FUNDAMENTALS OF ENTREPRENEURSHIP (ENT300)

CASE STUDY

NAME OF COMPANY: HARUMI FRIED CHICKEN

TYPE OF BUSINESS: FOOD RESTAURANT

PREPARED BY

FACULTY & PROGRAMME: FACULTY OF ARCHITECTURE, PLANNING AND

SURVEYING (AP116)

SEMESTER: 4

PROJECT TITLE: CASE STUDY OF BUSINESS PROBLEM

NAME UITM ID NUMBER

MUHAMMAD SHAHRUL NIZAM BIN 2016454962
YAAKOB
QAMARUL AZARIN BIN RUSLI 2016454922
MUHAMMAD IRFAN BIN MOHD 2016458482
ASHRI
AKMAL SYAZWAN BIN ANUWAR 2016618122
AHMAD FIKRI BIN SAIPUZZAMAN 2016618016

PREPARED FOR

PUAN NOR MARINI MOHTAR

SUBMISSION DATE: 28 MARCH 2018

EXECUTIVE SUMMARY
 HARUMI FRIED CHICKEN has been established in Malaysia since 2015. The HARUMI
Seri Iskandar, Perak branch is managed by Mr. Mohd Rosdan Bin Mat Nor. The restaurant is
quite well in Seri Iskandar because of the presence of students from the universities nearby.

As for the business, they are providing a special, delicious menu line-up that is truly
special and different from the others. Why? Because they serve 100% real chicken meat
produced at their very own halal-certificated plant. Other than that, their recipes are formulated
with high quality ingredients from their R&D based in Taiwan.
INTRODUCTION

HARUMI is a family friendly restaurant environment that aspires to serve the highest
quality HALAL chicken meals at affordable price. Customer satisfaction has always been key to
HARUMI’s never ending pursuit of excellence. Today, HARUMI brand has ventured into
different business models such as free standing kiosk, smart food trucks and franchise
restaurants.

The purpose of this case study is to find out, identify and analyze the problem that is
faced by HARUMI FRIED CHICKEN today. Besides that, we would also like to recommend and
propose some new ideas/solution regarding the problems.

In fact, we have interviewed the manager of HARUMI Seri Iskandar and was able to
identify the problems that they are going through. One of the problem is the lack of management
in advertising products. This complication has become worst since HARUMI first open in 2015.

Other issues regarding to HARUMI is the shortage of employee in their restaurant. With
no workers to work, customers will get bored waiting for their food in line. As a matter of fact,
supplies are also hard to receive when there is no one to manage them.
COMPANY INFORMATION

 Background
HARUMI FRIED CHICKEN was first established in Malaysia by D.B.E Gurney
Resources Berhad a few years ago back in 2015. The first HARUMI restaurant was built
in Manjung, Perak. After two years of business, on the month of February, the forth
branch was finally being introduced in Seri Iskandar, Perak. The restaurant in Seri
Iskandar is managed by Encik Mohd Rosdan Bin Mat Nor, 34 years old. He has been in
the ‘Food & Beverages’ franchise for about 10 years now before starting his role as a
manager in HARUMI Seri Iskandar. Currently, there are 8 branches of HARUMI FRIED
CHICKEN in Malaysia and the number is still progressing. Today, the HARUMI brand
has ventured into different business models such as free standing kiosk, smart food
trucks and franchise restaurants.

 Business model
Manufacturer is any business that takes raw materials and create products. This
business model also applies to companies that assemble products from premade parts.
A manufacturer can choose to represent its products directly to its customers or it can
outsource sales to another company example like HARUMI. For D.B.E Gurney
Resources, they choose manufacturer business model because they have their own
chicken farm. Other than that, the recipes and everything else is their own idea. From
the breeding farm, the chicken is transfer to the processing area where the chicken is
being processed. Soon after all that is done, the chicken is transported to all the
HARUMI branches in Malaysia.

 Products/services
For their products, they have a wide variety of menu ranging from Malaysian
delights to Western delights. To add, most of their product is chicken and burgers. Their
target was easy, students from UiTM Seri Iskandar. Unfortunately, that was not enough
as they have to compete with MacDonald’s and KFC. But that would not stop them. They
come up with a new idea to sell ‘Nasi Lemak’ with their own special ‘sambal’ to attract
more customers. Furthermore, HARUMI FRIED CHICKEN offers plenty of meal sets to
 choose from. ‘Meaty Cheesy Burger’, ‘Krispy Chicken Chop’, ‘Nasi Lemak Whole Leg’
and a lot more. But their most recognized meal is the classic ‘Old Faithful Nasi Lemak’.
Using high quality rice steamed with coconut milk and natural ‘pandan’ leaves to give
customers that rich aromatic and distinctive flavor. The price of the meal sets stood from
RM8.90 to not exceeding RM14.90. What sets their difference from the other restaurant
is their special homemade ‘sambal’.

