COMPANY ANALYSIS

ALTO SEVEN SILKSCREEN PLT

TECHONOLOGY ENTREPRENEURSHIP (ENT 600) : CASE STUDY

FACULTY &PROGRAMME: FSKM–COMPUTING NETCENTRIC

SEMESTER :6
PROJECT TITLE : ALTO SEVEN SHIRT PRINTING CASE STUDY
GROUP MEMBER : 1. MUHAMMAD NAJMI BIN MAZLAN (2016299438)
2. MUHAMMAD NABIL EMIR BIN SAZAHAN
(2016299548)
3. NOOR RAMADAH BINTI SULAIMAN (2016299496)
4. SITI NURZULAIKHA BINTI MD SHAMSULL BAHRI
(2016299452)
5. NURUL HIDAYAH BINTI IBRAHIM (2016299446)
LECTURER : MR FADER BIN ABDULLAH
 TABLE OF CONTENTS

TABLE OF CONTENTS...........................................................................................................2
LIST OF TABLES......................................................................................................................3
LIST OF FIGURES....................................................................................................................4
ACKNOWLEDGEMENT.........................................................................................................5
EXECUTIVE SUMMARY........................................................................................................6
1.0 INTRODUCTION................................................................................................................7
1.1 Background of the study..............................................................................................7
1.2 Problem statement.......................................................................................................8
1.3 Purpose of case study..................................................................................................9
2.0 COMPANY INFORMATION............................................................................................10
2.1 Background................................................................................................................10
2.2 Organizational Structure............................................................................................11
2.3 Products/Services......................................................................................................12
2.4 Technology................................................................................................................15
2.5 Business, Marketing, Operational Strategy...............................................................17
2.6 Financial Achievement..............................................................................................18
3.0 COMPANY ANALYSIS....................................................................................................19
3.1. SWOT Analysis.............................................................................................................19
4.0 FINDINGS AND DISCUSSION.......................................................................................21
5.0 CONCLUSION..................................................................................................................23
6.0 RECOMMENDATION AND IMPROVEMENT..............................................................24
6.1 Target Audience..............................................................................................................24
6.2 Technology Strategy.......................................................................................................24
6.3 Hire More Workers.........................................................................................................24
REFERENCES.........................................................................................................................25
APPENDIX..............................................................................................................................26
 LIST OF TABLES

Table 1: Advantages and Disadvantages of Services...............................................................14

Table 2: SWOT Analysis..........................................................................................................19
Table 3: Consumer Trend Canvas............................................................................................20
 LIST OF FIGURES

Figure 1: Encik Afiq, Assistant Manager of Alto Seven Silkscreen.........................................10

Figure 2: Organization Structure of Alto Seven Silkscreen PLT..............................................11
Figure 3: Screen Printing Machine..........................................................................................12
Figure 4: Heat Press Machine..................................................................................................13
Figure 5: Sublimation Heat Transfer Machine.........................................................................13
 ACKNOWLEDGEMENT

Alhamdulillah and thanks to Allah because of His Almighty and His utmost blessings, we
were able to finish this case study within the time duration given. In performing this case
study, we had to take the help and guideline of some respected persons, who deserve the
greatest gratitude Firstly, the special thank you is given to our ENT 600 lecturer in UITM
Arau which is Mr Fader bin Abdullah for giving us a good guideline, ideas, and knowledge
throughout numerous consultations in completing this case study.

We also would also like to thanks to the assistant manager of Alto Seven Silkscreen PLT, Mr
Muhammad Afiq bin Ahmad because of his cooperation during the interview session about
the company. His good cooperation and explanation ease us to collect the information. Also,
thanks to all the staff in Alto Seven Silkscreen PLT for spending their time during our visit to
their company.

