FACULTY & PROGRAMME : BUSINESS ADMINISTRATION (MARKETING)

SEMESTER :4
CLASS : ENT530F

CASE STUDY: COMPANY ANALYSIS (QUDAP CAFÉ)

PRINCIPALS OF ENTREPRENEURSHIP (ENT 530)

PREPARED BY:
NAME STUDENT ID

AHMAD LUTFI BIN LOKMAN 2021888134

MUHAMMAD FAHRIMAN IKHMAL BIN ZAKARIA 2022787275

AHMAD HARITH DANIEL BIN AHMAD SANUSI 2022777749

NUR KHILFI AIBAQ BIN HAMIDI 2022779995

ZAKARIA BIN MOHD SAJUARY 2022758273

PREPARED FOR:

MADAM LAILATUL FAIZAH BINTI ABU HASSAN

 Table of Contents

1.0. INTRODUCTION .......................................................................................................................................................... 1

1.1. BACKGROUND OF THE STUDY ......................................................................................................................... 1
1.2. PURPOSE OF THE STUDY ................................................................................................................................. 2
2.0. COMPANY INFORMATION .......................................................................................................................................... 3
2.1. BACKGROUND ................................................................................................................................................. 3
2.2. Organizational Structure ................................................................................................................................. 4
2.3. Product and Services ....................................................................................................................................... 5
2.4. Business, Marketing, Operational Strategy..................................................................................................... 7
3.0. COMPANY ANALYSIS: BUSINESS MODEL CANVA (BMC). .........................................................................................12
3.1. VALUE PROPOSITIONS...................................................................................................................................13
3.2. CUSTOMER RELATIONSHIPS ..........................................................................................................................14
3.3. CUSTOMER SEGMENTS .................................................................................................................................14
3.4. CHANNELS .....................................................................................................................................................15
3.5. REVENUE STREAMS .......................................................................................................................................15
3.6. KEY RESOURCES.............................................................................................................................................16
3.7. KEY ACTIVITIES ..............................................................................................................................................18
3.8. KEY PARTNERS ...............................................................................................................................................19
3.9. COST STRUCTURE ..........................................................................................................................................20
4.0. FINDING AND DISCUSSION .......................................................................................................................................21
4.1. ABSENCE OF CUSTOMER ENGAGEMENT ......................................................................................................21
4.2. Unreliability ...................................................................................................................................................22
4.3. CHALLENGE IN CAPITAL AND EFFECT TO COMPANY DECISION ....................................................................23
4.4. DISCUSSION...................................................................................................................................................24
5.0. CONCLUSION ............................................................................................................................................................25
References ......................................................................................................................................................................26
APPENDICES ....................................................................................................................................................................27
ACKNOWLEDGEMENT.
First and foremost, we want to express our gratitude to Allah for everything we have. Thankfully,
we could not even complete this duty well without His approval.
Second, we appreciate Madam Lailatul Faizah Binti Abu Hassan, our Ent530 instructor, for
her kindness and support while we worked on this project. We are quite grateful for these two
items. Additionally, we would like to express our thanks to Madam for offering us a great deal of
assistance during the whole process of completing this case study.
In addition, without the help of our entrepreneur, Mr. Syaiful Iqram Bin Syuhaimi, the
proprietorof Qudap, we would not have been able to complete this case study. He helped us to do
this assignment and has given us a lot of knowledge about her business. Additionally, we would
want to show our appreciation to our families and classmates who helped us by giving us the
additionalinformation and emotional support we needed to complete this work.
Moreover, we want to honour our dedicated team members. They help each other out when
one of us struggles or makes a mistake while putting together this case study, and with great
collaborationand perseverance, we finish it on time. Our understanding of entrepreneurship has
been enhancedby this assignment, and we now see how fascinating it is.
1.0. INTRODUCTION
1.1. BACKGROUND OF THE STUDY

