ENT530 CASE STUDY PDF

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EAT AND REPEAT CAFÉ, BANDAR MELAKAPRINCIPLES OF ENTREPRENEURSHIP (ENT530): CASE STUDYFACULTY & PROGRAMME : Bachelor of Degree (Hons) in FinanceSEMESTER : 3PROJECT TITLE : CASE STUDY AT EAT AND REPEAT BANDAR MELAKACLASS : MBA2423CGROUP MEMBERS : 1 ) FARZANA IZZATI BINTI ABDUL HAKAM (201826507...

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EAT AND REPEAT CAFÉ, BANDAR MELAKA PRINCIPLES OF ENTREPRENEURSHIP (ENT530): CASE STUDY FACULTY & PROGRAMME : Bachelor of Degree (Hons) in Finance SEMESTER

:3

PROJECT TITLE

: CASE STUDY AT EAT AND REPEAT BANDAR

CLASS

: MBA2423C

GROUP MEMBERS

: 1) FARZANA IZZATI BINTI ABDUL HAKAM (2018265072)

MELAKA

2) NADHIRAH BINTI ABDUL MUZZAFFAR (2018264882) 3) NUR ANIS SURAYA BINTI MOHAMAD ASRI (2018292388) 4) SITI AINNUR HUSNA BINTI ABD GHANI (2018264848)

LECTURER

: Madam Wan Hasmat bin Wan Hasan

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ACKNOWLEDGEMENT

In the name of “Allah”, the most beneficent and merciful who gave us strength and knowledge to complete this assignment. This assignment is a part of our subject Principles of Entrepreneur (530). This assignment has proved to be very helpful and is a great experience for us. We would like to express our gratitude to our subject lecturer Madam Wan who gave us this opportunity to fulfil this report. She gave us full support and help us in various ways. Also she guided us in different matters regarding the assignment. She has been very kind and patient while teaching us, we thank her for her overall support. We have taken efforts in this project. However, it would not be possible without the help of our parents and families. They have given us a lot of ideas and helped us in various ways too. I would like to express our gratitude to our parents and family for their kind cooperation and encouragement which helps us a lot in the completion of project. Lastly we love to express our gratitude and thanks to all of our classmates in developing the project and to the people who have willingly helped us out with their abilities. Not to forget this assignment had taught us so many things especially about how to venture into the world of business and how to make ourselves move along in accordance to the ever-changing market and environment in order for us to be a successful person not only for the sake for us to be a successful person not only for the sake of ourselves but also for our nation and country. May Allah bless all of us, Thank you.

CONTENT OF WRITTEN REPORT PAGE TITLE PAGE

1

2

ACKNOWLEDGEMENT

2

TABLE OF CONTENT

3

LIST OF FIGURES 4 LIST OF TABLES

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EXECUTIVE SUMMARY

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1.

2.

3.

INTRODUCTION 1.1 Background of the study 1.2 Purpose of study 1.3 Problem statement

7 8 9

COMPANY INFORMATION 2.1 Backgound 2.2 Organizational structure 2.3 Product or service 2.4 Business, marketing, operational strategy 2.5 Financal achievments 2.6 Business Model Canvas COMPANY ANALYSIS

10-11 12 13 14-16 16 17-19

3.1 3.2

20-21 22-23

Main issue problem Recommendation & Solution

4.

CONCLUSION

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5.

REFERENCES

25

6.

APPENDICES

26-29

LIST OF FIGURE

3

No.

Figure

Page

1.

Figure 1: organizational structure

12

2.

Figure 2 : product or service

13

3

Figure 3 : appendices

26-29

LIST OF TABLE

No.

