Bachelor of Business Administration (Hons) in Finance

Faculty of Business Management

MGT657
Strategic Management

“Burger Bakar Abang Burn”

Prepared By:
NAME MATRIC
NUMBER
Muhammad Naqiuddin Bin Ibrahim 2019672496
Muhammad Shahrul Ashraf Bin Said Ramlan 2019814096
Nurul Izzati Binti Azuar 2019678982
Nurfatin Nabihah Binti Mohd Razali 2019643444
Siti Salmah Binti Salim 2019643196
Norfazlen Binti Zainudin 2019898352

Prepared For:
Sir Juan Rizal Bin Sa’ari
ACKNOWLEDGEMENT

In the name of Allah Most Gracious and Most Merciful.

First at foremost, we would like to express our gratitude to our beloved lecturer for
this subject Strategic Management (MGT657), Sir Juan Rizal Bin Sa’ari, which for his
kindness and his time spend for discussing and guide our group smoothly. His dedication in
giving in all the knowledge about this subject has made this assignment easily to be done
although we have faced some problem during completing this assignment. He has taught us
how to solve the problem and advise us to be patient in finding information and finish the
task that has been given diligently.

Not to forget, lot of thanks to our parents for being very supportive in various way
and pray for us to be success in completing this project from the starting point until the end of
the project. With getting blessed from our parents, this assignment done smoothly as they
kindly understand our duties as a student which need to complete a task in a specific period.
Not to forget, thanks to our team members for being very helpful, kinds and supportive where
we need the helps.

Lastly, thank you for those who involved in this assignment in directly or non-
directly. Thank you for the owner and founder of “Burger Bakar Abang Burn” which gave us
a great opportunity to give an advice and share his growth of the achievements that he
achieved in the specified period. We obtained some positive inputs and motivations from the
owner of the business as he shares his up and downs during managed his business until he
managed to expand his business as his business franchise had almost at 20 places region in
Malaysia. Without getting a helps and information from the outsiders and insiders, we cannot
fulfill this assignment smoothly and diligently.

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TABLES OF CONTENT

CONTENT PAGE
Acknowledgement 2
Table of Content 3
Executive Summary 4
Introduction 5
Company Information 6
Company Analysis 10
Finding and Discussion 34
Conclusion 40
Appendices 41
References 42

1.0 EXECUTIVE SUMMARY

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 Burger Bakar Abang Burn is owned by Food Artist (M) Sdn Bhd, and it has become a
popular national burger since its inception. This company markets themselves as the tastiest
and fastest burger meal in Malaysia. The restaurant's well-known cuisine includes Burger
Bakar and Western Food. This restaurant is well-known for its distinctive menu, Burger
Bakar, which appeals to a wide range of clients.

The goal of the company review case is to determine the strategic management
approach through which Burger Bakar Abang Burn operates their business. Furthermore, we
conduct a company study on this restaurant in order to illustrate the benefits of effective
management application tactics and identify the methods that Burger Bakar Abang Burn was
able to maintain competitive advantages. In addition, we wish to identify the important
external and internal forces that affect their companies.

When implementing the SWOT analysis, there are some positive and negative
consequences for Burger Bakar Abang Burn. We can discover the finest tactics and methods
to minimize their dangers and widen their chances to improve their business performance
based on the SWOT analysis. We can identify actionable strategies for Burger Bakar Abang
Burn's business by applying the SWOT analysis.

To summarize the company review, we used the EFE Matrix and the Quantitative
Strategic Planning (QSPM). These two can improve our assumptions about Burger Bakar
Abang Burn's primary competitors and their key strengths and weaknesses in regard to a
sample as a strategic stance. Using these, we may determine the essential success factors for
the firm, which include both internal and external difficulties.

Finally, by implementing strategic management theory and corporate vision and

mission, Burger Bakar Abang Burn will be able to clearly understand forecast obstacles and
devise an efficient strategy to conquer them. Thus, sources of external information will
benefit the firm, since both unpublished and published sources might provide
recommendations and opportunities to diligently enhance the firm.

1.1 BACKGROUND OF STUDY (biha)

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 According to Hansemark and Albinson (2004), “satisfaction is an overall customer
attitude toward a service provider as well as an emotional reaction to disparities between
what customers anticipate and what they receive in terms of the fulfilment of some needs,
objective, or desire.” Today's competitive strategies focus on providing a high-quality service
and exceeding consumers' expectations, which is the important key to sustaining a
competitive advantage (Biljana Angelova,2011).

Receiving both positive and negative comments is normal in business, and Burger
Bakar Abang Burn is no exception. During June 2019, Burger Bakar Abang Burn was rated
just 4 stars on TripAdvisor by Solo2265, who stated that the restaurant is providing semi-self
service, which causes customers to be confused about the method of service provided by the
business. Despite the fact that the cuisine was good, authentic, and tasty, their services
degraded the quality.

We can conclude the appropriate actions and strategies for the businesses run
efficiently by using the EFE Matrix and Quantitative Strategic Planning (QSPM). These
programmes can help us sort out their strengths and weaknesses, allowing us to learn more
about their risks and opportunities. As a result, for the firm review case study, we selected to
examine and identify the strategy as well as the management performance. We have decided
to continue our case study report by visiting Burger Bakar Abang Burn and conducting
research on the restaurant's operations. The primary goal of our research is to discover the
restaurant's business problem and to develop a solution to assist.

The company that we had interviewed is based at Medan Selera Sungai Melaka, No.1
Gerai Dewan Hang Tuah. This restaurant's location near the Malacca River makes it easy to
attract and see by consumers, particularly visitors. We had already planned some questions to
ask the restaurant's proprietor before we arrived. We spoke with Mr Muhd Zul Fadli, the
Operations Manager of the Burger Bakar Abang Burn Malacca location. After we asked the
question, we were able to identify some of the issues that this restaurant was experiencing
and explore how we could fix them with our group members.

2.0 BACKGROUND COMPANY

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 In Australia, Abang Burn learned how to prepare burgers. During his time in
Australia, he became acquainted with a range of meat processing and butchery procedures.
Abang Burn established a meat shop in Malaysia, but it was a failure, and it eventually
shuttered its doors. Meat shops were not successful since many ordinary Malaysians
preferred to buy meat from wet markets and hypermarkets at the time. Later, he utilised his
skills in the Burger Bakar market, and the brand grew in popularity.

The first Abang Burn outlet is in Ampang's Dagang Avenue Food Court. This is due
to the reason that the food court attracts a steady stream of customers. This is a great market
positioning for a new brand like Abang Burn to persuade existing food court customers to try
the burgers. Abang Burn currently does not have a huge marketing expenditure, thus they
must rely on existing markets to generate positive cash flow. Abang Burn did not start with a
restaurant because the majority of Malaysians choose to get a grilled burger from a kiosk
since it is deemed distinctive to their youth market segment.

Furthermore, Abang Burn constantly keeps blessings in mind, which will be applied
to all business operations. Despite the fact that licensees share the risk by contributing capital
to run the business, they think that it is their primary job as a licensor to ensure that all of its
licensees achieve the Return on Investment (ROI). No one is thrilled when a business is not
successful, which is why they are quite selective about who they licence. People measure
profit in its entirety; they assess happiness as our blessings for their consumers, licensees, and
franchisees.

