FACULTY OF MECHANICAL ENGINEERING

UNIVERSITI TEKNOLOGI MARA

SHAH ALAM SELANGOR

EWC 661 PORTFOLIO

BUSINESS CHALLENGES FACED BY SUPERSTAR PET STUDIO CAFE OF

SECTION 7 SHAH ALAM

Prepared by:

Name Student ID
1 Muhammad Izzat Bin Nordin 2017806622
2 Muhammad Hilman Bin Hazmi 2017806658
3 Mohamad Fareez Firdhaus Bin Roslan 2017665814
4 Muhammad Wafi Jufri Bin Juzi Zaini 2017806772

Prepared for:
Hjh. Siti Akmar Abu Samah’
Academy of Language Studies
UiTM Selangor

DATE OF SUBMISSION : XXth May 2018

Abstract

A small enterprise in the area of Section 7, Shah Alam, known as Superstar Pet Studio Cafe
has been running for a few years. However, common problems have been identified in this
business. One of these problems is the hygiene level in the cafe. Cats ease themselves at random
and this produces bad smell in the cafe. Another problem faced by this cafe is the quality of
food provided. The cats fur may freely hover in the surrounding of the air which can distract
the customers from enjoying their foods. Next, the issue is the profit gained by the owner which
need to be considered. Business competition is also one of the problems faced by this café. At
the same time, this café need to provide good services to the customers. For this report, it will
present the findings that will be analysed based on information by interviewing the owner and
feedback survey distributed to the customers. Overall, this report intends to provide resolutions
that will attract customers to visit the Superstar Pet Studio Café to gain some unique
experiences.

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Acknowledgment

In the name of Allah The Most Beneficent and Most Merciful. Thanks to Allah The
Most Merciful for giving us the courage to complete this course work as finally we were able
to finish our EWC 661 Proposal Presentation that have been given by our English lecturer Dr
Hajah Siti Akmar Binti Abu Samah to us. This task had been done with all afford by group
members even though a little bit problem were happened among us while doing this proposal.
Luckily, all the problems can be settle down and we were able to adapt properly and wisely.
Besides that, big thank we address to our EWC lecturer because without her guide our proposal
cannot be done properly like this. She always give us supports and guide to us how to do our
proposal in purpose to produce a good outcome from research that been studied. Topic that we
had been choose by our group are regarding problem faced by the small entrepreneur around
the area of Section 7 Shah Alam, Selangor. Last but not least to official of our university's
library for letting me to make revision and some copies of reference for us to complete this
assignment. Lastly, their valuable contribution and sincerity are instrumental and achieving
idea of this project. May Allah bless you all. Thank you.

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Table of Contents

NO TITTLE PAGES

1 Abstract 2

2 Acknowledgement 3

3 Introduction

4 Background Information

5 Problem Statement

6 Purpose of study

7 Previous studies

8 Method

9 Reference

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Background Information

The Superstar Pet Studio was established in early 2016, the first pet photography studio
existed in Malaysia. The Superstar Pet Studio is a professional pet photography located in USJ
Taipan, Subang Jaya, Selangor. It was founded by Hazreena Hamdan. Melding her passion of
pet lovers, Hazreena Hamdan decided to open a pet photography studio where she believes that
beautiful creature deserves to be put in a beautiful environment or places. Instead of taking
your beloved pet’s photo with unsuitable background, Superstar Pet Studio provided a studio
specialize in pets with/without the owner. Superstar Pet Studio is the only studio photography
that allowed pets to be in the studio and be taken picture of by using 4 layers of screen selected
such as green screen, white screen, black screen and blue screen where the background can be
edited later by Superstar Pet Studio Creative Designer. Later in the early 2017, Superstar Pet
Studio decided to open new branch it for public and provide a cafe as an additional extension
to our business. It located to Shah Alam Section 7 as it is a very strategic location and which
may attract crowd from all over.

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Problem Statement

Marketplace is a highly dynamic and competitive place. Businesses have to face though
competition from others that offers similar services or goods in the marketplace. The problem
faced by this café is competition. The competition exists in the market in terms of price, quality,
features and offering etc. So, customers have a number of options to select the café which offer
the best possible value for money.

