CASE Study SECRET RECIPE PDF

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UNIVERSITI TEKNOLOGI MARAFUNDAMENTALS OF ENTREPRENEURSHIP(ENT300)Lecturer :Ahmad Kamal Bin Mohd YusofCakes and Cafe:Secret Recipe SDN BHDPrepared by:Farah Azurin Binti Mohd Fabli 2018417892Submission Date:24 November 2020A4CS1435A(Diploma in Mathematical Sciences)Faculty of Computer and Mathematical...

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UNIVERSITI TEKNOLOGI MARA

FUNDAMENTALS OF ENTREPRENEURSHIP (ENT300) Lecturer : Ahmad Kamal Bin Mohd Yusof

Cakes and Cafe: Secret Recipe SDN BHD Prepared by:

Farah Azurin Binti Mohd Fabli

2018417892

Submission Date:

24 November 2020 A4CS1435A (Diploma in Mathematical Sciences) Faculty of Computer and Mathematical Sciences Universiti Teknologi MARA Perak

TABLE OF CONTENT

BIL.

CONTENT

PAGE

1.0

Executive Summary

1

2.0

Introduction: Entrepreneur And Business

2

2.1

Company Background

2-3

2.2

Achievement

3-8

2.3

Product And Menus

8-9

3.0

Personal Entrepreneurial Competencies

9

Initiative

10

Self Confidence

10

Sees And Acts On Opportunity

10

Information Seeking

11

Efficiency Orientation

11

4.0

SWOT Analysis

12 - 13

5.0

Appendices

14 - 17

6.0

References

18

1.0 EXECUTIVE SUMMARY This case study is about Datuk Steven Sim Leong Thun as the entrepreneur and his business, Secret Recipe SDN BHD. The objective of this case study is to identify and gather information about Datuk Steven Sim and his business. Secret Recipe cafe has over 440 outlets throughout Malaysia and Asia. The principle of Secret Recipe cafe is to maintain the food and beverage quality in order to maintain a good relationship with the customers. Secret Recipe produces their cakes and foods with quality ingredients to lead high satisfaction from the customers. They also have a unique concept in the food menu and cakes. Besides that, they produce food and beverages according to the culture and behavior of the customers. The menus in this cafe was favorable by young and old generation since their opening in 1997 and have expanded to more variety of food until now, 2020. Most of the product serves by Secret Recipe was western food such as variety of cakes, pasta, stew and steak. They targeting individuals, families and take out customers with higher income by selling high quality, innovative products at a moderate price, designing tasteful, convenient locations and providing high quality customer services. This is in line with their principle as mention earlier.

1

2.0 INTRODUCTION: ENTREPRENEUR AND BUSINESS 2.1 COMPANY BACKGROUND Secret Recipe Cakes and Cafe SDN BHD is a Malaysian halal certificated cafe chain company founded since 1997 by Datuk Steven Sim Leong Thun. Datuk Steven Sim has founded Secret Recipe since 1997 has become something of a staple mall eatery throughout Malaysia. He was born in Kota Bharu, Kelantan in 1959 as the youngest of eight siblings of a poor family. Behind the success of Secret Recipe is the founder who ever since the early days of his enterprise, focused heavily on the brand building while creating a menu that encompassed the best of local and western cuisine. He realized how he could implement innovative brand features that would set Secret Recipe above the competition. He also managed to transform a small, family run cafe into an internationally recognized franchise and cited retaining Malaysian favorites in his international outlets as a reason for his brands success.

Secret Recipe cafe serves cakes and fusion food in a service environment that can be found in prime urban locations and shopping malls in major cities in the region. As the leading and largest cafe chain in Malaysia, Secret Recipe grew rapidly and currently operates more than 440 outlets, across the region, including Malaysia, Singapore, Indonesia, Thailand, Brunei, Maldives and Bangladesh. They offers a casual dining lifestyle concept with a wide range of award-winning cakes, as well as an extensive menu of Asian and Western cuisine.

