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 MEMBERS : 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 3

1. INTRODUCTION 4

1.1 Background Of The Study

1.2 Problem Statement
1.3 Purpose Of The Study

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

4. FINDINGS AND DISCUSSION 10

5. CONCLUSION 14

6. RECOMMENDATION AND IMPROVEMENT 15

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

1.1 BACKGROUND STUDY

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

1.3 PURPOSE OF STUDY

- To analyse the technopreneurship criteria exist in Mama Sup Utara
- To be expose to real technopreneurship experiences
- 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 feedback 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. Contact 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.
Users 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.

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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

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 Caf. 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, 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

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. Mamas 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 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.

4.1.4 FINDING A NEW RECIPES OR UNIQUE SELLING POINT.

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.

4.1.5 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 Mamas Sup Utara restaurant to find a strategic
execution of market and competitors 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

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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.

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 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

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 companys 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.
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

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Factors Affecting Safe Food Preparation Workers and Managers | EHS-Net | EHS |
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How To Calculate Food Costs and Price Your Restaurant Menu - POS
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Mini Case Studies |.(2009). Specialtyfoodresource.com. Retrieved 24 October 2017,

from http://www.specialtyfoodresource.com/food-entreprenuer-magazine/case-studies/

SWOT analysis. (2017). En.wikipedia.org. Retrieved 24 October 2017, from

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