Case Study 5u6c23

COMPANY ANALYSIS MAMA SUP UTARA TECHNOLOGY ENTREPRENEURSHIP (ENT600) : CASE STUDY FACULTY & PROGRAMME

: FACULTY OF CHEMICAL ENGINEERING (EH220)

SEMESTER

: 7

PROJECT TITLE

: REPORT ON CASE STUDY

GOUP

: 1. NURUL SYAHEERAH BT CHE HASNAN (2015230056) 2. ROHASHIMAH BT MUSA (2015834122) 3. SITI ZUBAIDAH BT ABD JAN (2015694912)

LECTURER

: PN. RAHIMAH SARMIDY

TABLE OF CONTENT PAGE EXECUTIVE SUMMARY

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1. INTRODUCTION

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1.1 1.2 1.3

Background Of The Study Problem Statement Purpose Of The Study

2. COMPANY INFORMATION 2.1 2.2 2.3 2.4 2.5 2.6

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Background Organizational Structure Products/Services Technology Business, marketing, operational strategy Financial achievements

3. COMPANY ANALYSIS 3.1

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SWOT

4. FINDINGS AND DISCUSSION

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5. CONCLUSION

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6. RECOMMENDATION AND IMPROVEMENT

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7. REFERENCES

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SUMMARY

This paper is focus on a case study of the company, Mama Sup Utara that located at Kolej Mawar Uitm Shah Alam. For this purpose, we have an interview session with the owner about the company information an do SWOT analysis. Learning the current condition of strength, weaknesses, opportunities and threats can help a development in business strategies. It is a common tools for a better planning and a kind of brainstorming. The strategy to enhance the technology and marketing of the business is a very critical thing because you need to be brave in order to try a new methodology. Besides, the problems finding from the company is by the SWOT analysis and how the owner come out with the solution to handle the problems.

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1.0

INTRODUCTION

1.1

BACKGROUND STUDY -

The study is conducted at Mama Sup Utara located at Mawar College of UiTM Shah Alam.

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The case study was conducted to analyse the Strength, Weakness, Opportunity, and Threats of Mama Sup Utara.

1.2

PROBLEM STATEMENT This case study is conducted to analyse the real situation of technopreneurship. For this

case study, we have chosen Mama Sup Utara to conduct our investigation. Mama Sup Utara faces labor problem cost in which the labor cost of each worker is quite high. Due to sorrounding influence, there has been a demand for salary raise from workers. Mama Sup Utara has cover not just salary, but also in of transportation, residence, and welfare. Thus, too high salary need to be considered to ensure the salary paid worth the productivity of worker. The productivity of each worker plays an important part in order to fit in Mama Sup Utara standard which is to ensure high quality of foods, packaging, dealing with customers and procedure of food preparation.

The theory that have been utilized by Mama Sup Utara is first impression. The owner, known by name of Mama have prioritize taste of her foods’ taste and stated how important your foods taste in order to impress customers . Quoting her saying, “no matter how far your shop located, people will find you if your food is delicious.” She emphasized that taste and quality are very important to maintain customers and therefore procedure to prepare and cook food must be followed in order to retain the flavor of foods at all times. The crucial part is the raw material to prepare the food in which high quality but at reasonable price in order to produce tasty food, increase customers, and retain the profit gain by Mama Sup Utara.

1.3

PURPOSE OF STUDY -

To analyse the technopreneurship criteria exist in Mama Sup Utara

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To be expose to real technopreneurship experiences

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To conduct case study based on interview with owner of Mama Sup Utara

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2.0

COMPANY INFORMATION

2.1

BACKGROUND

Mama Sup Utara have been established on year2005. The company was ran by Mama and her husband. They started their company inside UniversitiTeknologi MARA (UiTM) Shah Alam. They have focused on food selling and catering services. Their main target market are students of UiTM Shah Alam.