Customers can always enjoy in confidence from more than 20 types of fusion food, 40 cakes creations and pastries, with a flavorful range of ice cream and beverages offered in all Secret Recipe outlets. They also offers customers a warm and friendly ambience in a trend setting environment. In line with Secret Recipe’s lifestyle cafe concept, the cafe features the theme of fresh and simplicity chic interior. The interior also presents an interlude of vibrant splashes of dramatic colors with plush sofas and arty seats that liven up the ambience and adding on to the cosmopolitan characteristics of the cafe. Customers can look forward to a pleasant dining experience in a modern in-trend set up. The cafe concept certainly provides a conducive location for birthday and celebration parties, private functions or business lunch functions. In a short period of thirteen years, Secret Recipe has experienced a rapid growth of over 150 cafes throughout the region. Secret Recipe continuously

2

strives to surplus its own accomplishments and to be recognized as a leader in the industry.

To provide world class food services to the customers as their mission and to become a leading provider in fine quality cakes and fusion food as their vision, this organization objective is to provide the best and highest satisfaction to all its valued customers. The company will offer value addition services innovatively using the existing technology for reliability and efficiency. With a powerful website to be developed, the customers will be able to sample and purchase their preferred choice of quality fine cakes and fusion foods online. The website will be used to advertise and sell the products and services offered by the company.