Finally, Abang Burn hopes to establish itself as a well-known brand among

Malaysians. So, in order to attain this goal, they must continuously bear in mind the
contentment of their clients. They are not aiming to maximise earnings, but rather to
maximise benefits. With around 20 Abang Burn Burger Bakar locations across Malaysia, it's
no surprise that this brand has grown in popularity. Today, Abang Burn is primarily
concentrated in the Klang Valley, with branches in Ampang, Kajang, Kota Damansara,
Subang, and Shah Alam, as well as branches in other states like as Kedah, Johor, and Pahang.

2.1 VISION (biha)

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 Burger Bakar Abang Burn’s vision is to be the first choice in local market that
providing the best trending in Burger Bakar while maximizing the customer satisfaction in
craving a delicious burger in town.

2.2 PROPOSED MISSION (biha)

Burger Bakar Abang Burn's objective is to be the most successful food and beverage
(F&B) industry in providing tasty trendy Burger Bakar locally with the finest customer
experience in the local market and best-in-class service and support. As a result, Burger
Bakar Abang Burn will exceed customer expectations by pioneering culinary technology,
offering competitive price, and allowing for flexible burger flavour personalization. We will
place an emphasis on training and franchising opportunities for growth and enrichment
for our local community, employees, and business partners in the communities in which we
operate. We will provide value to our customers while also achieving a positive operating
outcome.

Based on the mission above, there are some components that being implied in these
proposed mission statement. Firstly, the “food and beverages” are indicating as a product
and services that being offered by the company. Secondly, “local market” is showing the
markets that the company wants to operates. The “best-in-class services and support” is
showing the self-concept as the competitive advantage. In addition, “pioneering culinary
technology” is showing the technology that the company are currently use. Moreover,
“employees” and “training” are showing the concern towards their employees. For the
“opportunities for growth and enrichment” is indicating the concern of survival, growth and
profitability of the company are committed. Lastly, “provide value to our customer while
also achieving a positive operating outcome” is indicating the concerning on the public image
that responsive to social and the local community.

2.3 ORGANIZATIONAL STRUCTURE

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 Operation
Manager

Kitchen Garnishing

2nd
Side Order 1st Garnisher
Griller Crew Fryer Crew Garnisher Crew
Crew Crew

Figure 1: Chart Organizational Structure for Burger Bakar Abang Burn

On the top management, Burger Bakar Abang Burn’s has an operation manager. In the
middle, the company divided by two section which are kitchen and garnishing. In the middle,
kitchen has two assistants to support the operation in kitchen which are griller and fryer crew.
The task for griller crew to make sure patties are in good condition. Meanwhile, fryer crew
needs to fry the chicken, fries, nuggets, sausage, wedges and meatball. Next, in the middle the
company has garnishing. Task for garnishing is to prepare the meal after has been cooked.
Garnishing has three assistants to help the operation which are side order crew, 1st garnisher
crew and 2nd garnisher crews.

2.4 MAIN PRODUCT OR SERVICES (biha)

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 Burger Bakar Abang Burn has almost every type of cheese onto the burger. Abang
Burn’s dishes are no strangers when it comes to selecting the best meat for the burgers since
he used to work as a butcher in Australia a few years back. Abang Burn’s patties are made
from natural’s ingredients with no artificial flavorings, no colorings and no preservatives. It
was a homemade meat that tastes different with other products. In fact, only premium
ingredients, best menu selections and topped off with their signature cheese are the reason on
why the burger become signature menus. Their patties are marinated with their special steak
sauce, thus it makes the dish is special and tasty. Each burger costs RM 8.90 in both meat and
chicken varieties. Burgers come in a variety of flavours, including Burger Ayam, Burger
Daging, Burger Ayam Goreng, and Burger Tower. Burger Tower is a popular dish at Abang
Burn. It is layered with 5 patties. Customers can select which toppings they want to add on.

2.5 SWOT ANALYSIS

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 INTERNAL FACTORS FOR STRENGTHS

1. Affordable and value for money.

The pricing is meant for Malaysian citizens, mostly those in the top and middle classes,
because it is neither too costly nor too low. According to customer reviews on the website
https://abangburnklang.business.site/, the price is reasonable for a premium burger.
According to a review by Carmen Soo in March 2021, the price is regarded low for such a
large portion. Another comment from Feezleen Atiqah on February 2021 noted that 4
months ago where the burger is a large piece of food suited for the rates. Fortunately, on
May 2021, a report from Azan Izham was received, in which he stated that the burger has
a high premium taste at an inexpensive price, and he awarded the feedback 5 stars. These
feedbacks are more likely to be a key strength as they might entice a fresh prospect to
recognise the Burger Bakar Abang Burn.

2. Genuine quality of the ingredients.

Burger Bakar Abang Burn is always concerned with the quality of the products they use
on a daily basis to ensure that the burgers and dishes they prepare are fresh and of high
quality in order to fulfil the expectations of their customers. Burger Bakar Abang Burn
also put their own spin on the standard Ramly burger, opening restaurants that serve
artisan creations made with premium patties, creative toppings, and buns infused with
charcoal and spices, while local food trucks and roadside stalls occasionally deviate from
the standard Ramly burger with unique street-style gourmet fusion offerings. This is
another advantage that can attract customers to satisfy their personal desire to test the
burgers that come in a variety of styles and flavours. Burger Bakar Abang Burn is a cross
of street-style and gourmet burgers, similar to the Ramly brand or other street burgers.
Burger Bakar is sold from food trucks and hawker stalls and is grilled on flat or
corrugated burners (which gives that pleasing burnt-line pattern on patties). However,
rather than the typical grocery beef or chicken patty, Burger Bakar vendors frequently use
customized patties prepared from higher-quality meat and other premium ingredients, as
well as specialised toppings like as cheese, beef bacon, and salsa. The patties are also
significantly larger and juicier, resembling premium burgers offered in restaurants, and
qualify as a full meal rather than a snack. Because the patties are handmade, they are

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cooked fresh daily, and most Burger Bakar have a particular gravy or sauce that goes on
top of the burger.

3. Product Varieties.
Burger Bakar Abang Burn debuted its ‘cheese lebur' menu in 2018, and it quickly became
a popular in KL and other states where they are also present. They have debuted a new
burger dubbed the Burger Pepper Cheese Tarik. It's worth mentioning that his burger isn't
ideal for people who are allergic to nuts. Each burger (available solely in beef) costs
RM12.90, and the patty is first dipped in pepper sauce before being drenched with melted
Mozzarella cheese. It's clearly inspired by McDonald's Prosperity Burger, but with a
cheese twist for a unique flavour. Their unique black pepper sauce is prepared with 5
distinct types of peppers, including a pink peppercorn imported from Peru. As a result, it
enriches the dishes by including a wider range of side dishes that are popular with
customers. At RM16.40, there was one burger with extra Cheddar cheese and meat strips.
It's only natural for people to start comparing Abang Burn's pepper burger to McD's,
where one researcher performed his own little comparison. He believes that if you liked
the flavour of pepper, you will enjoy the burgers from both brands. As a result, the
comparison will pique the prospect's interest in deciding which are the most delectable.