All UiTM degree-seeking students are required to take the Principle of Entrepreneurship,
often known as ENT530. Its goal is to familiarize students with a range of entrepreneurial strategies
and provide them a fundamental grasp of business fundamentals. Students taking ENT530 will
developthe knowledge, skills, and motivation necessary to flourish as entrepreneurs in a range of
contexts.We gained useful business management abilities through this ENT530 project that would
aid us inthe future. Students will use case studies to analyze a company or business of their choice
as part of this course. Students are required to conduct interviews with local firms to gain
knowledge of the business world, consumer expectations, and methods for identifying and
addressing obstaclesand opportunities. The knowledge they gain from this case study will also
enable them to manageand resolve issues in their future organizations.
We have been given the duty of creating a case study by interviewing the firm or
organization (ENT530) to fulfill the requirements for Madam Lailatul Faizah Binti Abu Hassan's
Fundamental of Entrepreneurship course. We will be interviewing the firm to get out more
information. We have chosen to interview "Qudap," a food firm, because we are meant to hunt for
an entrepreneur company. From our conversation with the creator of the firm, we have acquired
information about the business and its current issue. We have offered feasible answers for both the
obstacles and the problems that have come to light. Additionally, as part of this project, it will be
feasible to do a SWOT analysis of the organization, which will enable us to better position
ourselves for long-term success.
In addition, by finishing this case study, students gain additional insight into how an
organization or business operates. Additionally, it inspires students to develop a unique set of
professional skills and to think imaginatively about the potential for their own businesses. After
this experience, students will be better prepared to run their own businesses in the future. Everyone
can succeed in their own endeavours if there is a fair playing field where they can all hone their
abilities and make a profit. These studies will empower the future generation to make self-
investment decisions that will ultimately benefit the country.

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1.2. PURPOSE OF THE STUDY

The case research that the students will do is primarily intended to teach them about
managing andoperating businesses with the goal of having them manage their own businesses in
the future. Additionally, after completing this course, students will have the knowledge and
abilities needed to successfully manage the businesses they will one day own and run. As for us, we
are researchingand analyzing a restaurant named Qudap in the hopes that it may inspire us to open
our own company in the future while adhering to the same business principles as this café. The
goal of thiscase study is to evaluate the elements that lead to entrepreneurs' economic success and
to examinethe management approaches used by successful entrepreneurs.
Throughout the course of this study, we gained knowledge about how to apply SWOT
analysis to evaluate the performance of a corporate organization. A framework for evaluating the
internal and external aspects that affect a company's success is provided by the acronym SWOT,
which stands for strengths, weaknesses, opportunities, and threats. In this case study, we
successfully used the SWOT analysis to assess Qudap's performance as a newly established
company with just five months of operation. One of Qudap's limitations was that company had a
small customer base, which hindered its capacity to expand and become profitable. The
organization may create plans to overcome this problem by establishing marketing campaigns or
enhancing client acquisition methods once it becomes aware of it.
Additionally, we were able to pinpoint Qudap's strengths through the SWOT analysis,
including its capacity to manufacture all goods with necessary tools. This asset may be used to
strengthen the business's competitive edge and set it apart from rivals. Qudap can increase its client
base and establish a solid name in the industry by taking use of this strength. The SWOT analysis
also assisted us in finding areas where Qudap might develop and thrive. Market trends, new client
wants, or undiscovered market niches may be some of these opportunities. Recognizing these
changes will enable Qudap to create plans to take advantage of them and set itself up for success
in the future.
Finally, Qudap's possible risks and threats were also revealed by the SWOT analysis. These
could take the shape of customer preference changes, competition, or economic considerations. By
being aware of these dangers, Qudap may proactively create backup plans and reduce risks.
Overall, by effectively implementing the SWOT analysis to the Qudap case study, we have given
the corporation insightful information that will help it enhance its business plan in the future.
Qudap may improve overall performance and achieve long-term success by utilizing strengths,
fixing weaknesses, seizing opportunities, and limiting dangers. The techniques created via this
study will help the firm make wise choices and successfully adjust to the shifting business
environment.

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2.0. COMPANY INFORMATION
2.1. BACKGROUND

Qudap is a small dessert and fashionable cuisine café that is attributed with being founded
by a guy by the name of Syaiful Iqram b. Syuhaimi from Kangar, Perlis. In November 2022, Qudap
established their second outlet in Dataran Suria, which is located in Puncak Alam. During our
conversation with the proprietor, we learned that this company is run as a partnership, and that
Wan Muhd Amir Arsyad is a share partner in Qudap. Qudap is a company that specializes in the
production of soft serve ice cream. Additionally, the business claims to provide 60 different
toppings, which is the most toppings available for soft serve ice cream in Malaysia. They decided
to put Qudap for their cafe’s name because they assume Qudap as Kudap which gives meaning to
snacks, and they want to make it more unique they changed the letter K to Q. This name accurately
describes the snack being offered; hence it is appropriate for the product. The soft serve ice cream
comes in four different flavors which are chocolate, vanilla, yogurt, and "Gula Apong" which is a
type of sugar made from Sarawak palm. According to the owner, which is Syaiful Iqram, the
combination used to make the soft serve ice cream is homemade. This indicates that the soft serve
ice cream is prepared completely from scratch.

