CASE STUDY: COMPANY ANALYSIS

ZAINI SALAI HOUSE

PRINCIPLES OF ENTREPRENEURSHIP (ENT530): CASE STUDY

FACULTY & PROGRAMME : BACHELOR OF BUSINESS ADMINISTRATION (HONS.)

FINANCE
SEMESTER : OCTOBER 2020 – FEBRUARY 2021
PROJECT TITLE : COMPANY ANALYSIS
NAME : NURUL ANIS AQILAH BINTI MUHAMMAD SHAHARUDIN
NO. MATRIKS : 2020977035
GROUP : BA242 3D
LECTURER : PUAN NUR LIANA BINTI KORI
 ACKNOWLEDGEMENT

Primarily, I would like to express my outmost gratitude to Allah S.W.T, as I managed to

complete my case study report with successfully by life guidance and blessings. I would like
to express our greatest gratitude to our supportive lecturer, Madam Nur Liana Kori for the
countless hours of dedication and guiding us throughout the completion this case study. Next,
I would like to thanks to Zaini Salai House company for spending their time for me to interview
for my case study. Moreover, my deepest gratitude to my family who tried their best to give
their support by giving me a lot of encouragement and provide the financial for use pay all the
cost required from the beginning until the end of my project assignment. Not to forgotten to all
my friends who had supported and shared knowledge to me through this whole semester.
Lastly, I would like to thank you to everyone who had involved and contributed directly or
indirectly in my assignment project as they have been shown their effort and initiative until I
am able to complete this case study successfully.

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 TABLE OF CONTENTS
PAGE
TITLE PAGE i
ACKNOWLEDGEMENT ii
TABLE OF CONTENT iii
LIST OF FIGURES iv
LIST OF TABLES v
EXECUTIVE SUMMARY vi
1.0 INTRODUCTION
1.1 Background of the study 1
1.2 Purpose of the study 2
2.0 COMPANY INFORMATION
2.1 Background 3
2.2 Organizational Structure 4
2.3 Products/Services 5-6
2.4 Business, marketing, operational strategy 7-10
2.5 Financial achievements 11

3.0 COMPANY ANALYSIS

3.1 SWOT 12-13
4.0 FINDINGS AND DISCUSSION 14-16
5.0 CONCLUSION 17
6.0 REFERENCES 18
7.0 APPENDICES 19

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 LIST OF FIGURES
PAGE
Figure 1.1 Organizational Structure 4
Figure 1.2-1.7 Food Menu 5
Figure 1.8-2.3 Food Menu 6
Figure 2.4 Flow Chart of Ordering Process 9
Figure 2.5 Jalan Jalan Cari Makan Verified Board 11
Figure 2.6-2.7 The Restaurant 19
Figure 2.8-3.2 Interview Conversation 19-21

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 LIST OF TABLES
PAGE
Table 1.1 Financial Achievement 11
Table 1.0 SWOT Analysis 12
Table 1.3 Solution into Advantages and Disadvantages 16

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 EXECUTIVE SUMMARY

Zaini Empire Global Sdn Bhd was fully registered on 2018. This company has been
established as a Private Limited Company by running a restaurant business which is Zaini
Salai House, this restaurant is based on village cuisine and native Negeri Sembilan as well as
producing smoked food-based products. This restaurant is located about 2km from Gunang
Angsi and Taman Reakreasi Ulu Bendul, Negeri Sembilan. Road users here are used to
hearing about the delicious food of Kuala Pilah heritage and know about the uniqueness of
the hereditary cuisine. They have full organizational structure which is consists of Marketing
Manager, Restaurant Manager, Accountant and Human Resource Admin. This company
getting expand their market day by day. This case study identified detailed research about this
company. The analysis and evaluation of the business strategy, strength, weakness,
opportunities, and threats. This study also provides the problems and the solution that the
company faced.