4. Loyal Customers.
Burger Bakar Abang Burn has its own loyal clients because the company has been in
business for more than 5 years. Customers who are loyal to a company are more inclined
to buy from them again, therefore the company can get more income this way. According
to a Bernama storey published on March 14, 2015, 4.5 million Burger Bakar Abang Burn
have been sold since two and a half years ago, accounting for 32% of the country's grilled
burger industry, making it the market leader. Furthermore, the company has developed
rapidly in the market during the last four and a half years. Despite the fact that they were
not pioneer, they were able to capitalise on their brand and products, according to
Bernama on the sidelines of the International Franchise Summit 2015. This was owing to
the fact that the Abang Burn burger has been in high demand for almost a decade, as
customers are familiar with the delicacy and uniqueness of the Burger Bakar Abang Burn.

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INTERNAL FACTORS FOR WEAKNESSES

1. Not enough for an experience worker.

Burger Bakar Abang Burn had an issue when they had a lot of customers during peak
hours; the workers needed to double their production to keep the customers happy. Food
preparation can take a long time at times. Having said that, they may experience some
consistency and quality control concerns throughout the outlets as a result of this. As a
result, and more significantly, to guarantee that operations operate smoothly, they
should engage more experienced staff to handle potential crisis situations, particularly
during peak hours and on weekends. Azraie Azam claimed on the official Burger Bakar
Abang Burn Melaka on September 28th, 2019 that he almost waited more than an hour
for one burger. Furthermore, according to a review from SYying Theo on February 8th,
2020, she commented that the services are too slow and that she had to wait for hours to
receive her orders. Customers may be hesitant to order the food after reading negative
reviews, which may have an impact on Burger Bakar Abang Burn.

2. Less exposure to the global market.

Despite the fact that Burger Bakar Abang Burn is working on it, the company's
exposure to the worldwide market is quite minimal. They have not yet reached
important markets in Asia, as well as other continents where they need to be very soon.
Because Burger Bakar Abang Burn wishes to compete with well-known local and
international burger manufacturers, it will be difficult for Burger Bakar Abang Burn to
enter the global and local markets if the market is limited to particular states such as
Kuala Lumpur, Melaka, and Johor Bahru. To compete with multinational and well-
known burger makers, entering the global market necessitates a great deal of planning
and hard work. This limited market exposure will have an influence on Burger Bakar
Abang Burn since clients from other states will find it difficult to reach out to satisfy
their burger demands. Despite having less exposure to the global market, Burger Bakar
Abang Burn was able to obtain franchise law status from the Ministry of Domestic
Trade and Consumer Affairs, allowing them to expand faster throughout Malaysia,
where they now have 19 territories, or 'jajahan,' as they call them, where Burger Bakar
Abang Burn can be found successfully operating. However, instead of successfully
operating in 19 territories
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successfully, other customers from different states had a difficulty to reaching out the
menus as far from their located. Therefore, Burger Bakar Abang Burn need to exposing
more franchising all of the states in the Malaysia.

3. Has a lot of issues regarding the operation management.

Burger Bakar Abang Burn also had a capacity problem where the Majlis Bandaraya
rents out some branches. As a result, they are not permitted to renovate the shop without
authorization. There are numerous steps that must be followed in order to renovate the
shop. Burger Bakar Abang Burn has also failed to keep up with the times and has not
provided its personnel with proper service training, resulting in customers having to wait
a lengthy time for their food. In today's highly competitive fast-food market, customer
service has become a critical differentiator. According to Onoro (2015), offering good
customer service to all of your clients is critical to growing your business. Customers
who receive excellent service will improve the bottom line of your business by returning
to you with repeat business.

Moreover, Burger Bakar Abang Burn has failed to keep the management in a good
condition, because of most of the customer need to queues in long lines just to get their
burger. Poor management can lead into low productivity and it will be effect to the
branding name. According to Rezzal Nordin reviewed on Four Square Guide website
during 16th September 2021 where he stated that the customers had to faced a long que if
bought the burgers at 8 PM and above (https://foursquare.com/v/burger-bakar-abang-
burn/4fdb5283e4b053d4b34e46c1). Poor customer services caused by ordering matters
where they using technological devices such as ipad to receive order, however they did
not manage well on the distribution of customer services. Most of the customer have
wait for a long time just to get their burger.

4. Easily imitable business.

Although Burger Bakar Abang Burn has attempted to differentiate itself from
competitors by offering a distinct style of burger bakar food, it remains quite similar to
its competitors in terms of food quality, target markets, atmosphere, and price.

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Furthermore, because it is on the lesser end of the chain restaurant spectrum, it has a
reputation for being of low quality, making it more difficult to reach out to and target
higher income categories. Burger Bakar Abang Burn's menu is mostly comprised of
unhealthy meals. Many potential or present clients may be put off by showing the
nutrition details. Furthermore, Burger Bakar Abang Burn's menu is easily replicable.
Others shops, for example, may offer homemade grilled burgers because they are easy to
replicate. Due to the ease with which menus can be duplicated, options will be limited.
As a result, some customers may get dissatisfied with the menu and seek out a different
kiosk. Furthermore, it may slow down habitual customers who always come to Burger
Bakar Abang Burn.

Because the products given by Burger Bakar Abang Burn are unhealthy, the menus of
the restaurant are easily imitated. In today's disadvantaged society, dining out is more
common than in previous years. People are finding it difficult to eat healthily because
many restaurant meals include twice as many calories as their home-cooked
counterparts. Burger Bakar Abang Burn grilled BBQ chicken salad, for example, has
1050 calories, which is more than half of the average person's daily recommended
intake. This opportunity may encourage other burger manufacturers to improve their
products by offering healthier burgers.

EXTERNAL FACTORS FOR OPPORTUNITIES

1. Expanding market.

Burger Bakar Abang Burn's goals are to build a presence as a successful grilled burger
and earn a market share in Kuala Lumpur, as well as to develop into a number of
franchises by year three, and to sell the franchise to adjacent metropolitan cities such as
Singapore, Bangkok, and Indonesia. While the Burger Bakar Abang Burn's objective is
to be one of the most successful grilled burgers in Kuala Lumpur and to serve high-
quality meals at an affordable price. To achieve this goal, they must develop a one-of-a-
kind, inventive, and entertaining cuisine that sets them apart from the competitors.
Abang Burn Burger Bakar should broaden their business and focus on locations outside
than Selangor. If Abang Burn Burger Bakar could extend their influence to states that
do not have this burger service and have a restricted supply of it, their customer base

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 would skyrocket. Current market variables such as high unemployment, low property
values, and bargain-hunting shoppers have made boosting kiosk pricing extremely
dangerous. By extending the market, Burger Bakar Abang Burn will be able to provide
additional job possibilities and raise brand awareness in other places.

2. Technological advances.

The main source of concerns at Burger Bakar Abang Burn is the bad management
system, which includes a cashier machine that is not working. Customers are being
forced to wait in huge lines only to pay for their food as a result of this. The results of
this low-tech cashier system made many customers unhappy with Burger Bakar Abang
Burn's services. Another technological issue that Burger Bakar Abang Burn is dealing
with is the usage of a subpar patty machine. Burger Bakar Abang Burn used a manual
patty (meat) machine, which required a considerable time to prepare. This manual patty
machine took approximately 10-12 minutes to generate the patty in this case.