2.2

ORGANIZATIONAL STRUCTURE

2.3

PRODUCT/ SERVICES

1) Food 2) Drinks

2.4

TECHNOLOGY

1) Mama Sup Utara Utilize gas fryer technology. 2) This technology enables about 200 pieces of chicken small parts to be fried at once in 2 minutes time. 3) This save a lot of time and the gas fryer only cost around RM6,000-8,000 only.

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2.5

BUSINESS, OPERATING AND OPERATIONAL STRATEGY

1. Price: Offering price affordable by students ranging form RM0.50-RM5.00. 2. Producing Tasty Food: Ensure to cook delicious food by using high quality raw material. For the unspecialized food types, the foods are purchased from trusted and specialized supplier. 3. Conduct Market Survey: Ask students and customers regarding of foods produced while analyzing the sale generated whether increased or vice versa. For each comments received, Mama will analyze whether the improvement worth it or not. 4. with Customers: Mama involved in interacting with customers (students and staffs) to ensure their satisfaction achieved. Mama also ensures her staffs entertain the customers so that the customers feel appreciated while enhancing public relation. 5. Impression: Ensure the presentation of food and drinks are appealing and appetite opener. 6. Simple but Profitable: Instead of producing variety of foods, Mama focus on producing complete dish consisting of nasi+ fried chicken/ tomato chicken + veggies which need low cost but high profit return.

2.6

FINANCIAL ACHIEVEMENTS

a) In the past 6-7 years ago, Mama Sup Utara have gained tremendous amount of profit. However, due to reduction of students’ number in UiTM Shah Alam, the profit has decreased by 30%. b) Nowadays her net profit by day is around RM 2,000 per day. c) She had also succeeded to open a new shop situated inside Mawar College of UiTM Shah Alam which is one of students’ centre of attention .

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3.0

COMPANY ANALYSIS

3.1

SWOT SWOT analysis is an acronym for strengths, weaknesses, opportunities and

threats and is a structured planning method that evaluates those four elements of an organization, project or business venture. A SWOT analysis can be carried out for a company, product, place, industry, or person. It involves specifying the objectives of the business venture or project and identifying the internal and external factors that are favorable to achieve the objectives. Identification of SWOT is important because they can inform later steps in planning to achieve the objective. First, decisions-maker should consider whether the objective is attainable, they must select a different objectives and repeat the process. s of SWOT analysis must ask and answer questions that generate meaningful information for each category (strengths, weaknesses, opportunities and threats) to make the analysis useful and find their competitive advantage.

3.2

SWOT ANALYSIS From Mama Sup Utara, the SWOT analysis has been identified by interview the

owner of the company.

STRENGTH Strengths is the characteristic of the business or project that give an advantage over others. From Mama Sup Utara, their strength are public relation from owner and workers, menus and pricing. Basically, public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Public relations is a very important things in order to attract customers since it is a two ways communication between seller and customer and make it them interest to stop by to our stall. The second strength of Mama Sup Utara is their menus which is Nasi Tomato and Sup Utara itself. The secret ingredient that is used by this company is grainfed cattle from Australia so it will makes the soup different taste from others. 7

Meanwhile, besides the menus, since Mama Sup Utara is focus to student, so the price of the food is started from RM0.50 until RM5. The price is very negotiable and affordable to purchase by students.

WEAKNESSES Weakness is a characteristic of the business that place the business or project at a disadvantage relative to others. Since the stall is located in Kolej Mawar UiTM at student business centre, this company got a problem to cook at the stall. So that, if they are shot and lacking of food in the middle of the working time, they need to going back to their premise in Klang to cook.

OPPORTUNITY Opportunity is an elements in the environment that the business or project could exploit to its advantage. Right now, Mama Sup Utara is try to find a new menus that can be accepted by student and do some innovation on the recipe. So that, the menus could be their strength. Besides, this company also try to develop their networking by inviting another services and business into their stall which is Beauty Café. As a result, Mama Sup Utara can give a variety services to their customers and increase the number of them.

