ent300 individual assignment service

UiTM - Case Study Report (ENT300)

Case Study Report (ENT300) - Group/Individual Assignment I have decided to interview an entrepreneur in the food and beverage sector, and I choose a restaurant named Dapur Penyet which the founder's name is Mr. Amran Abd Hamid. This restaurant offers an assortment of Indonesian cuisine food. The purpose of doing this report is to understand the business operation and understand how a small business can become a big one. The name of the business is symbolic of Indonesian famous dish which is Ayam Penyet. However, they also offer various types of food such as Iga Bakar which is a rib, Gado-Gado, Bakso, etc. This business help to fulfill customer demand for Indonesian food in Malaysia. The company of this business named Resepi Arena Sdn. Bhd. start their operation in 2010. This business form is a Private Limited Company owned by Mr. Amran and his partner. The HQ of this business is located at Alam Damai, Kuala Lumpur but the outlet that I have interviewed is located in Sunway Carnival Mall in Seberang Jaya, Pulau Pinang. On the whole, every business will go through ups and downs before they become successful. It depends on how the leader leads their team to go through the obstacles and improve their products and services quality to fulfill the consumer's desires. Read less

Recommended

More related content, what's hot, what's hot ( 20 ), similar to uitm - case study report (ent300), similar to uitm - case study report (ent300) ( 20 ), recently uploaded, recently uploaded ( 20 ).