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1.0 INTRODUCTION

1.1 Background of the Study

Principle of Entrepreneurship (ENT530) one of the core subject need to be taken by all UiTM
students who further their study in Bachelor level. Entrepreneurship education refers to a
formalized programmed to equip students with entrepreneurship knowledge and skills to
understands customers’ insights, market needs and recognize business opportunities. In this
course, students will be conducting case study to any business or company. Students are
required to interview any business or company to get several problems that faced by the
business or company. Therefore, students will analyst the problem and find the right solution
to overcome the problems.

By doing this case study, students will be exposed on how a business or company to
run and operate their business. In this case, I am conducting case study of Zaini Salai House
Restaurant, which is a business that provides services for food and beverages. Studying
entrepreneurship benefits students from different social and economic backgrounds because
it teaches people to cultivate unique skills and think outside the box. Since the case study ia
a practical learning, students tend to understand more because students need to interview the
owner of a business or service provider. Through this case study students can learn how to
interview using online platform due to pandemic.

The main objective of this case study is to identify problems that business owners are
facing due to pandemic COVID-19 by using SWOT analysis method. This method used to
analyse strength, weakness, opportunities and threats of the business.

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 1.2 Purpose of the study

Case study is a research methodology. It can be defined as intensive study about a

person, a group of people which is aimed to generalize over several units. The main objective
of this case study is to identify problems that business owners are facing due to pandemic
COVID-19 by using SWOT analysis method. This method used to analyse strength,
weakness, opportunities and threats of the business.

Many businesses are affected due to covid-19. Some business need to shut down their
business because cannot afford all the cost especially small businesses. This case studies
also focus on the customer’s perspective. It describes the process and the result of
implementing the product and services from the customers perspective. Not only case studies
focus on customers but also demonstrate how your product has been used successfully. Case
study your company more credibility. They show that people are using your product and having
success doing so.

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2.0 COMPANY INFORMATION

2.1 Background

Zaini Empire Global Sdn Bhd was officially incorporated on 18 July 2018 by the
Companies Commission of Malaysia with registration number: 1286375 P. This company has
been established as a Private Limited Company by running a restaurant business based on
village cuisine and native Negeri Sembilan as well as producing smoked food-based products.
Zaini Salai House is a very popular restaurant which served Negeri Sembilan traditional food.
Negeri Sembilan are famous with their “salai” cuisine. Salai is one of the processes of
preserving food sources that have been identified since prehistory. The restaurant named
Zaini Salai House is located about 2km from Gunang Angsi and Taman Reakreasi Ulu Bendul,
Negeri Sembilan. Road users here are used to hearing about the delicious food of Kuala Pilah
heritage and know about the uniqueness of the hereditary cuisine.

The founder of this restaurant is very interested in the food business as a competitive
branch of business and is expected to get great response among the locals. The main menu
of the restaurant is to prepare smoked dishes such as meat, fish, chicken, duck and quail and
also sell smoked products such as meat, fish, chicken, duck and quail. The company also
receives bookings from government and private bodies as well as individuals for any event to
be held. Although Zaini Empire Global Company has just been officially registered on July 18,
2018, the owner has already had experience in business for more than 4 years as a small
business in the same location. Through the business experience, the owners once again took
steps to set up a private limited company to respond to the government's call towards elevating
bumiputera entrepreneurs on par with non-bumiputera entrepreneurs. The company intends
to diversify the type of business through this company in the future.

Their company mission is to become a restaurant with a brand that is always

remembered and very famous. Provide halal, clean, healthy and mandatory food to the
company. To be a restaurant that is very concerned about customer satisfaction in terms of
service and hospitality and always smile and be open-minded and have high tolerance in
dealing with an issue. For company vision is “We will be the first pioneer restaurant by
upholding the traditional food of Negeri Sembilan to be remembered and known in Malaysia,
in Asia and then all over the world ”.

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 2.2 Organizational Structure

An organizational structure defines how activities such as task allocation, coordination

and supervision are directed toward the achievement of organizational aims.

