COMPANY ANALYSIS

CHEEKEN TOPS

TECHNOLOGY ENTREPRENEURSHIP (ENT600): A1 CASE STUDY

FACULTY & PROGRAMME:

CS - FACULTY OF COMPUTER AND MATHEMATICAL SCIENCES
CS244 - BACHELOR OF INFORMATION TECHNOLOGY (HONS.) BUSINESS
COMPUTING
SEMESTER: 7
PROJECT TITLE: WRITTEN REPORT ON INDIVIDUAL CASE STUDY
NAME: NUR ADILA SHAHIRA BINTI ZANALBIDIN
LECTURER: MADAM NOORUL HUDA BINTI ZAKARIA

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 ACKNOWLEDGEMENT

First and foremost, praise and gratitude to Allah S.W.T for His Almighty and greatest bounties,
which enabled me to complete this case study within time. I'd like to thank Madam Noorul
Huda binti Zakaria who contribute stimulating suggestions and encouragement to my friends
and me in completing this case study.

Not to be forgotten, I'd like to thank Mrs. Habibah binti Che Hassan, the owner of Cheeken
Tops Cafe, for providing me the opportunity to interview about the business. I am quite thankful
to the company, as well as the owner, for providing me their undivided attention and time
during the interview, which assisted me in finishing the case study.

Last but not least, my family members deserve special thanks for devoting their time and
resources to supporting me throughout this case study.

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TABLE OF CONTENT PAGE

TITLE PAGE i

ACKNOWLEDGEMENT ii

TABLE OF CONTENT iii

LIST OF FIGURES v

LIST OF TABLES vi

1. INTRODUCTION

1.1 Background of the Study 1

1.2 Problem Statement 1
1.3 Purpose of the Study 2

2. COMPANY BACKGROUND

2.1 Background 2
2.2 Organizational Structure 3
2.3 Product/Services 3
2.4 Technology 4
2.5 Business, Marketing, Operational Strategy 5
2.6 Financial Achievements 6

3. COMPANY ANALYSIS

3.1 SWOT Analysis 7

4. FINDINGS AND DISCUSSION 9

5. CONCLUSION 10
6. RECOMMENDATION AND IMPROVEMENT 11
7. REFERENCES 12
8. APPENDICES 13

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LIST FIGURE PAGE

Figure 2.1 Cheeken Tops Organizational Chart 3

Figure 2.2 Food from Cheeken Tops 4

Figure 2.3 Beverage from Cheeken Tops 4

Figure 2.4 Frozen Food from Cheeken Tops 4

Figure 2.5 Machine Cash 5

Figure 2.6 Touch n Go Wallet 5

Figure 2.7 Assumption Financial of Cheeken Tops 6

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LIST TABLE PAGE

Table 2 Details Company of Cheeken Tops 2

Table 3 SWOT Analysis of Cheeken Tops 7

Table 4 Alternative Solution for the problem 10

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 EXECUTIVE SUMMARY

Every year, technology evolves. Many industries have used technology to run their business
including the food and services industry. The global population is increasing, demand is
increasing, and food industry technology is continuously improving. Since of digital potential,
climate change, and health-conscious consumers, the food and beverage industry has seen
an increase in demand for technology.

The purpose of this case study is to identify the company's problem and come up with a
solution that will assist the company in solving the problem. Based on an interview session
with the owner of Cheeken Tops, several problems happen in the company which is manually
ordering, lack of staff, and not using credit card services. The major problem that has been
identified in the Cheeken Tops is the company is using manual orders. Then, the alternative
solution for this problem is to create an ordering system, using third-party delivery services,
and self-ordering kiosks. The best alternative solution also has been chosen to help the
company to improve their services and increase the company sales.

In this case study, company has applied the SWOT analysis. SWOT analysis technique is
discovered suggestions and solutions, with an emphasis on using strengths and opportunities
to overcome weaknesses and threat.

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1. INTRODUCTION

1.1 Background of Study

Food service is a method of serving food in a location other than the home. According
to the National Restaurant Association, the restaurant business is the largest private-
sector employer. A food service operation's principal goal is to offer food. Regardless
of size or position, they all devote great attention to food purchase, preparation, and
serving to satisfy the expectations of their customers. The food industry includes café,
cafeterias, and restaurants.

