Fundamentals of Entrepreneurship (ENT300) Case Study: Jalen Industries

This case study, prepared for the Fundamentals of Entrepreneurship (ENT300) course at Universiti Teknologi MARA Perak Branch, examines Jalen Industries Sdn. Bhd. and its founder, Datuk Abdul Jalil Long. The assignment explores the entrepreneur's profile, detailing his background and the establishment of Jalen Industries in 1981. The case study provides insights into the company's business profile, including its initial product offerings, expansion, and evolution over time, highlighting the importance of halal certification and product quality. It further analyzes the entrepreneur's competencies, such as persistence, systems planning, concern for high-quality work, and the ability to identify and act on opportunities. The conclusion emphasizes the significance of an entrepreneurial mindset and the ability to overcome challenges, making the case study a valuable resource for students studying entrepreneurship.

UNIVERSITI TEKNOLOGI MARA PERAK BRANCH
FUNDAMENTALS OF ENTREPRENEURSHIP (ENT300)
PROJECT: CASE STUDY
BUSINESS NAME: JALEN INDUSTRIES SDN. BHD.
ENTREPRENEUR NAME: DATUK ABDUL JALIL LONG
PREPARED BY
NAME : HAZWANIE BINTI BAHARI (2018443586)
PROGRAM: AP111
FACULTY: FACULTY TOWN AND REGIONAL PLANNING, DEPARTMENT OF
BUILT ENVIRONMENT STUDIES AND TECHNOLOGY
SESSION: MARCH 2021-JULY 2021
PREPARED FOR:
DR. MOHD AFANDI ABU BAKAR
SUBMISSION DATE
13 JUNE 2021