Figure 1.1 Organizational Structure

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2.3 Product/Services

Figure 1.2 Food Menu Figure 1.3 Food Menu

Figure 1.5 Food Menu

Figure 1.4 Food Menu

Figure 1.6 Food Menu Figure 1.7 Food Menu

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 Figure 1.8 Food Menu Figure 1.9 Food Menu

Figure 2.0 Food Menu Figure 2.1 Food Menu

Figure 2.2 Food Menu Figure 2.3 Food Menu

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 2.4 Business, Marketing and OperationalStrategy

Business strategy can be understood as the course of action or set of decisions which
assist the entrepreneurs in achieving specific business objectives. A master plan that the
company set to secure a competitive position in the market, their operation strategy, customer
satisfaction and to achieve the desired end of the business. Zaini Salai House had
implemented a few of business strategies so that their business are run smoothly.

• Identify target market

Their target customer is all type of people include children, teenagers and adults
at the age of range 12 years old and above.

• Branding and online presence

Zaini Salai House had their own brand which was inspired from the founder name
and the food itself. It shows that this business had their own image and trademark
that other competitors did not have. The business also had revealed their brand
through social media such as Facebook, Instagram and Google so that customers
can aware the business existence.

• Strategic location

They chose a strategic location which is located on the side of the road about 2km
from Gunang Angsi and Taman Reakreasi Ulu Bendul, Negeri Sembilan. The road
users will definitely aware of the restaurant.

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 Marketing Strategy

Marketing strategy refers to a business’s overall game plan for reaching prospective
consumers and turning them into customers of our product and services.

• Product

A product that they use is based on smoked cuisine. The main menu of the restaurant
is to prepare smoked dishes such as meat, fish, chicken, duck and quail and also sell
smoked products such as meat, fish, chicken, duck and quail. All of this dish is based
on delicious food of Kuala Pilah heritage and the uniqueness of the hereditary cuisine.

• Price

All of their product comes with affordable price that people can afford it. Their price
determinations will impact of their profit margins, supply, demand and also other
marketing strategy.

• Promotion

Zaini Salai House have many ways to disseminate product information to consumers
and differentiate rom other competitors. Promotion they had one is they
Intensify promotion through the mass media. They also launch websites, Facebook
pages, Instagram and Twitter and they also participate in organized bazaars such as
Bazaar Ramadhan. Poster installation around Senawang, Seremban, Kuala Pilah, &
Bahau to attract more locals.

• Place

Marketing strategy is about putting the right product, at the right price, at the right time
and at the right place. They chose the right place which is Kuala Pilah where their
cuisine came from. People will go to the Negeri Sembilan to taste their traditional food
which is smoked based cuisine. Location must be strategic to ensure people know the
existence.

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Operational Strategy

Operational strategy refers to the methods companies use to reach their objectives.
By developing operational strategies, a company can examine and implement effective
and efficient systems for using resources, personnel and the work process. So here is
their flow chart of operational strategy for their restaurant.

customers take A worker will

Customer decide their dishes that calculate the food
to dine in are already that the customer
prepared take

A worker take the

The worker will Customer make
order and bring
make the drinks order for drinks
to the counter

The customer enjoy the

A worker will
food and make payment at
deliver the drink
the cashier after finished
to the customer
their meal

Figure 2.4 Flow Chart of Ordering Process

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• Quality and Cleanliness
Zaini Salai House emphasize on assuring the quality of the food to be sold to the
customers to ensure the food being produced is clean and lawful. The operator
has obtained on premises hygiene checks to obtain the premises cleanliness
certificate to assure the customer that every process involved in produced the
product is clean and safe to eat. A halal certificate is also obtained from JAKIM to
ensure that the materials used are halal so that Muslim customers feel more
confident.