In Malaysia, SME Corporation Malaysia is assisting small and Medium Enterprises

(SMEs) by providing some infrastructure, financial assistance, and also helping market
their products. Nowadays, many food services are using technology to run their
business. This technology can make the lives of food business owners much easier,
enhance customer experience, and provide ultimate convenience. Other than that, it
also can help the process of food service more efficiently and easier.

1.2 Problem Statement

A problem statement is a description of the problems or issues that the business is
facing. Nowadays, customers are becoming more concerned about quality. One of the
common problems that happen in the food and services industry is customer service.
First impressions are crucial. Even if the food is excellent, poor customer service is
sometimes a problem for customers.

Next, the common problem in the food and services industry is product traceability.
Concerns regarding product traceability are growing. Consumers' increased desire to
know what goes into their food has resulted in 'ingredient labeling' is an important
aspect of the packaging process.

Lastly, the common problem in food and services is the wrong order. During busy
times, there may be a mess up in the order. Perhaps someone took the wrong order,
or the kitchen delivered the wrong food to the wrong table, or there was a
miscommunication. In any case, such situations arise as a result of stress, either on
your side or on the part of others.

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 1.3 Purpose of the Study
The purpose of the study is to solve the problem that this company is facing by
developing products that are functional to help solve the problem. As a result, the
solution will assist the organization in expanding its market and improving its business
operations. The purpose of the study is stated as below:

i) To view and identify the current problem faced by Cheeken Tops

ii) To propose the solution for the Cheeken Tops
iii) To improve the company's business and help the company achieve its goals.

2. COMPANY INFORMATION

2.1 Background
Cheeken Tops is owned by Che Habibah binti Hassan. This company was established
in 2017. The store was located at Haha Station Lot 5586 Kedai Makan Jalan Serdang
Batu 30 Bagan Samak, 34950 Bandar Baharu, Kedah. The store was run every day
except Wednesday from 3:30 p.m until 12.00 a.m. There will be a store closure notice
on Facebook. Besides that, the store was provided food and beverage. Other than
that, this company also provides frozen food like chicken and their Korean sauce. The
focus of the business is on western food which is Korean chicken, burgers, and also
fries. The store has two branches in Malaysia which are in Kedah and Kelantan.
Cheeken Tops have six staff. Table 2.1 shows the detail of the company in the
Cheeken Tops.

Name Company Cheeken Tops

Owner Che Habibah binti Hassan
Open Every day except Wednesday (3:30 p.m. until 12:00 a.m.)
No Phone +016 - 5400920
Address Haha Station Lot 5586 Kedai Makan Jalan Serdang Batu 30
Bagan Samak, 34950 Bandar Baharu, Kedah
Email cheekentops@gmail.com
Social Media Facebook: https://www.facebook.com/cheekentops
Instagram: https://www.instagram.com/cheekentops/

Table 2: Details Company of Cheeken Tops

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2.2 Organizational Structure
The owner of Cheeken Tops is Habibah binti Che Hassan. There are a few workers
that help the owner to run the business which are the manager, assistant manager,
supervisor, admin, marketing, and chef. The manager will help to manage the
operation while the assistant manager will assist the manager. Supervisor
responsibility to supervise the operations of the restaurant employees and expediting
customer orders as needed. Marketing will be responsible to promote all their food and
beverage while the chef will cook all the food.

Habibah Che Hasaan

(Owner)

Mohd Rezal Hamid

(Manager)

Afnan
(Assistant Manager)

Adam bin Fadhlina Habibah Hidayah

Suhaimi Ismail Che Hasaan Che Hassan
(Supervisor) (Admin) (Marketing) (Chef)

Figure 2.1 Cheeken Tops Organizational Chart

2.3 Product/Services
Cheeken Tops has provided a good quality of food and beverage. There are a lot of
types of food and beverage. An example of a food that customers can get from
Cheeken Tops is Korean chicken, a variety of flavors of the burger, and fries. For the
beverage, customers can get the beverage like juice, coffee, and frape. Cheeken Top
also provided frozen food such as chicken and their Korean sauce. Customers can get
the product by walking into the store or chatting using the WhatsApp application. Then,
Cheeken Tops will use a runner to deliver the food and beverage to the customer.