• 1. ENT300 FUNDAMENTALS OF ENTREPRENEURSHIP CASE STUDY REPORT Dapur Penyet (SSM Registration Number: 918063-K) NAME : ID NO : GROUP CODE : UMAIRAH BINTI KHAIRI 2018210424 PHM1154D2 PREPARED FOR LECTURER’S NAME : SIR AZLI UMAR SEMESTER : MARCH 2020 – JULY 2020 SUBMISSION DATE : 24 APRIL 2020
• 2. 1 TABLE OF CONTENTS PAGE NO. 1.0 Executive Summary 4 2.0 Business Description 2.1 Business Name 2.2 Target Customers 2.3 Products or Services 2.4 Business Goals 2.5 Business Location 2.6 Business Established 2.7 Competitive Advantages 2.8 Mission Statement 2.9 Business Structure 5 6 6 7 8 9 9 10 10 3.0 Entrepreneurial Characteristics 3.1 Two Personal Entrepreneur Competencies (PEC) 11 4.0 Appendices 4.1 Interview Questions 4.2 References 4.3 Interview Video Link 12-15 16 16
• 3. 2 ENT300 – Fundamentals of Entrepreneurship CASE STUDY (10%) At the end of the assignment, students should be able to explain the fundamentals of entrepreneurship using verbal and non-verbal communication (CLO1-A3) Student’s Name: Student’s ID Group Code Weighted Marks Obtained (%) UMAIRAH BINTI KHAIRI 2018210424 PHM1154D2 Lecturer:
• 4. 3 ENT300 – Fundamentals of Entrepreneurship CASE STUDY RUBRICS (10%) CRITERIA MARKS ALLOCATED MARKS OBTAINED (%) Cover Page 5 Marks Table of Contents 5 Marks Executive Summary 5 Marks Business Description 10 Marks Entrepreneurial Characteristics 10 Marks Appendices 5 Marks Overall Report (Spelling, Sentence Structure, and Grammar) 10 Marks Total Marks 50 Marks Total Weighted Marks Obtained (%) 10% Verify by lecturer: Date:
• 5. 4 1.0 Executive Summary I have decided to interview an entrepreneur in the food and beverage sector, and I choose a restaurant named Dapur Penyet which the founder's name is Mr. Amran Abd Hamid. This restaurant offers an assortment of Indonesian cuisine food. The purpose of doing this report is to understand the business operation and understand how a small business can become a big one. The name of the business is symbolic of Indonesian famous dish which is Ayam Penyet. However, they also offer various types of food such as Iga Bakar which is a rib, Gado-Gado, Bakso, etc. This business help to fulfill customer demand for Indonesian food in Malaysia. The company of this business named Resepi Arena Sdn. Bhd. start their operation in 2010. This business form is a Private Limited Company owned by Mr. Amran and his partner. The HQ of this business is located at Alam Damai, Kuala Lumpur but the outlet that I have interviewed is located in Sunway Carnival Mall in Seberang Jaya, Pulau Pinang. On the whole, every business will go through ups and downs before they become successful. It depends on how the leader leads their team to go through the obstacles and improve their products and services quality to fulfill the consumer's desires.
• 6. 5 2.0 Business Description 2.1 Business Name Name of Business Dapur Penyet Address Sunway Carnival Mall, 3068, Jalan Todak, Seberang Jaya, 13700 Perai, Pulau Pinang. Company Resepi Arena Sdn. Bhd. Registration Number 918063-K Date of Commencement 12 October 2010 Form of Business Private Limited Company Nature of Business Offers an assortment of Indonesian meals. Main Activity Food and Beverages Contact Number 019-5978319 / 03-91057909 Email Address [email protected] [email protected] Website http://www.dapurpenyet.com.my/
• 7. 6 2.2 Target Customers Target customers are specific groups of consumers that a firm wants to reach with its marketing message. This is focused on communicating through advertising on social media, television, radio, etc. That is how they are in touch with consumers who most likely to buy their products or services. Based on the most location of Dapur Penyet, we can see that they are focusing on family. Most of their outlet is in the shopping malls. 2.3 Products or Services Dapur Penyet's main activity is selling food and beverages. The restaurant theme is Indonesian Cuisine, so they are providing Indonesian foods as their main products. They also practiced the concept of counter service. Although it is famous for its Ayam Penyet, they also serve a menu like Iga Bakar, Ikan Bawal, Sambal Udang, and Gado-Gado. Figure 1 - Iga Bakar Figure 2 - Set Bawal 1
• 8. 7 Figure 3 - Sambal Udang Figure 4 - Gado-Gado 2.4 Business Goals Dapur Penyet team wants to satisfy all their customer's wants by serving the high quality of Indonesia cuisine foods. They received lots of positive and negative feedback from their customers from their website, email, etc and try to fix their flaws from time to time to give high satisfaction to their customers. In time, the company also plans to expand Dapur Penyet's branch to all around this country.
• 9. 8 2.5 Business Location Pulau Pinang • Sunway Carnival Mall, 3068, Jalan Todak, Seberang Jaya, 13700 Perai, Pulau Pinang. • Mydin Bukit Mertajam, 1623, Jalan Baru, Chai Leng Park, 13700 Perai, Pulau Pinang. Selangor • 2nd Entrance to AEON Mall, Bandar Baru Klang, 41150 Shah Alam, Selangor. • Lot LG 78A IOI City Mall IOI Resort City 62502 Putrajaya, 62502, 62502, Selangor. • Plaza Alam Sentral, Lot G16-G18, Lantai Dasar, Jalan Majlis, Seksyen 14, 40000 Shah Alam, Selangor. • 12, Jalan Wawasan 2/12, Taman Wawasan, 68000 Ampang, Selangor. • Giant Hypermarket Batu Caves, 10243, Jalan Batu Caves, Taman Samudra, 68100 Batu Caves, Selangor. • No. 3A, Cottage Walk, Persiaran APEC, 63000, Cyberjaya. Kuala Lumpur • Low Yat Plaza, G-012A, 18, Jalan Bulan 1, Bukit Bintang, 55100 Kuala Lumpur, Federal Territory of Kuala Lumpur. • No. 18 Jalan Damai Raya 2, Alam Damai, 56000 Cheras, Kuala Lumpur. Putrajaya • 37, Jalan Diplomatik, Presint Diplomatik, 62050 Putrajaya, Wilayah Persekutuan Putrajaya. Negeri Sembilan • Lot 2F46, Level 2, Palm Mall, Kemayan Square, 70200 Seremban, Negeri Sembilan. • Mydin Mall Seremban 2, Seremban 2, 70300 Seremban, Negeri Sembilan. Kelantan • Lot S-30, Second Floor, AEON Mall Kota Bharu, Jalan Jambatan Sultan Yahya Petra, Kampung Sireh, 15050, Kota Bharu, Kelantan, 15050 Kota Bharu.
