ENT300

FUNDAMENTALS OF ENTREPRENEURSHIP

CASE STUDY REPORT

Dapur Penyet

(SSM Registration Number: 918063-K)

NAME : ID NO : GROUP CODE :

UMAIRAH BINTI KHAIRI 2018210424 PHM1154D2

PREPARED FOR

LECTURER’S NAME : SIR AZLI UMAR

SEMESTER : MARCH 2020 – JULY 2020

SUBMISSION DATE : 24 APRIL 2020

 TABLE OF CONTENTS PAGE NO.

1.0 Executive Summary 4

2.0 Business Description

2.1 Business Name 5
2.2 Target Customers 6
2.3 Products or Services 6
2.4 Business Goals 7
2.5 Business Location 8
2.6 Business Established 9
2.7 Competitive Advantages 9
2.8 Mission Statement 10
2.9 Business Structure 10
3.0 Entrepreneurial Characteristics
3.1 Two Personal Entrepreneur Competencies (PEC) 11
4.0 Appendices
4.1 Interview Questions 12-15
4.2 References 16
4.3 Interview Video Link 16

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 ENT300 – Fundamentals of Entrepreneurship

CASE STUDY (10%)

At the end of the assignment, students should be able to explain the fundamentals of
entrepreneurship using verbal and non-verbal communication (CLO1-A3)

Student’s Name: Student’s ID Group Code Weighted Marks

Obtained (%)
UMAIRAH BINTI KHAIRI 2018210424 PHM1154D2
Lecturer:

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ENT300 – Fundamentals of Entrepreneurship

CASE STUDY RUBRICS (10%)

CRITERIA MARKS MARKS OBTAINED

ALLOCATED (%)
Cover Page 5 Marks

Table of Contents 5 Marks

Executive Summary 5 Marks

Business Description 10 Marks

Entrepreneurial Characteristics 10 Marks

Appendices 5 Marks

Overall Report (Spelling, Sentence 10 Marks

Structure, and Grammar)

Total Marks 50 Marks

Total Weighted Marks Obtained (%) 10%
Verify by lecturer:

Date:

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1.0 Executive Summary

I have decided to interview an entrepreneur in the food and beverage sector, and I choose
a restaurant named Dapur Penyet which the founder's name is Mr. Amran Abd Hamid. This
restaurant offers an assortment of Indonesian cuisine food.

The purpose of doing this report is to understand the business operation and understand
how a small business can become a big one. The name of the business is symbolic of Indonesian
famous dish which is Ayam Penyet. However, they also offer various types of food such as
Iga Bakar which is a rib, Gado-Gado, Bakso, etc. This business help to fulfill customer demand
for Indonesian food in Malaysia.

The company of this business named Resepi Arena Sdn. Bhd. start their operation in 2010.
This business form is a Private Limited Company owned by Mr. Amran and his partner. The
HQ of this business is located at Alam Damai, Kuala Lumpur but the outlet that I have
interviewed is located in Sunway Carnival Mall in Seberang Jaya, Pulau Pinang.

On the whole, every business will go through ups and downs before they become
successful. It depends on how the leader leads their team to go through the obstacles and
improve their products and services quality to fulfill the consumer's desires.

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2.0 Business Description
2.1 Business Name

Name of Business Dapur Penyet

Address Sunway Carnival Mall, 3068, Jalan Todak,

Seberang Jaya, 13700 Perai, Pulau Pinang.

Company Resepi Arena Sdn. Bhd.

Registration Number 918063-K

Date of Commencement 12 October 2010

Form of Business Private Limited Company

Nature of Business Offers an assortment of Indonesian meals.

Main Activity Food and Beverages

Contact Number 019-5978319 / 03-91057909

Email Address info@dapurpenyet.com.my

resepiarena2u@gmail.com

Website http://www.dapurpenyet.com.my/

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2.2 Target Customers

Target customers are specific groups of consumers that a firm wants to reach with its
marketing message. This is focused on communicating through advertising on social media,
television, radio, etc. That is how they are in touch with consumers who most likely to buy
their products or services. Based on the most location of Dapur Penyet, we can see that they
are focusing on family. Most of their outlet is in the shopping malls.