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 Figure 2.2: Food from Cheeken Figure 2.3: Beverage from
Tops Cheeken Tops

Figure 2.4: Frozen Food from

Cheeken Tops

2.4 Technology
Technology helps the owner to run the business easier. Cheeken Tops has used touch
n go wallet. This method of payment is newly used at Cheeken Tops. This method of
payment is easy for the customer to make payment especially when the customer does
not have enough cash or does not have any cash. Next, Cheeken Tops use social
media marketing such as Facebook, WhatsApp, and Instagram to promote the food
and beverages and share information about their store. Customers can place an order
by using WhatsApp, then the store will give the receipt to the customer by using
WhatsApp. Cheeken Tops also accept payment by online transaction. So, customers
can make a payment by using online transactions. Besides that, Cheeken Tops also
have a cash machine. Cash machine helps the business to save money, provide a
receipt and give the number of orders.

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 Figure 2.5: Cash Machine Figure 2.6: Touch n Go wallet

2.5 Business, marketing, operational strategy

2.5.1 Business Strategy

The company always provides a new menu. It is to attract the customer to come
to the store and try the new menu. Customers like to try a new thing. When
there is a new menu comes out from the store, they will come to try it. Cheeken
Tops also has provided a variety of food. So that, the customer will have many
options and order many menus to try it. There is a variety of food like western
food, Korean food like Korean chicken, and Malay food like Pulut Ayam. Other
than that, Cheeken Tops also aim to improve customer service. The owner will
ensure that the quality of services provided is satisfactory to their customers.
The owner of Cheeken Tops will ensure the customer who eats at their store
will get the best service and feel comfortable eating at their store.

2.5.2 Marketing Strategy

Cheeken Tops has used social media marketing to run their business. A
marketing strategy must be implemented to assist the company increase its
profit. In the era of globalization, one of the most successful marketplaces for
attracting new customers is social media. As a result, Cheeken Tops took
advantage of the chance to market their business through social media
platforms such as Facebook and Instagram. Admin will post about the menu
and the new menu on Facebook and Instagram. The owner of Cheeken Tops
also uses Facebook and Instagram to share a video about the review of food
and beverage. Customers will attract by look the picture of the food and
beverage and they are also attracted by the video. It is because the owner will
show the texture of the food and also the review about the food

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 2.5.3 Operational Strategy
Cheeken Tops will give the best services for their customer. The good services
come from the training staff. Staff will be trained in 2-3 weeks. The staff will be
trained how to use the machine cash, be a waiter and sometimes prepare the
order. This is to ensure the staff can do others job due to lack of staff. Staff is
in charge of the finances. The staff will record the transaction and monitor it on
a weekly, monthly, and yearly basis. The financial aspect of the business is
critical since it contributes to the company's profit growth.

2.6 Financial achievements

Financial strategy refers to a company's approach to assessing its financial needs and
resources necessary to support and achieve its goals. Cheeken Tops financial
assumptions were based on an interview with the owner, Mrs. Habibah binti Che
Hassan. Financial assumptions were made for the year 2021. Based on the interview,
the lowest sales are in April 2021 which is RM30 000. It is because of less marketing.
But in this month October 2021 is the highest sales which are RM 90 000. This is
because the business just recovered due to Covid-19 and many people across the
country come to the store when the border was open. The total sales achieved every
month are between RM 70 000 to RM 80 000.

Assumption Financial Achievement of Cheeken Tops

100000
90000
80000
70000
60000
50000
40000
30000
20000
10000
0

Assumption Financial Achievement of Cheeken Tops

Figure 2.7: Assumption Financial of Cheeken Tops

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3. COMPANY ANALYSIS

3.1 SWOT
SWOT analysis (strengths, weaknesses, opportunities, and threats) is a framework for
assessing a company's competitive position and developing strategic plans. SWOT
analysis will be utilized in this case study to assess Cheeken Tops' strengths,
weaknesses, opportunities, and threats. A SWOT analysis will assist the company in
identifying the profitable sectors of the business.