Special appreciation also goes to our group members itself. It is because they play the big
roles in putting the suggestions and valuable works on this proposal which give us an
inspiration to complete it. We thanks to all the people which is direct and indirectly help our
group to complete this assignment.
 EXECUTIVE SUMMARY

This is an endeavour to grasp how the theories can be applied to a practical situation. As a
student in UiTM Arau, it is a part of a study for everyone to undergo a case study project. So,
for this purpose, we got the chance to research a corporate entity that manufactures a product
that deeply interests us, which is Alto Seven Silkscreen printing company, currently based in
Kangar.

First of all, the general information regarding the corporate has been collected. Information is
gathered through the primary and secondary source. In the second part of the report contains
the specialized subject study. The objective of the project is to figure on the background,
organizational structure, products and services that Alto Seven Silkscreen provides.

Next, we study regarding the technology of Alto Seven Silkscreen printers, which is primarily
a standard technology utilized by the printing section, as well as business, marketing and its
operational strategy used by the corporate to market their merchandise that we discover quite
attention-grabbing. Lastly, we analysed the company’s financial achievements relating to how
they manage their finances, as well as achievements gained from financial management.

Goals indicate what a business unit wants to accomplish. A strategy is an action arrange for
obtaining the goals. Every business should design a strategy for achieving its goals,
consisting of a marketing strategy, and effective management. In this case study, we analysed
the strength, weaknesses, opportunities, and threats of this company in the real business
world by using SWOT analysis. Thus, from the needs and demands from the existing
customers of this company, we analyzed and realize a resolution to overcome and to meet
their wants in consumers Trend Canvas (CTC) analysis, making it as our innovation to be
continued in new Product Development task.
1.0 INTRODUCTION
This topic is discussing the background and motivation behind conducting the study and the
purpose of the study. The business problem and the theories of study also have been
describing in this topic.

1.1 Background of the study

The key element of case study is to find a product that has a potential to be innovated in order
to meet the customer’s needs. The students realise that many people nowadays especially
teenagers like to make their custom-shirt. This causes the increasing trends and demands in
custom-shirt. The clever entrepreneurs will begin to identify the popularity of this product
and have start thinking about their own T-shirt business (Roach, 2018). To make the custom-
shirt, the company of t-shirt printing service needs to spends a lot of time to design,
rendering, measure the size of illustration, print, and else. All of these activities need some
period of time to make sure the shirts delivered to the customers with good condition and
meet the expectation (Lazazzera, 2014).

Custom-shirt is defined as t-shirt that design according to the customer’s needs and favourite.
Besides, customers can choose any type of fabric that use to make the shirt. They also can
choose technique implement to transfer the design from the computer to their shirts. The
company service must provide the enough facilities in order to produce the good product.

To design the illustration on the shirt, to print the design and transfer it to the fabric use
separate and appropriate machine and facilities. These machines require the people who have
acknowledgement on how to use it. If the people do not know how to use, it gives a big
problem to the company and the production of product per day.
1.2 Problem statement

The market of custom t-shirt printing is quite wide in Malaysia. The businessman can do the
business either at home or rent a room to run their business. Many organizations, football
team, association or a single person demand to create their own t-shirt with their own style,
design, fabric and colour.

As there are many companies that compete to win the customers’ need, they need to
implement a solution and add-on unique identity to make it different with any other company
(Ng, 2018).

Students found out that the company they have visited and researched need to be improved in
a few aspects. The T-shirt Printing Service has the problem regarding the process production
of the t-shirt, which is they cannot create the complex design which might disappointed the
customers. It is because their machine or technology not good enough to print out the
complex design on the shirt. When they do that, the design becomes worse than expected.

Also, the staff who handle in a transferring the design to fabric part needs to wait the ink to
dry. It is to make sure the ink is completely attach to the fabric. This cause a lot of time waste
as the company need to produce more custom-shirt. Additional, the staff needs to do that one
by one of the shirt available.
1.3 Purpose of case study

Conducting this case study is purposely to collect all the important information and its details
about the product and the company. From the information and details collected, the students
can evaluate the product and company flaws. Also, they can assume any upcoming problems.

From the problems and flaws that have been evaluated in the student’s studies, they can
construct and find the solution to overcome and solve the problems. According to
entrepreneurship technology syllabus, students need to solve it in term of technology and
innovation.