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THREATS Threats is an element in the environment that could cause trouble for the business or project. The main problem that always face by the company are, attitude of staffs, the rivals and the profit. The problem in handling staff is not new in a business sector. It is because, the works got their own attitude and desire. Basically, they need a high salary and good welfare. Besides, Mama’s staff is a foreigner and a few of them make a lots of trouble but still do a good work. Second threats is a problems come from rivals when they are sent their staff to be a n observer at Mama’s stalls. They will do it by the time the owner is not around. The last threats, is a profit. Talking about profit, it is a financial gain or benefits, especially from an investment. Currently, today business is getting worse compare to 6 years ago which give a 60% profits. Nowadays, the profits is only 30% or less. It is because, there are a lots of competitors with the same product and service ; and the decreasing number of student in UiTM.

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4.0

FINDING AND DISCUSSIONS

Entrepreneurship is the best way on reflected in the areas that provide the most possibilities and opportunities. Since it implies risk, uncertainty and creativity, it is important to analyse many obstacles that can harm the process so that those could be avoided or minimized. The aim of this section is to identify the most important obstacles in establishing and developing the entrepreneurial of the company.

4.1

FINDING

4.1.1

FOOD PREPARATION IN A LARGE QUANTITY

Mama Sup Utara is the most popular restaurant that is well-known among student, residents, staff and people around UiTM Shah Alam. As known there are only several food stall that are available in UiTM, so this is make the Mama Sup Utara become most wanted food stall or the centre of attention among students. Due to the attention, Mama having a problem on making a food preparation in a large quantity to serve all of her customers.

4.1.2

SELLING PRICE

One of the main tasks that Mama Sup Utara do before she open her restaurant is to price the menu items. She has to determine the cost of food and drinks to form a realistic price menu items that affordable for the student and other people at the same time guarantees profits for her catering.

4.1.3

HIRING AND TRAINING THE STAFF

When running a restaurant, we need to know how to analyse the business to make sure it runs profitably. It is the most important pieces of the puzzle inside a management section. Mama’s Sup Utara restaurant is one of the most successful restaurants that know the importance of hiring and training the right employees. Yet, it is

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still become a common problem exists as many restaurants hire the wrong people and have a high turnover rate. Mama, the owner of the Mama’s Sup Utara restaurant said that, “For the worker management, I have major trouble on the workers attitude.” Her worker sometimes coming late to the restaurant, slow in serving the customers and doesn’t pay attention on their work. Due to this problem, mama has to pay extra attention to her worker by guiding every steps on handling the food and drinks. This is also because she needs to hire a small amount of group to work in her restaurant, to deal and balance her expenses so that she can manage the profit of her restaurant and to achieve her goals.

4.1.4

FINDING A NEW RECIPES OR UNIQUE SELLING POINT. Mama’s Sup Utara also having a problem on finding the unique recipes or the

need that she should have in her restaurant to compete with the competitors’. She was struggling on finding a new recipe or an original idea on her own recipe to attract customers need. It is hard to meet up with customers’ expectations on the food taste.

4.1.5

MARKET STRATEGIES

Creating marketing plans that contribute to effective expenditure of resources and promote profitability is a task for small business leaders such as small, independent restaurant owners. It is a challenge to Mama’s Sup Utara restaurant to find a strategic execution of market and competitor’s analysis and how to adjust marketing strategies to meet target revenue and profitability goals for her business.

4.2 DISCUSSIONS 4.2.1 MAJOR PROBLEM The Mama Sup Utara are affected considerably and face many challenges, such as decreases consumer demand, decreased sales, and reduced disposable income, when the economy is unstable which may threaten their level of profitability and competitive advantage. The main problem faced by Mama Sup Utara restaurant is due to the attention which Mama is having a problem on making a food preparation in a large 11

quantity to serve all of her customers. This is a challenge for small-medium enterprises because of the limited resources. Mama Sup Utara, sometimes cannot afford to become content with the current customer base but she should continue to be innovative in establishing and building relationships with customers. She need to overlook on the ability of the students to purchased her product, while maintaining her daily operating to cover her expenses.