Table 3: SWOT Analysis of Cheeken Tops

STRENGTH WEAKNESS
1. Providing food can be eaten by all 1. Located in a sparsely populated area
race 2. Located on the border of three states
2. Sell all kinds of food, not just a 3. Located in a small town
chicken
3. Always have a new menu
OPPORTUNITY THREAT
1. Expand on marketing 1. Fast-growing eatery
2. Further, diversify the menu 2. An unexpected situation such as
3. Give the best service Covid-19
3. The rise in food price

Strength
Strengths define what a company excels in and what sets it apart from the competition.
The first strength of Cheeken Tops is Cheeken Tops provides food that can be eaten
by all races. In Malaysia, there are various races. So, this is one of the stores that
provide food that can be eaten by all races like ramen, Korean chicken, and meatballs.
Next, they sell all kinds of food, not just chicken. There is a variety of food and beverage
that customers can order. Even though the logo and name of the store are based on
chicken but they sell a variety of food, not only chicken. Lastly, Cheeken Tops always
have a new menu. Cheeken Tops always have a new idea and provide a new menu
that attracts the customer to come and order from their store. The latest menu from
their store is burritos. New burritos were launched last month.

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Weakness
Weaknesses prevent an organization from reaching its full potential. Firstly, Cheeken
Tops is located in a sparsely populated area. Cheeken Tops was located at Bandar
Baharu, Kedah where the population is small. So, there are not many customers who
come to the store even though there is a variety of menus. Other than that, the
weakness of Cheeken Tops is located on the border of three states which are Kedah,
Pulau Pinang, and Perak. Even though the location of the store is on the border of
three states but it is located at the end of the boundary. This is meaning the location is
not strategic and there are not so many people. Lastly, the weakness of Cheeken Tops
is located in a small town. The residents rarely came to the Bandar Baharu, Kedah
because in Bandar Baharu, Kedah does not have a town.

Opportunity
External elements that may provide a competitive edge to a company are referred to
as opportunities. Cheeken Tops can expand their business on marketing Cheeken
Tops has attracted many people to come to their store Due to marketing. This way can
indirectly help them to extend business. Next, Cheeken Tops can further diversify the
menu. Nowadays, people like to try new things. When Cheeken Tops launches a new
menu, the customer will come to try the menu. If the menu suited with their taste, they
will come again to the store. Then, Cheeken Tops can give the best service to the
customer. If a customer gets the best service they will come again to the store.
Cheeken Tops can give the best service by making the order process fastly and
efficient. does not keep their customers waiting and treats customers warmly.

Threat
Threats are factors that have the potential to cause harm to a company. The first threat
to Cheeken Tops is the fast-growing eatery. Nowadays, there is a lot of stores that
have unique concept was open and attracted many customers to come to their store.
Cheeken Tops need to take another strategy to attract customers. Next, an unexpected
situation such as Covid-19 is one of the threats to Cheeken Tops. Sometimes during
the Covid-19 government will close the border to prevent the spread of Covid-19 and
Cheeken Tops was located at three borders. Hard for other customers from other
states to cross the state and come to the store. Lastly, the rise in food prices. Price
volatility has an impact on everyone in the food industry, from suppliers and producers
to restaurant owners and, eventually, customers.

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4. FINDINGS AND DISCUSSION

4.1 Findings
According to the interview with the owner of Cheeken Tops, there is some issue that
Cheeken Tops address and resolve to develop. This company was interested in using
technology to improve their business. The problems that must be solved are as follows:

i. Manually Order
Customers will manually order by walking into the store or chatting using the
WhatsApp application. Cheek Tops staff will copy the ordering using machine
cash. This is where the problem comes was happened. Staff have mistakenly
copied an order or missed an order. Then, if there are customers who cancel
their order, it is difficult for staff to retrieve the order to discard it because there
are a lot of orders. Sometimes, there is some problem when customers place
an order by walking into the store such as miscommunication. Staff misheard
the order made by the customer make the wrong order.

ii. Lack of Staff

Cheeken Tops has a lack of staff. The owner of Cheeken Tops needs to do the
marketing part and also needs to be in the kitchen to cook. The owner is the
one who does the marketing by making a video and post to Facebook. It is
because there is no staff to do the marketing part. Cheeken Tops also has only
one chef. Sometimes, the owner also will make the order on her own.

iii. Not using Card Credit Services

Lastly, Cheeken Tops had a problem in that the store did not use credit card
services for its customers. The store only has a cash machine. Furthermore,
the risks of having cash at a business include that it will be susceptible to theft
and loss of money. This might have an impact on the owner and the success
of the business. For now, Cheeken Tops only offered a wallet payment which
is the Touch n Go wallet. Some customer does not have a Touch n Go wallet
and they preferred to pay using credit cards.

