TABLE OF CONTENT

NO.
1.
2.
3.
4.
5.

TITLE
Cover Page
Table of Content
1.0 Acknowledgement
2.0 Introduction
3.0 main Content

PAGE
1
2
3
4
5-21

3.1 Analysis of Vision

3.2 Analysis of Mission
3.3 Analysis of Stakeholders
3.4 Analysis Porters 5 Forces Model
3.5 SWOT Analysis
6.
7.
8.
9.

3.6 Strategic Issues of the Company

4.0 Conclusion
5.0 Recommendations
7.0 References
6.0 Appendix

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1.0 ACKNOWLEDGEMENT

Assalamualaikum, firstly we would like to thank to Allah S.W.T because

finally we complete our group assignment.
We deeply indebted to our beloved lecturer, Madam Marhaini Binti Ibrahim
who always helps us improving and give knowledge to assist us in finish our
assignment as well.
Next we would like to thank all of our friends that had always need dedicated
in making this assignment successful no matter how hard it is. Without their
support this assignment are impossible to be completed.
We also owe acknowledge to our family for their support in no matter what
we do. They also help us a lot of such as providing us with necessary financial to
make this assignment a success project.

2.0 INTRODUCTION
COMPANY BACKGROUND OF EMPIRE PROSPECT SDN BHD
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Founded on 23 September 1991, registered under the Companies Act 1965 as a private
limited company.
The company has expertise in the field of public works (installation duct & manhole)
for Telekom Malaysia, TNB, JKR, PBA TIME TELECOM and also works optic cable. The
company is listed as one of the four contractors in the "Preferred LIST OF CONTRACTOR".
The company has also ventured into fire prevention system, tower erection work,
underground cables and directional drilling detection and also has 5 directional drilling machine.
The company also has its own offices and stores about two acres of land and has a job
and truck equipment and skilled workers, more than 110 people.

3.0 MAIN CONTENT

3.1 ANALYSIS OF VISION

Empire Prospects vision statement : A telecommunication specialist contractors as
our core business, always developing business as civilian contractors and suppliers, sharing
sustenance and expertise with staff and community, produce and create a knowledgeable
staff and self-reliance.
Component
Empire Prospect
1. The company wants to become what Empire Prospect stated that they want to be a
in the future?

telecommunication specialist contractors as

their core business.

2. Did the company involve all the The phase sharing sustenance and expertise
elements and the members?

with staff and community refers to the

involvement of the elements and members of

the company.
3. Is the company showing the image The phase always developing business as
and capability as shown in the vision?

civilian contractors and suppliers imply that

the capabilities of the company to achieve.

4. The company guide, shape, gives Emipre Prospect showed that they can serves
direction and purpose and can serve as the direction and purpose of the company
as powerful motivator or not?

is by sharing sustenance and expertise with

staff and community, produce and create a
knowledgeable staff and self-reliance.

5. Did the vision aligned with the core The

values of the firm?

word

produce

and

create

knowledgeable staff and self-reliance in the

vision statement indicates the core values of
the company.

6. The vision statement has to be Empire Prospect s vision statement is

specific and clear.

specific

and

clear.

The

phase

telecommunication specialist contractors as

our

core

business,

always

developing
5

business

as

civilian

contractors

and

suppliers. And the word sharing sustenance

and expertise with staff and community are
totally specific and clear to the members.
7. The vision statement should be the vision for Empire Prospect is quite long
shorter, understandable and shared by but yet can be understandable by the
anyone in the organization.

members in organization.

3.2 ANALYSIS OF MISSION (9 COMPONENTS)

Empire Prospect s mission statement : To be Syariah-compliant contractors, global

class customer choice
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Components
1. Customers

Empire Prospect
The phase To be
Syariah-compliant
contractors, global class customer choice
indicated the customers concern in the
mission statement.

2. Products or services

The word Syariah-compliant contractors

refers to the product and services that they
provide.

3. Market

There is no market in the Empire Prospects

mission statement that stated.

4. Technology

There is no technology in the Empire

Prospects mission statement that stated.

5. Concern for survival, growth and The word global class customer choice
profitability.

indicates the concern for the survival, growth

and profitability in this mission statement.

6. Philosophy

There is no philosophy that stated in Empire

Prospect s mission statement.

7. Self-concept

The phase to be

Syariah-compliant

contractors refers to their self-concept.

8. Concern for public image

The word global class indicates the

concern for the public image in their mission

9. Concern for employees

statement.
The word Syariah-compliant contractors
we can conclude as their concern for the
employees.