• 10. 9 2.6 Business Established Amran Abd Hamid is a founder and director of Dapur Penyet Malaysia. He grew up in the countryside near Kulim. After finishing his degree in Corporate Administration, he worked as a member of the professional body for company secretarial practices and he succeeded at the age of 25. To fulfill his dreams, he started his own company as a contractor in the water treatment industry. However, that didn’t go well for him. Then, while he had dinner with a friend in Singapore the idea of Dapur Penyet cropped up. Amran and his partner started their first Dapur Penyet outlet in the Maju Junction Mall in Kuala Lumpur in 2010. Then they expanded their business into Singapore, Indonesia, Brunei, and Myanmar. Currently, there are 150 outlets. Amran says, “I want food from the ASEAN region to get more recognition and to be presented in the quick service restaurant format.” He has succeeded in making that happen with Dapur Penyet. 2.7 Competitive Advantages Dapur Penyet offers to all their customer a high quality of chicken which is used in their signature dish in the restaurant. Their outlet manager Miss Khairunnisa says, that is what differentiates their chicken which other restaurants that also offer chicken as their main attraction like The Chicken Rice Shop. Other than that, their daily promotion "all-time favorite" and "happy hours" promotion starts from 10:30 am until 12 pm and 4 pm to 6 pm helps them to raise their sales every day. The prices that they offer also affordable for everyone and suitable for each portion quantity that they serve. She also says that they are very active on social media such as Facebook, Instagram, Youtube channel, and website in promoting and telling people about their products. These actions give the restaurant extra advantages to increases their sales and being more famous among Malaysian.
• 11. 10 2.8 Mission Statement This organization exists in the foodservice industry to provide food and beverages to all the consumers who love Indonesian cuisine. The company's mission is to serve the best quality of Indonesia cuisine to Malaysian culture. It is suitable to bring Indonesian cuisine into Malaysia since both of the country's taste in food don't have big differences. All Malaysian get a chance to taste foreign food without the need to travel to Indonesia. Also, all Indonesians who stay in Malaysia can eat their country food without the need to go back to Indonesia. Dapur Penyet also has a vision in the future which is to have 80 franchises around Malaysia within 5 years. Since now they only have 14 outlets all-around Malaysia. 2.9 Business Structure Dapur Penyet is a business under Resepi Arena Sdn. Bhd. company. "Sdn. Bhd." stands for "Sendirian Berhad" also known as Private Limited Company (PLC). This business entity separates the legal entity from its owners. So, the company is legal to buy or sell property, present into legal contracts, sue or get sued in courts of law. It also allows an entrepreneur to keep their finances and assets separately from the business. This means that the shareholders are only responsible for any company debts up to the amount that they have invested and no more. Therefore, this type of entity is a good choice for a company to get investment without risking their wealth.
• 12. 11 3.0 Entrepreneurial Characteristics 3.1 Two Personal Entrepreneur Competencies (PECs) Entrepreneurial Competencies refers to the main characteristics that should be owned by successful entrepreneurs to perform entrepreneurial functions effectively. Two PECs owned by Dapur Penyet is Persistence and Sees and Acts on Opportunities. The persistence of the company shows when cases of COVID-19 increase and people can't go out from their homes because of the quarantine, and they take initiative to provide their food to take away by Food Panda and Grab Food delivery services for their customers. In time, they also take precaution actions by doing social distancing, hand washes practicing, and taking other hygiene matter seriously. This shows how they overcome the current pandemic faced by our country and still providing their delicious food for their customers to enjoy while still follow the rules given by the government. Next, sees and acts on opportunities is where the owner of the Dapur Penyet desire to further expand to other markets in the world. Efforts in expanding the business would require a great team to move ahead by a good leader. He once says, “I focus on business strategies and on building rapport between me and my employees”. This shows how the entrepreneur always looks for opportunities to expand his business.