As a result, it will take longer to cook the grilled burger for the customer. Burger Bakar
Abang Burn uses technology to shorten the time it takes to make a patty burger.
However, the operational aim was not met by this patty machine. The term "technology"
refers to the set of techniques, skills, procedures, and processes employed in the creation
of goods or services or the achievement of goals such as scientific research. Technology
can be knowledge of procedures, procedures, and the like, or it can be integrated in
equipment to allow operation without full knowledge of how they work.

As a rule of thumb, Burger Bakar Abang Burn might purchase a new patty machine on
the market to increase flexibility and performance. This innovative patty machine has
the potential to address Burger Bakar Abang Burn's biggest problem. When compared to
the old patty machine, this high-quality patty machine can produce more burger patties
in less time. As a result, upgrading machine patty is an appropriate alternative solution
to Burger Bakar Abang Burn's inadequate technological concerns.

3. Healthy trend snacks

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Burger Bakar Abang Burn's menus have been criticised for promoting an unhealthy
lifestyle due to the food's contents. As a result, it may pose a risk to the company. As a
result, this is an opportunity for Burger Bakar Abang Burn to develop a new healthy
burger line in order to attract clients who follow a healthy diet. This should be used to
Burger Bakar Abang Burn in order to provide a new ambiance and feelings to customers
who live a healthy lifestyle. The majority of people prefer the new menu, and it will
entirely fix the menu selection problem. The most crucial step for Burger Bakar Abang
Burn is to supply clients with the proper health quality and type of food. Enhancing their
menu by adding some healthy foods such as lettuce, salad, carrots, and fruits to the
existing selection. They can pay professionals to create food items that provide the
customer with the flavour they prefer. Another thing that may be done is to create goods
that are used in addition to the main meals. To make their kiosk more competitive,
Burger Bakar will provide a wide range of juices, shakes, desserts, and side items such
as several types of fries. This will allow Burger Bakar to reclaim some of its former
market share. It can hire professionals who can create the proper combination of
components to suit the tastes of the local population.

4. High demand for the products.

Burger Bakar Abang Burn, which is conveniently placed in Kuala Lumpur, has swiftly
become the premier afternoon tea or dinner location for locals and students. As a result,
the company will attract 35% more customers every year after the second year and will be
profitable by the end of the second year. Burger Bakar Abang Burn is the answer to the
growing demand for snack-style fast cuisine. According to the news report, the
achievement of ‘Abang Burn' grilled burger hopes to nearly treble its sales to almost
RM20 million in two years. He estimates sales to be around RM12 million this year,
despite reduced demand in the first six months following the implementation of the
Goods and Services Tax (GST) in April. As a representative, Khairul stated that 4.5
million ‘Burger Bakar Abang Burn' had been sold since two and a half years ago,
accounting for 32% of the country's grilled burger market, making it the largest category
leader. Burger Bakar Abang Burn, which has transformed the country's roadside burger,
costs an average of RM7.50. Regarding Burger Bakar Abang Burn's expansion plans,

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 Khairul stated that the company is in the process of upgrading its processes and
increasing its franchisees from 11 to 20 by the end of the year.

EXTERNAL FACTORS FOR THREATS

1. Competitors.
Burger Bakar Abang Burn has a decent chance of repositioning its guiltless grill range,
which includes Caribbean and Asian salads, as well as a few other healthy and affordable
dishes. This will enable Burger Bakar Abang Burn to compete more effectively with
semi-fast-food restaurants such as Chili and Subway, which provide customers with
nutritious food and snacks. These restaurants serve more things that are reasonably
nutritious, inexpensive, convenient, and quick. Furthermore, the packaging for Burger
Bakar Abang Burn was unappealing and unworthy of the price, which was one of the
elements that distinguished Burger Bakar Abang Burn from other brands of burger
manufacturers that had better packaging. Customers unquestionably require innovative
packaged food that is distinct from standard burger joints. This is due to Burger Bakar
Abang Burn's emphasis on the idea hipster burger, in which the food packaging should be
trendy in order to match the customer's tastes. Nonetheless, they used hand packaging
printing, which results in an archaic packaging design. Following that, the consumer will
be pleased with the overall package of their food. For example, Burger Bakar Abang Burn
currently uses ordinary packaging similar to other burgers, therefore the client is
dissatisfied with the burger packaging since it does not reflect the genuine identity of
Burger Bakar Abang Burn.

2. Price competition.
The level of pricing rivalry in the burger market has greatly increased. The brand faces
stiff competition in both domestic and foreign markets. Several worldwide companies,
ranging from McDonald's to KFC and Subway, are pricing fighting for market share.
Apart from that, there are other local brands that compete with Burger Bakar Abang Burn
in various local marketplaces, such as Burger KawKaw, Killer Gourmet Burger, and
Burger Ramly, which are well-known among local customers. Burger Bakar Abang
Burn's prices are reasonable and reasonable since they use top ingredients. However, as a
marketing technique, several new local burger manufacturers provide the highest quality

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burgers at the lowest price. For example, the Burger Ramly brand is known as the best
street burger ever, with prices ranging from RM2.00 to RM10.00, making it affordable to
the majority of customers. In comparison to worldwide marketplaces such as Subway and
Burger King, they offer a premium of ingredients in their burgers but in a healthy
approach, with prices ranging from RM10.00 to RM20.00.

3. Increase price in raw materials.

Inflation is a big issue that the entire world is dealing with. It has the greatest impact on
Asian markets, which is a concern. The sales of Burger Bakar Abang Burn and inflation
have a negative relationship. As a result, every 1% rise in raw material prices affects the
number of burgers sold in a day. Because raw materials are becoming more expensive, the
price of Burger Bakar Abang Burn will rise in order to make a profit. As a result, there is
a negative link between burger sales and price. This means that if the price of raw
materials rises by RM1, Burger Bakar Abang Burn's overall sales will fall because
customers will seek lower-priced burgers. Furthermore, many restaurants are trying to
buy necessary things in large numbers, frequently more than their clients want in a given
time period, thus they must purchase raw materials in bulk. This cost-cutting method is
intended to counteract an increase in demand for protein-rich foods. The current
inflationary environment has caused the price of raw materials to rise, including the price
of grains, grains, sugar, cheese, and raw meats.

4. Fast changing in customer trends.

At some point, all firms undergo changes in the broader sales environment. These
changes could have a broad impact on the economy, such as a recession or economic
slump, or they could be limited to a specific industry or sector. People's preferences are
growing increasingly diverse, adaptable, and demanding. Consider the demand for wood
products as just one example. Customers will utilize a variety of media to make
purchasing decisions, such as YouTube and Facebook, and it is becoming increasingly
difficult to categorize the people who buy specific things, as it used to be. Customer
segments such as mainstream, high and low end are beginning to decrease. Segmentation
is becoming increasingly sophisticated. A customer can purchase both a high-end and a
low-end product at the same time. Customers nowadays are more inclined to purchase a

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 fashionable and latest cuisine, such as a one-time grilled burger, which is one of the most
popular burgers in the metropolitan region.

2.6 INTERNAL RESOURCES

The existing market advantage relates to the company's reputation, markets supplied,
relative market share, and many more. Organization capabilities connect with physical and
human resources, whereas current competitive position refers to the firm's reputation, markets
served, relative market share, and others. Human resources, financial resources,
technological resources, physical resources and organizational resources are all classified as
internal resources.