 Business, marketing, operational strategy

For HARUMI FRIED CHICKEN, they use the Internet and media social like
Facebook and Instagram as their platform to advertise their products. They hope with
the help of social media their franchise will be known countrywide. Other than that, their
strategy to gain more customers is by giving away coupons and discount for their meal
sets. This approach was just recently being done. They gave away coupons to students
and families nearby branches. With this action, students including parents with their
children will come to the restaurant often. Besides giving away coupons and becoming
active on social media, HARUMI FRIED CHICKEN also has their own homemade
‘sambal’ that is too delicious to deny. They also came up with the idea to give away
student cards for students. By using this card, student will be able to buy the food with
low price. Customers satisfaction has always been key to HARUMI’s never ending of
excellence.

 Financial achievements
For their financial achievements, HARUMI FRIED CHICKEN has reached
RM43,000 a month. That is the highest income they had ever reached. While RM30,000
is their average income for a month. Due to school holidays on the month of November
and December, the profit will rise up but when it comes to University holiday like
semester break, the profit will decrease a little. Overall, their profit margin is quite well
and they hope for a better future ahead.
 Organizational Structure

Figure 1:group organization chart

HARUMI FRIED CHICKEN SERI ISKANDAR.

Mohd Rosdan bin

Mat Nor
( Manager )

Rosfarina Nor Alfira Puteri Akma Nur Asyikin

( General ( General ( General ( General
worker ) worker) worker ) worker )
COMPANY ANALYSIS

STRENGTH WEAKNESS

The main strength for HARUMI FRIED Lack of activity on social media is one of
CHICKEN besides their good food is the high the weaknesses of HARUMI. There is no
speed internet (WIFI) in their restaurant. With one in charge of handling the social media
this good and fast internet, students in the platform therefore in terms of advertising
area Seri Iskandar will frequently come to the and marketing, there is a slow movement
restaurant to enjoy the delicious food and the towards a better campaign.
high speed internet as well.

OPPORTUNITY THREAT

Because of the business deal HARUMI came Threat has always been there through
with, opportunities that they would be able to HARUMI businesses development. ‘F&D’
achieve is people starting a kiosk business in franchise such as MacDonald’s, KFC,
the neighbourhood. Other than that, the truck Subway and much more. These
business for easy mobility and lucrative franchises had been long known and their
returns will make HARUMI well recognise in business has become firm and well.
the future. Although this is threatening HARUMI, it
would not stop them to slowly and
constantly stay sharp in this type of
business.
BUSINESS PROBLEM.

One problem of HARUMI FRIED CHICKEN is the lack of advertising and marketing.
According to Mr. Rosdan, the shortage of employee to handle the media social platform is one
of the problem that threatened the good name of the company. With no person in charge of
advertising, people out there will never know about the delicious food HARUMI has. Thus, to
prevent this problem from becoming worse, the people in charge has to come up with a team,
few good sharp minded people, to fully control and focused on the media marketing and
advertising.

Furthermore, HARUMI FRIED CHICKEN is always depending on students to buy their

meal sets. And when semester break arrives, student will go back to their country home and the
restaurant will not be favor anymore. Therefore, HARUMI should make more advertising to
family with children. Plus, they should make meals suitable for kids to eat and enjoy. Free toys
is one of best way to invite kids to HARUMI FRIED CHICKEN.

Moreover, one of the problem at HARUMI FRIED CHICKEN is the absence of employee.
By providing classes to train the staffs, more knowledge and experience will be better gain by
them. People these days are afraid to work in new fields, fields that are not related to their
course or major. So, by having classes, people who is interested to work with their company will
be more efficient and knowledgeable when it comes to handle any problem regarding to issues
on HARUMI.

Last but not least, the major problem of HARUMI FRIED CHICKEN is the absence of
‘tagline’ in their company. All the big exclusive companies have their own special tagline for
people to always remember them. “I’m Lovin’ It”, “Finger Lickin’ Good”, “Bukan Sekadar Nasi
Ayam” and plenty of other tagline has become known worldwide. In that event, HARUMI should
at least come up with some simple taglines to make their franchise a better one and well known
throughout Malaysia.
RECOMMENDATION AND IMPROVEMENT

Every problem will definitely have a solution. For the problems that have been mention
earlier, we would like to recommend the best solution among those solution, which is
advertising. The advertising is a marketing strategic that is beyond doubt the most important
strategy for any business in the world. It is determined to attract more people in order to make
more customers feel more attracted to the company.

The major problem for this business is the lack of staff, so by advertising the job
vacancy, the people will be more attract to come work for this business. The advertising can be
made through social media, because people nowadays are always on the phone and always
“online”. Through social media, the advertising will be viral in a blink of an eye.

Lastly, we would like to recommend HARUMI FRIED CHICKEN to put a nice tagline for
people to recognize them. Tagline is one of the important thing when it comes to the evolvement
of one business. This is one of the example tagline we did to make HARUMI FRIED CHICKEN
a well know franchise.

Figure 2:previous logo without recommended tagline Figure 3:previous logo with recommended tagline

According to Mr. Rosdan, HARUMI was

named based on the harmony in our country. A multicultural country where everyone is
together. We hope with this logo and the new tagline ‘Share the Harmony’ we invented,
HARUMI FRIED CHICKEN will have a better future ahead.
REFERENCES

 Mohd Rosdan bin Mat Nor, 34 years old, manager at Harumi Seri Iskandar.
 www.harumi.com.my
 www.dbegurney.com/company_miss
APPENDIX