• Premise Layout

The business layout is a production layout where all the production inputs such
as labour, machinery, raw materials and equipment are arranged in the order of
production of a product. The premise layout need to be systematic for ordering
process run smoothly.

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 2.5 Financial Achievements

Year Monthly Sales (RM) Yearly Sales (RM)

2018 RM50k-RM100k RM600 000
2019 RM250k-RM300k RM2,000 000
2020 RM80k-RM150k RM1,5000

Table 1.1 Financial Achievement

Award Achievement

Figure 2.5 Jalan Jalan Cari Makan Verified Board

Zaini Salai House was live on Malaysia Hari Ini,Jalan Jalan Cari Makan, Selamat Pagi
Malaysia, Wanita Hari Ini, Alhijrah and Buletin Utama TV3 and other show and was published
in Sinar Harian newspaper. Zaini Salai House has made it that far as one of the most popular
traditional food in Malaysia.

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3.0 COMPANY ANALYSIS
3.1 SWOT Analysis

STRENGTHS
• Serving traditional foods.
• Overwhelming customer at one time
especially during lunch break.
OPPORTUNITIES
• Business generation to generation
• The location of the restaurant is in
strategic area which is on the side
of the main road.
WEAKNESSES
• Hard to make sure all customer
satisfied with the food and price.
• Limited parking spaces
• Limited space for customer to eat.
THREATS
• Due to pandemic, the business
cannot run for 3 months as usual.
• Supplier always change the price of
the raw materials.

Table 1.2 SWOT Analysis

1. Serving traditional foods + Hard to make sure all customer satisfied with the
food and price. (Strength + Weaknesses)

The strength of this company is serving traditional foods which not many restaurants serve
traditional foods, nowadays restaurant serve western, Korean and Japanese food.
However, it is hard to make sure all the customer satisfied with the food and price. Every
customer they have different taste and preferences.

2. Overwhelming customers at one time especially lunch break + Limited parking

space and limited space for customers to eat. (Strength + Weaknesses)

During lunch break, customers come with a group at one time. Because of the restaurant
located at on the side of the road there will be limited parking spaces and have limited
tables and chairs for customer to eat. This problem will make customers lunch at another
restaurant.

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3. Business generation to generation. (Opportunities)

This restaurant is a family business oriented. So, the restaurant will keep operation until
the last generation. This business will be inherited from generation to generation.

4. The location of the restaurant is in strategic area which is on the side of the road.
(Opportunities)

The location is the crucial part when it comes food businesses. People will aware the
existence of your business when it is located in strategic area. Zaini Salai House located
exactly on the side of the road.

5. Due to pandemic, the business cannot run 3 months as usual. (Threat)

The business cannot run properly for 3 months because of the pandemic Covid-19. They
need to make emergency plan to cover the cost they had to bear. So, they need to find
way to sustain their business.

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4.0 FINDINGS AND DISCUSSION

4.1 Business Problem

• Higher in cost operations
Cost operations are the expenses which are related to the operation of a
business. Operations cost become higher due to pandemic Covid-19. Suppliers
take advantage to small business by increase the price of the raw materials.
So, the company also need to increase the price of the food. Besides, because
of the prices, customer will switch to another restaurant.

• Decrease in purchasing power

Due to pandemic, many people affected with the change environment with new
normal. Some people lose their job, income and also affect their health. Due to
this sudden change, people lose the purchasing power when price increase as
people lose their income. Cause of purchasing power loss include government
regulations, inflation and natural manmade disasters.

• Insufficient Worker
Zaini Salai House lack of workers. This will lead to bad service to serve
customer. They were involved in all the task starting cooking until serve
customers. This sometimes make their employees in pressure and have a
hectic time to ensure they can fulfil the demand of the customer. In addition,
they need to struggle a lot if there is high demand. Customers will evaluate the
services also besides taste of the food.

