Business Analysis and Website Design for Ossum Pepper (INF10003)

This report analyzes Ossum Pepper, a pepper product company, focusing on its business situation and market opportunities. It begins with an executive summary and table of contents, followed by an introduction outlining the report's objectives, which include assessing the company's business needs, developing an official website, and identifying business trends. Part A evaluates the business through a background overview, business model and environment, value proposition, SWOT analysis, Porter 5 Forces analysis, and an Excel task analyzing sales data. Part B focuses on information portal design, specifically the website design using Wix. The report concludes with a discussion of the findings and recommendations. The assignment covers business analysis, website design, and the use of business information systems, providing a comprehensive evaluation of Ossum Pepper's operations and potential for growth. The report also includes a section on website design using the principles of affordance and visibility to improve user interaction. The report also analyses the business sales data and sales profit.

Sarawak Campus
Faculty of Business, Design and Arts
Higher Education Division
Assignment 1: Client scenario- Ossum Pepper
INF 10003
Introduction to Business Information System
Semester 2, 2019

Executive Summary
The purpose of this report is to identify the market opportunity of the Ossum Pepper
through SWOT analysis and Porter 5 Forces and created an official website for the company.
Besides, identifying business trend by the past week sales. This report also discusses on the
website design of Ossum Pepper.

Table of Contents
Executive Summary..............................................................................................................................i
Introduction.........................................................................................................................................1
PART A: BUSINESS EVAUATION..................................................................................................2
Background......................................................................................................................................2
Business model and environment...................................................................................................3
Value proposition of Ossum Pepper..............................................................................................3
SWOT analysis...............................................................................................................................4
Porter 5 Forces Analysis.................................................................................................................5
Excel task.........................................................................................................................................6
PART B: INFORMATION PORTAL DESIGN...............................................................................9
Conclusion..........................................................................................................................................15
Appendix............................................................................................................................................16