3.3 ANALYSIS OF STAKEHOLDER

Introduction
There are 2 types of stakeholders which is primary stakeholder and secondary
stakeholder. Primary stakeholders are individuals or entities that benefit from or are directly
impacted by the operations and activities of a business. Both public and private companies
whether small or large businesses have stakeholders. A small-business owner must recognize the
sometimes competing or conflicting needs of each of his stakeholders and operate his business in

a manner that will deliver the benefits expected by each one and minimize possible negative
impacts on them.
Secondary stakeholders are people or groups that are indirectly affected, either
positively or negatively, by an effort or the actions of an agency, institution, or organization.
Who are the Stakeholder?
Stakeholders are the people or groups with an interest in the success or failure of an
organization.
Stakeholders can affect or be affected by the organization's actions, objectives and policies.
Not all stakeholders are equal. Some stakeholders are less important to a business than others.
The business would class them as either primary stakeholders or secondary stakeholders.

Primary stakeholders
People or groups seen by the business to be vital to the Empire Prospect sdn Berhads
success or failure, a firm cannot exist without their continuing participation.
1. The owners /shareholders/sponsors.
Definition
As stakeholders

Interest
Creating
environment

Communication system
an When
When

How

who have control and

responsibility for cost and
income related to a
project.

leading to successful
project
in
which
performance quality,
completion time and
final cost are within
For Empire Prospect, the prescribed limits and
owner is also as a to eliminate lengthy
managing director named delays.
Hj Abdullah B. Hj
Hassan.
Under him there is
financial manager named
Hj Mazlan Bin Md Nor as
the finance director, Hj
Zulkifli Bin Che Din as
Project
engineer,
Abdussyakur
Bin
abdussamad as financial
manager, Mohd Razi Bin
Ismail
as
technical
manager and lastly Halim
Bin
Mohammad
as
Manager.

Information Every
that
they month.
want in on
project
status,
issues and
risks.

Meeting /
reports

2. The staff and managers

Definition
The

employee

Interest

Communication system

who To ensure the work is What

When

How

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have direct activities done according the

resulted in success or prepared plan and
failure of the project.
policies and standard
quality to meet the
There are overall 110 mission statement that
staffs
in
Empire were been set by the
Prospect that will mangers
and
the
make
sure
the management board.
company
runs
smoothly.

To
review Every
detailed
month
plans (tasks,
assignments,
and
action
items).

Meeting /
reports.

3. The customers
Definition

Interest

Communication system

A customers known
as the recipients of a
good,
service,
product or idea,
obtained from a
seller, vendor, or
supplier
for
a
monetary or other
valuable
consideration.

To test the new

equipment
and
service to see if it
meet
their
expectations in term
of quality and price
and if it really satisfy
their needs.

What

There are few big

company is the
customer of Empire
prospect will give
million profit to this
company such as
Telekom Malaysia
and Axiata.
Empire
prospect
provide service of
installation
and
testing single core

When

The
Every
constructing day.
type, price,
cost
and
service.

How
Book through
phone,
website, and
personally
visit
and
through
regular
advertising
and
commercials.

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underground cable,
accessory and cable
optic
for
communication
company.

4. Local government
Definition
The local government
of the statement, the
Ministry
of
communication
and
multimedia commission
which establish the
communication channel
in the country.

Interest

The organization who

will decide the amount
of taxes and whether or
not to allow future
planning permission on
future extension such
as drilling and piping
work underground and
brought out country
Empire prospect have labour.
been given permission
by the ministry of
communication
and
multimedia commission
to provide service of
installation and testing
single core underground
cable, accessory and
cable
optic
for
communication
company.

Communication system
What

When

How

The project
missions and
the produced
deliverables.

Before
starting the
project.

Formal
proposal.

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Secondary stakeholders
People or groups who feel involved in the Empire Prospect sdn Berhads success or failure,
whether or not the management agree.
1. Competitors
Definition

Interest

Some
construction The
quality
of
companies use a unique equipment and service
technique and style.
and price and the
location.
There is one competitor
in the field of installation
of underground cable,
pipe location, camera
inspection and sewer
rehabilitation which is
from RDG Supply SDN
BHD. But, it is not effect
Empire
Prospect
Company as their main
services is installation
duct and manhole and
also works optic cable for
Telecommunication
Company.

Communication system
What

When

How

The project
missions and
the produced
deliverables.

Before and Regular visit

after
as customer.
starting the
project.

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2. Media
Definition
Communication
channels
through
which
newspapers,
magazines, TV, radio,
billboards,
direct
mail, telephone, fax,
and internet.

Interest

To reveal the quality

of the equipments
and type of the
customers who deal
with the company
besides gaining extra
money from the
advertising
and
Empire Prospect uses promotion to the
website
as
the restaurant.
medium for customer
to seek information
about their company.