The most important resources for Burger Bakar Abang Burn were Human Resources.
One of the vital elements in our businesses is employee. It might be a major of advantages in
terms of helping your business expand. They are not a big and established company. With a
number of total employees, they have an ability in serving their customers. Their qualities of
services are depending on their worker skills in serve and take the order of their customers.
They should evaluate the employee in provide a good picture to customers and competitors.
Employee is a valuable asset for every organization and the key success of the business
expansion.

2.6.1 Human Resources Evaluation Methods;

 The 360-Degree Review:

This is a process – that takes into consideration feedback from people all around
the employee in question. Customers may give the feedback via how the
employee serve them. Customer is the best way in gain a feedback because they
are responding directly with the worker. The factor of ability and behaviour, as
well as their character, willingness to provide good customer service, leadership
skills, planning, listening, goal-setting, and reaching company objectives, will all
be considered. These comments maybe an extremely beneficial to the
business's professional development.

19
 Management by Objective:
There are several strategic objectives or goals to be achieved under this
performance evaluation technique, and the simplest question to be asked is, "Does
the employee reached the objective?" Management has established a benchmark,
and the outcome is evaluated for every employee. They will be facing
consequences due to their repeatedly mistake.

 Checklist:
This traditional way of evaluating performance will take into consideration a range
of aspects such as punctuality, attitude, and production. A basic checklist is created
and filled out depending on how the employee greets each customer and how they
engage each other as a group's team. A "weighted" checklist is more recommended
compared to a yes or no list since it includes a numerical score that the manager
may assign to each element, with a final figure that matches the grade earned at the
end of the month.

 Field Review Method:

The manager will observe the employee and grade their performance using
criteria. The problem of this performance evaluation technique is that there may
be gaps in the manager's field knowledge, tendency to make wrong observations
due to the limited knowledge of the work, task, or products involved.

20
3.0 STRATEGIC PLAN

In line with technological advances, Burger Bakar Abang Burn must ensure the systems and
management are run efficiently, in order to meet the demands of the customers who are
increasingly in demand. Every company need to have strategy-formulation analytical
framework to own an appropriate strategic plan. Thus, these are the three stages of decision-
making framework of the strategy-formulation network.

3.1 THE STAGES OF STRATEGIC MANAGEMENT

For all sizes and types of organisations, the tools provided in this framework are relevant
and can help us define, analyse and pick strategies. Stage 1 strategy formulation is the input
stage which consists of the External Factor Evaluation (EFE) Matrix and Internal Factor
Evaluation (IFE) Matrix. While for stage 2 is the matching stage that consists of Strengths-
Weaknesses-Opportunities-Threats (SWOT) Matrix. The third stage is the decision stage
which is the Quantitative Strategic Planning Matrix (QSPM).

STAGE 1: THE INPUT STAGE

● External Factor Evaluation (EFE) Matrix

● Internal Factor Evaluation (IFE) Matrix

STAGE 2: THE MATCHING STAGE

Strengths-Weaknesses-Opportunities-Threats (SWOT) Matrix

STAGE 3: THE DECISION STAGE

Quantitative Strategic Planning Matrix (QSPM)

21
 3.2 SWOT MATRIX
STRENGTHS
OPPORTUNITIES SO STRATEGIES
1. Expanding market.
2. Technological advances.
3. Healthy trends snacks.
4. High demand for the
products
WEAKNESSES
1. Affordable and value 1. Not enough for an
for money. experienced worker.
2. Genuine quality of the 2. Less exposure to the
ingredients. global market.
3. Product varieties. 3. Has a lot of issues
4. Loyal customers. regarding the operation
management.
4. Easy imitable business.
WO STRATEGIES
1. Develop innovations in 1. Training programs for
food technology to employees in developing
improve the original their skills, improving
quality of burgers by employee performance
using new ingredients and producing more
and receive support experienced employees
from dietitians to that supported by current
improve balanced diet technological
and taste to strengthen sophistication.
the brand strength of (W1, W3, O2)
burger manufacturers in
Malaysia (S2, S3, O2, 2. Reach domestic and
O3) foreign markets by
2. Focus on the Malaysian offering the uniqueness
market and expand the of premium burgers that
22
 market globally by
producing more types
of premium burgers and
offering affordable
prices to meet the very
high demand of local
and foreign customers.
(S1, S4, O1, O4)
THREATS ST STRATEGIES WT STRATEGIES
1. Competitors. 1. Focus in producing
2. Price competition. varieties of premium
3. Increase price in raw burger that are
materials. affordable and value for
4. Fast changing in customer the royal customers,
trends. thus can attracting a
new customer as the
trends in consumers are
unpredictable.
(S1, S4, T4)
2. Improve the basic
ingredients to
manufacture the
premium burgers as
produce a variety of
burgers to show the
differences from
existing competitors
(S2, S3, T1)
valued by many customers
(W2, O1, O4)
1. Hire an experts or dietitian
to improve the quality of
the ingredients and the
professional workers to
understand the true
quantities of the raw
materials to prevent any
excess in cash outflows.
(W1, T1, T3)
2. Expand the market
globally by offering the
unique burgers using the
premium ingredients
which in line with fast
changes in consumer
tastes in the purchase of
premium burgers, thus it
will reduce the individual
to imitate.
(W2, W4, T4)

The SWOT Matrix is the most extensively implemented strategy creation approach
among enterprises globally. The SWOT Matrix is a key matching strategy that supports
managers in constructing four sorts of plans. There are tactics such as SO (strengths-

23
24
opportunities), WO (weaknesses-opportunities), ST (strengths-threats), and WT (weaknesses-
threats).

SO STRATEGIES

• Create food technology advancements to increase the original quality of burgers

Develop innovations in food technology to improve the original quality of

burgers by using new ingredients and receive support from dietitians to improve
balanced diet and taste to strengthen the brand strength of burger manufacturers
in Malaysia. (S2, S3, O2, O3). This strategy will be able to increasing the
marketability of the brand and penetrate locally and globally by improving the
food technology in order to attracting the customers. In addition, Burger Bakar
Abang Burn are offering the burger that using the premium ingredients, hence
this strategy also can give the opportunity to the Burger Bakar Abang Burn to
producing a more healthier side dishes along with burger as a healthy late-night
snack.

• Concentrate on the Malaysian market while expanding abroad.

Focus on the Malaysian market and expand the market globally by producing
more types of premium burgers and offering affordable prices to meet the very
high demand of local and foreign customers. (S1, S4, O1, O4). Burger Bakar
Abang Burn are offering the affordable premium burgers which can attract more
peope especially in lower and middle -lass group. Hence, this strategy is best
choice for customer whose wants to eat the premium high quality of burgers with
such a lower cost. Moreover, with the expanding in the local market, the business
will be able to promote globally as the customers are more convincing to choose
Burger Bakar Abang Burn as their local dish’s favourite.

WO STRATEGIES

25
 • Employee training programmes to help them grow their abilities and improve
their performance.

Training programs for employees in developing their skills, improving employee

performance and producing more experienced employees that supported by
current technological sophistication. (W1, W3, O2). By doing this, it helps to
improve more in term of productivity and performance of Burger Bakar Abang
Burn. Skilled employee also can make the performance of Burger Bakar Abang
Burn more smoothly by understanding to handle the current technology machine.

