ENT300

ENTREPRENEURSHIP OCTOBER
CHARACTERISTIC 2020

SWOT Prepared by
ANALYSIS
ABDUL BASIT BIN MUSTAPA
2018279856
KAC1105A

FACULTY OF ACCOUNTANCY

AZHARI
ROSLI

29, FOUNDER OF SUGARBOMB

ENT300 GET INSPIRE IN EVERY PAGE

Table of 04
Content 05
07
Executive Summary 08
Products of SUGARBOMB 10
Business location 15
History of Sugarbomb 17
Background of Sugarbomb
Inside Story : Azhari Rosli 18
Characteristic of Boss A 20
SWOT Analysis
Appendices

The value of experience is so expensive
for the next career

AHMAD AZHARI

APPRECIATION

Firstly, i would like to thanks
Allah The Almighty for make
everything easier for me to fulfill
all the criteria in order to
complete the "Case Study : A
story about an entrepreneur" for
the subject ENT300.

I would also like to thank you my
lecturer, Sir Mohd Najmie Osman
for his dedication on giving
lessons, guidelines and advices
that really helpful for completing
this assignment.

Lastly, I want to thanks Mr
Kanumbu, General Manager of
Sugarbomb for the opportunity
given for me to have a short
interview with Sugarbomb.

Don't worry, we got you !
Scan to refuel spirit of

entrepreneurship in you

FEELING UNMOTIVATED?
WANT TO GIVE UP ?

Introduction of
Sugarbomb !

03

EXECUTIVE After almost 4 years in the industry
SUMMARY since 2017, Sugarbomb underwent a
lot of obstacles along the way but
Have a good appearance will not just today, Ahmad Azhari Rosli or his
help you to feel more comfortable nickname "Boss A" could be proud as
during your day, but it is also help to SugarBomb able to achieve few
boost your confidence and attract achievement. At the very beginning,
people around you which will SugarBomb was only based at back
significant in building a good of Boss A's house, but now it have 17
impression of yourself. outlet including 4 factory all around
Malaysia which is Sabah, Sarawak,
Besides of wearing set of attire that Perak, Negeri Sembilan, Johor dan
suitable to you, wearing a perfume or Selangor.
any fragrance could also boost your
appearance to the next level. Now, SugarBomb not only available
Realizing how important perfume to in Malaysia, but also Indonesia,
people nowadays, it was an Brunei, Singapore and on its way to
unforgettable moment for a young guy United Kingdom. Today, Sugarbomb
who was only 26 years old back in now have more than 80 fragrance for
2017, Ahmad Azhari Rosli to start perfume men and women, air
business by creating his own brand, freshener for car and home, hand
"Sugarbomb". satinizer and facemask.
.
04

PRODUCT OF
PERFUME

HAND SATINISER

05

AIR FRESHERNER

FACEMASK

06

Home of SugarBomb (HQ)
No 8, Jalan Astaka 4B/KU2,Bandar Bukit

Raja, 41050 Klang, Selangor

SugarBomb Bangi SugarBomb Bukit Jelutong
(Sultana Banu)No. 3, Jalan Impian Putra (Hazman)B1-18-G, Psn Pasak BumiBukit

1/4,Taman Impian Putra,43000 Jelutong, Seksyen U8,40150 Shah
Kajang,Selangor Alam,Selangor.

SugarBomb (HQ) Sabah SugarBomb Batu Pahat
Lot 31 & 32, Sierra Bizhub,89200 Kota T/L12, Warung Pesta,Jalan Perak,83000 Batu

Kinabalu Sabah. Pahat,Johor

SugarBomb Limbang SugarBomb Senawang
(Fazrizul)2186-2-ofLot 2186 Limbang No 4 jalan cempaka 2,Taman
Town,District ground floor plaza,98700 cempaka,70450 senawang,

Sarawak Negeri sembilan

SugarBomb Shah Alam SugarBomb Selayang
26, Persiaran Setia Dagang,Bandar Setia No 6 Jalan 11,Selayang Baru,68100 Batu

Alam, Seksyen U13,40170 Shah Alam Caves, Selangor
Selangor
Mini HQ Sabah
SugarBomb Masai TB13762, Block G2,Bandar Sri Indah, Batu
No.9, Jalan Balau 3,Taman Rinting,81750
10,Jalan Apas, 91000 Tawau,
Masai Johor Sabah

Mini HQ Sarawak SugarBomb PJ
Tinny2u OutletNo 3A (Ground Floor), Jalan Lot K02 (Kiosk SugarBomb),Matahari Mall,No

Berek, 96100 Sarikei, Sarawak 1, Jalan PJS 2/18,Taman Maju Jaya,
46000Petaling Jaya,Selangor

