CASE STUDY : COMPANY ANALYSIS
(Restoran Gulai Kampung)
PRINCIPLES OF ENTREPENUERSHIP (ENT530) : CASE STUDY
Faculty And FACULTY OF HOTEL AND TOURISM MANAGEMENT
Programme
Semester PHM2453A1/A2
And Group
Project Title
1. Farith Bin Ridzduan
Name 2. Ali Imran Bin Shamsul Harisah
3. Abdul Malik Hilman Bin Abdul Hanan
4. Muhammad Iman Bin Othman Nizam
Lecturer’s Dr Dalili Izni Binti Shafie
Name
TABLE OF CONTENTS
1.0 Acknowledgement
2.0 Executive Summary
3.0 Company Information
I. Background
II. Organizational Structure
III. Products/Services
IV. Business, Marketing, Operational Strategy
4.0 Company Analysis
5.0 Finding And Discussions
6.0 Conclusion
7.0 References
8.0 Appendices
1.0 ACKNOWLEDGEMENT
In the name of Allah, Most Generous, Most Merciful, Praise be to Allah, who
bestows the blessing and power to accomplish this case study project for our group
assignment. Peace be upon His Prophet and Messenger Muhammad, the perfect role
model for human beings. We would like to take this chance to appreciate our beloved
lecturer of Principles of Entrepreneurship ENT530, Dr Dalili Izni, for her assistance
and guidance in completing this case study. We are very appreciative of what she’s
done to clarify and manage the case study all the time we do this group assignment.
This case study evaluated our mental and physical abilities. In addition, we would like
to express our profound gratitude and sincere appreciation to all those who have
contributed tremendously us in the writing of this case study. We convey our sincere
appreciation to our beloved friends and relatives for their continued encouragement
and support. Finally, we would like also to extend our gratitude to Dr Dalili Izni for
supplying us with useful resources and information that have significantly enabled the
successful completion of this assignment.
2.0 EXECUTIVE SUMMARY
3.0 COMPANY INFORMATION
I. Company Background
The business that we had chosen is Restoran Gulai Kampung. It is a sole
proprietorship company that located in Kuala Lipis, Pahang. Restoran Gulai Kampung
was founded in March 2016 in Bandar Baru, Kuala Lipis by Sukinah Binti Yaakub.
The business is popularly known with their expertise on traditional malay cuisine.
The restaurant serves a variety types of malay food, specifically in Pahang local food.
Additionally, they provide catering services and take reservations for lunches in the
upper floor small hall.
Contact Information
Restoran Gulai Kampung’s Facebook Page :
https://www.facebook.com/byAlmusliminEnterprise/
Cell Number : 017-9623177 (Sukinah), 014-2101429 (Danial)
The company's contact details are listed above, making it possible for
customers to get in touch with them via Facebook and Whatsapp Messenger whenever
they have inquiries.
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II. Organizational Structure
Organizational charts for Restoran Gulai Kampung are displayed above and
were created with the founders' full approval. The diagram contains a list of
employees who have been with the company for many years. As a backup, this
restaurant frequently hires part-time employees.
Sukinah is the founder and proprietor of Restoran Gulai Kampung, as depicted
in the diagram above. Danial, who is one stage below, will serve as the restaurant's in
charge and supervisor. He also acts as a promoter where he would promote the
products offered through facebook page. Fauzita will be the head of the kitchen
department when it comes to cooking food. Meanwhile, Omar acts as a cashier and a
point of contact for customers. Additionally, he also will be the photographer for the
company as he took the pictures of food offered in the business for the marketing
media in Facebook. Finally, Iskandar who stays in the front of the house acts as a
waiter for the business.
III. Products/Services
Restoran Gulai Kampung has provided both product and service to meet the
company's objectives as well as the needs of its customers. In terms of its products, it
is clear that this company produces traditional Malay dishes such as gulai patin
tempoyak, pais patin, and gulai lemak daging salai.
Self-service is the only type of service provided in this restaurant. The
customer will take their food in the quantity they prefer before standing in line to pay.
Following that, customers will order drinks at the payment counter and receive a table
number card.
IV. Business, Marketing, Operational Strategy
Business Strategy
Each organization should have a particularly special mission and vision. It is
absolutely crucial because establishing a mission and vision is one of the first steps in
creating a successful business. In this regard, the founders of Restoran Gulai
Kampung have decided to develop an inventive yet achievable mission and vision.
Mission
To be the leading company in large-scale catering & retail halal cooked food sales.
Vision
Creating job opportunities for the community and boosting the local economy.
