UNIVERSITI TEKNOLOGI MARA CAWANGAN NEGERI SEMBILAN

KAMPUS KUALA PILAH

ASAN CORNER

PROJECT TITLE : Report Case Study

NAME : MUHAMMAD FARID BIN AFFENDI

GROUP : AS2013A1

STUDENT ID : 2021834768

SEMESTER : 3

LECTURER’S NAME : Miss Hasvenda

SUBMITTED DATE : 11/11/2022

ACKNOWLEDGEMENT

First and foremost, I would like to express my greatest thanks and gratitude to my

lecturer, Miss Hasvenda,Lecturer of UiTM Kuala Pilah who gave me the golden

opportunity to conduct this meaningful case study on a company named Asan Corner.She had

also guided and helped me during the process of finishing this report. My sincere thanks also

goes to Encik Mohd Fauzi for agreeing to do the interview and allow me to do a case study on

his father's company. Without his help I would not be able to complete my assignments assigned

to me. Besides that, my completion of this project would not have been accomplished without

the support of my best friend, Nor Fazira binti Mohd Fauzi, for introducing me to this company.

Last but not least, my deepest gratitude goes to my caring and supportive parents. Their words of

encouragement and motivation along the journey have made this possible. Thank you.

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TABLE OF CONTENTS

ACKNOWLEDGEMENT 2
TABLE OF CONTENTS 3

EXECUTIVE SUMMARY 4
1.0 INTRODUCTION 5
1.1 Background and the motivation of the study 5
1.2 Purpose of the Study 5
1.3 Problem Statement 5
2.0 COMPANY INFORMATION 6
2.1 Company background 6
2.2 Organization Structure 7
2.3 Products/Service 8
2.4 Technology 9
2.5 Business, marketing, operational strategy and product distribution. 10

3.0 COMPANY ANALYSIS 11

3.1 SWOT Analysis 11
● Strengths 12
● Weakness 13
● Opportunities 14
● Threats 14

4.0 Finding and discussion 15

4.1 . Findings : Issue and problem 15
4.2. Discussion : suggested solution 16

5.0 Recommendation and improvement 18

6.0 Conclusion 19

7.0 Appendices 20

8.0 References 23

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EXECUTIVE SUMMARY

This paper is a case study report on Asan Corner , a restaurant that is located at Bandar Seri
Jempol,Negeri Sembilan.Throughout the interview with the owner’s daughter of the restaurant
via messaging on Whatsapp, I find that the restaurant is a micro business,owned by his father
that employs a total of 7 workers to run the administration and operation of the company. The
restaurant is in a 1000 feet square premise and the annual revenue of the restaurant is around RM
20,000 a year.

In the SWOT analysis, it is discovered that the key strength of the company is their food itself
which is a unique family's recipe and Halal-certified food. Meanwhile, the most significant
weakness of the company is lack of effective marketing strategy. I also see that the company has
many opportunities, in terms of receiving incentives from the government to grow their business
while the threats of economic instability have been their major concern.

The pressing issues and problems that the restaurant should concern is the lack of variety of
foods. I have also researched a few options to tackle the problem and the restaurant should
consider improving their inexperienced staff, inefficient technology and polish their marketing
strategy. Among these solutions, I think that the best solution for their current situation is to
improve their marketing strategy by maximising the use of ecommerce platforms. It is the best
first step to reduce their finance problem by promoting their restaurant to the customers.

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1.0 INTRODUCTION

1.1 Background and the motivation of the study

In order to find the most satisfactory subject for this case study, I decided to choose a company
that has been more than a decade in the restaurant industry. This is due to the curiosity that I have
on the reasons for the restaurant's inability to grow and expand their business even though they
have been operating for over a decade.Asan Corner was introduced by a friend of mine and the
food of the restaurant has been highly recommended by her. The interview has been made online
through Whatsapp.

1.2 Purpose of the Study

The purpose of the study is to analyse the company using SWOT analysis and to highlight the
technology issue and problems of the company. This case study is also to recommend the
solutions and improvements that the company can make in terms of technology in order to grow
their business.