Introduction
The objective of this report is to analyse Ossum Pepper’s business situation to recognise the
business needs and find the solution which may help the company to find out more
opportunity on business. Besides, helping the company to develop an official website to
promote and sell the product through online.
This report has included the business model that have been use by the company and
the value proposition of the Ossum Pepper. Likewise, SWOT analysis and Porter 5 Forces are
used to evaluate the business state more detail before the company making business decision.
The platform used to create a website and social page for Ossum Pepper are Wix and
Facebook. Both of this are the way to increase the business profile of Ossum Pepper.
This report is divided into two main part; the first part of the assignment will concentrate on
the analysis of the business and the type of data the business uses on a daily basis while the
second part will focus on developing a business website which do not functioning.
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PART A: BUSINESS EVAUATION
Background
A company names, Ossum Pepper which specializes in producing, processing, and supplying
the pepper products were established in Kuching since 2009. This is a family-owned
company foundered by Oscar Nicholson and Summer Nicholson. The company has produced
a variety type of pepper products such as black pepper, white pepper, salted pepper, green
pepper, and golden red pepper. Besides, they also provide pepper lovers and food makers
with a high-quality product and those products are secured the Safe Qualify Food standard
certificate from the General Society of Surveilance Malaysia.
The Ossum Pepper have their pepper farm and recently opened a new visitor centre
which located about 60 KM from Kuching, Sarawak. The purpose of set up a visitor centre is
to promote on their pepper products to the tourist. The pepper products which produced and
packaged by the company are currently sales at the four-local supermarket in Kuching.
Besides, they also supply their product to the grocery store across Sarawak.
However, the sales place for the pepper products of Ossum Pepper still considers as
limited and the promotion method for the products are not effective.
In this technological era, online presence is important for the business. It’s a method
for a business to promote their product to a wide market. Therefore, Oscar and Summer, the
owner of Ossum Pepper are now planning to launch a web portal in order to promote their
pepper product and reach more consumers in a broad economic market. It would be a way for
them to expand the business toward increase their business profits.
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Business model and environment
Ossum Pepper make their profit by manufacturing the pepper product from the pepper farm
and sell directly to the customer. This manufacturer business model can be based on
efficiency, improved customer service and get a better understanding of customer
preferences. Besides, they develop this model on the power of the web to allow their product
to reach to the buyer directly.
Moreover, e-commerce business model can be used for company. This help them to
improve their profit on selling the pepper product by creating a web-store on the internet.
Even the customer is not from Kuching, they still can order the products from the website.
Value proposition of Ossum Pepper
Ossum Pepper propose their pepper product as a high-quality product. They assure the pepper
product are processed, produced, prepared and handled according to the standard of General
Society of Surveillance Malaysia and improve the flavour of peppercorn to the customers.
The company sell the product through the local supermarkets, grocery store, visitor centre
and website.
In the other hand, pepper is a product that primarily used in cooking for the purpose
of adding robust flavour to certain recipe. Sometime the spice taste of the pepper could be the
spirit ingredient of a food. Besides, Pepperhead (2018) mention that pepper also cure a vast
array of condition such as digestive tract, join paint, heart disease and so on. Next, it also
promotes on weight loss.
Therefore, Ossum Pepper target the spicy lover as one of their customers and of
course no family group will cook without using the pepper as the seasoning. Ossum Pepper
also bring a different taste to the customer, the pepper from Sarawak is spicier than the other
place. They also produce different flavour of pepper that Sarawak competitor not yet
produce.
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SWOT analysis
The strength, weakness, opportunities and threat analysis for the Ossum Pepper make them
enable to develop their future business plan. The strength of the company are they had
produced several products that their competitor did not occur. Besides, Ossum Pepper also
manufacturer their product in order to minimise the cost price and easy to maintain the
quality of the product. After years of work hard, the company have earned the loyalty base of
the customer. They currently decide to develop an official web-store and promote their
product to the oversea.
However, they also having some weakness for the company such as the staff do not
have enough skill in some area. Moreover, Ossum Pepper do not receive any financial
support from the government other than the competitor and has a little market present or
reputation.
Next, the company have the opportunities on exporting their pepper product to the
oversea when they have the web-store. Furthermore, they may advertise through social media
or website to promote their brand and increase the sell demand of the product.
The threat of the company face is the government support the competitor on producing
the pepper product. Likewise, the competitor having a strong brand in Malaysia and oversea.
The market price of the pepper product is not stable, this may affect the profit of the
company.
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Porter 5 Forces Analysis