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2.2. Organizational Structure

The business type is a partnership. The owner is Mr Syaiful Iqram and the co-owner is Mr. Wan
Muhammad Amir Arshad Qudap. There are two managers and four subordinates under them.

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2.3. Product and Services

5
6
2.4. Business, Marketing, Operational Strategy

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BUSINESS STRATEGY

A business strategy encompasses the actions and choices made by business owners to
achieve specific corporate goals. By integrating a strategic plan into their management system,
business owners can establish a stable market position and work towards their ultimate objectives
in the business realm. Having a well-defined business strategy is advantageous for companies
aiming for long-term success in a competitive industry.

For our business analysis, we have decided to focus on the business known as Qudap. A
business that was iniated by its founder and co-founder, Syaiful Iqram b. Syuhaimi and Wan Mohd
Amir Arsyad. Given the small scale of the store and its limited menu offerings, Qudap operates
efficiently with a small workforce comprising only four employees. The owners and co-owners
assume responsibility for all facets of the business, encompassing administrative tasks, managing
client relationships, and driving business development efforts.

Marketing Strategy

A marketing strategy is a structured approach that utilizes various marketing techniques to

engage potential customers and encourage them to purchase our products and services. The
primary goal is to generate sales by promoting and showcasing our offerings. This involves
leveraging popular social media platforms such as Facebook and Instagram to raise awareness
among the wider audience and enhance our chances of attracting new customers. Qudap's core
marketing strategy revolves around the concept of the "4P’s” which refers to the product, pricing,
location, and promotion aspects of the business.

Product

A product refers to the combination of goods and services offered by a business to its
clients. It is crucial to establish a valid rationale for the sale of a product. This can be determined
by assessing whether the product meets the needs and desires of the customers, as developing items
that are desired by customers contributes to consistent sales and ultimately leads to success in the
business arena. As an example, Qudap specializes in offering handcrafted sweets and trendy foods,
including their popular soft-serve ice cream, which appeals to individuals of all ages. By providing

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delightful desserts for the residents of Puncak Alam, Qudap ensures a continuous demand for their
products.

Price

The price refers to the amount that consumers pay in exchange for a product or service.
When determining the pricing of their offerings, a company must consider various factors such as
customer value, business expenses, potential discounts, and competitor pricing. It is essential to
ensure that the price charged for the goods or services aligns fairly with their quality to meet
customer needs. For example, Qudap offers a range of soft serve ice cream priced between RM4.90
to RM9.90, which is reasonable considering the handmade nature of the product and the variety of
toppings offered. This pricing accounts for the efforts invested by Qudap in producing these items,
which involve significant time, energy, and other production costs.

Place

Place refers to the location where a company chooses to make its products or services
available to customers. The selected location should ideally be in a densely populated area or easily
accessible to the target consumers. This could be a bustling city center where foot traffic is high,
ensuring visibility and creating awareness about the products or services in the market. Apart from
physical locations such as premises, buildings, or storefronts, products and services can also be
purchased and sold online through an e-commerce store and various social media platforms.

For example, Qudap offers desserts and trendy foods like soft-serve ice cream and instant
noodles at their physical shop situated at Dataran Suria, Puncak Alam. The local population,
particularly the youth demographic, forms the majority of the company's customer base, which is
not surprising considering Puncak Alam's status as a recently developed area. Additionally, Qudap
has been successful in attracting new customers who are students from nearby universities. In cases
where customers prefer delivery instead of visiting the store, Qudap partners with a logistics
provider to fulfil their requests.

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Promotion

Promotion refers to the activities undertaken to create awareness among potential buyers
about a company's products or services, with the aim of increasing sales. It encompasses
advertising, public relations, and promotional strategies as its key components. The objective is to
inform consumers about the availability of a product or service in the market, encouraging them
to make a purchase.