1

Table

Table 1 : business canvas model

Page

16

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EXECUTIVE SUMMARY

Eat and Repeat Malacca is a restaurant and café that located at 21, Jalan Lagenda 1, 75250 Melaka. It’s a restaurant that sell all the foods with only RM1.90 which is very cheap and affordable. The strategic location made the restaurant as a one of the best and most famous restaurant in Malacca. Eat and Repeat Malacca has about eleven main dish, three desserts and four drinks. Eat and Repeat Malacca has about 8 staffs and two of them are chef. The owner will send both of her chef for training at Shah Alam twice a year. Puan Marliah Harman the owner of the Eat and Repeat Malacca has opened this branch on 2th 5

April 2017, it’s been 2 years now since the first day operation. Puan Marliah use to be an English teacher at Smk Convent Malacca. Eat and Repeat was inspired by boat noodles restaurant that sell a Thailand foods with the same price as well. Eat and Repeat Malacca promote their products using social medias like instagram, facebook and twitter. There are many advantages using those social medias and one of the advantage is it could attract people attention to come and eat at Eat and Repeat Malacca. Eat and Repeat Malacca does not provide online foods but on earlier March 2019, Eat and Repeat Malacca has started using their services in Food Panda. The unique about this restaurant is it sells 15 dishes and all of the foods are Malaysia traditional foods. With the affordable prices it could also help students and many people out there to save money and reduce the cost.

BACKGROUND OF THE STUDY All UiTM students who further their study at bachelor level need to take Principles of Entrepreneurship course or ENT 530 to give guideline and expos students to the business orientation. In this course, students will conducting case study business or company. In this case study, students are required to interview any company or business to get two or more problem that faced by the company or business. After that, students should analyze the problem and find solution for any problem that have.

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The benefits of this case study is students will be more exposed on how company operating their business. Thus, this case study is the good medium to teach students on how to solve problems. The case study was conducting on Eat&Repeat, which is this business is a Food & Beverages oriented. Our group want to get information on problem that faced by this business. Entrepreneurship education seeks to provide students with the knowledge, skills and motivation to encourage entrepreneurial success in a variety of settings. Variations of entrepreneurship education are offered at all levels of schooling from primary to secondary schools through graduate university program. Entrepreneurship education focuses on the development of skills or attributes that enable the realization of opportunity, where management education is focused on the best way to operate existing hierarchies. Both approaches share an interest in achieving “profit” in some from which in non-profit organizations or government can take the form of increased services or decreased cost or increased responsiveness to the customer, citizen or client.

PURPOSE OF THE STUDY An entrepreneur is a person who makes money by founding and operating a business. Everyone has their own reasons why they joining the entrepreneurship. Some people do it to earn extra income while they are employed and others do so to gain

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actualization in self-employment. Entrepreneurship also focused on developing knowledge, skills and understanding of how an innovative and creative idea. By creating job opportunities for people, an entrepreneur provides wealth to the people. They tend to start a new business with innovation like providing the best quality product within low price so that people can save their money and get the best product. This way can help the company to strengthen the economy of a country. Besides that some educational and institution and governments have introduced entrepreneur courses in their educational systems. This system can help the students to learn on how to be an entrepreneur by improving their skills. Entrepreneurship education has been applied in various settings to achieve various objectives. Entrepreneurship education

teacher students to recognize and seize

opportunities for financial gain. As a result, there is greater individual satisfaction as compared to conventionally employed workers. As we know that number of unemployment people in our country is increasing every day. Entrepreneur education also helps people to empowering their self-discipline since entrepreneurship involves very well in risky calculation. People who have gone through this kind of training are able to recognize opportunities and also encourages the innovation of running an organization. In addition, to creating wealth from their entrepreneurial ventures, they also create jobs and the conditions for a flourishing society. The existing of business in our life teach us on how to learn to generate income and remain confined to the scope of existing markets. The improvement of products and technologies from the entrepreneur enable them to develop the new markets and wealth.

PROBLEM STATEMENT To be an entrepreneur, there are many challenges that must overcome and couple of those problems are:8



Abandoning another career If you are going to dedicate yourself to starting and nurturing a business to success, it is going to be nearly impossible to simultaneously manage another career. You might be able to manage the infancy of your business on the side, during weeknights and weekend but if you want a chance of growing significantly, invariably you will have to quit your day job. Walking away from a promising, steady long-term opportunity for something unpredictable is scary, especially if you are never run a business before. Unfortunately, there is no easy wat to address this. Just think through your decision logically and do not ignore your instincts.



Financing Experienced entrepreneurs do not have it easy when it comes to funding a new business but they do have a few advantages over new comers. They might have a pool of capital from a business they previously sold or a steady stream of revenue they can use to fund a new business’s cash flow.



