EXECUTIVE SUMMARY

BUSINESS 3: AYAM SAMURAI ORIGINAL MELAKA

Business Profile

Ayam Samurai Original Melaka is a food business that selling spicy chicken with
special sauce. It’s located at Ujong Pasir, 75050 Malacca Town .to make it clearer, the shop is
right Infront of D’pokok Cafe Ujong Pasir Melaka. Besides, this shop is located at a strategic
location where tourist keep visiting there, which is in Melaka. The owner has chosen a good
location for them to attract customers.

This Ayam Samurai Original Melaka business is already running for 2 years and they
keep receiving positive feedback from their customers. Other than that, it is also a sole
proprietorship business and got only one branch in Melaka.

Owner’s Profile

Sarah Binti Ahmad is the owner of the Ayam Samurai Original Melaka. She has
decided to continue her family’s secret recipe in making the paste of the spicy chicken. She
has been graduated with Degree in Business Studies. Even she is just 29 years old, she
managed to run the business perfectly. It can be said that the business is well known by many
people. Besides, she also has 6 years of experience in business industries which working in a
restaurant and running a business in college.

IDENTIFICATION, EVALUATION AND SELECTING BUSINESS

OPPORTUNITY
 THIRD BUSINESS: AYAM SAMURAI ORIGINAL MELAKA

STEP 1: IDENTIFYING THE NEEDS AND WANTS OF THE CUSTOMER

To ensure customer satisfaction, the business must correctly identify customers’

needs. Therefore, to identify the needs, the business must both listen and ask the right
questions. After identifying needs, always check for additional or related needs. Next is use
the business knowledge and experience to identify and present the right products, services
and solutions to meet the customers’ needs. A business has to understand the nature that they
are providing to the customer and how customer perceive the business from the beginning. If
the business does not have these knowledge, they cannot manage to go any further in the
business industries and cannot achieve a high quality level of services. Without consumer, the
business cannot achieve its goals. A ‘need’ is something that is basic in life. For example,
people need food and shelter for living. But as human we also have ‘want’ where it is a desire
and craving something that is far better than basic items. Customers’ wants in terms of
preferences, tastes and liking keep on changing by seasons.

Malaysia have a multiple races and ethnic groups, the business must consider that
their product is suitable to be used for all ages, races and different background. As for Ayam
Samurai Melaka Original, they intend to succeed by giving people a combination of excellent
and interesting food in an environment that appeals to a wide and varied group of people.
They are focus on maintaining quality of their foods. Moreover, they are concern in serving
Halal product so everyone can consume it.

To satisfy customer needs and wants, Ayam Samurai Melaka Original intend to create
a product which is unique, where it is hot and spicy and it is a good combination with their
own homemade fried chicken.

STEP 2: SCANNING THE ENVIRONMENT & EVALUATING OF SELF AND THE

COMMUNITY

i. Demography

Demography studies the statistics of human populations. Demography is usually used

to study dynamic (constant changing) population. It covers the study of the size, structure and
distribution of these populations and the changes in these populations due to births, deaths,
migration and emigration. Demography can also be applied to entire groups defined by
nationality, religion and ethnicity. Formal demography limits its object of study to the
measurement of population processes, while the broader field of social demography
population studies also analyze the relationships between economic, social, cultural and
biological processes influencing a population.

As for Ayam Samurai Melaka Original, they opened their branch in Malacca where
the population in Malacca is 931,210 as of 2016 with an average annual population growth of
2%.Malacca is a Malaysian state on the Malay Peninsula’s southwest coast. The ethnic
composition of Malacca as of 2015 is 66.8% Malays (552,700), 1.4% other Bumiputras
(11,500), 26.0% Chinese (215,000), 6.2% Indians and Chitty (51,400) and 0.6% others
(4,800). The capital, Malacca City, has a colonial past seen in its preserved town centre, the
site of 16th-century, Portuguese St. Paul’s Church.