BUSINESS
LOCATION

07

THE HISTORY OF
SUGARBOMB

"A journey of a thousand miles begin with a Unfortunately, over more than 50
single step". A perfect proverb to describe application he applied, only 3 of them
how Sugarbomb from zero to become one called for interview, and obviously every
of the big player in our local market of company preferred candidate who at least
perfume industry. The founder, Ahmad have a work experience relating to position.
Azhari Rosli or his nickname "Boss A" was Therefore, he failed to land on a job
an excellent student of Master relating to his study and unemployed for
Aeronautical Engineering in University of almost 2 years. In spite of his study was one
Bristol, United Kingdom. On 2016, Boss A of a field treasury in Malaysia, he knew it
like others graduates returned to Malaysia was very deterrent to get any.
with a big hope to land on any job relating
to his course.

"WHAT MATTERS IS WHAT WE WANT IN LIFE, IF WE WANT
SOMETHING WE NEED TO WORK TO GET IT AND PROVE TO THE

P E O P L E " Azhari Rosli

For Ahmad Azhari, time is gold, so without
any excuses, he tried all the part time job
that he got during the time such as box
picking, driving a lorry and selling cakes
until a moment he started to sell his own
perfumes as he realized the opportunity
and the potential of the business. Elliadore
is the first brand of perfume he made, but
not a long after he thought to rebrand
Elliadore becoming Sugarbomb as he
wanted to focus making affordadable
perfume.

During the early year of Sugarbomb in He started Sugarbomb by only based at
2017, one of the most painful experience the back of his home as factory , by using
that he was to overcome people RM 15000 as initial capital through his
perception as they questioned why saving, Boss A started from only 3 person
someone like him who graduated from including him and only 6 reseller on 2017
overseas for 4 years until Master level but and now Sugarbomb moved to the next
only selling perfume. He said "What level as its have 4 factory on its own
matters is what we want in life, if we want making perfume with more than 60 staff
something we need to work to get it and and 6000 reseller all across country in
prove to the people". Slowly, people started 2020.
to recognize him after seeing all the
success he achieved one by one.

08

THE BEGINNING OF
EMPIRE SUGARBOMB
IN 2017

AZHARI ROSLI WITH HIS STAFF AT
SUGARBOMB HQ

NEW HQ AND GIANT FACTORY FOR
SUGARBOMB IN 2020

09

BACKGROUND
SUGARBOMB

BUSINESS PROFILE NATURE OF
BUSINESS
Business Name : Sugarbomb
Worldwide Sdn. Bhd. Fragrance Industry always be
competitive in Malaysia whether it is a
Business Industry : Fragrance local or imported product. Based on
Globaldata, Fragrance Industry will
Year of establishment : March 2017 record a higher growth at a CAGR of
4.5% for the year 2014-2019 compared
Founder : Ahmad Azhari Rosli to 2009-2014 . It is forecasted this
industry to hit RM863 million in 2023 as
Business entity : Sole proprietorship it reached RM622 million on the year
Total employee : 60 2018.

Headquarter : No 8, Jalan Astaka Competitors will always be a push-
4B/KU2, Bandar Bukit Raja, 41050 factor for innovation and improvement
in business. In this industry,
Klang, Selangor international brand like Avon, Ralph
Lauren, Calvin Klein and Enchanter and
Production capacity : 150 000 bottles not to forget our leading local brand
monthly competitor which is De'Xandra will be
the obstacles for Sugarbomb.
Types of product : Perfume for Man
and Woman, Air Freshener for Home
and Car, Hand Sanitizer and Facemask.

Company Logo

10

VISION

A leading fragrance brand distributor, formulating fragrances with
internationally approved ingredients that is scientifically tested
and value for money.

MiSSION

1. Create a globally recognized Malaysian brand in the fragrance
Industry

2. Attain the lowest price for perfumes so everyone can enjoy the
unique scents

3. Maintain the highest quality product, embracing systems to
reduce cost and have very clear distribution channel

4. To be the best company to work whereby employees are
treated as part of a big family.

Initial Capital

In order to produce first 300
bottles, Ahmad Azhari Rosli
used his own saving as initial
capital for Sugarbomb at
amount of RM15000. This initial
capital was raised by doing all
the part time job including
selling cakes, dropshipping,
driving lorry and also
box picking.

11

Target Market
Segmentation

Geographic Demographic

Selangor, Perak, Sabah, All gender
Sarawak, Johor and Age 18 to 40 years old
Negeri Sembilan B40 and M40 group of
income
Working and Studying

Behavioral Psychographic

Benefit sought Concerned of
specifically on appearance but
long lasting limited budget.
perfume and Purchase decision
wuduk friendly depending on
Heavy usage user quality and price,
not brand
Purchase decision
influence by social
media influencer
and artist.