For example, Qudap strategically observes the commuting patterns of individuals inPuncak
Alam, which is a residential area for many people working in Kuala Lumpur and attending
university. Understanding that residents are typically present in their residential area during their
return home, Qudap schedules promotions during specific times of the day to effectively target
these potential customers. Additionally, they offer complimentary side dishes with certain items,
such as providing a free serving of fries with their instant noodle dish.

Operational Strategy

Operational strategy encompasses the decision-making and actions taken to establish

sustainable and competitive long-term operational capabilities that align with the overall business
strategy. Short-term and long-term operational decisions are interconnected through operational
strategy, which considers both market requirements and available operational resources. These two
aspects hold significant importance.

Market criteria, including aspects such as time, quality, affordability, dependability, and
adaptability, define the performance goals that must be achieved. Meeting these goals depends on
factors like offering superior value to customers compared to competitors and effectively
addressing relevant customer needs. On the other hand, operations resources pertain to a company's
capabilities, assets, and processes. The following describes the operating strategy that Qudap
employs.

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Market Requirement

1) Time - Qudap efficiently prepares one to serve of soft serve ice cream within a three-minute
timeframe, which is a reasonable duration given their limited number of employees. It's important
to note that this time includes the process of adding toppings to the ice cream. As soon as a
customer place an order, the Qudap staff promptly attends to it.

2) Quality - Qudap prioritizes the key elements of price, product, people, and place in their business
strategy. They ensure that the pricing of their products strikes a balance, being fair for buyers while
also reflecting the level of quality they offer, particularly considering the handcrafted nature of
their products.

3) Quality – Qudap offers a small serving of their handcrafted soft serve ice cream at a price of
RM4.9, which is deemed fair considering the extensive effort, time, energy, and associated costs
involved in the production process, including the procurement of high-quality raw materials.

2.5. FINANCIAL ACHIEVEMENTS

Qudap has achieved incredible financial success, often exceeding revenue goals and
solidifying itself as a successful company. Qudap, which generates an average monthly revenue
of RM 50,000, has strong client demand and consistent sales growth. This accomplishment may
be due to its outstanding menu selections, creative dessert recipes, and a track record of providing
a great dining experience. Qudap has maintained a solid profit margin of about 25% through
efficient cost management techniques, producing a net income of RM 12,500 each month. Due to
its stable financial situation, Qudap has been able to increase its marketing activities, hire more
personnel, and extend its space. Qudap Cafe is well-positioned for further success in the
competitive food and beverage sector thanks to its strong financial performance.

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 3.0. COMPANY ANALYSIS: BUSINESS MODEL CANVA (BMC).

BUSINESS MODEL CANVA (BMC) QUDAP CAFE

• Foodpanda and • Production • Always welcoming their

• High customers
Misi rakyat (Third- • Marketing quality • Talk to the customer with
nice words • To all gender
desserts
• • Massive market
Party rider) Analyse and • Affordable • Always say sorry if the
customer complains (Around Kuala
price
• Wan muhd Amir Collecting data • Good for • Teach customers who do
Selangor,
not know how to order Puncak Alam,
all ages
• Klang, Kapar,
Arsyad (investor) • Have
Shah Alam)
variety of
topping
Physical and
desert • Facebook (Qudap Puncak
resource choices Alam)
• Intellectual • Have four • Instagram
resource flavor and (@qudappuncakalam)
• Human resource yogurt • Tiktok
• Financial resource (Qudap_PuncakAlam)
• Word to mouth from