• Reach out to domestic and international markets by presenting the uniqueness.

Reach domestic and foreign markets by offering the uniqueness of premium

burgers that valued by many customers (W2, O1, O4). This strategy can help
Burger Bakar Abang Burn to be acknowledge by the potential customer outside
Malaysia. The uniqueness of premium burger by Burger Bakar Abang Burn help
the customer to identify the differential of product from others competitor

ST STRATEGIES

• Concentrate on developing a variety of premium burgers that are both affordable

and valuable to royal customers.

Focus in producing varieties of premium burger that are affordable and value for
the royal customers, thus can attracting a new customer as the trends in
consumers are unpredictable. (S1, S4, T4). This strategy can help to evaluate or
to identify the current trend surroundings. We believe that, by doing this it helps
the product is different and unique so the new customer or royal customer not
bored with same product that produce while keep at affordable prices.

• Improve the basic ingredients used to make premium burgers.

26
 Improve the basic ingredients to manufacture the premium burgers as produce a
variety of burgers to show the differences from existing competitors (S2, S3, T1).
Ingredients is important to create a food that high quality or premium by the eyes
of customers. In order to achieve it, Burger Bakar Abang Burn need to improve
their basic ingredient so they can compete with existing competitor and also new
competitor in term of the quality of their ingredients.

WT STRATEGIES

• To improve the quality of the ingredients and the skilled workers, hire an expert
or dietician.

Hire an experts or dietitian to improve the quality of the ingredients and the
professional workers to understand the true quantities of the raw materials to
prevent any excess in cash outflows. (W1, T1, T3). We believe that, by
conducting this strategy it helps Burger Bakar Abang Burn to handle or identify
the right quantities of raw materials in order to create the premium burger while
helps to improve their budget and expenses.

• Expand the market by providing one-of-a-kind burgers made with quality

ingredients.

Expand the market globally by offering the unique burgers using the premium
ingredients which in line with fast changes in consumer tastes in the purchase of
premium burgers, thus it will reduce the individual to imitate. (W2, W4, T4).
Burger Bakar Abang Burn can gain more revenue or profit if they successful to
expand their business to the international level. To ensure they achieve this, they
must create or produce the burgers that are uniqueness enough to be identified
from their different competitors.

3.2 IFE MATRIX

27
 STRENGTHS WEIGHT RATING TOTAL
WEIGHTED
SCORE
Affordable and value for money
0.20 3 0.60
Genuine quality of the
0.20 4 0.80
ingredients

Product varieties
0.10 3 0.30
Loyal customers
0.15 3 0.45

WEAKNESSES WEIGHT RATING TOTAL

WEIGHTED
SCORE

Not enough for an experienced 0.15 2 0.30

worker

Less exposure to the global 0.05 1 0.05

market

Has a lot of issues regarding the 0.10 2 0.20

operation management

Easy imitable business 0.05 2 0.10

TOTAL 1.00 TOTAL 2.80

Based on IFE Matrix it shows the strengths and threats of the Burger Bakar Abang
Burn. Total weighted score for affordable and value for money is 0.60 which the price is
designed suitable for Malaysian which are mainly targeted to the upper and middle class
because it is not too high and low price. Next, the highest weighted score for strengths is the
genuine quality of the ingredient which is 0.80. The beef that they use is from handmade that
quality guaranteed in terms of taste, shape and texture.

28
 The product varieties and loyal customers the total weighted score are 0.30 and 0.45.
Burger Bakar Abang Burn provide variety of meatball, french fries and other western food.
For the main menu itself which is Burger Bakar, they also have variety of menu from lower
to upper price. They also have a royal customer since the place of the restaurant is strategic.

Next, not enough for an experienced worker is the highest total weighted for threats
which is 0.30. It is because Burger Bakar Abang Burn worker are mostly students that works
during semester break. Thus, they only have few permanent workers. Other than that, less
exposure to the global market, has a lot of issues regarding the operation management and
easy imitable business total weighted score are 0.05, 0.20 and 0.10 respectively. Less
exposure of the global market is because they still have not known at all state in Malaysia
since the restaurant is operate in few states only. In addition, they still have a lot of issues
regarding operation management such as lack of number of workers that will lead to timely
issue in preparing foods.

Lastly, it is easy imitable business. They will face with competitive issue that highly
exposed them to reduce in customers. Thus, the total score of the IFE Matrix is 2.80 hence it
can be concluded that the company is strong internally. There is room for improvement for
Burger Bakar Abang Burn to ensure that they can strengthen their internal management.

Based on IFE Matrix it shows the strengths and threats of the Burger Bakar Abang
Burn. Total weighted score for affordable and value for money is 0.60 which the price is
designed suitable for Malaysian which are mainly targeted to the upper and middle class
because it is not too high and low price. Next, the highest weighted score for strengths is the
genuine quality of the ingredient which is 0.80. The beef that they use is from handmade that
quality guaranteed in terms of taste, shape and texture.

The product varieties and loyal customers the total weighted score are 0.30 and 0.45.
Burger Bakar Abang Burn provide variety of meatball, french fries and other western food.
For the main menu itself which is Burger Bakar, they also have variety of menu from lower
to upper price. They also have a loyal customer since the place of the restaurant is strategic.

Next, not enough for an experienced worker is the highest total weighted for threats
which is 0.45. It is because Burger Bakar Abang Burn worker are mostly students that works
during semester break. Thus, they only have few permanent workers. Other than that, less

29
exposure to the global market, has a lot of issues regarding the operation management and
easy imitable business total weighted score are 0.05, 0.20 and 0.10 respectively. Less
exposure of the global market is because they still have not known at all state in Malaysia
since the restaurant is operate in few states only. In addition, they still have a lot of issues
regarding operation management such as lack of number of workers that will lead to timely
issue in preparing foods.

Lastly, it is an easy imitable business. They will face with competitive issue that
highly exposed them to reduce in customers. Thus, the total score of the IFE Matrix is 2.80
hence it can be concluded that the company is strong internally. There is room for
improvement for Burger Bakar Abang Burn to ensure that they can strengthen their internal
management.

3.3 EFE MATRIX

30
 OPPORTUNITIES WEIGHT RATING TOTAL
WEIGHTED
SCORE

Expanding market 0.25 4 1.00

Technological advances 0.15 3 0.45

Healthy trends snacks 0.10 2 0.20

High demand for the products 0.08 2 0.16

THREAT WEIGHT RATING TOTAL

WEIGHTED
SCORE

Competitors 0.15 3 0.45

Price competition 0.13 3 0.39

Increase price in raw materials 0.08 2 0.16

Fast changing in customer trends 0.06 1 0.06

TOTAL 1.00 TOTAL 2.87

Note that the total weighted score achieved is 2.87 whereby it is above the average
(midpoint) of 2.5, near to the value of 3 which is above average, so Burger Bakar Abang
Burn is giving the best performance for their business by taking the advantages of the
external opportunities that have been stated.

Based on the Effective Factor Matrix that will give the strategic management tool that
are usually being used in assessing current business conditions by Burger Bakar Abang Burn.
Besides, it will help Burger Bakar Abang Burn company’s ability to utilize the opportunities
and threats that will give the strong action to support the opportunities that can give more
gain.