Teambuilding This is especially hard if you have never run or managed a team before but even if you have management experience, picking the right team for a start-up is stressful and difficult. It is not enough to find candidates who fill certain roles. You also need to consider their cost to the business, their culture fit and how they will work as part of your overall team. Such consideration are exceptionally hard when you are under the pressure of filling those position as soon as possibles.

BACKGROUND 1. NAME OF THE COMPANY 2. NAME OF THE OWNER

EAT AND REPEAT PUAN MARLIAH BINTI HARMAN

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3. LOCATION OF THE BUSINESS 4. YEAR OF THE BUSINESS COMMENCEMENT 5. TELEPHONE NUMBER 6. FORM OF BUSINESS

21, JALAN LAGENDA 1, 75250 MELAKA IT STARTED IN 2ND OF APRIL 2017

OWNERSHIP

Founder Eat and Repeat is Izmir Fahmi Mustaza, first branch is at Shah Alam. At 2nd of April 2017 Eat and Repeat, Malacca has been launched by the owner which is mother of the founder of Eat and Repeat, Puan Marliah Binti Harman. Puan Marliah is a teacher at Sekolah Convent Malacca. She is an English Teacher. Puan Marliah has 3 children and have 3 grandchildren. She has choose to open the restaurant at Bandaraya Melaka because it is one of strategic places in Malacca. Furthermore, Eat and Repeat has about 6 branches and one in Malacca is the third branch. Based on Puan Marliah’s story, her son, Izmir Fahmi Mustaza who is the founder of Eat and Repeat was thinking of opening a new restaurant that can help students and people out there where he aims to help the students with financial crisis. Providing affordable prices on food in his restaurant will help students to reduce their cash budget especially on foods expenses. For your information, this kind of restaurant wan inspired by Boat Noodles Restaurant. Besides, all the branches can provide their customers with the foods that they want to serve without any permission from the founder. Eat and Repeat in Malacca served their customers with abundant types of Malaysian food where people in this place are fond to eat Malaysia food repeatedly. As for Puan Marliah, herself will send her chefs on training at the first branch which located in Shah Alam. This can be shown as the main objective of Eat and Repeat is to meet the customer’s needs and wants and to provide good and healthy for to their customers. So she sent her chefs to Shah Alam so they can be more professional on their cooking to entertain more customers. Moreover, she always take a good care of her restaurant’s cleanliness. She will make sure that from back to the front of her restaurant will always clean and tidy up before she close her restaurant on that day. That’s why Eat and Repeat in Malacca has received many positive feedback and never stop from receiving customers from any backgrounds and states as customers are fond to eat and seat in a very clean and good places.

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ORGANIZATIONAL STRUCTURE

PUAN MARLIAH BINTI HARMAN (OWNER)

NABIL ZAKIR

KAMILIAH IBRAHIM

(CHEF)

(ASSISTANT CHEF)

STAFF 1

STAFF 2

STAFF 4

STAFF 3

STAFF 5

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PRODUCTS AND SERVICES

Every branches will have different menus same goes to Malacca. In Bangi, their top listed menu is Macaroni Goreng meanwhile in Malacca the signature dish is Ayam Goreng Tandoori. Eat and Repeat Malacca has served the customer with various kind of foods. It’s all Malaysian traditional foods. For main dishes, it has Nasi Ayam Cincang, Lontong, Nasi Lemak Telur, Laksa and Mee Hoon Sup and more while for dessert, they have Pulut Mangga and Sagu Melaka. For the drinks, Sarsi and Orange but they made their own Soya Early of March, people are easy to find their needs and wants. By having a food service named Food Panda, they can just do any purchase on foods that they want to make delivery. Every food will be charged at RM2.50 for each dish. This delivery services only cover at Bandaraya Melaka and it will help the customers. Customer don’t have to walk or drive to the restaurant because the foods will be delivered to their front door. In another word, door to door services.

eve

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BUSINESS STRATEGY Eat and repeat is a well- known and well established restaurants in Malaysia. Eat and repeat has many branches all over Malaysia which is located at Shah Alam, Bangi, Seremban, Melaka, Johor and others. Among all the branches, Eat and Repeat Malacca is one of the branches that provide good and excellent services to the customers. Puan Marliah Harman the owner of the Eat and Repeat Malacca has served her customers with a very good and excellent services that warmed the customer heart’s.