• 13. 12 4.0 Appendices 4.1 Interview Questions Q: How many workers do you have in this outlet? A: We have 11 staff which are 2 cashiers, 4 waiters, 4 staff for kitchen, and 1 in charge manager. Q: What about the restaurant's daily operation hours? A: We open our restaurant at 10:30 am until 9:45 pm. Q: How many of Dapur Penyet's outlets in Malaysia? A: There are 14 outlets in Malaysia and only 2 outlets in Penang. Q: Are there any differences in salary between ordinary workers and managers? A: Yes, there are about 80% of the differences. Q: What are other foods are sold here besides Nasi Ayam Penyet? A: In here, we also have Bakso, Ayam Gunting, and Iga Bakar. Q: What is the theme and type of service used in this restaurant? A: This restaurant's theme is Tradisional Indonesia and we practiced the concept of counter service. Q: What is Dapur Penyet's target customers? A: Our target customer is family.
• 14. 13 Q: Can you tell us about the organization structure for this outlet? A: Okay, the owner of this outlet is Mr. Adnan, co-owner Mr. Zul, Mrs. Dessie, she is in charge of our marketing, Mrs. Azura, she is in charge of the account and finance. Then I, Miss Khairunnisa as an outlet in charge and other staff. Q: Do you get your raw materials and any stock from the same supplier or not and there are any problems with the suppliers? A: No, we get chicken, vegetables and other stock from many suppliers and so far we do not have any problem with the suppliers. Q: Can customers book this restaurant for any events? if they can, how to make the reservation and is there any charge? A: Yes, they can make a reservation through phone calls or come directly to this outlet. We do charge for decoration based on the customer's requests. Q: How do Dapur Penyet promote their restaurant and there are any promotions right now? A: We do promote our restaurant and product through Facebook, Instagram, Youtube channel, and our website. We also usually do FB live to promote our product. For now, we have an "all-time favorite" promotion for a whole day and "happy hours" promotion starts from 10:30 am until 12 pm and 4 pm to 6 pm. Q: What is Dapur Penyet's business target for now? A: The target, for now, is to open more than 80 new outlets within 5 years. Q: Is there any issue or problem that makes the sales revenue fall? A: Right now, our sales a bit less than usual because of the coronavirus issue.
• 15. 14 Q: Does this outlet achieve its target sales every day? A: Since the spreading of coronavirus it is hard for us to achieve the target sales because of people afraid to come out. So, for now, we receive more orders from Food Panda and Grab Food than dine-in customers. Q: Do Dapur Penyet's have a delivery service? A: No, we don't have except there are a lot of requests from customers. Q: Is there any competitor for Dapur Penyet in this area? A: No, we don't have. Even The Chicken Rice Shop sells food items that almost similar to us but we have a different restaurant concept. Q: Does this outlet ever received any negative feedback from customers? A: We have received negative feedback but not often. Q: Is there any problem with the customers? and problems between the workers? A: So far we have no problem with the customers but yes sometimes there is some problem between workers but we manage to overcome it. Q: What are the specialty and strengths of this restaurant? A: We offer the maintain affordable prices and delicious ayam penyet that can't be found anywhere. Q: Are all Dapur Penyet's outlets only in the shopping malls? A: Not all, but mostly in the mall.
• 16. 15 Q: What are the weakness of this restaurant? A: I think the weakness is the interior design of the store. They need more modern decoration and the new design but still suite the restaurant theme. Q: Are there any threats face by this restaurant for now? A: Yes we have, for now, people always get confused between Dapur Penyet and Ayam Penyet restaurant. They think we are the same but not.
• 17. 16 4.2 References 1. (n.d.). Retrieved from http://www.majalah.com/?business.resepi-arena-sdn- bhd.C7T0GBJKRXY 2. Working at Resepi Arena Sdn Bhd company profile and information: JobStreet.com Malaysia. (n.d.). Retrieved from https://www.jobstreet.com.my/en/companies/465175- resepi-arena 3. Resepi Arena Sdn Bhd, Malaysia - Company Information, Key People, Latest News and Contact Details - ZAWYA MENA Edition. (n.d.). Retrieved from https://www.zawya.com/mena/en/company/Resepi_Arena_Sdn_Bhd-12618952/ 4. The Real Penyet Cuisine. (n.d.). Retrieved from http://www.dapurpenyet.com.my/1/ 5. What is a private limited company in Malaysia?: Setting Up a Company. (2020, March 31). Retrieved from https://www.paulhypepage.my/what-is-a-private-limited- company-in-malaysia/ 6. Icttechtipsphil. (2018, February 25). What is Personal Entrepreneurial Competencies (PECs)? Retrieved from https://icttechtips.wordpress.com/2018/03/10/what-is- personal-entrepreneurial-competencies-pecs/ 7. https://www.mysbusiness.com/company/Resepi-Arena-Sdn-Bhd 4.3 Interview Video Link https://drive.google.com/file/d/1HIV0GvHoxF4cqNWltb7cEECw0BnlgEZ8/view?usp=sh aring

• No category

A1 ENT 300 MUHAMMAD HAMIZAN BIN ISMAIL-2020892024

Related documents

Add this document to collection(s)

You can add this document to your study collection(s)

Add this document to saved

You can add this document to your saved list

Suggest us how to improve StudyLib

(For complaints, use another form )

Input it if you want to receive answer