31
 Firstly, the major opportunity is expanding market. This could give the advantages for
Burger Bakar Abang Burn as their own strategies. According to Wheelen, T. L., & Hunger, J.
D., (2012), these could evaluate the performance of firms in industry and assists businesses in
improving their competitive standing. The high opportunities for Burger Bakar Abang Burn
are expanding market because the broad of branch in Malaysia. The high demand of Burger
Bakar Abang Burn because the advancement of technology to avoid the delay of progressing
or queuing the burger. It is weighted 0.15 and a rating 3 that resulted in weighted score 0.45.
But, the minor opportunity for Burger Bakar Abang Burn is high demand for the product
because the branch is only located at Klang Valley, Kedah, Johor, and Pahang. Thus, it is
difficult for the customer from the other states to grab Burger Bakar Abang Burn. It is
weighted 0.08 and rating 2 that will give 0.16 as the weighted score.

Lastly, there are also threats analysed in Burger Bakar Abang Burn. Competitors is the
highest threat for Burger Bakar Abang Burn. These are because the competitors like as Chili
and Subway which provide customers with nutritious food and snacks in healthier food. In
the terms of system, the competitor like as MC Donald could give the good potential because
have driven thru system to avoid the queuing in the branch. The weight is 0.15 and rating 3
that give 0.45 as the weighted score. Other than major threat, there is also minor threat which
is fast changing in customer trends. This is because customer can buy both a high-end and a
low-end goods. Customers nowadays are more likely to acquire a trendy and up-to-date food.
The weighted is 0.06 and rating 1 that give 0.06 as their weighted score.

3.4 IE MATRIX

32
 THE IFE TOTAL WEIGHTED SCORE

3 2 1

X
I II III
THE EFE 3
X
TOTAL
IV V VI
WEIGHTED 2

SCORE VIII
VII IX

COMMENT:

V- Hold and Maintain. There are two strategies that should be used which are Market
penetration and Product development.

Based on the diagram above, there are 9 quadrants and have the “x and y” axis in IE
Matrix. The IE Matrix is for develop projected matrices to reflect expectations in the future.
On the X-axis of the IE Matrix shows that the IFE total weighted score is 2.0 to 2.99 is
considered average position. Similarly, on the y-axis shows that the EFE total weighted score
is 2.0 to 2.99 is medium. So, the IE Matrix it has three major regions that have different
strategy implication that based on the nine quadrants.

By understanding this diagram, Burge Bakar Abang Burn is in region 2. Meaning that,
the prescription for divisions that falls at V cells. It can be described as hold and maintain
strategies. There are two types of division which are market penetration and product
development that are commonly used in employed strategies. The market penetration is
involves concentrating on selling more product to current market in order to achieve a larger
market share and more consumers from your competitors. For example, Burger Bakar Abang
Burn should increase promotional efforts that may assist in increasing your market
awareness. For product development is to acquire a competitive advantage by strategically
positioning product offerings to achieve business objectives such as sales growth, revenue, or

33
profitability. For example, Burger Bakar Abang Burn should innovate new product in outside
areas to make sure the core product easily to entering the new market.

4.0 FINDING AND DISCUSSION

34
4.1 ALTERNATIVE STRATEGIES TO ACHIEVE OBJECTIVES

Based on the results of the SWOT Matrix, we have devised the following tactics
to aid in the achievement of long-term goals. Long-term objectives can be defined as
the outcomes expected from the application of specific tactics. While strategies refer
to the steps to be performed in order to attain long-term goals. According to Soo Wern
Jun (2020) in March 2020, Burger Bakar Abang Burn sales volume drops due to
inconsistent instructions received on the ground during MCO, as it only earned
RM600 on the first day of the MCO, compared to the usual RM3,000 it would earn on
an average day, according to the article MalayMail. The country had its first day
under the MCO, with many restaurants reporting a dramatic drop in sales within the
first few hours of operation. The proprietors of the eateries have also stated that they
have been disappointed about whether they should continue operating in a restricted
capacity to cut their losses or close for the remainder of the two-week timeframe.

Burger Bakar Abang Burn can improve their Research and Development (R&D)
such as product development. Firstly, technological advances. For example, Burger
Bakar Abang Burn can provide other technological advances such as tablet-ordering
system and the cooking stove that controlled by a machine learning algorithm that
uses the information from 11 thermal sensors in the cooking compartment to help
ensure each patty of meat is cooked just as the customer ordered it. This opportunity
can collaborate with the most anticipating brand in kitchen appliances such as LG
where will designed uniquely and specialized collaboration from Burger Bakar Abang
Burn that can be used for producing the best patty burger with using the best kitchen
appliances that conducted by the algorithm of the machines that being setting
accordingly by the Burger Bakar Abang Burn itself.

This strategy can bring up the Burger Bakar Abang Burn brand’s name as the first
burger manufacturer in Malaysia to be well known in the local and global market as
attempts to be a “first mover” advantage as collaborate with a well -known brand to
introduce a special cooking machine to cook burgers controlled by machine
algorithm. Therefore, due to the outbreak of Covid 19, the sales of Burger Bakar
Abang Burn can be decreasing as limited number of customers and limited stocks of
premium ingredients can be obtained. However, in implementing this strategy in
business of Burger Bakar Abang Burn also considers several problems that may

35
occur.

36
For instance, this strategy requires higher cost and higher risk as the cost of the
cooking machine is quite high investment during in this pandemic. Malaysia has a
variety of online food deliveries such as FoodPanda, Grab and LalaMove where the
Burger Bakar Abang Burn need to increasing the capital in providing the new
technology advancement for the business operations by promoting and struggling with
their online orders all over the nearby places. Thus, it can sustain the business during
the pandemic by investing in the high technological kitchen appliances and hustling in
their online orders through food deliveries.

Next, upgrade the menus. The trendy food industry like burgers is at risk
because the tastes of customers are easily changing with the times, then Burger Bakar
Abang Burn have to diversify and upgrading the menu list available to reduce
customer boredom. Furthermore, compared to other competitors such Chilis and
Subway where, they are further ahead in the food and beverages market as they
upgrading their premium burgers in their menus according the seasons. Therefore,
since the Burger Bakar Abang Burn is a small market is risky which based on
customer’s taste, developing new product lines in the premium grilled burger is a right
way to go. In addition, by following this strategy, this will make Burger Bakar Abang
Burn a higher demand premium in grilled burgers, where Burger Bakar Abang Burn’s
dishes would vary from other burger brands in the local market. Besides, this strategy
would also entail high costs, as Burger Bakar Abang Buen will produce new exclusive
premium grilled burgers of high quality and unique taste.

Burger Bakar Abang Burn can segment their market based on geographic area.
Once the market segmentation is decided, the following step will be promotion
strategy creation for marketing. Burger Bakar Abang Burn needs to take an advantage
of local support to drive the product further into the global market. By implementing
this strategy, Burger Bakar Abang Burn can identify and select the future market to
attain competitive advantage in local and global market. In order to become a
competitive and exportable burger brand on the global market, Burger Bakar Abang
Burn has to compete with local and foreign premium grilled burgers makers as it leads
to rise in sales. However, by implementing this strategy, Burger Bakar Abang Burn
should also consider the problem that may occur such as lack of experienced dietician
and expert workers in the local and foreign market and may require a lot of issues

37
when franchising the brand to the global market. For example, the burger
manufacturer industry is now moving trendy as the customers are really seeking for
the burgers as a side dish if having a craving, but the first month of the restricted
movement order was implemented by the government, the industry has to adapt with
the situation as the import and export slow down due to Covid-19 pandemic.