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4.2 Suggestion for each problem

Problem 1: Higher cost of operation

• Reduces Cost Operations with outsourcing

Zaini Salai House seems to derive the benefits mostly by outsourcing such as
advertising and marketing. The business need manage properly their financial
to make sure allocate their cash flow followed by priorities. Make sure
marketing cost need to correlate to the profit so there will be overspending on
marketing.

• Identify inefficiencies to decrease costs.

Zaini Salai House should always find the ways to make their business more
efficient. By doing some survey to available suppliers that can give low price of
the raw materials. By doing this way, we can eliminate suppliers that take
advantage for increasing the price of the raw materials.

Problem 2: Decreasing in purchasing power

• Engage customers offline and online
Zaini Salai House need to engage their customers through offline and online.
Be consistent in find the customer engagement depends largely on how well
their business aligns all of its touch points. They need to join government event
or local event to make brand awareness for people to recognize them.

• Be available at all times.

Social media available for 24 hours. Zaini Salai House will expect the
customers have come to expect immediate responses form the business even
nights and weekends. They can scale up their customer purchasing power with
social media. Besides that, customers can also leave a review for your
restaurant on social media so that it will influence other people to come to the
restaurant.

Problem 3: Insufficient worker

• Find new worker

The solution for this problem which is we need to add more worker. Adding
more worker will make the process run smooth and efficiently. The owner need
to find more marketing manager that can conduct marketing strategy better
than previous. By implement this solution, the company can be more efficient.

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 4.3 Suggestion for each solution into Advantages and Disadvantages

ADVANTAGES DISADVANTAGES
Reduces cost Can maximize profit and The decrease of quality of the
operations with customer can enjoy food because low quality raw
outsourcing affordable price. materials.
Identifies
Can get suppliers of raw Waste of time to do the survey
inefficiencies to
materials with lower price every supplier.
decrease costs.
Build good customer and
Engage customers
engagement as well as Increasing marketing cost.
offline and online.
build good reputation.
• Increasing cost operation
Be available at all Increase the number of • Customers also will leave
times customers. bad review in the social
media.
The company will be
Expenses increases as they
managed efficiently as that
Find new worker need to pay more salary to the
have specialised worker in
worker.
each sector.

Table 1.3 Solution into Advantages and Disadvantages

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5.0 CONCLUSION

In conclusion, I have chosen Zaini Salai House, located in Kuala Pilah, Negeri
Sembilan as the company for I to perform a case study on for small businesses. I have chosen
this company because this business quite well-known in Kuala Pilah and we saw that this
business has potential to move forward in the food industry. The business has it owns recipe
that inherited from their owner family itself. Their secret recipe for their smoked cuisine make
locals love the food and that make this restaurant broadcasted in TV3, Alhijrah, Jalan Jalan
Car Makan and other shows. The owner of this restaurant, Muhammad Zaini has successfully
brought his business to another level which is already published in media massa. Muhammad
Zaini has continuously and successfully managed the issues and problems faced by the
business during pandemic. They managed to earn RM250,000 – RM300,000 per month.

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6.0 REFERENCES

• BOOK

1. Entrepreneurship, E. 3. (n.d.). Entrepreneurship. Johor Bahru.

• WEBSITE
1. SME Corporation Malaysia. (2019, September 13). Retrieved from Official
Website SME Corp Malaysia: http://www.smecorp.gov.my/index.php/en/

2. Marketing Strategy. (2021). Retrieved January 7, 2021, from Investopedia

website: https://www.investopedia.com/terms/m/marketing-strategy.

3. 10 Business Strategy Examples. (2020). Retrieved January 7, 2021, from

Indeed Career Guide website: https://www.indeed.com/career-advice/career-

development/business-strategy-examples

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7.0 APPENDICES

Figure 2.6 The Restaurant

Figure 2.7 The Restaurant

Figure 2.8 Interview Conversation Figure 2.9 Interview Conversation

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Figure 3.0 Interview Conversation Figure 3.1 Interview Conversation

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Figure 3.2 Interview Conversation

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