The business strategies that Puan Marliah do could be the reasons why this branches get a lot of attentions from the customers. Eat and Repeat Malacca has about eight staffs and also have a part timer workers. Eat and Repeat Malacca is always put customers first before anything. The place is located at very strategic place, in the middle of the busy city in Malacca could be the business strategy of Eat and Repeat Malacca.

The founder of Eat and Repeat which is Encik Izmir Fahmi Mustaza set a very affordable price to all the foods in the restaurants. The price is only at RM1.90 for all the foods that have in the menu. The price and the theme are inspired by Boat noodles restaurants and the price is very affordable to the students especially. Then the owner modified the menus with Malaysia foods like nasi lemak, bihun sup, soto, cendol and many more.

Eat and Repeat Malacca will send their staff for a training at Shah Alam every 6 month. This is actually one of the activity that the restaurant done to help their workers to stay active while working and good in serving customers. Energetic workers could be one of the way to attract more customers to this branch of Eat and Repeat. Eat and Repeat Malacca objective is to always put their customers first. Fresh foods also one of the business strategy in order to keep their customers close. Eat and Repeat Malacca always ensure their price of product are competitive in the market.

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MARKETING STRATEGY

Eat and Repeat Malacca is one of the most famous restaurant in Malacca that provide a very affordable price to the customers. All foods in this restaurant is set up at price of Rm1.90 which is very cheap compared to other restaurants. This restaurant used a lot of channels to promote their products, they promote it through social medias like Facebook, Twitter and Instagram. Nowadays, most people using social medias to find a restaurant that meets theirs require. Eat and Repeat used those channels to attract people to come at Eat and Repeat Malacca.

Other than its affordable price and the social medias, the menus also could be one of the marketing strategy. In Eat and Repeat Malacca serve food that are delicious, most people favourite in Eat and Repeat Malacca is ayam goreng tandoori. This food left a good memory to the customers who came and eat here. This menu always at the top list since two and half years ago.

Last marketing strategy that Eat and Repeat Malacca applied is the location of the restaurant. The location of restaurant plays a very important role. Eat Repeat Malacca located at the opposite of Aeon Bandaraya Malacca which is the busiest mall in Malacca. The locations of Eat and Repeat Malacca is very strategic and it’s not difficult for people to find the restaurant.

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OPERATIONAL STRATEGY

Eat and Repeat Malacca has about 8 workers and two of the workers are chef. This restaurant opened at 12.30pm – 10.00pm every day except for Monday is closed. Puan Marliah hire one chef and another one is chef assistant to help the chef in preparing foods. Puan Marliah will send the Eat and Repeat Malacca chef to training at Shah Alam twice a year.

The operational strategy of Eat and Repat Malacca is designed to maximized the effectiveness of the production and minimize the cost. Based on Puan Marliah statements, every day the amount of chicken for making ayam goreng tandoori is 24KG. It is because the menu always got a higher request among the customers. Next, cooperation between the staffs and owner which is Puan Marliah also plays an important role in order to make the business flows sufficiently.

FINANCIAL ACHIEVEMENTS

Eat and Repeat has achieved so many achievements since the first time launched. This restaurant always received huge attention from all food lovers in Malaysia. Their varieties food has attracted so many attentions from the customers. Even though the newspaper and reporter only came to eat and repeat shah alam, other branches also receive the same feedback from the customers. Eat and Repeat Malacca has always received a lot of customers from other state as well. Eat and Repeat Malacca has provided foods that meets the customers need and wants. Based on Puan Marliah, Eat and Repeat Malacca always received a good feedback from their customers. Earlier March, Eat and Repeat Malacca has launched its delivery services. This service could generate more income and revenue of the customers.

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BUSINESS MODEL CANVAS (BMC)

5. key partners

6. key activities

2.Value

4.Customer

1.Customer

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Menu

proposition

relationship

Segments

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Websites

-Easily accessible

-Preferences

a)Local

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Marketing.

stored

-Friendly

communities

-

Dedicated

-Fast

service

b)Office

cooking and

service

-Quick service

workers

serv...