4.2.2

ALTERNATIVES SOLUTION

Due to the major problem that faced by Mama Sup Utara, which is food preparation in a large quantity. She came out with several ways to overcome this problem. The several ways are: i.

Purchase on a high technology machine Mama Sup Utara purchases a Gas fryer, which is a high capacity commercial gas stainless steel frying pan temperature control fryer fried chicken machine. She said that, “thank god to the machine because it have helped me a lot in frying a large quantity of fried chicken in a very fastest way.” It can consume time on the preparation of the food and also can be served in a large quantity. Besides that, she can use the frying machine to fry another recipe such as Karipap, Doughnut, KeropokLekor and other kueh.

Figure 1 : The Gas Fryer

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ii. Outside specialize supplier In order to overcome the problem, Mama Sup Utara also orders another food from another supplier to variety her menu, so that her customers can choose the food but still Mama Sup Utara keeps her menu aligned with her restaurant unique proposition. iii. Most unique menu Mama Sup Utara comes up with a superb menu which is her original idea recipe to be serving to the customers. This unique menu, offers her customers a feeling that enables them to the menu long after they are gone and make an emotional amazing taste connection with her customers.

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5.0

CONCLUSION

In a nutshells, in order to survive in increasingly competitive markets, businesses need to monitor and respond to changes in their external environment. This case study shows how the company try to change their market strategy and develop new idea. By doing SWOT analysis, the company can do a corporate planning as the part of development of strategies. Besides, the company’s response has been to ride the wave of new technological development and try to achieve the objective of business.

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6.0

RECOMMENDATION AND IMPROVEMENT •

The restaurant owner need to have plan enough money to run for one year, additionally restaurant owner need to have enough financial resources to cope with unexpected costs.

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Need to have a high critical thinking on how to resolve any obstacles appear during the operational working hour.

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Train your management team, your staff to address any situation, good or bad that arises.

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Make sure they are motivated to pursue your goals and adhere to your concept.

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Make sure you are take care on your workers welfare so that it give a guarantee to them to working out for your company.

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7.0

REFERENCES

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Cite a Website - Cite This For Me. (2005). Scholarworks.waldenu.edu. Retrieved 24 October 2017, from http://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article=2406&context=dissertations

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Contributor, L. (2017). The 8 Biggest Challenges for New Entrepreneurs. Entrepreneur. Retrieved 24 October 2017, from https://www.entrepreneur.com/article/254721

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Factors Affecting Safe Food Preparation Workers and Managers | EHS-Net | EHS | CDC.(2017). Cdc.gov. Retrieved 24 October 2017, from https://www.cdc.gov/nceh/ehs/ehsnet/plain_language/factors-affecting-safe-food-prepby-food-workers-mgrs.htm

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How To Calculate Food Costs and Price Your Restaurant Menu - POS Sector.(2017). POS Sector. Retrieved 24 October 2017, from https://possector.com/menu/how-to-calculate-food-costs

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Mini Case Studies |.(2009). Specialtyfoodresource.com. Retrieved 24 October 2017, from http://www.specialtyfoodresource.com/food-entreprenuer-magazine/case-studies/

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SWOT analysis. (2017). En.wikipedia.org. Retrieved 24 October 2017, from https://en.wikipedia.org/wiki/SWOT_analysis

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9 Effective Strategies For Restaurant Marketing. (2017). 99dollarsocial.com. Retrieved 24 October 2017, from https://www.99dollarsocial.com/9-effective-strategies-forrestaurant-marketing/

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(2006). Retrieved 24 October 2017, from https://www.heacademy.ac.uk/system/files/4mini-case-studies.pdf

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