1.3 Problem Statement

The purpose of the establishment of the restaurant is to provide a satisfying customer experience
that includes enjoyable food and a relaxing atmosphere while running an operation that is
efficient enough to also make money.The restaurant has a great potential to expand their business
to other places around Negeri Sembilan.However, due to the location and a few customers the
restaurant unable to expand their business to other places.

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2.0 COMPANY INFORMATION

Asan Corner is a micro business that serves many types of Malay-Thai dishes for the customers.

2.1 Company background

The restaurant opened its doors for business on August 20, 2002. Encik Mohd Fauzi bin Ahmad,
45, is the business's owner. Since the year 2000, he has been in the business world for about 22
years, and his firms have experienced many ups and downs. Throughout his life, he had always
been an entrepreneur. His first job was selling "kuih" that his wife had produced while riding a
bike to support his family. Most of his motivation for his business came from his desire to uphold
his duty to his family. He began his business career in 2001 by working alongside his wife to sell
hamburgers at a little stall in Batu Kikir, Jempol, Negeri Sembilan. He began by selling
hamburgers at the burger stand of a friend.Then, in 2002, he made the decision to expand his
company by building a small restaurant in Batu Kikir, Negeri Sembilan. The venture has been a
success. In order to transfer to a better restaurant, he therefore made the decision to have a
business partner in May 2003. Unfortunately, when transitioning to the new restaurant, he was
misled by his own partner, resulting in a loss of more than RM5,000. This severe setback did not
demoralise him; rather, he viewed it as a lesson. He planned to start a new restaurant in Bandar
Seri Jempol, Negeri Sembilan after leaving the one in Batu Kikir due to his strong will and the
overwhelming support of his family. The devastating loss he had suffered in the past had
prompted him to be more cautious and secretive. Then, Encik Mohd Fauzi decided to develop
the restaurant by including numerous infrastructures that would aid in the advancement of his
business. As a result, Fauzi Corner was established with the goal of passing on his business to his
only daughter, Miss Fazira. Fauzi Corner opened near his home in Bandar Seri Jempol and is
now run by his brother and wife. Fauzi Corner is currently through a rebranding process to
become Asan Corner, named after the owner’s uncle.

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2.2 Organization Structure

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 2.3 Products/Service

The restaurants serve a variety of delicious food and focus more on thai style food because the
owner is expert in making tomyam thai version.The most famous tomyam that serves on Asan
Corner is tomyam ‘Poktek ala Thai’.

● Tomyam Poktek ala Thai

Tomyam Poktek ala Thai is one of the popular dishes and many customers love to eat.
Tomyam Poktek was the first to add it to the menu. The idea to add Tomyam Poktek on
the menu was first brought up by Encik Mohd Fauzi’s grandmother.Thus, Encik Haji
Othman service was motivated by the desire to help muslim's community in Malaysia by
providing a guaranteed halal product.Besides, this menu was cooked by using his 2nd
generation family's recipe which is very unique and has the right amount of sweet and
sour that is suitable with Malaysian's preferences.I also realize that produced by Asan
Corner is a lot cheaper than other restaurant that also make Tomyam
Poktek.

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 2.4 Technology

Asan Corner's technology allows customers

to order and pay at the table. The dining experience
has traditionally prioritised safety, speed, and
efficiency. However, in the aftermath of the
COVID-19 issue, they have become more crucial
than ever.
In the Restaurant Customer Guide During
COVID-19, 34% of customers stated that the
availability of contactless or mobile payments is now extremely crucial to their dining
experiences. Furthermore, 33% of consumers responded that pay at the table technology is very
crucial to their eating experiences.This technology allows customers to order and pay for their
meals from the comfort and security of their own smartphone. It not only gives the consumer a
piece of mind, but it also helps the owner increase table turn times, lower labour expenses, and
better understand the customers by supplying useful data.