The porter five force analysis is a framework that helps analysing the level of competition
within a certain industry, Administrator (2016). The porter five force analysis of Ossum
Pepper show that the threat of new substitute is high although the customer loyalty for the
product is currently high, but it still can affect by the price of the product. Besides, the pepper
product is nearly identical with the other and the switching cost are low to switch to another
brand.
Next, the bargaining power of supplier consider as low. Ossum Pepper have
manufacturer their own pepper too. This able them to control the cost price easier when there
is unstable market price occur. There is a lot of supplier in Sarawak, but the price is control
by the government therefore, it is not easy for the supplier to increase the cost of sales.
Moreover, the bargaining power of consumer is high. The cost of the pepper product
is not that expensive for the consumer to change to the other brand. The consumer is price
sensitive, but it is hard for Ossum Pepper reduce the price because the lower price means
lower income for them and the high-quality pepper product usually increase the production
cost. As well, there are many substitute brands of the pepper product can be chosen by the
consumer, so the consumer did not worry about the problem of pepper product out of stock.
There are many competitors in Sarawak such as Swan Brand, SPIC, Sara Spice and
more and the quality of the competitor’s product is not much different with Ossum Pepper so
the rivalry among competitors is consider as high.
Lastly, the threat of new competitor is high for the Ossum Pepper because there is not
much different of product between the competitor especially the black pepper and white
pepper. This is the most basic pepper that all the competitor will occur. Although Ossum
Pepper having the difference product which are salted pepper, green pepper and golden red
pepper, nonetheless it can produce by the other competitor in future and the cost that required
to enter a market is low due to the financial support by the government.
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Excel task
Ossum Pepper provide a raw data of their business sales in a week. This raw data allowed the
owner to record a wide range of business activities. From the excel data, it shows the total
sales profit of Ossum Pepper for a week is RM 5349.84 with the quantity sold of 1805 units.
There are 10 type of the product sell by the Ossum Pepper which is black pepper, white
pepper, golden red pepper, green pepper and salted pepper. Each type of pepper can
categorize into powder and corn. The average of the product sold and profit for a day is 361
units with RM 1069.97 while average for each product sold is 181 units and average sales
profit RM 543.98 in a week.
Black Pepper White Pepper Golden Red Pepper Salted Pepper Green Pepper
0
100
200
300
400
500
600
524
140
280
490
371
Product Sold Based on Category
Category
Quantity
Figure 1
Figure 1 shows the black pepper is the best sell product for the Ossum Pepper. Its sell 524
units in a week and bring the profit of RM 1659.90 to the company but White Pepper is the
most unpopular product, it sold 140 unit in a week which is 7.75% of the total units sold.
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BP Corns BP
Powder WP Corns WP
Powder GR Corns GR
Powder SP Corns SP
Powder GP Corns GP
Powder
0
50
100
150
200
250
300
350
231
293
90
50
143 137
245 245 237
134
Product Sold Based on Product
Product
Quantity
Figure 2
BP Corns BP
Powder WP
Corns WP
Powder GR Corns GR
Powder SP Corns SP
Powder GP Corns GP
Powder
RM-
RM200.00
RM400.00
RM600.00
RM800.00
RM1,000.00
RM1,200.00
RM693.00
RM966.90
RM318.94
RM207.90
RM337.84RM379.76
RM752.46
RM882.88
RM508.37
RM301.80
Sales Profit Based on Product
Product
Sales profit
Figure 3
Figure 2 and 3 shows the quantity sold and sales profit based on product. Generally, black
pepper powder occupies more in the market which is 293 units with profit of RM 966.90
while white pepper powder sold the least which is 50 units in 7 days. This result show that
Ossum Pepper may focus on increase in process the black pepper product and decrease the
process of white pepper which help them to fulfil the needs of the consumer in order to
increase the sales demand.
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Monday Tuesday Wednesday Thursday Friday Saturday Sunday
218 232 178 173
354 278 372
RM681.38 RM621.36
RM467.67 RM489.51
RM1,143.51
RM849.26
RM1,097.16
Product sold in a week
Product Sold in a Week Quantity Product Sold in a Week Sales Profit
Days
Quantity and Price
Figure 4
Figure 4 shows the product sold in a week. It provides the company a data to know
about which day they can prepare more product for the stock. The company having most
sales on Sunday, 372 units follow by Friday, 354 units but the profit gain on Sunday is lower
than Friday which is RM 1143.51 and RM 1097.16.
BP Corns BP
Powder WP Corns WP
Powder GR Corns GR
Powder SP Corns SP
Powder GP Corns GP
Powder
0
20
40
60
80
100
40
85
40
0 0 0
65
93
31
0
Product sold on Friday
Product
Quantity
Figure 5
Figure 5 show the product sold on Friday. The salted pepper powder is the higher product
that sold in Friday and follow by the black pepper powder. Both products are the causes that
result Friday’s gain the highest profit.
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PART B: INFORMATION PORTAL DESIGN
This report helps Ossum Pepper to design a website pages to promote their product and
engage more customer by using the platform which is Wix. This website pages are design
according to the Human Interaction Principle (HCI) design principle and web ability
guideline.
The first design principle that have been used for the webpage is affordance. It is a
term used to attribute of an object that giving the user a clue to know on how to use the
object. The picture below shows the affordance principle apply in Ossum Pepper’s website:
The “join” button tell the user to join in order to get the updated information from Ossum
Pepper.
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