After interviewing the business owners, we all agreed that we had clarified a
few of the company's core values. Commitment, quality standards, and maintaining
customer satisfy are the core values that we have observed in this company.
In terms of commitment, we could clearly tell that the business owner
committed to give her time and energy to the business that she created. Because of
this, she can make decisions with confidence, is inventive, and is willing to produce a
large number of menu options in the restaurant's buffet style.
Additionally, we observed that the business values quality standard. Since the
evaluation of a company's products and services is used to judge that company, the
highest standards must be upheld. Business owners typically cook in the line of work
most of the time. She is observable to oversee the standard of the food prepared for
the customer. The food typically tastes different every time it is cooked. Even so,
because the company values quality assurance, they will ensure that every single
ingredient is monitored to fit the uniqueness of flavor and taste. Even a specific and
accurate recipe was written for various portion sizes.
Last but not least, the company concentrated on maintaining customer
satisfied each time they visited the restaurant. Creating a great customer experience
begins with greeting customers with a warm welcome and making them feel at ease.
Furthermore, providing a great dining area with an air-conditioned room makes them
feel comfortable while still allowing them to enjoy their food. Keeping customers
satisfied leads to the business believing that their customer will return.
Marketing Strategy
These days, expanding a business is more difficult than it first appears. Once
you have a clear idea of the goods or services you want to offer, you need to consider
how to market them. There are many brilliant marketing techniques available, but
which one is best for the business?
The marketing issue was a challenge for this company before it reached this
level of success. There was no use of the internet at the beginning of the business.
Fortunately, they began participating in social media platforms by creating Facebook
and Instagram accounts to promote and market their business. The owner managed to
figure out on how to promote their business though since their target market is
corporate, civil servants, and students who are active on social media.
When we interviewed the owner, she admitted that it was difficult to use
because she was unfamiliar with computer technologies. She then has difficulty
keeping up with emerging trends, particularly social media. After numerous attempts,
trials, and errors in marketing. She eventually discovered that using social media as a
tool to advertise her business was convenient for her. This is due to the fact that social
media platforms such as Facebook and Instagram are free to use.
Aside from that, she stated that the application Foodpanda indirectly greatly helped
her by the way the restaurant popped up in the mobile applications. Customers who
were unaware of the shop even before to this will be aware after discovering it in the
applications that include menu options.
Operational Strategy
Operations, also known as operational strategy, is a set of decisions that
shapes all long-term operational capabilities and their contribution to the overall
success of a strategy. This enables organizations to create key operational decisions
while remaining consistent with their overall goals.
One of the strategy that Restoran Gulai Kampung has used in their business is
product strategy. A product development strategy should aim to deliver an impact
product or service that fits with consumers. For those customers who won't purchase
the new products, organizations must maintain and improve their current products.
As seen in this business, even though the restaurant's menu is constantly
changing due to the ingredients that are available, they continue to offer cheap and
effective price products every day to allow lower-class diners to also enjoy the food
and beverages.
Other than that, Restoran Gulai Kampung also identified customer-driven strategy as
their company operational strategy. An operations strategy must include customer-
driven approaches in order to meet the desires and needs of the desired customers.
Businesses must also keep an eye on industry trends in order to avoid threats as well
as create new opportunities.
Since they chose such a operational strategy, they are obligated to collect
customer feedback after each event order is completed. Customer feedback was
gathered by contacting them directly via Whatsapp Messenger or by phone call.
6.0 Conclusion
In conclusion, the Restaurant Gulai Kampung is a company that was founded
to carry out project assignments. Additionally, this company may face competition
from other similar products that make Malay cuisine. This business also produces a
lot of surveys and plans before they are introduced to the customers. Besides that, the
best quality of product is a priority Restaurant Gulai Kampung to give for the
customers. After having been operating for several years since March 2016, the
company has also shown a great and satisfactory return on investment.
The basis of an innovative business is the Business Model Canvas (BMC),
which enables us to assess how well the business runs. Every step of the BMC flow
must be followed to guarantee that the business functions smoothly. Through BMC,
we were able to identify a few problems with Restaurant Gulai Kampung that could
have impacted revenues. This shows that BMC might be a useful tool for a profitable
business. Since we are all know that every problem has a solution, we can use BMC
to find the answers to the problems we mentioned.
Lastly, to attract more customers and improve productivity, businesses must
adjust and upgrade their business strategies. In addition, when the business is well
known the owner can make another new branches. Hopefully, this company will gain
and retain loyal customers, and this business will expand day by day.
7.0 References
8.0 Appendices
View in front of Restaurant Gulai Kampung
Dome Set for special customers
Full house of the customers
Desserts that they sell 1
Desserts that they sell 2
Their
buffet line
