Nur Sa’adah Muhamad

GranuLab (C): internationalizing GranuMaS

Title – GranuLab (C): internationalizing GranuMaS.Subject area – The area of focus is on internationalization strategies, specifically on developing suitable strategies to support an internationalization initiative of a new medical device company.Study level/applicability – This case is designed for final year undergraduate and MBA students. It is suitable for courses of organizational management, organization theory and design, strategic management, and international business as well as international marketing.Case overview – GranuLab, a medical device company that produced the synthetic bone graft substitute GranuMaS, aspired to be a high‐growth company. To achieve this aspiration the company had made plans for internationalization, which include penetrating the ASEAN, Middle East, Latin American, and African markets within the next five years. By December 2010, GranuLab had completed the construction of its new manufacturing facility in Shah Alam, about 30 km from Malaysias capital city of Kuala Lumpu...

Yeayyy.com: venturing into mobile app business

Subject area “Starting up a new company” and “development of technology-based venture”. Study level/applicability The target audiences for this study are advanced business or non-business undergraduate students and MBA students taking courses of entrepreneurship, management of innovation and organization theory and design. Case overview Yeayyy.com was a private limited company based in Bandar Baru Bangi, Selangor, a township located about 30 km south of Kuala Lumpur. It was founded by Mr Hazmin in early 2010 with a seed funding of RM150,000 (about US

SunCity: Beyond the Green Marking

50,000). By the end of 2014, its core businesses include developing mobile application (app), software and website, as well as conducting information technology (IT) training. The company had developed its own animation cartoon, Oolat Oolit, and had commercialized several mobile app inventions. These mobile apps include a Jawi (traditional Malay writing system) app, mobile games and Facebook apps which were compatible with most mobile operating systems. Since its inception, Yeayyy.com had aspired to follow the footsteps of the internationally acclaimed Malaysian home-grown animation production house, Les’ Copaque, which had produced the popular Upin Ipin series. Similar to Les’ Copaque, Yeayyy.com also planned to commercialize its in-house characters into TV series and to market related merchandises, along with its collaborative partner, CikuTree Studio. However, by the end of 2014, the company’s seed funding had depleted, thus forcing Mr Hazmin to strategize for the company’s future. Expected learning outcomes Understanding the process of entrepreneurship and technology-based venture development enables case analysts to apply the concepts in many situations involving business opportunities and company development. Subject code CSS:3 Entrepreneurship.

GranuLab: Strategies for Growth

Sunway City Berhad (also known as SunCity) is a well-known Malaysian company focusing on premium property development and investment. It began operation in 1986, and had since continued to integrate various innovations in its property offerings. In mid-2008, the global economic crisis had affected the overall performance of the Malaysian property development sector. In the midst of the crisis, SunCity realized that it needed to take a preemptive action to face the crisis. At the end of the year, SunCity applied for the Green Mark certification by the Singapore’s Building and Construction Authority (BCA) for two of its most recently launched projects. Although SunCity had consistently integrated green features in its projects to meet customer’s demands for the last several years, it had yet to obtain a proper evaluation of such efforts. Obtaining the certification was a way of demonstrating SunCity’s commitments toward creating values for its customers. By April 2009, while SunCity had the BCA Green Mark certifications in hand, the company’s top management team was aware that the construction industry was not doing well, and that getting the certification was expensive. As such, proper strategies were urgently needed to help avoid further decline in the company’s profitability. This case study aimed to analyze SunCity’s green initiatives and to stimulate discussion on the appropriate ‘green’ strategies that the company can implement in the future.

Social Entrepreneurship as Transformative Service for Societal Well-Being

GranuLab Sdn. Bhd. (GranuLab) was in the business of manufacturing patented synthetic bone graft substitute made from limestones and pure chemicals called GranuMaS. The bone graft substitute industry in Malaysia was a growing market with many large multinational players. In December 2010, the company began selling GranuMaS to several Malaysian hospitals. It had also completed the construction of its new production facility in Shah Alam, about 30 km from Malaysia’s capital city of Kuala Lumpur. With the facility’s pending operation in January 2011, the company had to find ways to leverage its high-volume production capacity. GranuLab’s approval for the CE Mark certification for GranuMaS’ exporting as well as the ISO certification to operate as an OEM contract manufacturing provider were still pending. Therefore, it was unable to export GranuMaS to Europe and other international markets, forcing the company to restrict its sales within Malaysia. Each day, the need to bring in revenue from sales of GranuMaS was mounting for Mr. Romli Ishak, the Managing Director of GranuLab particularly with the manufacturing facility due to begin its operation soon. Mr. Romli and his management team began to ponder on the appropriate strategies to adopt in order to achieve the company’s objective of high profitability. This teaching case is designed to stimulate discussion regarding strategic posturing of a young medical device company with aspirations for high growth.