2.2 ACHIEVEMENT AND AWARDS

YEAR

AWARDS

1998

Best Cheesecake Award

BENEFACTOR Kuala Lumpur Cakes Competition 1998

1999

Most Original Chocolate Cake

Kuala

Lumpur

Cakes

Competitions 1999 2000

Best Cheesecake Award

Kuala Lumpur Cakes Competition 2000

2001

Best Lamb Stew Award

Galaxie Magazine

2002

Enterprise 50 Award

Small

and

Medium

Industries

Development Corporation 2003

Malaysian Emerging Entrepreneur Of

Ernst & Young

The Year Young Entrepreneur Of The Year

Johnny

Walker,

The

Peak

Magazine NPC Productivity Award The

nd

2

Asia

International/Malaysia

National Productivity Corporation Pacific Honesty

Enterprise

The

2nd

Asia

Pacific

International/Malaysia

Honesty

Enterprise

Special Award For Development Of

Ministry Of International Trade

Malaysian Brand

And Industry

Malaysia Book Of Record - Largest

The Malaysia Book of Records

Cafe Chain

3

SMI Recognition Award Series

Small Medium Industries Malaysia

Global Triumphant Enterprise Golden

Chinese Enterprise Development

Rim Award

Association

Enterprise 50 Award

Small

and

Medium

Industries

Development Corporation

2004

Super Brands Malaysia 2003/2004

Superbrands Malaysia

SMI Brand Builders Award Winner

By

Small

Medium

Industries

Malaysia 7 Excellence Food Award

Ministry Of The Information & The Arts Singapore

Selangor Product Brand Excellence

Selangor State Investment Centre

Award Enterprise 50 Award

Small

And Medium

Industries

Development Corporation Golden Bull Award

Nan Yang Siang Pau

Malaysian Emerging Brand Award

Malaysian International Chamber

2004/2005

Of Commerce & Industry

BestBrand Award For

The

Year

BESTBRANDS Council

2004-2005 2005

SMB Recognition Award Series

Small Medium Industries Malaysia

Selangor

Selangor State Investment Centre

Innovative

Product

Excellence Award Emerging Franchisor

Malaysian Franchise Association

Best Western Restaurant 2005/2006

KasehDia Halal Guides

In Halal Restaurant Competition 2006

The Best Local Chain Restaurant For

KLUE MAGAZINE

2006 Enterprise 50 Award

Small

And Medium

Industries

Development Corporation Certificate Of Achievement

The Economist

Business Excellence Award

Malaysia

Canada

Business

Council Homegrown Franchisor Of The Year

Malaysian Franchise Association

Best Outlet Growth

Malaysian Franchise Association

Best Local Franchisor

Malaysian Franchise Association

4

Best Achievement

Malaysian Franchise Association

SMB Recognition Award Series

Small Medium Industries Malaysia

1st

Ernst & Young

Runner

Up

Malaysian

Entrepreneur Of The Year Best Brands Food & Beverage Cafes

The Brand Laureate

2006-2007 2007

Industry Brand Excellence Award –

Ministry Of International Trade

Category III

And Industry

TOP TEAM 50 Enterprise Award

Persatuan

Usahawan

Muda

Malaysia Brand Personality

The Brand Laureate

Best Brand Food & Beverage Cafe

The Brand Laureate

Homegrown Franchise Of The Year

Malaysian Franchise Association

Award Best Sales Growth

Malaysian Franchise Association

Franchise Of The Year 2007

Malaysian Franchise Association

International Franchisor Of The Year

Franchising

And

Licensing

Association (Singapore)

2008

Best Casual Dining Restaurant Of The

Hospitality Asia Platinum Awards

Year 2007/2008

(HAPA)

HAPA Entrepreneur Of The Year

Hospitality Asia Platinum Awards

2007/2008

(HAPA)

Industry Excellence For Franchisors

Malaysia

Canada

Business

Council Philippine Tatler Best Restaurant 2009

Malaysia Branded Service Champion

Philippine Tatler MarkPlus Inc

– Category Local Restaurant

2010

Gold ‘Global Growth Award’ Of The

Malaysian

Year

Association

Entrepreneur Of The Year

MRCA-8TV

The Brand Laureate - SMEs Chapter

The Brand Laureate

Awards – Brand Specialty Awards In Most Popular Brand 2010 The BrandLaureate-SMEs – Brand Leadership Of The Year Award

5

The BrandLaureate

Retailer-Chain

2011

Homegrown Franchisor Of The Year

Malaysia Franchise Association

Franchise Entrepreneur Of The Year

Malaysia Franchise Association

Asean Master

Asean Retail Chains & Franchise

Class International

Retail Chain

Federation

UDC Best Brand Food & Beverage

Universo De’ Commercio

Café Of The Year Gold ‘Global Growth Award’ Of The

Malaysian

Year

Association

Innovative Leadership In Globalisation

Malaysian Institute Of Directors

Award

(MID)

Putra

2012

Brand

Awards

–

Special

Retailer-Chain

he People’s Choice Putra Brand

Mention (Retail-Food)

Awards

Outstanding Entrepreneurship Award

Asia

Pacific

Entrepreneurship

Awards 2012 Star Business Awards (SOBA) - Best

The Star

Brand Platinum Award Best

Cash

Management

Solution

The Asset

Malaysia – Triple A Asset Asian Awards Special

Organisation

Achievement

Category 2013

Malaysia’s

Malaysia

Achievement

Awards

2012 Top

Franchise

Brand

Top 10 Of Asia Publications

Award – Food & Beverage Star

Business

Awards

2013

–

The Star

Malaysian Business Of The Year Grand Winner Star Business Awards 2013 – Best

The Star

Brand Platinum Award Star Business Awards 2013 – Best

The Star

Marketing Platinum Award Putra Brand Awards 2013 – Putra

The People’s Choice Putra Brand

Enterprising Brand Of The Year

Awards

Putra Brand Awards 2013 – Silver

The People’s Choice Putra Brand

(Retail – Fast Food)