2.5 Business, marketing, operational strategy and product distribution.

Asan Corner's general business strategy is to produce their service in large quantities with a low
profit margin. Their major target clients are largely residents of the Bandar Seri Jempol region.
This is because they are more inclined to select a meal with a low price at the restaurant. Asan
Corner also caters to non-Muslim groups, promoting Malay-Thai meals as the greatest they can
get in any other restaurant. The restaurant also intends to expand its operations into other parts of
Negeri Sembilan. The eatery earns RM 15,000 every year. The restaurant's yearly income in
2022 is RM16,500, exceeding the restaurant's aim.

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Currently, restaurants carry a lot of perishable goods, thus an investment in inventory might soon
be squandered if it isn't maintained properly. Furthermore, because a restaurant's food inventory
is intimately tied to its cash flow, operational supervision of restaurant inventory is especially
crucial in a volatile economy. The restaurant begins with an inventory management system that
is completely integrated.Accurate inventory management necessitates data from a variety of
sources, including POS, inventory counts by personnel, and invoicing from vendor connections.
They have also reduced your food waste. When materials go to waste in the kitchen, it's like
throwing away a portion of the earnings. They constantly check inventory utilisation, portion
size, and recipe proportions to preserve your bottom line.In addition to reducing food waste,
examine other potential food cost problems. Automated tools from their restaurant management
software can assist them in monitoring vendor contract prices and responding proactively to
contract violations. Staying ahead of internal management concerns like shrinkage (theft) or
breakage may also help them save money on food.

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3.0 COMPANY ANALYSIS

3.1 SWOT Analysis

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 ● Strengths

The restaurant's key contributor is its high level of service. Being punctual does not imply
hurrying or hovering, but rather attending to the demands of clients in a timely manner. Waiting
10 or even 5 minutes for drink refills, butter, sauce, or the check may quickly ruin a pleasant
eating experience. Customers may feel uneasy if they are unsure whether they should remind
their servers of the request. They may even consume food without the appropriate condiments or
beverages, which is something no restaurant owner likes because it can lead to negative
reviews.Encik Mohd Fauzi encourages their personnel to provide prompt service by urging them
to keep customer requirements lists or to care for one customer before moving on to the next.
Following that, employees always smile at consumers. In the restaurant industry, good service
implies being warm and approachable. Encik Mohd Fauzi should always prevent substandard
service, but he should actively encourage the extraordinary service that emerges when service
professionals genuinely care about their customers.

Encik Mohd Fauzi's personnel consistently demonstrate this level of customer service by being
willing to prepare customised concoctions for visitors, offering them drinks to go, delivering
mints after dinner, and participating in other small gestures that demonstrate they are going
above and beyond the competition. As a result, clients can receive good food and decent service
practically anyplace.Sometimes, good customer service simply means being available.So, Encik
Mohd Fauzi will ask the employees to constantly be available. Simply by being visible, the
employees make consumers feel like they are having a better experience because they know that
if they need anything, the personnel would be right there, ready to serve.

Encik Mohd Fauzi believes that working directly with customers is something that can be scaled.
And it's something they'll keep working on as the restaurant expands. "I'm a strong believer in
trying to build productized workplaces," Encik Mohd Fauzi adds, referring to workplaces with
people who are self-sufficient and not reliant on other employees in the business. This, he feels,
accomplishes two objectives.For starters, it brings customers closer together. They see things in a
different way than, for example, an engineer, and this allows them to contribute tremendous

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insights into how the problem is solved. It also assists Encik Mohd Fauzi and the personnel in
developing a broad awareness of the market. This allows them to discover what matters to their
customers and, ultimately, what makes their firm successful.Encik Mohd Fauzi emphasises that
"it all comes back to consumer value," and that "without it, we're just either pushing someone to
go eat something that's a substandard meal, or...taking advantage of the fact that there's nothing
better yet."

● Weakness

The restaurant's shortcoming is the small local population. The proprietor is aware of the local
people in the area where the restaurant will be established. It is required to ensure that there are
enough residents in the neighbourhood to sustain their business. They should not just target
individuals who live there, but also those who pass through in large quantities on a daily basis.
The eatery also has a terrible web presence. Inadequate understanding on how to run and manage
an internet business. Inadequate grasp of technological implementation and on-trend technology
research. Fear of branching out in the industry. Inadequate grasp of the particular market and its
demands.

