FACULTY OF BUSINESS AND MANAGEMENT

BACHELOR (HONS.) IN OPERATION MANAGEMENT

DAEBAK CHICKENG(DC)
PRINCIPLE OF ENTREPRENUERSHIP (ENT530): CASE
STUDY
LECTURER: MADAM FAIZA BINTI OMAR

PROGRAMME: BA244
NAME: MUHAMMAD SYAZAIM BIN ABD AZIZ
STUDENT ID: 2020813126
GROUP: ENT530H
ACKNOWLEDGEMENT
This project would not have
been possible without the
guidance and the teamwork of
several individuals who, in one
way or another contributed and
extended their valuable
effort in the preparation and
completion of this assessment.
First and foremost, we would
like to express our highest
gratitude to our admirable
MAF671 lecturer, who is also the
supervisor of this assignment, Dr.
Intan Marzita binti
Saidon for the valuable guidance
and advices that her lessons in
classes have inspired
us greatly to work on this project
carefully and thoroughly. Her
willingness and patience to
oversee our progress throughout
the journey have contributed
tremendously to our
humble project and motivated us
into being diligent in the process.
Besides that, our utmost
appreciation is to the humble
couple, En. Habib and Pn. Hajar,
the founder and owner of this SME
that we are fortunate enough to
work on, called Daebak
Chickeng (@daebakchikceng).
With a big heart, they handed us
the golden opportunity to
analyze and critically study their
own business by entrusting and
cooperating with us to
find practical solutions in
countering the marketing issues
that arose from the Covid-19
threats. Not to forget En.
Habib’s professional guidance
and valuable supports too, in
participating in a formal discussion
with us which are very important
for the analysis and
benefits to our small attempts in
making a positive impact to this
rising business.
Finally, we would also like to
thank these selected classmates of
KAC2208A, each namely
Emelin Diana Elis, Nur Anis
Izzati, Nursyazni Nabila, Nurul
Akmal, Nurul Faizani and
Zahiratul Qamarina, who
eventually became our credible
teammates - for their continuous
effort and mental contribution in
all aspects of the SULAM
project up to this moment.
Without their remarkable
teamwork in cooperating until the
completion of this assignment,
this project would not have
been successful. Each one of
their energy and especially
indirect contributions are highly
recognized, acknowledged and
appreciated.
Thank You.
ACKNOWLEDGEMENT
This project would not have
been possible without the
guidance and the teamwork of
several individuals who, in one
way or another contributed and
extended their valuable
effort in the preparation and
completion of this assessment.
First and foremost, we would
like to express our highest
gratitude to our admirable
MAF671 lecturer, who is also the
supervisor of this assignment, Dr.
Intan Marzita binti
Saidon for the valuable guidance
and advices that her lessons in
classes have inspired
us greatly to work on this project
carefully and thoroughly. Her
willingness and patience to
oversee our progress throughout
the journey have contributed
tremendously to our
humble project and motivated us
into being diligent in the process.
Besides that, our utmost
appreciation is to the humble
couple, En. Habib and Pn. Hajar,
the founder and owner of this SME
that we are fortunate enough to
work on, called Daebak
Chickeng (@daebakchikceng).
With a big heart, they handed us
the golden opportunity to
analyze and critically study their
own business by entrusting and
cooperating with us to
find practical solutions in
countering the marketing issues
that arose from the Covid-19
threats. Not to forget En.
Habib’s professional guidance
and valuable supports too, in
participating in a formal discussion
with us which are very important
for the analysis and
benefits to our small attempts in
making a positive impact to this
rising business.
Finally, we would also like to
thank these selected classmates of
KAC2208A, each namely
Emelin Diana Elis, Nur Anis
Izzati, Nursyazni Nabila, Nurul
Akmal, Nurul Faizani and
Zahiratul Qamarina, who
eventually became our credible
teammates - for their continuous
effort and mental contribution in
all aspects of the SULAM
project up to this moment.
Without their remarkable
teamwork in cooperating until the
completion of this assignment,
this project would not have
been successful. Each one of
their energy and especially
indirect contributions are highly
recognized, acknowledged and