Next problem that faced by this café was quality of food. The cat furs that will freely
hovered in the air which can distract the customers to enjoy their foods. So, the owner need to
separate the cats from the dining area.

Another problem that we found is hygiene level in the cafe. Today it is very important
for cafe to concern about their level of hygiene as today customer have become priorities about
risk allied with foods. The other most common violation is the lack of cleanliness of employees
as they might be hired on low salary, in some of the cafe workers do not wash their hands, there
are no hand washing gel in their washrooms, some of cafe have improper food holding
temperature and also undercooked meat, unclean counters, tables and also the kitchen which
can broaden germs that results in to food poisoning.

The last problem that we detected is the struggle for profit gain from the business. This
is due to the existence of several similar businesses available nearby the area of the shop. Even
though the pet café has its own sense of attraction, other shop also does. The ability for the
shop to attract more customers will determine the profit gain by them. If the shop could not
keep up with the competition around, they cannot gain profit from their business or even suffer
losses from their business.

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Purpose of study

Superstar Pet Studio faced many problems which good services to customers, quality of foods,
businesses competition and hygiene level of the café.

The purpose of the study describes in this research;

1. Identify regarding problem faced by the small entrepreneur around the area of Section
7 Shah Alam, Selangor.
2. Determine the customer satisfaction throughout questionnaire.
3. Suggest appropriate ways to help overcome the problems face.

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Previous study

Business competition

Business competition is the rivalry among sellers trying to achieve such goals as
increasing profits, market share, and sales volume by varying the elements of the marketing
mix: price, product, promotion and place. The most important decisions in management teams
were the strategy which mixed of products, markets, and technologies to be selected. The key
in the competition is just not only planning the strategy but also know the competitors as well.
(James Schrager, 2014)

Food quality

The definition of food quality is a very subjective matter (Moskowitz, 1995). Each
individual has different perception on food quality as food quality is a heterogeneous term
(Rohr, Luddecke, Drusch, Muller and Alvensleben,2005). Peri (2006) defines food quality as
“a system of product requirements both material and immaterial, related to the product in itself,
the production context, the product-packaging system and the product-market system”. Bredahl
(2003) includes the sensory, health, convenience and process dimensions in his definition of
food quality. Customers are clear about what kind of food quality they want, which has led to
the growth of food industry. However, there is still a lack of well-defined concept of food
quality (Cardello,1995). Cardello(1995) claims that the dearth of proper definitions of food
quality is because interest in defining food quality was found only among food scientists who
formed a minority among those concerned with food quality.

Service quality

Food business has become a popular trend for entrepreneurs these days. However, it seems that
many entrepreneurs do not know how important is the first impression and the services offered
to their guests. Consequently, many restaurants have a generally poor service, and therefore,
many are closed as soon as they are opened. (Maria Amelia ,2016)

Good customer service relates to the service provide before, during and after a purchase. For
example, it's how the interaction with the customers. Improving customer service skills can
lead to greater customer satisfaction and a more enjoyable experience. It is important to provide
good customer service; to all types of customers, including potential, new and existing
customers. (business.gov.au; 2018)

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Hygiene level

The study was conducted in 2002 by University of Ulster. It involved a total of 200 restaurants
throughout the Ireland. The study indicates that restaurants are implementing systems for the
provision of safe food. The study highlighted that there is a good level of knowledge of food
safety issues among restaurant staff and good practices generally prevail. The findings will
enable proprietors, trainers and inspectors to target their resources at areas where practice still
needs to be improved. In a recent study, over 70% of respondents suspected food consumed
from eating places are reason for their illness. Therefore, the catering industry has to be vigilant
about food safety, in the kitchen and comply with the relevant legislation. Practical measures
like the use of disposable dishcloths and the implementation of HACCP(Hazard Analysis and
Critical Control Point) systems will be very useful.

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Method

The study will be conducted in Section 7 area Shah Alam. An interview will be conducted to
the cafe’s owner regarding to the raised issue. The investigation will interview the customer
that visit the cafe’s while enjoying their food on how they think about their services given.
From this session, there will be four categories of people to be interviewed. They are the owner
of the cafe’s students, workers, and other civilians. The information obtained from each
categories of viewers are essential to make sure the issue can be solved.