2.3 Products or Services

Dapur Penyet's main activity is selling food and beverages. The restaurant theme is
Indonesian Cuisine, so they are providing Indonesian foods as their main products. They
also practiced the concept of counter service. Although it is famous for its Ayam Penyet,
they also serve a menu like Iga Bakar, Ikan Bawal, Sambal Udang, and Gado-Gado.

Figure 1 - Iga Bakar Figure 2 - Set Bawal 1

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 Figure 3 - Sambal Udang Figure 4 - Gado-Gado

2.4 Business Goals

Dapur Penyet team wants to satisfy all their customer's wants by serving the high
quality of Indonesia cuisine foods. They received lots of positive and negative feedback
from their customers from their website, email, etc and try to fix their flaws from time to
time to give high satisfaction to their customers. In time, the company also plans to expand
Dapur Penyet's branch to all around this country.

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 2.5 Business Location

Pulau Pinang • Sunway Carnival Mall, 3068, Jalan Todak, Seberang

Jaya, 13700 Perai, Pulau Pinang.
• Mydin Bukit Mertajam, 1623, Jalan Baru, Chai Leng
Park, 13700 Perai, Pulau Pinang.
Selangor • 2nd Entrance to AEON Mall, Bandar Baru Klang, 41150
Shah Alam, Selangor.
• Lot LG 78A IOI City Mall IOI Resort City 62502
Putrajaya, 62502, 62502, Selangor.
• Plaza Alam Sentral, Lot G16-G18, Lantai Dasar, Jalan
Majlis, Seksyen 14, 40000 Shah Alam, Selangor.
• 12, Jalan Wawasan 2/12, Taman Wawasan, 68000
Ampang, Selangor.
• Giant Hypermarket Batu Caves, 10243, Jalan Batu Caves,
Taman Samudra, 68100 Batu Caves, Selangor.
• No. 3A, Cottage Walk, Persiaran APEC, 63000,
Cyberjaya.

Kuala Lumpur • Low Yat Plaza, G-012A, 18, Jalan Bulan 1, Bukit
Bintang, 55100 Kuala Lumpur, Federal Territory of
Kuala Lumpur.
• No. 18 Jalan Damai Raya 2, Alam Damai, 56000 Cheras,
Kuala Lumpur.
Putrajaya • 37, Jalan Diplomatik, Presint Diplomatik, 62050
Putrajaya, Wilayah Persekutuan Putrajaya.
Negeri Sembilan • Lot 2F46, Level 2, Palm Mall, Kemayan Square, 70200
Seremban, Negeri Sembilan.
• Mydin Mall Seremban 2, Seremban 2, 70300 Seremban,
Negeri Sembilan.
Kelantan • Lot S-30, Second Floor, AEON Mall Kota Bharu, Jalan
Jambatan Sultan Yahya Petra, Kampung Sireh, 15050,
Kota Bharu, Kelantan, 15050 Kota Bharu.
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2.6 Business Established

Amran Abd Hamid is a founder and director of Dapur Penyet Malaysia. He grew up in
the countryside near Kulim. After finishing his degree in Corporate Administration, he
worked as a member of the professional body for company secretarial practices and he
succeeded at the age of 25. To fulfill his dreams, he started his own company as a contractor
in the water treatment industry. However, that didn’t go well for him. Then, while he had
dinner with a friend in Singapore the idea of Dapur Penyet cropped up. Amran and his
partner started their first Dapur Penyet outlet in the Maju Junction Mall in Kuala Lumpur
in 2010. Then they expanded their business into Singapore, Indonesia, Brunei, and
Myanmar. Currently, there are 150 outlets. Amran says, “I want food from the ASEAN
region to get more recognition and to be presented in the quick service restaurant format.”
He has succeeded in making that happen with Dapur Penyet.