appreciated.
Thank You.
ACKNOWLEDGEMENT
This project would not have
been possible without the
guidance and the teamwork of
several individuals who, in one
way or another contributed and
extended their valuable
effort in the preparation and
completion of this assessment.
First and foremost, we would
like to express our highest
gratitude to our admirable
MAF671 lecturer, who is also the
supervisor of this assignment, Dr.
Intan Marzita binti
Saidon for the valuable guidance
and advices that her lessons in
classes have inspired
us greatly to work on this project
carefully and thoroughly. Her
willingness and patience to
oversee our progress throughout
the journey have contributed
tremendously to our
humble project and motivated us
into being diligent in the process.
Besides that, our utmost
appreciation is to the humble
couple, En. Habib and Pn. Hajar,
the founder and owner of this SME
that we are fortunate enough to
work on, called Daebak
Chickeng (@daebakchikceng).
With a big heart, they handed us
the golden opportunity to
analyze and critically study their
own business by entrusting and
cooperating with us to
find practical solutions in
countering the marketing issues
that arose from the Covid-19
threats. Not to forget En.
Habib’s professional guidance
and valuable supports too, in
participating in a formal discussion
with us which are very important
for the analysis and
benefits to our small attempts in
making a positive impact to this
rising business.
Finally, we would also like to
thank these selected classmates of
KAC2208A, each namely
Emelin Diana Elis, Nur Anis
Izzati, Nursyazni Nabila, Nurul
Akmal, Nurul Faizani and
Zahiratul Qamarina, who
eventually became our credible
teammates - for their continuous
effort and mental contribution in
all aspects of the SULAM
project up to this moment.
Without their remarkable
teamwork in cooperating until the
completion of this assignment,
this project would not have
been successful. Each one of
their energy and especially
indirect contributions are highly
recognized, acknowledged and
appreciated.
This project would not have
been possible without the
guidance and the teamwork of
several individuals who, in one
way or another contributed and
extended their valuable
effort in the preparation and
completion of this assessment.
First and foremost, we would
like to express our highest
gratitude to our admirable
MAF671 lecturer, who is also the
supervisor of this assignment, Dr.
Intan Marzita binti
Saidon for the valuable guidance
and advices that her lessons in
classes have inspired
us greatly to work on this project
carefully and thoroughly. Her
willingness and patience to
oversee our progress throughout
the journey have contributed
tremendously to our
humble project and motivated us
into being diligent in the process.
Besides that, our utmost
appreciation is to the humble
couple, En. Habib and Pn. Hajar,
the founder and owner of this SME
that we are fortunate enough to
work on, called Daebak
Chickeng (@daebakchikceng).
With a big heart, they handed us
the golden opportunity to
analyze and critically study their
own business by entrusting and
cooperating with us to
find practical solutions in
countering the marketing issues
that arose from the Covid-19
threats. Not to forget En.
Habib’s professional guidance
and valuable supports too, in
participating in a formal discussion
with us which are very important
for the analysis and
benefits to our small attempts in
making a positive impact to this
rising business.
Finally, we would also like to
thank these selected classmates of
KAC2208A, each namely
Emelin Diana Elis, Nur Anis
Izzati, Nursyazni Nabila, Nurul
Akmal, Nurul Faizani and
Zahiratul Qamarina, who
eventually became our credible
teammates - for their continuous
effort and mental contribution in
all aspects of the SULAM
project up to this moment.
Without their remarkable
teamwork in cooperating until the
completion of this assignment,
this project would not have
been successful. Each one of
their energy and especially
indirect contributions are highly
recognized, acknowledged and
appreciated.
First and foremost, all praises and grateful to Allah S.W.T. for giving me the
opportunity to breath and be able to complete this group assignment ENT530 Case
Study on a small local business that has been conducted online through Google
Meet.