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3.0 Finding

A total of 14 questionaires consisting question on customer perception toward Superstar

Pet Studio Café were distributed to 51 respondents from Seksyen 7 Shah Alam. The
demographic details were on hygiene level, food quality, business competition and service
quality at Superstar Pet Studio Café.

3.1 Hygiene level in the cafe

Very comfortable Very uncomfortable

Figure 3.1.1 The Comfort And Enviroment Of Superstar Pet Studio Café
Figure 3.1.1 shows that the scale of the comfort and environment of the café rate by 51
respondent. The highest survey was 43.1% of 51 respondents rate for scale 2, 39.2% of 51
respondents rate for scale 1, 7.8% of 51 respondents rate for scale 4, 5.9% of 51 respondents
rate for scale 5 and the lowest survey was 3.9% of 51 respondents rate for scale 3.

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 Very clean Very unclean

Figure 3.1.2 The Cleanliness of the Pet in Superstar Pet Studio Café
The Figure 3.12 shows that the scale for the cleanliness of the pet rate by 51 respondents
from Seksyen 7 Shah Alam. From scale 1 showed that the highest survey was 45.1% of 51
respondents rating for it. 27.5% of 51 respondents rate for scale 2, Scale 3 and Scale 4 gives
same percentage which is 9.8% of 51 respondents and the lowest survey was 7.8% of 51
respondents rate for scale 5.

Very clean Very unclean

Figure 3.1.2 The Cleanliness Of The Workers in Superstar Pet Studio Café
From Figure 3.1.2 shows that the rate of cleanliness of the workers in Superstar Pet
Studio Café rate by 51 respondents from Seksyen 7 Shah Alam. From the observation, many
respondents rate for scale 2 which gives 41.2% of 51 respondents, 29.4% of 51 respondents
rate for scale 1, 15.7% of 51 respondents rate for scale 3, 7.8% of 51 respondents rate for scale
5 and 5.9% of 51 respondents rate for scale 4.

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3.2 Food Quality

Very high quality Very low quality

Figure 3.2.1: Rated of quality food

Based on Figure 3.2.1 shows the rated of quality food. The highest bar chart survey shows
that 23 out of 51 respondents and the percentage is 46% rate for scale 2 which is high quality.
The same rate for survey shows that 4 out of 51 respondents and the percentage is 8% for scale
3 and scale 4.The lower survey shows that 3 out of 51 respondents and the percentage is 6%
rate for scale 5 which is very low quality.

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 Figure 3.2.2: The selection of menu

Based on Figure 3.2.2, shows the selection of menu in Superstar Pet Studio Café. The highest
survey shows that the 39.2% are agree with selection menu. The lower survey shows that 11.8%
are neutral for selection menu. Most are agreed with the selection menu has been provide in
this café.

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 Figure 3.2.3: Served food hot and fresh

Based on Figure 3.2.3 shows the food served hot and fresh by Superstar Pet Studio Café. This
pie chart to know about either food was served hot and fresh or not. The highest survey shows
the 94.1% of 51 respondents rate for “yes”. But for rate for “No” gives 5.9%. Mostly agree
about this café are served food hot and fresh.

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3.3 Business Competition

Figure 3.3.1 How Often People Come To The Cafe

From Figure 3.3.1 shows that how often people come to this café by 51 respondents
from Seksyen 7 Shah Alam. Majority of 51 respondents come every month which gives 56.9%,
27.5% of 51 respondents come for every week to this café and 15.7% of 51 respondents come
for the first time to this café

Figure 3.3.2 Period of customer being a customer in Superstar Pet Studio Café
From Figure 3.3.3 shows that percentage of period of customers being a customer in
Superstar Pet Studio Café. For less than 3 months gives 66.7% of 51 respondents, 17.6% of 51
respondents for the first time and 15.7% of 51 respondents for one year.

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 Figure 3.3.3 Comparison the value that provide by Superstar Pet Studio Café and by
competitors
From figure 3.3.3 shows that comparison the value that provide by Superstar Pet Studio
Café and by competitors. Majority shows that Superstar Pet Studio Café gives a better value
compared to competitors which gives 58.8% of 51 respondents, 21.6% of 51 respondents stated
the value from the competitors were better that Superstar Pet Studio Café, and 19.6% of 51
respondents stated that value from Superstar Pet Studio Café is equivalent with the competitors.