2.7 Competitive Advantages

Dapur Penyet offers to all their customer a high quality of chicken which is used in their
signature dish in the restaurant. Their outlet manager Miss Khairunnisa says, that is what
differentiates their chicken which other restaurants that also offer chicken as their main
attraction like The Chicken Rice Shop. Other than that, their daily promotion "all-time
favorite" and "happy hours" promotion starts from 10:30 am until 12 pm and 4 pm to 6 pm
helps them to raise their sales every day. The prices that they offer also affordable for
everyone and suitable for each portion quantity that they serve. She also says that they are
very active on social media such as Facebook, Instagram, Youtube channel, and website in
promoting and telling people about their products. These actions give the restaurant extra
advantages to increases their sales and being more famous among Malaysian.

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2.8 Mission Statement

This organization exists in the foodservice industry to provide food and beverages to
all the consumers who love Indonesian cuisine. The company's mission is to serve the best
quality of Indonesia cuisine to Malaysian culture. It is suitable to bring Indonesian cuisine
into Malaysia since both of the country's taste in food don't have big differences. All
Malaysian get a chance to taste foreign food without the need to travel to Indonesia. Also,
all Indonesians who stay in Malaysia can eat their country food without the need to go back
to Indonesia. Dapur Penyet also has a vision in the future which is to have 80 franchises
around Malaysia within 5 years. Since now they only have 14 outlets all-around Malaysia.

2.9 Business Structure

Dapur Penyet is a business under Resepi Arena Sdn. Bhd. company. "Sdn. Bhd." stands
for "Sendirian Berhad" also known as Private Limited Company (PLC). This business
entity separates the legal entity from its owners. So, the company is legal to buy or sell
property, present into legal contracts, sue or get sued in courts of law. It also allows an
entrepreneur to keep their finances and assets separately from the business. This means that
the shareholders are only responsible for any company debts up to the amount that they
have invested and no more. Therefore, this type of entity is a good choice for a company to
get investment without risking their wealth.

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3.0 Entrepreneurial Characteristics
3.1 Two Personal Entrepreneur Competencies (PECs)

Entrepreneurial Competencies refers to the main characteristics that should be owned

by successful entrepreneurs to perform entrepreneurial functions effectively. Two PECs
owned by Dapur Penyet is Persistence and Sees and Acts on Opportunities. The persistence
of the company shows when cases of COVID-19 increase and people can't go out from
their homes because of the quarantine, and they take initiative to provide their food to take
away by Food Panda and Grab Food delivery services for their customers. In time, they
also take precaution actions by doing social distancing, hand washes practicing, and taking
other hygiene matter seriously. This shows how they overcome the current pandemic faced
by our country and still providing their delicious food for their customers to enjoy while
still follow the rules given by the government.

Next, sees and acts on opportunities is where the owner of the Dapur Penyet desire to
further expand to other markets in the world. Efforts in expanding the business would
require a great team to move ahead by a good leader. He once says, “I focus on business
strategies and on building rapport between me and my employees”. This shows how the
entrepreneur always looks for opportunities to expand his business.

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4.0 Appendices

4.1 Interview Questions

Q: How many workers do you have in this outlet?

A: We have 11 staff which are 2 cashiers, 4 waiters, 4 staff for kitchen, and 1 in charge
manager.

Q: What about the restaurant's daily operation hours?

A: We open our restaurant at 10:30 am until 9:45 pm.

Q: How many of Dapur Penyet's outlets in Malaysia?

A: There are 14 outlets in Malaysia and only 2 outlets in Penang.

Q: Are there any differences in salary between ordinary workers and managers?

A: Yes, there are about 80% of the differences.

Q: What are other foods are sold here besides Nasi Ayam Penyet?

A: In here, we also have Bakso, Ayam Gunting, and Iga Bakar.

Q: What is the theme and type of service used in this restaurant?

A: This restaurant's theme is Tradisional Indonesia and we practiced the concept of counter
service.

Q: What is Dapur Penyet's target customers?

A: Our target customer is family.

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Q: Can you tell us about the organization structure for this outlet?