I would like to express my highest gratitude to my admirable ENT530 Lecturer,

Madam Faiza Binti Omar for the valuable guidance and advices that her lessons in
classes have inspired me greatly to work on this project carefully and thoroughly.
Her willingness and patience to oversee my progress throughout the journey have
contributed tremendously to my humble project and motivated me into being
diligent in the process.

Finally, my utmost appreciation is to the humble couple, En. Habib and Pn. Hajar,
the founder and owner of this SME that I are fortunate enough to work on, called
Daebak Chickeng (@daebakchikceng). With a big heart, they handed me the
golden opportunity to analyze and critically study their own business by entrusting
and cooperating with me to find practical solutions in countering the marketing
issues that arose from the Covid-19 threats. Not to forget En.Habib’s professional
guidance and valuable supports too in participating in a formal discussion with me
which are very important for the analysis and benefits to my small attempts in
making a positive impact to this rising business.
 TABLE OF CONTENT

NO DETAILS PAGES
1 1.0 EXECUTIVE SUMMARY 1
2 2.0 BACKGROUND OF DAEBAK CHICKENG 2
3 3.0 SWOT ANALYSIS
3.1 STRENGTHS 3-4

3.2 WEAKNESSES 5

3.3 OPPORTUNITY 6

3.4 THREAT0053 7-8

4 4.0 CHALLENGES 9
5 5.0 SUGGESTED SOLUTIONS
5.1 SUGGESTION AND THE PURPOSES 10-11

5.2 TIPS FOR MAKING THE STORYBOARD 12-13

6 6.0 CONCLUSION 14
7 7.0 APPENDICES 15
1.0 Executive Summary
Food industry in Malaysia is diverse with a wide variety of processed foods
with Asian taste. Last few years, this industry contributed around 10% of the
country’s manufacturing output. The companies in this industry are mainly
Malaysian-owned. The global sales in food products are projected to grow at an
annual rate of 4.8% by 2020. Health food made in Malaysia is essentially in the
form of enriched food products

Food ingredients such as customized formulations required by food

manufacturers, natural food additives and flavour have the prospects for further
growth. The Halal industry in Malaysia offers enormous opportunities for
Malaysian manufacturers. With a global Islamic population of more than 2 billion,
the market for Halal food is estimated at more than US$500 billion a year. The
idea of halal is associated with food products that are high quality as in cleanliness,
sanitation and compliance with religious requirements.

1
2.0 Background of Company Daebak Chickeng (DC)

It all started a few years before 2016, while still studying at degree level,
En. Habib and Pn. Hajar decided to stop studying because they do not want to be
bound with debt as they are taking loan (PTPTN) to finance their study process.
En. Habib started working in Sepang while on the other hand, Pn Hajar started
selling fried chicken at the roadside stall. After seeing Pn Hajar’s determination,
En Habib proposes to Pn Hajar saying that she should sell Korean fried chicken as
she loves to watch Korean drama and may get inspiration from that.

In June 2016, Pn Hajar started selling Korean fried chicken at Bazar

Ramadhan in Terengganu with the name Daebak Chickeng. On the first week of
her business, no sales were recorded and this make her despair but thanks to her
families and friends who always supporting her, she continued her business back.
By the end of Ramadhan, her business managed to collect sales of RM 30,000
which is a big achievement for small business like her. On December the same
year, Pn Hajar and En Habib open their very first store in Kuala Terengganu
as the headquarter (operation center) with the name of Daebak Chickeng. In
Korean, daebak means awesome while chickeng come from Terengganu
accent. Daebak Chickeng is a Korean food that hits the tongue of Malaysians.

2
3.0 SWOT ANALYSIS

3.1 Strengths

Strength is describing what the business is excel at and that can be use
effectively to achieve its objectives in the perspective of business internal
condition. This strength analysis helps the business to make a better planning and
decision for the business.

DIFFERENT ENGAGEMENT CONCEPT

As for Daebak Chickeng, the one of advantage that contribute the increase of their
sales are related to the service that they provided to their customer. Since their
current sales concept is ‘order and delivered’ or ‘order and walk-in’. The delivery
can be reach until 10-20km from their store to the customer’s house and all
of their three branches (Kuala Terengganu, Dungun and Kemaman) implement
this concept. This concept makes they outstanding compared to their competitor
within the area. Plus, En Habib believe that one-to-one engagement with the
customer can ensure the business relationship with their customer for a long time
period. En. Habib also told us that they already planning to open for dine-in in this
year but will postpone until next year because of current pandemic Covid-19.

3
STRONG CUSTOMER DATABASE

Part of Daebak Chickeng’s strength is the customer database that they collected
from they start established their business. As we know database of customers are a
crucial component for the successful business. Hence, the database is one of the
most valuable resources for Daebak Chickeng since they can make free marketing
through Whatsapp blast that will attract their previous customer to buy their
product. En Habib inform us that part of their current customer is the regular
customer from the past 4 year they start their business.

STRONG SOCIAL MEDIA PRESENCE

Daebak Chickeng have strong presence at social media as they make a regular
posting which is every single day and upload their Instagram story for the post that
their customers tagged. This will incease their engagement with the follower at
their Instagram and Daebakchickeng also already make a preparation of marketing
2 or 3 month earlier before do their marketing post in Instagram. This can be seen
at Appendix 7.1.

4
3.2 Weaknesses

Weaknesses are negative and internal factors that could affect your
organization objectives and successes. It can stop an organization to reach its
optimum level. It is important for the organization to conduct the SWOT analysis
to find out the business’s weaknesses that could affect your organization. This is
the point where you know the reasons for the business failure.