4.2 Discussion
The major problem that has been identified is manual order. There are suitable
alternative solutions for the company after identifying the major problem that occurred
in the company. The purpose of offering a solution to the company is to fix the problem

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 while still leaving an opportunity for progress. Table 3 shows the alternative solutions
related to the major problem of the Cheeken Tops.

Table 4: Alternative solutions for the problem

Alternative Advantage Disadvantages
Solutions
Create 1) Makes the ordering process 1) Data security
ordering easier 2) Chances of a technical
system 2) Efficient customer and order problem in the problem in
management the system
3) Stay ahead of the 3) Additional Labour Costs
competition
Third-party 1) Agencies provide well- 1) High margins
food delivery trained staff that takes care 2) Lack of data
services of each customer's order. 3) Any complaints related to
2) No need for staff the staff go directly to the
Management cafe
3) Enhances online discovery
Self-ordering 1) Improved accuracy 1) Limited customization
kiosk 2) Reduced wait time 2) Cost issue
3) Information sharing 3) Displacement of workers

5. CONCLUSION
In a conclusion, high quality, good service, and effective marketing may attract new
customers and help companies increase profits and sales. Furthermore, identifying the
company's problem is a step toward ensuring that the company is aware of its
weaknesses, which provides possibilities to improve and alternative solutions to the
problem. The problem that has been identified from the company is manual order, lack of
staff, and not using card credit services. The major problem that has been summarised is
the manual order. The solution for manual orders is to create an ordering system so that
the ordering process is easier, efficient customer and order management, and stay ahead
of the competition. Then, the second solution for manual orders is the company can use
third-party food delivery services. The Agencies provide well-trained staff that takes care
of each customer's order, no need for staff management, and enhance online discovery.
Lastly, the solution for manual order is the company can use the self-ordering kiosk
because it can improve accuracy, reduce wait time, and information sharing.

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6. RECOMMENDATION AND IMPROVEMENT
Based on interviews and observations conducted throughout the company analysis
research with Cheeken Tops. We decide on the best solution to increase the company's
success and achieve the company's goals.

Nowadays, customers like to use ordering services because of covid-19. The best
suggestion for the major problem which is manual order is to create an ordering system.
Customers can view the menu at the website and directly order the menu from the website.
Then, the customer does not need to make an order by using WhatsApp. As a result, the
staff also no need to copy the order that made by the customer and there no wrong order
or missed order. Other than that, by using an online ordering system also customers can
cancel the order before the staff has confirmed to receive that order. so, the staff is easy
to see which order that cancelled by the customer. No need for the staff to find which order
has been cancelled.

Other than that, the process of using the ordering system also is easier. Customers can
directly place an order and make a payment by using the online ordering system. This can
help the company to increase its sales and profit. Online ordering systems also can help
the company to know their total sales by month or by year. The company also can easily
retrieve their customer and order details. Not only that, the company with always stay
ahead of the competition along with this era. Many food and services industries have to
use the system to manage their business.

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7. REFERENCES

1. CheekenTops. (2021, October 24). Retrieved from

https://www.facebook.com/cheekentops/

2. Nightingale, J. (2019, September 17). 7 surprisingly common problems that

restaurants face. Restaurant Engine. Retrieved September 29, 2021, from
https://restaurantengine.com/common-problems-restaurants-face/.

3. Kenton, W. (2021, October 22). How swot (strength, weakness, opportunity, and
threat) analysis works. Investopedia. Retrieved October 31, 2021, from
https://www.investopedia.com/terms/s/swot.asp.

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8. APPENDICES

Interview Online with Owner of Cheeken Tops

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Cheeken Tops Store

Runner Cheeken Tops

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