Professional Documents
Culture Documents
PAGE
EXECUTIVE SUMMARY 3
1. INTRODUCTION 4
2. COMPANY INFORMATION 5
2.1 Background
2.2 Organizational Structure
2.3 Products/Services
2.4 Technology
2.5 Business, marketing, operational strategy
2.6 Financial achievements
3. COMPANY ANALYSIS 7
3.1 SWOT
5. CONCLUSION 14
7. REFERENCES 16
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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
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 terms 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.
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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.
1) Food
2) Drinks
2.4 TECHNOLOGY
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2.5 BUSINESS, OPERATING AND OPERATIONAL STRATEGY
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
From Mama Sup Utara, the SWOT analysis has been identified by interview the
owner of the company.
STRENGTH
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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
OPPORTUNITY
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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, Mamas 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 Mamas 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
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.
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.
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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 Mamas 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
doesnt 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.
Mamas 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.
4.2 DISCUSSIONS
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
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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.
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:
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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 remember the menu long after they are gone and make an
emotional amazing taste connection with her customers.
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5.0 CONCLUSION
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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.
Need to have a high critical thinking on how to resolve any obstacles appear during the
operational working hour.
Train your management team, your staff to address any situation, good or bad that
arises.
Make sure they are motivated to pursue your goals and adhere to your concept.
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
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-prep-
by-food-workers-mgrs.htm
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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