Malacca population for primary and secondary and education up to 2018, there are
237 primary schools and 77 secondary schools in Malacca. However, for higher education
that located in Malacca includes Universiti Teknikal Malaysia Melaka (UTeM), Universiti
Teknologi MARA (UiTM) campuses that are located at Lendu, Malacca City and Jasin,
Malacca Manipal Medical College in Bukit Baru is the foremost institution for medical
education in the state, Multimedia University (MMU) at Bukit Beruang, Malaysian Maritime
Academy (ALAM) at Kuala Sungai Baru, Malaysian Academy of Han Studies (MAHANS)
at Hang Tuah Jaya. In this situation, the business will get the higher profits since the foods
that they serve is popular amongst students.

ii. Economy

Despite being located in a land without any significant natural resources, the economy
of Malacca dates back more than 500 years, due to its strategic location. As the center of the
important spice trade, Malacca attracted many colonial powers to engage wars to control it.
However, on 20 October 2010 an event was held to announce that Malacca had met the
benchmark of 'Developed State' as set out by the Organization for Economic Co-operation
and Development and a declaration of "Melaka Maju 2010" was made.

Moreover, ss of 2012, service sector contributes to the largest share of economy in

Malacca accounted for 46.9%, followed by manufacturing (43.5%), agriculture (6.5%),
construction (2.9%) and mining (0.1%). In terms of number of workforce, as of 2013, there
were 275,000 people working in the industrial sectors, 225,000 people working in the service
sectors, 35,000 people working in the entrepreneurship sectors and 12,300 people working in
the agricultural sectors.

Malacca has successfully opened itself up to foreign investors since the early 1970s.
By 1997, the state has registered a total investment of over MYR16 billion. In 2014, the state
achieved a total MYR4.4 billion worth of investment, in which MYR1.8 billion came from
foreign investors.

In 2016, Malacca become the safest place to live in Malaysia. The state crime rates
dropped by 15.5 per cent in 2017 with 3,096 cases recorded compared to 3,663 in 2016.
Malacca recorded a gross domestic product (GDP) growth of 8.1% in 2017, the second
highest in the country after Sabah. Services sector remained the main contributor to the
state’s economy at 44.8% of GDP. The GDP per capita also expanded 11.2% to RM46,015 in
2017, surpassing the national-level figure of RM42,228. The State Socioeconomic Report
2017 published on July 26, 2018 reported that Malacca was the state that recorded the lowest
unemployment rate in 2017 with only 1.0 percent.

iii. Social

The state government through the state's hotel industry, has introduced a variety of
attractive accommodation packages in conjunction with Visit Melaka Year 2019 (VMY 2019)
in efforts to increase tourist arrivals and extended stay. Chief Minister Adly Zahari said in
collaboration with the Melaka Budget Hotel Association, 14 budget hotels were offering
amazing three-day, two- night accommodation packages from as low as RM159.

Moreover, tourists are commonly post what they are doing and eating in Malacca
through social media, hence, these will attract people to come to visit Malacca and make the
Ayam Samurai Melaka Original trending through social media.

STEP 3: SELECTING A BUSINESS OPPORTUNITY

COMPANY ANALYSIS

Strengths Weaknesses
High profit with lower cost
Too spicy and not everyone can accept the
Popular amongst students
taste of spiciness
Lack of attraction

Opportunities
1. Offer delivery to selected area
2. Make a great homemade chicken and
sauces
3. Not a strategic location
4. The sauce that they sell only taste
good with their chicken only
Threat
1. High competitor

Strength

Ayam Samurai Melaka Original has two products, one is they are selling “sos pedas
kaw kaw” and the other one is chicken set. One bottle for the sauce itself cost only RM10 and
for the chicken set is RM12 per set where it only contains 6 pieces of chicken. These will
make them earn high profit because the money that they spending in the ingredient is not that
pricey, moreover, it can cover their expenses.

Therefore, this comfort food is popular amongst student because the social media has
attracted them to taste the goodness and the spiciness of the chicken and the sauce.

Weakness

The weakness of this Ayam Samurai Original Melaka is that it is too spicy and not
everyone can accept spicy foods. Such is, people who have gastric need to avoid spicy food
and also it is not suitable to eat for children. Hence, the sauces that they sell only taste good
with their homemade chicken and does not suitable to eat with KFC chicken. The taste will
become weird. Therefore, they need to come out with variety level of spiciness of their
sauces.

Moreover, the business is lack of attraction because they do not expand their business
to the whole new level, such as ask an influencer people to promote their business.
Furthermore, the business location is not strategic and the environment of the business is not
comfortable.

Opportunities
 The only opportunity of the business is that they provide food delivering to their areas
such as to Masjid Tanah, Lendu, Alor Gajah, Sg Udang and Pangkalan Balak. By these way,
the business can reach to their customer needs and wants. Moreover, they have invent a great
sauces despite of the high level spiciness and also the chicken itself taste so good with their
homemade sauce.