12

New factory (left) for Sugarbomb and
office in Sabah (right)

On the next year, Sugarbomb will move to its
new headquarter ( right )

13

The Challenges of Next, small initial capital make it hard
Growing the for Sugarbomb to spend on it
Business marketing. Therefore, Sugarbomb
having a difficulty penetrate the
"Smooth seas do not make skillful market and to increase it brand
sailor" awareness. During the time, Ahmad
Azhari and his small team only used
It is the hard knocks, failures and deterrent what is on their hand and luckily due
in the past that shapes our personality and to Sugarbomb's quality, people slowly
success today. recognise the brand.

Ahmad Azhari Rosli still remember the At the beginning of Sugarbomb, Ahmad
day when he wanted to give up on the Azhari need to do all the work by himself
Sugarbomb, but with support from the
family and his big why, he kept continue including photoshoot for his product.
on the path that he chose.

People negative perception. At the early of
his journey, people look down on him as
why graduates from overseas like him was
selling perfume instead of working at a
high level of profession due to his
capability and qualification.

14

In order to success, you need to Insight Story :
have a big why because it will Azhari Rosli
help you to not give up no matter
how things is

Why Sugarbomb Name : Ahmad Azhari Rosli
is created?
Age : 29 years old
Failure to land on any job right after
graduates drive Azhari Rosli to really Education : Master in Aeronautical
focus on his passion to business. Engineering, University of Bristol,
Fortunately, his bestfriend, Dr Zamir United Kingdom
Othman, a chemical specialist will be
his stepping stone to realising his Business experience : Selling cakes,
idea to establish Sugarbomb. dropship, selling perfume (Elliadore)

Working experience : Cleaner, lorry
driver, box picking

Position in Sugarbomb : Founder and
Chief-Executive Officer ( CEO )

Family : Dr Farah Nor Azman
(wife)
Airen (daughter)
Arif (son)

15

Personal Achievement

1. Sponsored Football Association
of Selangor

2. Acquired Good Manufacturing
Practice and Halal Certificate
for Sugarbomb.

3. Started with small factory at
the back of his home and now
already have 4 factory.

4. Achieved to provide business
opportunity for become reseller
more than 6000 people

16

Characteristic

PERSISTENCE SYSTEMATIC PLANNING

Through our interview with Mr Azhari Rosli always be systematic
Sugarbomb's General Manager, Mr on planning his next action for the
Kanumbu, he assert Mr Azhari Sugarbomb. He always be clear on
Rosli is a persistence person and the target he wants to achieve, and
will never give up upon every this become the main reason why he
problem that they need to solved could growing his company and
since the day one. team to the top notch in only 3
years.
For instance, during the beginning
of Sugarbomb in 2017, Mr Azhari We can see how systematic
Rosli knew his company could not Sugarbomb's planning in term of
keep up in term of marketing expandition and also marketing. In
compared to other competitors 2017 to 2018, was the time for
due to small amount of capital. Sugarbomb to know how actually
Thus, he came up with a strategy the Fragrance Industry,in our
to focus on the quality first and country, Boss A and his team in yhe
sell to the person around him first. process to stabilise the sales, try to
Because of his persistence effort capture the niche of mark, setup a
everyday, Sugarbomb transformed bigger team and enhance
from nothing to become a big production capability as preparation
local player in this industry. for the next big gameplay.

in 2019 to 2020, when preparation
was been made, it was the time for
Sugarbomb to push their marketing
to the fullest. We can see Mr Azhari
Rosli to collaborate with Nabil
Ahmad, Achey, Raihan, and Football
Association of Selangor

17

THE BIGGEST
CHALLENGE

Demand over supply

Based on the interview with General Manager of
Sugarbomb, Mr Kanumbu mentioned there was
a problem occurred in 2018 which turned out to
be unforgettable event for Sugarbomb. During
the year, Sugarbomb unexpectedly received a lot
of order from Sabah and Sarawak which lead to
a failure of production to meet with the request.
At the same, courier also failed to keep up with
Sugarbomb, problem such as late delivery and
failed to meet deadline to customer and agent
somehow effected reputation of Sugarbomb.

Covid-19 : A new norm for The moment when our Prime Minister
announced that our country will conduct
every business Movement of Control (MCO) in order to
prevent spreadness of Covid-19, was the
The Covid-19 pandemic really impacted moment of nightmare for every business
business enviroment in every industry. It especially SMEs and offline business. At
was the biggest challenge just not for every that moment, sales will be be dropped
company, but for every one of us. Due to depressingly but every company still liable
Covid-19, a lot of country's economy to pay for all the business expenses such as
including Malaysia have fallen to the worse rental and remuneration for employees.
level. In term of individual, it reduced
purchasing power as people will be save For Sugarbomb, Covid-19 impacted their
more than spend their money. capabilities of production to produce more
product and management seemed
unstable as the number of days they can go
to office was depending on permission by
goverment as the regulation was strict
especially Sugarbomb's headquarter is at
Selangor. At the same time there was few
staff of Sugarbomb stucked at Sabah due
to MCOC.

