go far if we are still on the same radar and want to stick with the
same person. So, challenge yourself and be bold. Puan Kalsom is a very great person to look at.
She is adorable, disciplined and committed to her work. The client loves her hard work and her
professionalism in doing business. Unlike other wedding planners, Puan Kalsom is hardly to say
no to the challenge she receives from clients and always follows the ideas the client wants.
Moreover, to increase the sales for her wedding planner services, she should undertake a SWOT
analysis for her company to understand better where it stands and provide her with the chance and
ideas to develop new innovative strategies to increase sales. Lastly, she must have vision and
purpose as her company objectives to raise her spirit, set the bar, and develop new ideas to improve
the firm as an example, sustain profitability, give excellent customer service and a healthy cash
flow (Aw Yang, 2021)

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Appendices
Figure 1: Interview face to face with Puan Kalsom Ayob at Kelab Golf Titiwangsa Pdrm
Figure 2: One of her latest works as a wedding planner
Figure 3: Google forms interview

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References
Fay, D., & Frese, M. (2001). The Concept of Personal Initiative: An Overview of Validity
Studies. Human Performance, 14(1), 97–124.
https://doi.org/10.1207/s15327043hup1401_06
Huey, A. Y. (2021). Chapter 4: Identification, evaluation, and selection of opportunities.
P.D.N. (2021). ENT300 Module 2. Entrepreneurial Motivation and Competencies.
Permwanichagun, P., Kaenmanee, S., Naipinit, A., & Sakolnakorn, T. P. N. (2014). The
Situations of Sole Proprietorship, E-Commerce Entrepreneurs and Trends in Their E-
commerce: A Case Study in Thailand. Asian Social Science, 10(21).
https://doi.org/10.5539/ass.v10n21p80