The objective is to have an evaluated broad innovation concept which implementation of

technology and information regarding any aspect of entrepreneur. Also, the identification of
the problem and solution is based on the SWOT and CTC principle in order to gain a strong
and clear result.
2.0 COMPANY INFORMATION
The Alto Seven Silkscreen is a printing shop specializing in fabric-related printing.

2.1 Background

● Founded in 2012. Rebranded multiple times until the name “Alto Seven Silkscreen” is
officially chosen in 2016. Latest brand prior the official is “Belleza creative Sdn.
Bhd.”.
● Founded by the CEO. Begin as a hobby that turns into a life career.
o Syed Anuar Ali Bin Nai’mi, – founder and CEO

Figure 1: Encik Afiq, Assistant Manager of Alto Seven Silkscreen

● Kangar Based
o Alto Seven Silkscreen PLT, No 17, Tingkat 1 Taman Simpang Tiga Jalan
Kangar - Arau, 01000 Kangar, Perlis
o Location changed multiple times from the owner house, shop renting near
TNB to the establishment as of now.
o 013-458 7714
 ● Business hours:
o Monday – Friday: open from 9:30am – 6:30pm
o Saturday: open from 9:30am – 2:00pm
o Sunday: closed

2.2 Organizational Structure

Only 6 staff currently employed in Alto Seven Silkscreen:

Figure 2: Organization Structure of Alto Seven Silkscreen PLT

Despite the limited number of employees, the company took the risk to get more revenue.
These revenues will be used in researching more ideas that will make the company much
more advance than its competitors.
2.3 Products/Services

Alto Seven Silkscreen’s services are:

● Silkscreen
● Heat transfer
● Sublimation

Alto Seven Silkscreen’s Silkscreen

Type:
● Screen printing
o A screen is cut to make a stencil for the design
o Ink is then spread over the screen, passing through to the object underneath
only in the specified area.
o Only one colour per screen can be used. Multiple colour requires multiple
screens.
Applicable fabric type:
● Most flat fabric including:
o Cotton T-shirt
o Corporate shirt
o Microfiber
o Polyester
o Windbreaker
o Sweater
o Vest
o Lanyard
o Non-woven bag

Figure 3: Screen Printing Machine

Alto Seven Silkscreen’s heat transfer
Type:
● Vinyl heat transfer
o Designs and colour cut out by machine in pieces of coloured vinyl
o Heat press transfer each vinyl colour of the design onto the target object
● Digital print heat transfer
o Design printed on special heat
transfer paper using a solvent ink
o Ink glued onto fabric once
treated with heat press
Applicable fabric type:
● Cotton-based fabric
o t-shirts
o tablecloths
Figure 4: Heat Press Machine

Alto Seven Silkscreen’s sublimation

Type:
● Sublimation heat transfer
o Printing design onto special transfer paper
o Heat press transfer design onto fabric
o Sublimation ink turns to gas. Solidified into target fabric once cooled
Applicable fabric type:
● Polyester-based surface
o Fabrics
o Jewellery
o Bags

Figure 5: Sublimation Heat Transfer Machine

 Services Advantages Disadvantages
● Durable ● Not practical for
● Intricate
small orders
● Fine result
● More colour
● Wide range of:
o Colour increases price
Silkscreen ● not eco-friendly
o Texture
o Effect

● Photo prints can be ● expensive and time

transferred in full colour
● Allows for a variety of
Heat transfer
colours and placements
● Software friendly
● Maximum detail for
complicated designs
● Suitable for small
Sublimation quantity runs
● Additional colour does
not incur cost
● Long-lasting
Table 1: Advantages and Disadvantages of Services
consuming on large
quantity
● Prints fade over time
● fabric becomes firm
● ironing ruins graphic
● Light coloured
garment only
● Only Suitable for
Polyester
● Unsuitable in large
batch

2.4 Technology
Alto Seven Silkscreen employs different technology for different purposes for the sole reason
of improving their business quality. Earlier days had seen the company investing on printing
technology to improve their production efficiency. Ranging from simple printer to
complicated sublimation printing equipment, the company’s production capacity has
increases as they are always improving their services quality.
Apart from that, the company also developed different method to advertise their services to
the public. The company strives to reach out to their customer by using the plethora choices
given by digital technology.

