Samshir, Syazwani and Ferdous, Jannatul and Man, Siti Mariam
(2026)
Strategic quality management and operational scaling in digital healthcare SMEs: a case study of Qaisar 99.
IIUM Journal of Case Studies in Management, 17 (3).
pp. 210-230.
ISSN 2810-2327
E-ISSN 2710-7175
Abstract
This case study investigates the operational workflows, Total Quality Management (TQM) frameworks, and brand protection strategies of Qaisar 99 (operating commercially as Kaasan 99), a Malaysian direct-to-consumer (D2C) healthcare enterprise specializing in natural herbal wellness remedies, specifically "USD Oil." Utilizing a primary qualitative field interview conducted with the company’s General Manager, Haja, by academic interviewer Shazi, this paper analyzes how small-to-medium enterprises (SMEs) navigate multi-stage quality control, online customer consultations, digital counterfeit risks, and operational scaling within a lean 12-person organizational structure. Key findings demonstrate that integrating continuous quality control across four operational gateways (raw material screening, in-process monitoring, finished container inspection, and pre-dispatch logistics checks), quarterly workforce training, system-driven inventory management, and structured Standard Operating Procedures (SOPs) are critical for maintaining high product efficacy, mitigating market risks, and sustaining customer trust.
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