A: Okay, the owner of this outlet is Mr. Adnan, co-owner Mr. Zul, Mrs. Dessie, she is in
charge of our marketing, Mrs. Azura, she is in charge of the account and finance. Then
I, Miss Khairunnisa as an outlet in charge and other staff.

Q: Do you get your raw materials and any stock from the same supplier or not and there
are any problems with the suppliers?

A: No, we get chicken, vegetables and other stock from many suppliers and so far we do
not have any problem with the suppliers.

Q: Can customers book this restaurant for any events? if they can, how to make the
reservation and is there any charge?

A: Yes, they can make a reservation through phone calls or come directly to this outlet. We
do charge for decoration based on the customer's requests.

Q: How do Dapur Penyet promote their restaurant and there are any promotions right now?

A: We do promote our restaurant and product through Facebook, Instagram, Youtube

channel, and our website. We also usually do FB live to promote our product. For now,
we have an "all-time favorite" promotion for a whole day and "happy hours" promotion
starts from 10:30 am until 12 pm and 4 pm to 6 pm.

Q: What is Dapur Penyet's business target for now?

A: The target, for now, is to open more than 80 new outlets within 5 years.

Q: Is there any issue or problem that makes the sales revenue fall?

A: Right now, our sales a bit less than usual because of the coronavirus issue.

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Q: Does this outlet achieve its target sales every day?

A: Since the spreading of coronavirus it is hard for us to achieve the target sales because of
people afraid to come out. So, for now, we receive more orders from Food Panda and
Grab Food than dine-in customers.

Q: Do Dapur Penyet's have a delivery service?

A: No, we don't have except there are a lot of requests from customers.

Q: Is there any competitor for Dapur Penyet in this area?

A: No, we don't have. Even The Chicken Rice Shop sells food items that almost similar to
us but we have a different restaurant concept.

Q: Does this outlet ever received any negative feedback from customers?

A: We have received negative feedback but not often.

Q: Is there any problem with the customers? and problems between the workers?

A: So far we have no problem with the customers but yes sometimes there is some problem
between workers but we manage to overcome it.

Q: What are the specialty and strengths of this restaurant?

A: We offer the maintain affordable prices and delicious ayam penyet that can't be found
anywhere.

Q: Are all Dapur Penyet's outlets only in the shopping malls?

A: Not all, but mostly in the mall.

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Q: What are the weakness of this restaurant?

A: I think the weakness is the interior design of the store. They need more modern
decoration and the new design but still suite the restaurant theme.

Q: Are there any threats face by this restaurant for now?

A: Yes we have, for now, people always get confused between Dapur Penyet and Ayam
Penyet restaurant. They think we are the same but not.

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4.2 References

1. (n.d.). Retrieved from http://www.majalah.com/?business.resepi-arena-sdn-

bhd.C7T0GBJKRXY

2. Working at Resepi Arena Sdn Bhd company profile and information: JobStreet.com
Malaysia. (n.d.). Retrieved from https://www.jobstreet.com.my/en/companies/465175-
resepi-arena

3. Resepi Arena Sdn Bhd, Malaysia - Company Information, Key People, Latest News
and Contact Details - ZAWYA MENA Edition. (n.d.). Retrieved from
https://www.zawya.com/mena/en/company/Resepi_Arena_Sdn_Bhd-12618952/

4. The Real Penyet Cuisine. (n.d.). Retrieved from http://www.dapurpenyet.com.my/1/

5. What is a private limited company in Malaysia?: Setting Up a Company. (2020, March

31). Retrieved from https://www.paulhypepage.my/what-is-a-private-limited-
company-in-malaysia/

6. Icttechtipsphil. (2018, February 25). What is Personal Entrepreneurial Competencies

(PECs)? Retrieved from https://icttechtips.wordpress.com/2018/03/10/what-is-
personal-entrepreneurial-competencies-pecs/

7. https://www.mysbusiness.com/company/Resepi-Arena-Sdn-Bhd

4.3 Interview Video Link

https://drive.google.com/file/d/1HIV0GvHoxF4cqNWltb7cEECw0BnlgEZ8/view?usp=sh
aring

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