NO SUCCESSOR

As for Daebak Chickeng, the main concerns in this business is they don’t have any
successor to enforce all the duties just like Encik Habib did. The situation is when
Encik Habib could not manage he business anymore, there is no person could
lead Daebak Chickeng just like him did. As they want to open many branch in
Terengganu, it will be so much burden and difficult for Encik Habib to manage
those branches later. The operation is estimated will decrease until 70% and more
employees may resign. Therefore, this is the biggest weakness for Daebak
Chickeng since they could not continue to operate if they do not found any
successor of Daebak Chickeng.

5
3.3 Opportunities

Opportunities refer to the favorable external factors that could give an

organization an advantage. The organization can only choose how to position
themselves to gain maximum benefits or whether or not to seize it.

CORPORATE SOCIAL RESPONSIBILITY (CSR)

Daebak Chickeng took an initiative to do Corporate Social Responsibility (CSR).

CSR that have been done by them is collaborating with Aman Palestine and
volunteering in community activities around Terengganu. This gives Daebak
Chickeng a chance to improve their image as well as improve things such
media coverage, employee engagement and attract the investors.

E-BAZAR IN TERENGGANU

During this pandemic Covid-19, Daebak Chickeng’s marketing and operation does
not go so well. This is because during the first Movement Control Order (MCO) in
Malaysia on 18th March 2020, they can operate the business but cannot make
delivery unless by they are using Foodpanda or GrabFood. As a SME business,
they could not make profit as they do not use Foodpanda either GrabFood. So,
Encik Habib decided to join the GanuShop that has been organized by State
Government of Terengganu. Through GanuShop, DaebakChickeng and the other

6
SME business was allowed to provide their delivery services even though they do
not collaborate with either Foodpanda or GrabFood. This helps the business to
sustain during this pandemic Covid-19.

3.4 Threats

Threats are negative and external factors that could cause damage to an
organization. In other words, threats do not benefit the company and the
management cannot change threat frequency, or purposefully avoid them.
However, management can still choose how to approach threats and deal with
them.

SEASONAL WEATHER

During pandemic Covid19, seasonal weather gives good impact to sales because
many people stay at home and prefer to order foods through online platforms but
from the aspect of operation, the impact is quite bad because the monsoon weather
caused the delivery personnel to go through the flood in order to deliver the foods.
En. Habib already allocated some of monthly profit for unexpected or contingent
purposes.This allocation is being used during last quarter of the year for
maintenance of motor vehicles used during monsoon and other miscellaneous
expenses. However, sometimes Daebak Chickeng have to reject orders from
flooded areas to avoid further incurring of overhead costs.

CHANGES OF CUSTOMER DEMAND

If there is any demand from customers regarding the limited choices of menu, En.
Habib will take note about how many customers want to have different

7
menu? If the request is more than 10%, then he will consider to add more menu.
This is because he believes changes or adding of new product requires detailed
plans. There will be more processes and decisions starting from the research for the
raw materials of new product, supply of materials, production, packaging,
promoting, delivery and many more.

COPYRIGHT OF BRAND NAME

En Habib mentioned himself where in June 2018, McDonald has launched new
product which is Korean Chicken. Daebak Chickeng was very affected due to
customers prefer to try Korean chicken at McDonald instead of Daebak Chickeng.
Apart from that, many street sellers have imitated the idea of selling Korean
Chicken through the name of “Daebak Chickeng” due to many young people and
adults have interested in Korean foods especially Korean Chicken. In order to
protect the business and overcome the problem, En. Habib decided to patent the
brand Daebak Chickeng.

8
4.0 CHALLENGES
The crucial issue or challenges of Daebak Chickeng during the covid-19
pandemic is marketing. There is a slow growth in terms of offline marketing. As
the offline marketing such as giving flyer or pamphlets are prohibited during
movement control order (MCO) before this, En Habib the owner of Daebak
Chickeng want to mainly focus on online marketing where they can promote
and advertise their products through social media platform like Instagram or
Facebook. He aware that people during MCO are stranded at their homes after
government announced MCO across the country. People spend a lot of time at
home surfing the internet during MCO, hence he took this biggest opportunity to
market his product.