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 ● Opportunities

Asan Corner has potential consumers who will always put other customers ahead of the eatery.
That's the allure of social proof marketing. While the owner's own promotional and advertising
activities will undoubtedly bring in new consumers, nothing beats the backing of existing
customers who can attest to the quality of their services. Consider internet reviews to be
non-paying ads. The reviews will speak for themselves if users do all utmost to provide
exceptional customer service. People now suggest eateries to their friends and family based on
online ratings.Then, qualified personnel assist restaurants in running efficiently. Employees that
have received training will be better equipped to "sell" to clients. When the owner trains
personnel, he is not only teaching them about the technology and laws of his business. They are
also teaching them about the goal, cuisine, and history of the business. This is especially
important for waiters.

● Threats

One of the threats that Asan Corner are having currently facing is the threat of economic

instability due to COVID-19. Some losses been recorded by the restaurant during the pandemic

due to the lockdown. Hence, the exchange rate and economic instability could cause harm to the

restaurant. Moreover, there are a lot of competitors in the restaurant area.

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4.0 Finding and discussion

4.1 . Findings : Issue and problem

● Issue and problem 1

Food security is a problem for the business. Food safety is a major ethical concern in the
food service industry. Because food is at the heart of any restaurant, it should be handled with
care. As a restaurateur, it may face a variety of food transportation concerns, such as things
arriving late, requiring temperature-controlled transit, or being contaminated. These can lead to
further issues with food safety in restaurants, such as customers or employees being ill.

● Issue and problem 2

Many restaurant issues and solutions revolve around customer service. To turn clients
into repeat customers, the restaurant must keep them pleased and provide them with an
exceptional eating experience. This may be especially difficult when they are impolite or noisy,
such as when they are plainly intoxicated and request more drinks.

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 ● Issue and problem 3

Marketing is unlikely to be among the top three restaurant issues. Still, as a restaurant
owner, cannot do without a promotion. If he doesn't already have a marketing budget, don't have
to obtain one. He may market the business for free while still getting excellent results.

● Issue and problem 4

Reaching more customers online without throwing their money away to meal delivery
platforms is one of the most pressing concerns confronting the restaurant sector. These portals
may appear to be friends of the restaurants, but they take large commissions and control every
element of the transaction.

4.2. Discussion : suggested solution

● Suggested solution 1

Restaurant food-related issues must be addressed one step at a time. First, look for a reputable
food shipping business in the area. Take time studying a few to select one that is not only
affordable but also of high quality. Next, instruct the employees on correct health and hygiene
procedures and ensure they follow them. Everyone who comes into touch with the food must
wash their hands, wear gloves, hairnets, and clean clothing, as well as utilise the necessary tools.
Cleaning and sterilising equipment and tools, as well as sanitising surfaces, are required. The

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owner should also consider adopting a cloud-based access control system in your restaurant, so
that only particular staff have access to specific food storage places.When in doubt, always do
what is right for the consumers - there is no middle ground. For example, if the refrigerator
breaks down and they don't know when it will, they must throw away perishables even if it
means spending extra money. They don't want to make anyone sick. Another option for assuring
the safety of the food items is to seek the assistance of food safety auditors, who may obtain the
necessary certification to put their consumers at ease.

● Suggested solution 2

Customer issues at a restaurant can quickly escalate. Teach your employees to be flexible while
being tough. If the customer is delightful, take the same care with the rest of the eating
experience. It's not just about the cuisine. Remember that consumers may write you online
reviews. If you get a lot of bad ones, it might hurt your online popularity and credibility.
However, no amount of positive feedback is worth anything if the customer is unpleasant or even
hostile toward the wait staff.Another ethical concern that restaurant owners face is over serving
drinks. What should you do when a consumer has had it with you? Do you sever them? When?
How? As a restaurant owner should empower the employees to make their own judgments about
whether or not to serve drinks.