TABLE OF CONTENTS
NO. CONTENTS PAGE
1.0 Executive Summary 3
2.0 Introduction: Entrepreneur & Business 4
2.1 Entrepreneur Profile 4
2.2 Business Profile 5-6
3.0 Entrepreneur Competencies 7
3.1 Persistence 7
3.2 Systems Planning 7
3.3 Concern for High Quality of Work 8
3.4 Sees and Acts on Opportunities 8
4.0 Conclusion 9
5.0 Appendices 10
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1.0 EXECUTIVE SUMMARY
The original purpose of this case study conducted because to expose students to real business
through a case study. After taking several factors into account, I had done a basic research on the
companies I had selected and identified their company background. The name of the company
that I had chosen was being known as “Jalen Sdn Bhd”, and in accordance with the name of the
company, the pioneer of this company is named Datuk Abdul Jalil Long.
With a strong desire and awareness in Dato Hj. Abdul Jalil, he has set up a company called
Syarikat Jalen Sdn. Bhd. In 1988. This awareness was born because the majority of Muslim
consumers live in Malaysia. So, he took this opportunity to produce JALEN branded soy sauce
which is sold directly to customers.
Regarding the halal status of this product, the founder of Jalen convinced by taking the halal
certificate from JAKIM from Johor and also this company complies with the Food Regulations
Act 2000 to guarantee and maintain the halal integrity of Muslim products. In the aspect of
hygiene as well, the company places great emphasis on that aspect so that there is no
controversy. Jalen products are of high quality and have a different taste from other yuang
products.
Entrepreneurs who started from the bottom have been successful in the present and have also
become millionaires at the right age. Probably, he faced many obstacles in developing this
company so that it is known by the public, even Jalen's products can also win the hearts of
customers.
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2.0 INTRODUCTION
2.1 ENTREPRENEUR PROFILE
Photo 1.1: Dato Abdul Jalil Long
The entrepreneur that I choose for this
assignment is Datuk Abdul Jalil Long. He born
on 1938 in Johor Bharu, Johor. He is founder
of Jalen Sdn Bhd.He passed away at age
82. The company was established in
November 1981. It operated at Lot 3688 Jalan Kempas Lama Kampung Sinaran Baru,81300
Skudai Malaysia.
The first step in the business was started 40 years ago when its founder Datuk Abdul Jalil Long
started his business by setting up Jalen Sdn Bhd was initially started its operation in November
1981 as Jalil Enterprise. Its main activity was solely confined to supplying soy sauce under
contract basis for brand known as Habhal.
2.2 BUSINESS PROFILE
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Photo 1.2: Logo of Jalen Product
During the year, Jalil Enterprise has produced only a few products, such as sweet soy sauce, salty
soy sauce, chilli sauce A, chilli sauce B, and tomato ketchup. The price for chilli sauce A is
Rm1.40 and the chilli sauce B is RM1.20 per bottle. The process of packing and refilling soy
sauce and sauces is manually processing without the help of any other machine.
At that time, Jalil Enterprise was distributing its products in retail stores only with the existence
of three lorries. Nine years later, Jalil Enterprise company is ascending. In 1990, the business
name was changed from Jalil Enterprise into Jalen Sdn. Bhd. to cater to business entities that are
larger and more advanced. Jalen’s name is derived from the initials of Jalil Enterprise.
In 1998, Jalen Sdn. Bhd. has introduced a few several new products, which are vinegar, taucho,
and oyster sauce. The soy products release and increase to 5 types of soy sauce in 1998, which
are sweet soy sauce, savoury soy sauce, soy sauce, dark soy sauce, and premium soy sauce. Jalen
Sdn. Bhd. has produced 21 products as yet consistently being favorable and high demand in the
market.
In 2000, Jalen Sdn. Bhd. has distributed its products such as sweet soy sauce, savoury soy sauce,
soy sauce, dark soy sauce, premium soy sauce, vinegar, cordial flavoured, chilli sauce, and
ketchup sauce majorly to Giant and Maslee Supermarkets and also the most supermarkets
entirely in Johor Bahru area.
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In 2005, Jalen Sdn. Bhd. Company was expanding its business empire. Ultimately, the very first
advertising of Jalen Sdn. Bhd.’s products throughout a radio broadcasting are in Radio ERA.
Jalen Sdn. Bhd. was able to create a slogan “Kalau takde kicap Jalen kita terpaksa batalkan
ekspedisi kita ini”. The lines keep on repeating mouth over mouth by most of the Malaysians to
this day. In 2006, the products were promoted throughout the marketing on billboards.
In 2009, Jalen Sdn. Bhd. began to market its products to the Maldives and exported its garlic
chilli sauce. The product is one of the first products that are made specifically for the market in
the Maldives. In 2017, Jalen Sdn. Bhd. recorded its annual sales of RM100 Million whilst
increasing the number of companies handles and spanning 300 employees nationwide. Jalen Sdn.
Bhd. has 19 branches throughout Malaysia and its services supported by 5-trailers and 46 trucks.
And Present, the product has also dynamically developed by 20 types of products. The soy sauce
product consists of sweet soy sauce, soy sauce, premium quality soy sauce, savoury soy sauce
and salty soy sauce. The sauce product consists of chilli sauce, tomato ketchup, oyster sauce,
black pepper sauce, thai chilli sauce, and garlic chilli sauce. Whereas cordial obtain 7 flavors of
cordia: Sarsi, Mango, Orange, Barley, Lychee, Rose, and Grape.
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3.0 ENTREPRENEURIAL CHARACTERISTICS
3.1 Persistence
An entrepreneur is someone who with a plan in place. They always see the positive side of the
situation. Meanwhile, they keep their positive mindset and consider challenges as opportunities
to become more successful in business. They always looking forward the future and know
exactly what they want to achieve in their life. As an example, Datuk Abdul Jalil Long establish
his company with only RM40 000 and rent the factory in Johor Bahru. Now, his company has
recorded monthly sales RM120 000. After that, the company’s profit used for promotion on
television as well as research and development to improve the quality of its product. Thus, as an
entrepreneur they must have a strong vision to make their dreams comes true.
3.2 Systems Planning
The most important characteristic as an entrepreneur is have a planned method. The planning
methods can help an entrepreneur to identify exactly what they want to be achieved and build the
company. Besides, a affective financial management is important aspect to success in business
management. For example, profitability in business is used for promotional including promotions
on its products. The improvement can also be seen in terms of the kicap Jalen brand packaging
found on the soy sauce bottle cover which is increasingly modern and safe. In 2019, Jalen Sdn.
Bhd. expanded business significance in Mauritius (East Africa) and specifically exported its
Oyster Sauce product.
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3.3 Concern for High Quality of Work.
This is always going to be a priority to a company as big as Jalen Sdn Bhd. Their quality of work
is the most important factor that they can grow and become one of the most successful soy sauce
businesses in Malaysia. The products that Jalen Sdn Bhd produce will always be of good quality
as they have to fight with other companies such as Zara food industries, Mudim Zakaria Food
Industries, and many more. There is absolutely no error for them to produce because they
maintain a good systematic and strategic planning of all things. Even in Muslim countries, they
will find a way to provide halal products and get a HALAL certification from the Jabatan
Kemajuan Islam Malaysia (JAKIM).
3.4 Sees and Acts on Opportunities
He is also an intelligent entrepreneur in seeing and seizing existing opportunities. This is
because, he is a sensitive person of the current state that happens, especially the will of the
surrounding society that can be fulfilled which can provide maximum satisfaction to them, which
we can make references to find ideas for dealing with from the problems they face. He is thought
of the status of soy sauce sold does not really follow the procedures persecution by Islam or not,
this is because the owner of the supermarket is a non-Muslim. On this problem, it emerged that
his idea of opening a business that produces soy sauce product. Which at first the main activity at
that time was only to supply Habhal branded soy sauce on a contract basis. The awareness and
desire to produce his own brand products arose as soon as his contract was terminated in
November 1986.
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4.0 CONCLUSION
As a conclusion, we can assume that the entrepreneurial characteristics belonging to Dato Hj.
Abdul Jalil, which causes him to become as successful as he is now, his incessant nature of
despair can be used as an example for youths who want to be a venture into the business world.
He can be turned into so it as him now, that there is nothing impossible in this world if we strive.
Based on the story above, business entrepreneurs must have a successful mindset to achieved or
success in their business. A good mindset can aid the development of confidence and mean that
one is more inclined to take on opportunities as well as not being afraid to take risks. They have
to highly motivate themselves to stay positive and ignored what people judge about them.
Besides that, business entrepreneurs have to encourage themself about risk and failure in
business. Successful entrepreneurs develop their ability to realize challenges as an opportunity to
accomplish the dreams.
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5.0 APPENDICES
Photo 1.3: Online Interview session with
branch manager Miss Nisha
Photo 1.4: Miss Nisha and Jalen Products
Photo 1.5: Jalen product
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