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 Figure 3.3.4 Attraction in Superstar Pet Studio Café
From Figure 3.3.4 shows that the attraction in Superstar Pet Studio Café chose by 51
respondents from Seksyen 7 Shah Alam. 33.3% of 51 respondents choose food as their
attraction, 29.4% of 51 respondents choose customer service as their attraction, 23.5% of 51
respondents choose price as their attraction and for location attraction gives 13.7% of 51
respondents.

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3.4 Service Quality

Very satisfied Very unsatisfied

Figure 3.4.1 Customers satisfaction scale with the services provided by Superstar Pet Studio
Café.
Based on the finding from the questionnaire, we can see that 73% of the costumers that
visit the cat café are very satisfied with the service provided. Meanwhile, 8% of the costumers
have natural opinions about with the service. 19% of the costumers finds that the service
provided are bad or poor in quality. This clearly shows that the cat café has very good service
quality based on the data collected.

Figure 3.4.2 Good Attitude serve by waiters of Superstar Pet Studio Café

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 71% of the costumers finds that the waiters at the cat café have good manners.
Meanwhile, 12% of them finds that the waiters there have not so good attitude. Based on the
data, we can infer that the worker at the cat café practice good costumers service and threat
their costumers very well

Figure 3.4.3 Order Served On Time

From the aspect of time management, 80% agree that they get their order right on time
while other 20% have opposite opinions. This shows that the cat café manages to maintain
their quality service by always ensuring that costumers did not have to wait long to get their
ordered menu.

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Conclusion

Based on the findings, it can be concluded that the majority of respondent agree the comfort
and environment of the café in good condition. This is very important because the surrounding
of the air can distract the customers from enjoying their foods. The scale for the cleanliness of
the pets and workers also in good conditon. They must prevent from the cats ease themselves
at random because it can produce bad smell in the café and distract the customer. Every
workplace needs to be hygienic not just for the sake of having a good reputation and making
good impressions but also for the sake of health and safety of everyone.

Next, majority of respondent agree that the quality food that serve is in high quality, hot and
fresh. This is important to ensure that customer are satisfied with the food ordered. The
customer also agrees with the menu provided to suit the customer taste with various option.

The respondent agree with the service provided by the waiter very nice and satisfying. The first
impression and the services offered to their guests before, during and after a purchase is very
important to attract the customer to come again. The respondent also agreed with the food
delivered on time. This very important to prevent from the customer waiting too long to get the
food ordered and waste their time.

Finally, by looking at the often people come to this cafe, the respondent show that they only
come once a month. This show that the customer more interested to go to the other café instead
ofthe cat café. This is because food is a great attraction any café type business. The cat café
need to reconsider their food pricing and menu arrangement so that costumers more likely to
come to the cat café instead of others.

Recommendation
Based on the conclusion, it is recommended that:
a) The price of the food should be lower the same as the store around it.
b) Provide a varied menu and material are always fresh when they are to be used.
c) Every time customer come to play with the cat and eat food, the cat café may give small
token of appreciation such as cat pin or cat notebook.
d) Provide cat caretaking advice for cat lover costumers so that they feel more attracted to
revisit the cat café.

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References

 Morton. 2000. Food Quality Issues : Understanding HACCP and Other Quality
Management Techniques. A Guide to Developing Agricultural Markets and Agro-
Enterprises;. World Bank, Washington, DC. © World Bank.
https://openknowledge.worldbank.org/handle/10986/17702 License: CC BY 3.0 IGO

 GEORGE KENT (2012 ) Food Quality: An Issue As Important As Safety

http://www.foodsafetynews.com/2012/07/food-safety-not-just-an-issue-of-immediate-
threats/#.Wv7scqSFPIU

 Lynn J. Frewer, (2008) "Consumer perceptions of food quality and safety and
their relation to traceability", British Food Journal, Vol. 110 Issue: 10, pp.1034-
1046, https://doi.org/10.1108/00070700810906642

 M. Bertuccioli (2006) ,Volume 17, Issues 1–2, Pages 1-144 (January–March ) Food
Quality and Preference.

 https://blogs.wsj.com/experts/2014/08/27/to-succeed-in-business-study-your-
competitors/

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