Communication system
What

When

How

Inform about
progress and
organizational
change
impacts.

Monthly, or as
identified
in
Communication
Plan.

Electronic
or
paper
newsletters,
reports, or
video.

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3.4 FIVE PORTERS FORCES

1. Supplier Power
It is the drive up prices from the supplier. The fewer the supplier choices of a company
have, the more powerful suppliers are. This is driven by:

The number of suppliers of each key input

The uniqueness of the product or service
The strength and control over the company
The cost of switching from one to another

In the Empire Prospect company, the price of the cable optic that used for the services is
determined by the supplier. Its means that the supplier have more power to set up the
price of the products. The level of supplier power in the Empire Prospect Sdn Bhd is
higher.

2. Buyer Power
It is easy for the buyers to drive prices down in a time. If the deal is made between a
company and a few of powerful buyers then they are often able to dictate terms to the
company. This is driven by:
The number of buyers
The importance of each individual buyer to the business
The cost of switching products and services. If the deal is made with few
powerful buyers, then they are often able to dictate terms to you.

TM is the customers of Empire Prospects Sdn Bhd. The customers have the authority to
set the price of the services. The customers or buyers has the high power to determine the
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price of the product and services provided. The level of the buyer in the Empire Prospect
company is higher.
3. Threat of Substitution
This is affected by the ability of the customers to find a different way of action that a
company do. For example, if a company supply a unique software product that automates
an important process, people may substitute by doing the process manually or by
outsourcing it. If the substitution is easy viable, it will weakens the power of the
company.
Fibre Optic Company is the company that produce the substitution products to the
Empire Prospects Sdn Bhd because they provide the same services and products as the
company. The level of the threat of substitution of Empire Prospect Sdn Bhd is medium
because only the qualified company that have license from the government can substitute
the services.

4. Threat of new entry

Power is also affected by the ability of people to enter to the same market. The factors
that cause the new entry are:
The less costs of time and money to enter the market
The company compete effectively
Only few of economies of scale in a place or region
The company has lower protection for the keys of technologies

The new competitors can quickly enter the same market and weaken the position of a
company. If a company have strong and durable barriers to entry, then they can preserve a
favorable position and take fair advantage of it. The new competitors difficult to enter the
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market place as Empire Prospect Sdn Bhd because the company has a contract with TM
for 10 years. They also have sufficient trained employees and expertise in the
management. The company also has been established and the performance is stable in
many years before.

5. Competitive Rivalry
The number and capability of the competitors is very important. If a company have many
competitors and offer equally attractive products and services, then the company will
most likely have little power in the situation. It is because suppliers and buyers will go
elsewhere if they do not want or get a good deal from the company. On the other hand, if
no one else can do what the company do, they can often have tremendous strength.
The other company have many workers and machine compare to the Empire Prospect
Sdn Bhd. This is because it is only a small company. They aslo did not have sufficient
places or store to put more machines as the building of the company is small. Sometimes,
the customers will change their services to another company because Empire Prospect
Sdn Bhd takes a few time to finish all the jobs services as they do not have more
equipments and machines like the other big company.

3.5 COMPETITIVE ADVANTAGES

SWOT ANALYSIS

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SWOT Analysis is a strategic planning method used to evaluate the Strengths,

Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It
involves specifying the objective of the business venture or project and identifying the internal
and external factors that are favourable and unfavourable to achieving that objective. Strengths
are an attributes of the person or company that are helpful to achieving the objective,
Weaknesses is attributes of the person or company that are harmful to achieving the objective.
STRENGTH

a) Top 5 contractors in Malaysia.

With experienced workers
and a strong company,
Empire Prospect SDN
Berhad has been awarded the
top 5 contractor in Malaysia.
b) Strong relationship with customers
(e.g. TM)
Empire Prospect Sdn Bhd for
several years has been
collarborating with TM.
These companies have
expertise in the field of
public works ( installasion of
mains & manhole
MENHOLE ) for Telekom
Malaysia , TNB , JKR , PBA
time Telekom and also works
of optical cable. The
company is listed as one of
four contractor in " LIST OF
PREFERRED
CONTRACTOR " .

WEAKNESS

a) Workers
Do not have many
employees.
Not enough experience
workers.
b) Machines
Do not have a lot of
equipment.
The machine does not switch
to a more sophisticated.

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OPPORTUNITIES
a) Contract within 10 years with TM.
TM trust Empire Prospect
sdn Berhad work as the
company has reached the top
5 in Malaysia.
TM also has been a partner
of the firm 's empire prospect
sdn Berhad.
b) Difficulties for the new entry to
enter the market.
Empire Prospect sdn Berhad
has become a top 5 in
Malaysia , many already
believe to cooperate with this
company because this
company has more
experience of the new
company.