Other than that, Burger Bakar Abang Burn can use 4P’s to promoting their
brand which is based on product, promotion, price and place. In Malaysia, Burger
Bakar Abang Burn is one of the local’s manufacturers. It is specialized in manufacture
of the burgers with using the premium ingredients. In addition, Burger Bakar Abang
Burn has several types of burgers that are used as a feature of marketing mix product
strategy. Burgers come in a variety of flavours, including Burger Ayam, Burger
Daging, Burger Ayam Goreng, and Burger Tower. Burger Tower is a popular dish at
Abang Burn. It is layered with 5 patties. In terms of price, a burger from Burger Bakar
Abang Burn is affordable and value for money. Burger Bakar Abang Burn is primarily
aimed at the segment of the upper, middle and lower class for which the burger is a
necessity in foods and late-night snacks. In terms of place, Burger Bakar Abang Burn
are operating through a website along with an application which is Beepit.Com.
Burger Bakar Abang Burn also can be easily located Kuala Lumpur area only with a
few selected regions in Malaysia. In terms of promotion, Burger Bakar Abang Burn
uses several types of promotion to attract customers such as advertisement in social
media such as Instagram, Facebook and Youtube.

38
4.2 Quantitative Strategic Planning Matrix (QSPM)
The Quantitative Strategic Planning Matrix (QSPM) has a Stage 3 strategy
formulation analysis framework. The function of this technique objectively is to find
out which alternative strategy is best (David, 2017). The Quantitative Strategic
Planning Matrix (QSPM) uses inputs from the analysis conducted in Stage 1, namely
the EFE Matrix, IFE Matrix, and Competitive Profile Matrix. Then matching results
from the analysis performed in Stage 2, namely the SWOT Matrix, SPACE Matrix,
BCG Matrix, IE Matrix, and Grand Strategy Matrix. Results from Stage 1 and Stage 2
will provide the information needed to run Stage 3 which is QSPM.
Furthermore, QSPM is a tool that allows strategists to evaluate alternative
strategies objectively, based on previously identified external and internal critical
success factors (David, 2017). QSPM requires a good intuitive assessment. The table
below shows all the components of QSPM that represent the strategic alternatives, key
factors, weights, attractiveness scores (AS), total attractiveness scores (TAS), and the
total attractiveness score.

Strategic Alternatives

Key Factors Weight Technological Upgrading the Segment market

Advances Menus based on
geographic areas

AS TAS AS TAS AS TAS

Opportunities

Expanding 0.25 4 1.00 4 1.00 3 0.75

market

Technological 0.15 4 0.60 3 0.45 3 0.45

39
advances

Healthy trends 0.10 3 0.30 1 0.10 2 0.20

snacks

High demand 0.08 2 0.16 3 0.24 3 0.24

for the products

Threat

Competitors 0.15 2 0.30 3 0.45 2 0.30

Price 0.13 2 0.26 3 0.39 2 0.26

competition

Increase price in 0.08 - - -

raw materials

Fast changing in 0.06 - - -

customer trends

Total 1.00

Strengths

Affordable and 0.20 3 0.60 2 0.40 4 0.80

value for money

Genuine quality 0.20 3 0.60 2 0.40 2 0.40

40
of the
ingredients.

Product 0.10 4 0.40 2 0.20 2 0.20

varieties

Royal customers 0.15 3 0.45 1 0.15 2 0.30

Weaknesses

Not enough for 0.15 2 0.30 3 0.45 3 0.40

an experienced
worker

Less exposure to 0.05 - - -

the global
market

Has a lot of 0.10 3 0.30 2 0.20 2 0.40

issues regarding
the operation
management

Easy imitable 0.05 2 0.10 2 0.10 2 0.10

business

Total 1.00 5.37 4.53 4.40

Table Of QSPM for Burger Bakar Abang Burn

41
 So, from the QSPM shown above, it can be concluded that the Total Attractiveness
Score (TAS) for technological advances is 5.37, upgrading the menus is 4.53, and segment
market based on geographic areas is 4.40. Therefore, the best strategy for Burger Bakar
Abang Burn to choose is technological advances because it has the highest TAS than other
strategies. It is because the range of Attractiveness Strategy for technological advances is
mostly 2 and above. It is highly attractive compared to other strategies which are upgrading
the menus and segment market based on geographic areas. Thus, it enables Burger Bakar
Abang Burn to capitalize on strength, improve the weakness, exploit the opportunity, and
avoid the threat.

CONCLUSION

Based on what we identify from this study, we can conclude that Burger Bakar Abang
Burn has the potential to perform well in the global market such have a good performance in
food local industry but hard to compete with other international franchise. There are some
implement strategy that should Burger Bakar Abang Burn have in order make their business
become more successful in this industry.

The first strategy that can be implemented is product development. By expanding the
market to keep up with trends and technological advances, and the threats that come from
competitors. Burger Bakar Abang Burn can develop innovations in food technology to
improve the original quality of burgers by using new ingredients and receive support from
dietitians to improve balanced diet and taste to strengthen the brand strength of burger
manufacturers in Malaysia. The second strategy that Burger Bakar Abang Burn can

42
implement is market development. It is an attempt to attract new customers from the present
product or service. Besides, they also can use the opportunity from the technological
advancement that can improved knowledge of procedures, procedures or it can be integrated
in equipment to allow operation without full knowledge of how they work. The last strategy
market penetration strategy. To achieve long term objectives, Burger Bakar Abang Burn can
increase market share and use 4’ps to promote their companies.

Based on the QSPM Matrix, Burger Bakar Abang Burn should choose the first
strategy which is implanting the product development because the total attractiveness score is
1. From this result, it is shown that Burger Bakar Abang Burn need to focus in producing
varieties of premium burger that are affordable and value for the royal customers, thus can
attracting a new customer as the trends in consumers are unpredictable. It is to make sure
that, the product of Burger Bakar Abang Burn can expand the market creation. In addition, by
following this strategy, this will make Burger Bakar Abang Burn has a higher demand food,
where Burger Bakar Abang Burn Franchise would provide tasty trendy Burger Bakar locally
with the finest customer experience in the local market and best-in-class service and support.
Furthermore, they believe that having a long-term relationship with the customers could help
them to maintain the financial performances of their company.

APPENDICES

43
REFERENCES

Astro Awani. (2015, March 14). Burger Bakar Abang Burn strives to double sales to RM20m.
astroawani.com. https://www.astroawani.com/berita-bisnes/burger-bakar-abang-burn-strives-
double-sales-rm20m-55309

Jun, S. W. (2020, March 20). Eateries cry foul as DBKL directs them to close, even for
takeaways and deliveries. Malaysia | Malay Mail.
https://www.malaymail.com/news/malaysia/2020/03/20/eateries-cry-foul-as-dbkl-directs-
them-to-close-even-for-takeaways-and-deli/1848272

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