Alto Seven Silkscreen’s production technology

CAMEO Plotter
The silhouette CAMEO Cutter Plotter has the ability to cut vinyl, heat applied transfers, and
also cut pre-printed designs from the desktop printer. It is perfect for mobile sign
applications, customized apparel and takeaways at kiosks.

Ecosol E1
Ecosol E1 is a non-PVC, Phthalate and Formaldehyde high solid content, water-base
thermoplastic acrylic. It was design as a “Plastisol simulated” acrylic emulsion paste ink.
Ecosol E1 System is an excellent product for use of printing depth dark shade on light colour
fabrics where excellent finish, elastomeric and soft hand feel are required. Motive printed
with Ecosol will have excellent elastomeric properties, good washing fastness properties,
good cracking properties, and high colour brilliancy. Ecosol E1 System consists of White,
High Opaque Base, and Clear. Printers are recommended to match colours using Cassee
Pigments concentrated colour for optimum colours and performance.

Epson Printer
Inside the L1800 is Epson’s Micro Piezo technology, genuine Epson ink, and a continuous
ink supply which, together, guarantee precise, consistent and low-maintenance photo and
colour document printing in up to A3+ size. Its purpose-built and long-lasting ink tank means
less downtime and prevents poor quality print-outs.

Flash Cure
Flash Cure Machine is a versatile, infrared flash cure system. It features a powerful infrared
radiant panel for rapid, consistent curing performance and outstanding durability. A variable-
percentage power control allows adjustment of the curing temperature, and the sturdy,
lightweight stand provides easy positioning and superior portability in screen printing shops,
which is one of the services featured by Alto Seven Silkscreen.

Marking Siam
This table uses the Siam marking type. The advantage of marking using this technology as
compared to basic marking is its high precision. The second print will be parallel 95% of the
first print compared to 80%-90% from basic marking.

Alto Seven Silkscreen’s Marketing Technology

Android Application
Alto Seven Silkscreen had proposed to develop a mobile application to make communication
between customers and employees friendlier. The application should be able to receive the
desired designs, the fabric type, colour, technology type and order quantity from the
customers. Based on user’s input, the appropriate cost would be shown to the customers
along with an online payment option. The employees would then print the clothing according
to the requirement set by the customers.

Web Application
The web application for the company has been hosted in https://www.altoseven.com. It was
developed to act as the main page where the company’s information can be access by the
public. As of now, they utilize social media platform to conveys the information.
Unfortunately, the website has yet to be accessible. A countdown of the website grand
opening has been posted on the main page.

2.5 Business, Marketing, Operational Strategy

Alto Seven Silkscreen uses two kinds of business model which are “High Touch”, and Sole
Proprietorship. “High-touch” business requires maximum involvement or assistance from
employee in selling product or services. The services that they are providing involves taking
input from the costumer, in the form of design, clothes quantity and quality, which could
make it difficult in a "low-touch" business model. The disadvantage of this model is the
costumer keeping, which would require some expenses as hiring and maintaining a sales team
can be expensive.

Sole is a type of enterprise that is owned and run by one person and in which there is no legal
distinction between the owner and the business entity. The owner of the company is
responsible for everything regarding his company. It is the simplest business form under
which one can operate a business. But instead of being a legal entity, it refers to a person who
owns the business and is personally responsible for its debts. A sole proprietorship can
operate under a fictitious name, such as Nami’s Car Shoppe. It is simply a trade name,
meaning that it does not create a legal entity separate from the sole proprietor owner. It is a
popular business form due to its simplicity, ease of setup, and nominal cost. The proprietor
only needs to register his or her name and secure local license, and he is ready for business.
The obvious disadvantage however, is that the owner of a sole proprietorship remains
personally liable for all the business debts. Therefore, if a sole proprietor business runs into
financial trouble, creditors can bring lawsuits against the business debts with his own money.