Awards

Global Innovative Personality

McMillan Woods Global Awards

6

2013

2014

Largest Café Chain In Malaysia

The Malaysia Guinness World Book Of Records

Outstanding Entrepreneur Award

Malaysian

Retailer-Chains

Association Outstanding Excellence Award

Malaysian

Retailer-Chains

Association Malaysia’s Best International Lifestyle

Top 10 Of Asia

Restaurant Award 2015

Dynamic Personage Of The Year

McMillan Woods Global Awards 2015

Best Multiple Cafes Award

Best Restaurant, Bar & Cafe Awards 2015

2017

Best Cake In China Award

Dianping.Com And Fontera China Food Services

Super Golden Bull

The Golden Bull Award 2017

Product Excellence Awards

Sin Chew Business Excellence Award 2017

Retail Excellence Awards

Sin Chew Business Excellence Award 2017

CIMB

–

Sin

Chew

Regional

Sin Chew Business Excellence

Excellence Awards

Award 2017

Superbrands Malaysia’s Choice

Superbrands Malaysia

2018

Brand Of The Year Award 2018-2019

World Branding Awards

2019

Best In Marketing Platinum Award

Star

Outstanding

Business

Outstanding

Business

Outstanding

Business

Outstanding

Business

Outstanding

Business

Outstanding

Business

Awards Best Brand Platinum Award

Star Awards

2020

Malaysian Business Of The Year

Star

Grand Winner

Awards

Best Brand Platinum Award

Star Awards

Best In Marketing Platinum Award

Star Awards

Best Green Initiative Gold Award

7

Star

Awards Best In CSR Silver Award

Star

Outstanding

Business

Outstanding

Business

Outstanding

Malaysian

Awards Best Innovation Silver Award

Star Awards

Most Outstanding Malaysian Brand

Most Brand

MRCA

International

Exponential

-

Growth Award 2020 Table 1: The awards that Secret Recipe got from 1998 to 2020.

2.3 PRODUCTS AND MENUS Secret Recipe Cakes & Cafe SDN BHD is well known in Malaysia for their quality cakes, fusion, food and distinctive service. Their well-guarded homemade recipes have become favorites for both old and young generation. They are serving a wide selection of more than 40 types of gourmet quality cake and other bakes desserts. Other than that, they also offer savory foods such as local delicacies and fusion food. It includes Secret Recipe award winning Lamb-Stew and other favorable dish of all time, Black Pepper Chicken, Kebab and Pasta.

Besides that, Secret Recipe Cakes & Cafe SDN BHD also offers more than 40 types of different cheesecakes, chocolate cakes and brownies. Other than that, it also offers seasonal cakes using seasonal ingredient in Malaysia such as Durian Cake, Durian Cheesecake and Hazel Cheesecake. Health cake was introduced to the market as the market trend shift to healthier lifestyle. Sugar free and trans free cake such as Sugar Free Moist Chocolate Cake and Hi-Fiber Cream Cheese was put on shelf and gets good review from the customers.

Next, Secret Recipe Cakes & Cafe SDN BHD also do services of baking cakes in shape of different character of cartoon based on the preference of customer’s choice of flavor. Customer can choose the cartoon character pose from their album and choose up to three different flavors depending on how big the cake they want but the reservation must be made 3 days in advance.

8

Secret Recipe Cakes & Cafe menu includes a few sections, which are:

Vegetarian: Its offers choice of salads and Japanese Soba for those who vegetarian or those who wish to have a fresh bowl of salad as appetizer. Soup: Secret recipe does have well-guarded recipes of soups such as mushroom soup, pumpkin soup, carrot and ginger soup. Chicken: This section serves chicken in a variety of dish such as Chicken Steak Burger with Fries, Grilled Chicken (Black Pepper, Mushroom, and BBQ), Chicken Kebab and many more delicious dish with chicken. Pasta: It also offers spaghetti with recipe all over the world no matter western and Asia, such as Spaghetti Bolognese and Tom Yam spaghetti. It is popular food in Secret Recipe menu. Asian Classic: This section provides the best food selected from all over Asia. Fish and Lamb: The Lamb Stew has been awarded ‘Best Lamb Stew Award’, it had becomes a signature dish in Secret Recipe. Western foods are also served such as Fish and Chips. Kids Club: Secret Recipe cafe had been also considering kids favourite dish and so gather it in menu too. It comes in a smaller portion and smaller bite to case the kids in dining. Pies: It offer best pies recipe and created to engage the taste buds of customer. Brownies: Brownies are offer in Secret Recipe Cafe with a variety choice. It is suitable for both young and old and in comes in a find texture of taste and quality.

Secret Recipe Cafe also serves a variety choice of drinks that includes Coffee, Organic Tea, Milk Shake, Yogurt Shake, Fruit Juice, Ice Blended, Ice Tea and also hot drinks.

3.0 PERSONAL ENTREPRENEUR COMPETENCIES (PECs) Entrepreneurial Competencies refers to the key characteristics that should be po...