Threats

Threats consist of the potential rising price of the foods. For instance, the business is
selling chicken and if something negative impacts the chicken market, and a business need to
raise prices or find new suppliers, because they may lose the business. The business also is
high in competing because they have to compete with others seller who sell the similar types
of foods and have better dining experiences. New branch opening up in the area represent a
threat to the business since customers have more options on where to spend their money at
times.

BUSINESS MODEL CANVAS

Key Partners Key Value Customer Customer

Activities Proposition Relationships Segments
 Pet
Accessorie  Groomin  A healthy  Provide Demography
s g and fluffy healthy food  Cats
 Tenaga  Cat cats  Responsivenes lover
Nasional Educatio  Satisfactio s to taking care  Age
Berhad n n customer the cats between
 Telekom  Adoption  Asking 20-50
Malaysia , feedbacks years
Berhad Breeding  Races-
 Ranhill Key Channels Malay,
SAJ Sdn Resources Indian
Bhd  App Store and
 Cat  Website Chinese
 Cat Cage  Instagram
 Bag  Walk in Social cultural
Carrier  Teenager
 Groomer s who
love to
play with
the cats
 Don’t
have time
to
grooming
the cats

Geographical
 City
(Johor
Bahru)
Cost Structure Revenue Streams

 Employees’ salaries  Apps and website will be free for users

 Monthly Rental  Charging for every service as requested by
 Cost of food for the cats the customer

Value Proposition

A value proposition is a promise of value to be delivered, communicated and

acknowledge. It is also a belief from the customer about how value (benefit) will be
delivered, experienced and acquired. For Camp Kitty, they guaranteed all cats that have been
provides by the service in a good and clean condition. They also will make sure the customer
will be satisfied with the services given.
Key Partners

Key partners are the relationships that you have with other business, governmental, or
non- consumer entities that help your business model work. These partnerships that you will
undoubtedly create will be forces that help your business succeed in areas that would be
inefficient for you to do yourself. In Camp Kitty, they get their cat’s needed from the pet
accessories. Other than that, Ranhill SAJ Sdn Bhd and Tenaga Nasional Berhad also involved
since they provide water in Johor Bahru and electricity.

Key Activities

The key activities of a business represent what the company must do to make the
business model work. These activities can be producing a product or providing a service, or a
mix of both. The main services for Camp Kitty is grooming and lodge service. We also
provided for cat education while waiting for their owner taking back to home.

Customer Relationship

Customer relationship is the ways in which your company communicates and deals
with existing customers. It is the process by which a business maintains the relationship with
the customers. The most important for Camp Kitty is the cats’ health, so they will provide the
cats with the healthy foods. They also responsible to take care of the cats while their owner is
not around. Camp Kitty always ask for the feedback through social media to the customer
after giving them the services.

Customer Segment

Customer segment is the practice of dividing a customer base into groups of

individuals that are similar in specific ways relevant to marketing, such as age, gender,
interests and spending habits. Customer segment for Camp Kitty is between the ages of 20-50
years and they come from all races such as Malay, Indians and Chinese. Mostly, customers
are interested in cats and since they don’t have time for grooming the cats, they will use
Camp Kitty’s service.
Channels

The channel is how the company communicates with and reaches its customer
segments to deliver its Value Proposition. It is important to know which channels is the
best for your company reach your customers. Camp Kitty reaches their customer through
website and Instagram. The customer also can install the application on their phone at App
Store. They also can just walk in to the store to be more satisfying.

Cost Structure

Cost structure is the most important costs incurred while operating the business
model. Fixed costs of Camp Kitty is the monthly rental of the premise and employees
salary. The variable cost depends on the purchases of cat’s food and accessories.

Revenue Streams

Revenue streams is a strategy which help the company to generate cash and revenue. For
Camp Kitty, we charge the customer for every services that have been provided. But if
they want to research and have more knowledge about Camp Kitty, they can go to the
website and app store for free.
 REFERENCES

Business 3: Ayam Samurai Original Melaka

 https://www.facebook.com/ayamsamuraimelakaoriginal/

 https://www.facebook.com/pages/category/Food---Beverage-Company/
Ayam- Samurai-Melaka-Original-1934627333439768/

 https://twitter.com/brgsjks/status/868333743143964672?lang=en

 https://shopee.com.my/Sos-Ayam-Samurai-Melaka-i.18450931.729360616