Alto Seven Silkscreen uses product differentiation strategy as their business strategy. Instead
of just focusing on one type of service such as clothes printing, the company decides to
broaden up their services, ranging from key chain to hand bag design. This set them apart
from other clothe printing shop that only does one services. By this, they manage to gain
more customers than its competitor as more services are provided by the company.

As of now, Alto Seven Silkscreen marketing strategy is to use social media at its maximum
capacity. These are the media on which the company uses as a marketing platform:
 ● Facebook ● Instagram

● Pictame

Alto Seven Silkscreen uses the social media to execute their marketing strategy. They often
do live videos where they showcase their merchandise to the public. To the viewer, there is
also a prize to win during the live session. Viewer can follow the step given by the company
to be named the winner. As stated by the Assistant Manager, the company realised the
importance of social media in attracting customer, which makes them committed in funding
their advertisement assets such as green screen technology.

2.6 Financial Achievement

It is unclear of the financial statement for Alto Seven Silkscreen but the wages for the
employees averaged at about RM1,100 per month. The rest of the income was used to cover
the production expenses such as colour dyes and bills. They also use the expenses in
developing and improving their production efficiency.
3.0 COMPANY ANALYSIS

3.1. SWOT Analysis

POSITIVE NEGATIVE

STRENGTHS WEAKNESSES
 High quality products  The number of workers
INTERNAL FACTORS

 Fast services is not sufficient

 Knowledgeable and skilful employees  Area to produce
 Strong connection to customer base products is not scalable
 Effective marketing strategy using social media
 Huge variety products
 Adequate equipment to produce products

OPPORTUNITIES THREATS
 Growing wealth, especially in North of Peninsular  Huge amounts of
Malaysia competitions
EXTERNAL FACTORS

 Increase buyers using social media such as  Customers decline

Facebook or Instagram orders at very last
 Demand of printed shirts among organization or minutes
individuals  Other companies have
more choice of designs
or products

Table 2: SWOT Analysis

Table 3: Consumer Trend Canvas
4.0 FINDINGS AND DISCUSSION

The strength of the company Alto Seven Silkscreen PLT and its brand has a very applaudable
aspect such as in marketing strategy in which the company make use of the social medias in
marketing their products. In addition, they also prepare prizes for any winners that joined any
contests in their live videos during their marketing session. This prize advantages strategy
during live videos is looked as one of the most effective marketing strategy for the brand.
Through these live videos, the number of customers has been increased and the brand name
of Alto Seven Silkscreen PLT is known and acknowledged by netizens more and more. Not
only that, the company also has their own website and they also take into their consideration
to have their own Android application to ensure the communication between the company
and their customers will be improved and much more friendly. To have a bombastic effect on
the brand name, the company should consider to hire an expert in web designing and
multimedia so that any marketing or advertisements in social medias and even on their own
website can show that this brand is a high-quality and trusted one.

Alto Seven Silkscreen PLT also used product differentiation strategy as their business
strategy. This strategy is also one of the strength that the company hold. Although the
company is well-known for the service of clothes printing, they also provided some other
additional services that came out perfectly alongside with the main service such as keychain
and handbag designing. Moreover, much more good points will be added to the brand if they
manage to pull out their own brand feeling to their products so that the brand can stand still in
the market and proudly compete with other well-known brand and to do that they need a
designer that can understand the inside and outside Alto Seven Silkscreen PLT.

Apart from that, despite the brand name of Alto Seven Silkscreen PLT that has taken the eyes
of people from days to days, the company has a very limited number of workers and this also
leads to almost no staff in management department. This downside of the company make the
financial, marketing, business, operational and technology strategies have many ‘holes’ here
and there. To get rid of these ‘holes’, the company should first creates a strong production
management teams so that the company can have a same level attention to those strategies
without neglecting any one of them. With a strong production management teams, the
company will have more stable and efficient ways to get their products reaching their
customers at the most satisfying ways. Management teams also responsible in making sure
the level of effectiveness and comfortability of staffs when working by taking the workspace
and time management into consideration.