18

s High quality : Long-lasting perfume and Wuduk friendly
Price : Offer affordable price compared to competitors especiallyinternational brand
Strong management : Flexible, proactive, and great teamwork
Strong marketing : Collaboration Music Video with country famous Artist Selangor

Football Club

Reliable supply : Opening new giant factory ( total 4 )

w Total number of reseller still a quarter compared to local brand that leading

industry
Mostly an urban market phenomenon

No line of product perfume for category Unisex
No Lack of social media engagement and brand awareness

o Expansion of target market and product range.
Based on Globaldata, Fragrance Industry will record a higher growth at a CAGR of

4.5% for the year 2014-2019
Due to many people loss job due to Covid-19, number of reseller will increase
Unisex fragrances had the fastest growth CAGR 4.8% 2015-2019

T Uncertain of economic enviroment due to Covid-19
Local people skeptical with local brand for perfume and fragrance

19

How Sugarbomb solve the
problem ?

Demand over supply

Due to high demand for the product Opening a factory
from Sabah and Sarawak, Sugarbomb
took a few action to solve it. In order to response for the high
demand of product and to tackle upon
Appointed of leader of agent the courier problem, Sugarbomb
Sugarbomb appointed a leader of decided to open a factory in Sabah.
agent that will focusing on marketing This could be really helpful as it will
and recruitment of agent. This will help increase the production capacity, not
to reduce headquarter on to forget it will benefit agent and
management and by appointed local customer relationship as product can
people , it will help to allow for a be deliver without any delayed and fast
quicker response to industry changes response upon the order.
or customer needs.

Suggestion solution

1.Hire part-time workers. 3.Always put the common problem into
Hiring part time-worker could help calculation
increase production capacity. This could Problems will never stop in business
give a higher chances to meet with the especially when outsource work to 3rd
demand. For example, Shopee hiring part- party such as Sugarbomb use courier
time worker to meet demand on their company to deliver product to customer.
promotion every month such as Few problem could occur along the way
promotion 10.10 and 9.9. like late delivery, parcel missing or been
damaged. In order to protect our
2.Coordinating the production with sales relationship with customer, always
and marketing department estimate few days of delay so it will help
Sales and marketing department need to the company solve the problem if anything
set total sales target based on the happen in the future.
capability of production and always
prepare for the unexpectation situation to 20
prevent unsatisfaction of agent and
customer.

How Sugarbomb solve the
problem ?

The impact of Covid-19

In order to cope with situation of will be made through virtual meeting
pandemic Covid-19, Sugarbomb have using application like Zoom and Google
changed the way of business to ensure Meet. This could increase workplace
the consistency of their business flexibility and enhance flexibility.
performance.
Focusing on developing agent online
Changed business model selling skill
Different problem require a different Due to Covid-19, many people loss their job
approach, the pandemic of Covid-19 and at the same time sales for Sugarbomb
impacted the way of work such as also been dropped.
difficulty to come to office, or doing
selling through offline. Therefore, they provide an opportunity to
gain income by becoming their agent and
Sugarbomb team is flexible as it consist initiate a variety of webinar to educated
of all young people who are energetic their agents in online marketing skill.
and proactive. In order to work Through this, they could increase the profit
efficiently, Sugarbomb changed while been able to help the community
workplace culture as every meeting too.

Suggestion solution

1.Increases the usage of automation 2.Enhance the communication of
Aftermath of the pandemic, every organisation.
business need to find alternative to work In order to make employees connected to
efficiently with few employees physically all level management despite of working
present. Using automation in term of remotely, the company need to make top-
labor in factory will help to produce down transparency as essential part of
consistency in production of product, company culture. When a company's
while using automation in management, leadership is transparent, it creates an
sales and marketing department will help environment of trust within the team.
to deliver information, planning strategy With the current challenge of business like
and communicate to all level of staff and Covid-19, employees need to know they
customer more effectively. Using can bring any potential issues or
automation not just can save a lot of time, problems to their leader without feel
but also increase the accuracy of analysis hesitate before it turned to be irreparable
and provide insight of the business so the
company can use the data to plan the
next strategy.

21

APPENDICES

Process to make appointed to
have a short interview with Mr
Azhari Rosli and the Sugarbomb
team

On the day of interview,
unfortunately, Mr Azhari was
not able to attend due to
emergency
meeting.Therefor, Mr
Kanumbu, General Manager
of Sugarbomb replaced Mr
Azhari

Exclusive Content

Let's hear an advise
from Mr Kanumbu,
General Manager of
Sugarbomb !