THREAT
a) Competitors of the same services
Too many in same industry
nowadays like TNB , JKR ,
PBA and so on. But Empire
Prospect sdn Berhad swas
still strong.
b) Price is monopoly by TM.
Price monopoly by TM
because TM is the company
customer 's biggest and most
influential.

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3.6 STRATEGIC ISSUES OF EMPIRE PROSPECT

1. THE STANDARDIZED OF THE MANAGEMENT OF THE EMPIRE PROSPECT

COMPANY.
When the first time to set up this business, the owner of the company has very less
experience in managed the company. Therefore it took a lot of time for the business owner to
learn on how to manage the company in terms of employees and accounting management. The
business owner is also as a managing director named Hj Abdullah Bin Hj Hassan has to manage
the company alone that time during the opening of the company. Thus, he decided to appoint a
number of key personnel to help him in managing the company. He appointed Hj Mazlan Bin
Md Nor as the finance director, Hj Zulkifli Bin Che Din as Project engineer, Abdussyakur Bin
abdussamad as financial manager, Mohd Razi Bin Ismail as technical manager and lastly
Halim Bin Mohammad as Manager. All these key personnel have helped him in the
management as the top management and became the backbone of the company. Then, the
company has standardized the management as the key personnel will play their role and makes
sure the company matter and operation will run smoothly.
2. HOW WILL THE COMPANY BEAT OR AVOID THEIR COMPETITORS.
This company is actually has less competitor as not many company involved in this
industry. Empire prospect is expertise in the field of public works (installation duct & manhole)
for Telekom Malaysia, TNB, JKR, PBA TIME TELECOM and also works optic cable.
Therefore, they are the monopoly in this industry and has become the most trusted company in
public and optic work in Malaysia. The company is listed as one of the four contractors in the
"Preferred LIST OF CONTRACTOR". However, there is one competitor in the field of
installation of underground cable, pipe location, camera inspection and sewer rehabilitation
which is from RDG Supply SDN BHD. But, it is not effect Empire Prospect Company as their

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main services is installation duct and manhole and also works optic cable for
Telecommunication Company.
3. BAD ECONOMY CRISIS IN MALAYSIA AFFECT EMPIRE PROSPECT SDN BHD.
During bad economy crisis in 1997 has hit Malaysia, it also effect Empire Prospect
Company as they only operate for about 5 years and expected to grow. However, the inflation
that affects the Malaysia economy was subduing the growth of Empire Prospect Company.
During that time the managing director take action to survive no matter what and waited for the
economy to recover. In recessionary times, this company position themselves to win by
ramping up promotions, accelerating new service introductions, and keeping a visible profile.
By taking advantage of the emerging opportunities, they not only differentiate themselves
during the downturn but also position themselves for explosive growth after its turnaround. As
the result, this company receives huge contract from big telecommunication company such as
Telecom Malaysia (TM), TNB, JKR, PBA TIME TELECOM. From this contract the company
start to generate revenue until it reaches million Ringgit Malaysia and become the "Preferred
LIST OF CONTRACTOR" of telecommunication company.

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4.0 CONCLUSION
During the preparation of doing this assignment we had a various experienced. Firstly, we
need to take a lot of effort to gain the information as this company has very limited
information in the internet. But we did not want to give up and try to search in other channel
such as blog and social media. We gained a lot of information through their blog. In their
blog, they put everything about them like their services, organizational chart, office building,
contact number, their clients and their work experiences in many companies. Furthermore,
we get more information of this company by interviewing one of their employees. Through
this interview, we get the chance to know more about the company information in order to
complete this assignment.

5.0 RECOMMENDATIONS
We would like to recommend the company to do more marketing activities as this company
has very limited marketing activity. We see a lot of potential customer that this company can
get but due to lack of marketing activity, the potential clients did not know the existing of this
company. Other than that, Empire Prospect should put their information in internet so that
people can know more about the business. They can read through website about this
company and at the same time get interested to use their services. Nowadays every
information people can get from internet every time and everywhere just by single click. We
also like to recommend this company to advertise in social media like facebook, tweeter and
instgram as a medium of advertisement. Media social has become trend and not only be use
by teenager but it is widely use by all age group. On the hand, social media not only cheap as
only need to sign up an account but it is also very effective way to do marketing activities.

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7.0 REFERENCES
http://empireprospect.com/index.php
http://www.rdg.asia/about.php

6.0 APPENDIX
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Figure 1 : Empire Prospect Sdn. Bhd. s building

Figure 2 : Opening of Emipre Prospect Sdn. Bhd.

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