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 ● Suggested solution 3

Negative reviews on platforms such as Yelp and TripAdvisor can harm the business online
reputation. The goal is to take what it can from these evaluations and apply it to the business.
Always respond to them and try to address the situation. A restaurant website is required before
it can promote the business online. Next, go on social media as soon as possible and
communicate with the consumers. The website should be optimised and responsive to provide
the customers precisely what they're searching for. Organise competitions and giveaways to
attract customers by offering discounts or freebies. Use email marketing to collect consumer
information and provide customised offers to them. Create a customer loyalty programme to
reward repeat consumers.Pay attention to minor things, such as having the brand visuals or logo
printed on items like menus, business cards, and even the waiters' uniforms. Every day, the
owner should focus on marketing their restaurant. However, they are not required to pay for it.
As they have demonstrated above, there are several activities they can do for free. If they have a
marketing budget, it may pay for leads to increase the number of individuals that visit the
owner’s restaurant. They would not, however, propose paying for anything that would not result
in new clients, such as Facebook likes.

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 ● Suggested solution 4

This restaurant's website has the solution. Optimization is crucial; business website should be
optimised for both sales and SEO. Search engine optimization may assist business get their
website on Google's top page, where many potential buyers will click. Sales optimization
minimises the number of stages between the user and becoming a client.A presence on online
directories such as Yelp and TripAdvisor, as well as improving the Google My Business page,
will help you expand your online reach. Taking control of their online purchases allows you to
gain more online presence without paying an unjustified and unfair price. Furthermore, when
visiting the web, keep your data secure by using the finest VPN for the task. Take their time and
read internet reviews for each potential alternative. Users might begin by reading these Free trial
reviews.

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5.0 Recommendation and improvement

Recommendations that I would like to suggest for Asan Corner is to improve their marketing
strategy.As important as it is to safeguard the product's quality, if no one notices it, it is a waste
of effort. As a result, it is critical for the organisation to have its own website in order to
communicate with customers more effectively. My proposal is to give an effective Ecommerce
platform for clients in order to increase sales and convey product information. The ease of
navigation of the website is critical in order to increase the amount of screen time from website
visitors. The websites should contain a categories part where customers can simply select the
categories in which they are interested. Furthermore, a search option should be included so that
buyers may immediately search the product titles.Additionally, the website should provide wish
list and cart options that allow users to select additional things before advancing to purchase.
Aside from that, there should be a dashboard or panel at the home area where the firm may offer
their product promotions and vouchers. Furthermore, the website should use simple colours and
an appealing photography style to provide visitors a professional and clean image.Furthermore, a
minimalist website design will run quicker, use less server resources, and take less time to
construct than more graphically complex designs. Furthermore, the website should be built to be
able to do market research on the customers' interests and trends, such as data on the most
Wishlist products and a feedback option for the user to provide feedback on the product in order
to earn more confidence. An efficient and appealing website that can cater to the demands of the
clients is critical for the firm to be used in the marketing plan.

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6.0 Conclusion

As a result, Asan Corner has been in the restaurant industry for about 20 years, demonstrating
that the service is in demand among Malaysians. However, Asan Corner's marketing approach
should be changed and improved in accordance with current trends and technologies.
Furthermore, in order to build their firm, the organisation should eradicate all weaknesses and
seize all opportunities. They must also overcome dangers and identify their own capabilities.
After conducting the company analysis, I realised that the firm has a huge potential to expand
and target the local market if they can enhance their business's circumstances in terms of
technology, finance, and marketing.

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7.0 Appendices

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8.0 References

● “SWOT Analysis for Restaurants: Guide and Template.” SEVENROOMS, 31 May 2022,
sevenrooms.com/en/blog/swot-analysis-for-restaurants-guide-template.

● Umiten, Alipio. “Common Restaurant Problems and Solutions in 2022.” Restaurant

Revolution Technologies,
revolutionordering.com/common-restaurant-problems-and-solutions. Accessed 10 Nov.
2022.

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