9
5.0 SUGGESTION OR RECOMMENDATIONS
5.1 Suggestion and the purposes
Since we have identified the marketing issue of Daebak Chickeng (DC)
that was affected during the year’s pandemic phase as Malaysia went into
lockdown, we have come to an agreement to propose a practical solution for that
matter. We decided to help DC’s marketing team in producing short
advertisement videos by suggesting them creative ideas for the plot through
several storyboards that we have created personally.
Throughout the discussion session that we have conducted with En. Habib,
we highlighted the significance and importance of an effective marketing
video that would benefit the business in the long run, granted if they were
produced with due care. The purpose of them being assured of posting these short
advertisements is to gather as much audience as possible to ease the netizens’
discovery of their online business, especially since DC now mostly relies on the
heavy usage of social media. If DC managed to gain a significant amount of
attention from those media coverages, their brand and business image would
be more recognized and thus potentially boosts their online sales through the web
in this new norm.
There are several reasons as to why we chose to propose this marketing
strategy to the DC marketing team. First is to ensure an active engagement of their
social media pages with the users that interacted with them. As previously
discussed, their Instagram and Facebook page only post the same contents over the
last few months, making the visitors have no further interest in what the
business page has to offer. Therefore, by posting fresh new contents in the form
of creative advertisement videos, this will help the team to get that attention they

10
needed to make people interested, especially when the content is up to date with
the current trends and topic that the audience are familiar with.
Next is because this is a more creative approach in the marketing
view. Since people love new ideas, new sensations and new entertainment, the
target audience will have a new impression on the business due to the team’s
daring ability to break their own norms of only sharing mediocre contents. If DC
begins to advertise their brand through this creative outlook on the social media
pages, they will be able to attract more people’s attention, including new potential
consumers and substantially hook their interests in a trendy, fun way, rather than
by conventional methods like going live on the radio or hanging up banners
along the street.
Finally, this strategy is difficult to be imitated. One of the key success in
marketing a business strategy is to stand out in the industry by
distinguishing and differentiating oneself against other competitors. When the
content is now different than of their typical sessions as compared to the
competitors in the online market, DC will stand a greater chance to become viral
and promote their exceptional products to the public at large because of
their own originality, authenticity, and general capability in making it work
wonders. Hence, they will have the golden opportunity to recover their declining
sales over the pandemic and resolve one of these marketing issues that the DC
team has been facing in the recent time.

11
5.2 Tips for making the storyboard
There are a few tips on how to come up with a creative storyboard in
creating an effective marketing video. Firstly, it is important to ensure the opener
can immediately grab viewer’s attention is it will encourage them to keep
watching. Therefore, a sense of urgency or mystery can be created in the
opener. Secondly, as the marketer Daebak Chickeng needs to outline the
problem statement faced by viewer. In determining the problem statement,
they need to identify who their target audience is in order to ensure the message
will be targeted to the right ones. Once Daebak Chickeng has hooked the viewers
with an interesting opener and connect with them through the recognition of their
problem, it is then the time for them to show the viewer how their product
can solve customer’s problem. This will help the viewer to imagine what it’s like
to taste the korean chicken and kimchi made by Daebak Chickeng without having
to go to Korea. Lastly, to ease the sales process it is advisable for Daebak
Chickeng to put the call-to-action step. This where they call the watcher to take
action by providing them the link to their website or directly to the Whatsapp with
personalized message to proceed with their order. Since the ordering process is
simple and hassle-free, it may attract more customers to buy their products.
Moving on to the steps of developing a storyboard. It is crucial to work on
this part as it will move Daebak Chickeng towards their ultimate goal. First and
foremost, they need to establish a timeline. In this step, they need to figure out the
sequences for every event on the video that they want to make. Secondly, they
need to identify the key scenes. Besides the ending of call to action, Daebak

12
Chickeng needs to determine the key points in the video. For example, a zoom-in
on the product feature.

Basically, it is the scene that will drive viewers to take any action.
Thirdly, a script that outline all the spoken words in the video must be made
and in setting up the storyboard template, they need to ensure that the
thumbnails are approximately the same size as the dimensions of the video. In
addition, the non-visual details may also be added into the storyboard to get the
best result. For example, directional notes on the camera angle or the number of
thumbnails so they do not get jumbled up during the shoot. Last but not least,
adding transitions such as ‘cut’ whenever the video zooms in closer to
highlight the action is also necessary. If Daebak Chickeng follow these steps
and tips carefully, they will be able to save their time, money and energy from
doing things without having a proper planning.

13
6.0 CONCLUSION
In a conclusion, we hope with the idea on the steps of creating more
interesting storyboards, Daebak Chickeng will be able to take advantage on using
the social media platform and come out with more creative contents on their page
in order for them to boost their sales and enhance their marketing strategy
performance

14
7.0 Appendices

15
16