Furthermore, it is the lacking in management that avoids the company from any innovative
development. Due to the good positioned brand in the market although it has been rebranded
multiple times, no consideration of the technology strategy had taking place and according to
the data collected during interview session, the staff there said that the machineries there were
already enough for them and so neglecting several important facts that by doing so it will
make the company having a very much loses such as in time management, the quality and the
quantity of their products. The company only focuses in expanding their physical shops at
several potential revenues despite they are very lacking in their technology strategy. It will do
they good if they put technology strategy into their consideration before expanding their
shops as the quality and quantity of their products are much more vital compared to the shops
since the company already have social medias such as Facebook and Instagram to be their
marketing medium.
5.0 CONCLUSION

As mentioned before this, there are a lot of improvements that Alto Seven Silkscreen PLT can
do and some of them are need to be done such as having a strong production management
teams so that the flows inside and outside of the company can be monitored for any further
actions. As there are a lot of improvements that the company should considered, there is one
important point that leads to the weak production process which is lack in technology
strategy. As the company used screen printing for their products, it will put them in a
promising position if they also add digital printing to work together with screen printing so
that their products will be more attractive as the digital printing emphasised the technology of
computer in designing and it is more suitable to be used in printing any detailed design as it
allows a photographic print. Although the digital printing technology is costly compared to
the screen printing, the company should look at the bright side of this digital printing
technology towards the varieties in their products designs since they not only provided
clothes printing services but also for keychain and handbag designing. To have a new
technology added will require the company to consider many things such as the financial and
operational strategies. That is why a strong production management teams will bring stability
to the company.
6.0 RECOMMENDATION AND IMPROVEMENT

6.1 Target Audience

Currently, their product is only available for shipping around Malaysia. To increase their
target audience and profit, they must spread their company’s existence to another significant
geographical region. There are two methods which the company can use, which is by
franchising and hiring a dealer and also by increasing the shipping network. This means that
the company spreads the products worldwide, enabling the customers from other regions to
enjoy the products. Next, by collaborating with any shipping companies to ship their products
such as FedEx all around the world. The only problem is this will not solve the warranty
matters.

6.2 Technology Strategy

This company only focuses on expanding their physical shops at several revenues instead of
they should focus on how to improve their technology strategy. Their machineries need more
improvement before they started to expand their shops. Because this will be waste of time
management, amount of the products that they can produce at one time and also the quality
matters. Obviously, they need to have an innovation or buy a new machine that can help they
to produce many more products at one time.

6.3 Hire More Workers

This company has a very limited number of workers which leads to “one worker many jobs”
situations. This will have workers to work harder and many tasks that they need to solve at
one time. This downside makes many of the department lack in their strategy. To get rid of
this problems, this company should hire more workers that have strong skills and
management ability. With this, they will have more stable and harmonies environment in their
organization. So, each one of the workers will be task with only one job scope in their
everyday working.
 REFERENCES

Roach A. (2018). How To Start A Successful Online T-Shirt Business. Retrived from
https://my.oberlo.com/blog/online-t-shirt-business.

Lazazzera R. (2014). How to Start an Online T-Shirt Business: The Ultimate Guide.
Retrived from https://www.shopify.my/blog/14515425-how-to-start-an-online-t-shirt-
business-the-ultimate-guide

Ng M. (2018). 10 Pro Tips for Creating Better T-shirt Designs. Retrived from
https://www.creativebloq.com/design/guide-t-shirt-printing-designers-912867
 APPENDIX

Figure above shows the transferring the design into the shirt process.

Mr. Afiq shows how to cut the picture follow its line.
 The designer touching up design from the customer.

Our group picture with several staffs from Alto Seven SilkScreen PLT.