• Raw materials • Product sales

• Packaging • Service revenue
• Utilities
• Equipment and maintained machine

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3.1. VALUE PROPOSITIONS

A value proposition needs to be distinct from what your rivals are providing. If you're
trying to market a new product, it needs to be unique and rare. Additionally, if you are selling an
item that is currently on the market, it needs to stand out from the competition with innovative
characteristics and attributes. They offer their very own exclusive variety of goods at the Qudap
cafe. Even if we cn get all of the things at the other cafe, each place serves the food in a distinctive
way. They want to outperform any other coffee-serving facility with their product. They offer high-
quality desserts, mainly ice cream and yogurt. Their ice cream in particular is delightful. There are
four flavors of ice cream available: "gula apong," vanilla, chocolate, and strawberry. "Gula apong"
is the top seller and customer favorite in every flavor. They create their own yogurt in between,
which yields a high-quality final product. The numerous products on the menu that we order have
variable pricing when it comes to cost. As an instance, a small size cup of ice cream costs RM4.90,
a medium size cup costs RM7.90, and a large size cup costs RM9.90. Given that it doesn't cost
more than 20 Malaysian Ringgit (RM), this pricing is reasonable. They provide 60 additional
toppings in addition to the ice cream and yogurt that may be added to the desserts. They also sell
various kinds of food, like spaghetti, ramen, and a number of other items related to the internet.
All age groups may enjoy the whole food. It's because they have many tastes, including savory
and sweet. Similar to kids, adults too like to consume sweet flavors since they help them enjoy
themselves.

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3.2. CUSTOMER RELATIONSHIPS

This section talks about your interactions with each unique consumer. This covers how
customers initially found your business, how you kept these early clients, and eventually how the
firm would expand its customer base. The staff member at Qudap Cafe welcomed us and
immediately put us at ease when we arrived. They wanted their customers to have a good
experience when they entered their cafe, which is why they had such a pleasant time. They
prioritize creating deep ties with the customers they serve from the moment the cafe first opens its
doors, which is why this is the case. They will smile and say hello to any other clients that arrive
as well as us. They constantly speak positively to customers when speaking with them. In our
capacity as consumers, we are able to understand every argument made by the staff. They also
provide us instructions on how to order ice cream. Everything will be implanted by the staff
member from the beginning to the time we complete the order. Not only that, but we also note that
even though the client is likely to be offended by this, they will apologize to them if they make the
incorrect order. That is the type of upbeat attitude that more cafes should follow.

3.3. CUSTOMER SEGMENTS

Customer segments may be thought of as collections of people or businesses that you want
to reach out to or serve. Any business needs profitable and loyal customers in order to continue to
be successful. The owner of Qudap Cafe, Mr. Syaiful, claims that their aim is to establish a name
for the establishment in Puncak Alam and all of the nearby communities. He did this because he
was interested in how the neighboring client would engage with the cafe. He was interested in this
because he has his own objective, which is to create several stores throughout Malaysia, especially
in areas where there are a sizable number of Malays residing there. He did this in order to
demonstrate to the Malay people that we, like other races, are capable of creating the most
successful businesses. In addition, he wanted to disprove the myth that ice cream is primarily
consumed by women. However, Mr. Syaiful claims that males may also enjoy it. Everyone should
have ice cream or frozen yogurt for dessert after their meal, regardless of gender.

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3.4. CHANNELS

Entrepreneurs employ channels to provide customers with the goods and services provided
by their businesses. As a result, it can be concluded that a company's channel is its most crucial
element. Without a channel, no one would be aware of the new company we are starting. Using
channels, multiple suppliers may be made aware of one another and brought together to work
together. As Mr. Syaiful's disciple, he always recognises the necessity for them to use a variety of
channels to make his cafe well-known. On social networking sites like Facebook, Instagram, and
Tiktok, for example, they each have their own profiles. If they employ these strategies, individuals
will discover them more easily. This method has gotten more common since individuals now
consistently utilize these three accounts to identify the most popular, newest places, especially
dessert cafes. The Malaysian people hold a particular place in their hearts for sweets. Additionally,
people will be able to browse the freshly updated menu that will be made available to them by
utilizing this account, in addition to other benefits. Additionally, another way that kids might learn
about anything is by word-of-mouth from other people. Customers of the cafe may recommend
the meal to their friends and get them to stop by the business by talking about it.

3.5. REVENUE STREAMS

Companies make money from many sources, or revenue streams. Your income sources or
methods of generating income will vary depending on the type of your firm. Transaction-based
income is used by Encik Syaiful to sell products to clients. Social media is a tool that Encik Syaiful
enjoys using to advertise his company. With the video or a post, he succeeds in motivating viewers
and attracting new ones. Additionally, service fees bring in money for Encik Syaiful Iqram. The
money made by offering services to clients is known as service revenue, and it is computed
according to how much time the customer would save or benefit from the service. Encik Syaiful
provided instruction and direction to aspiring entrepreneurs. Prior to this, he succeeded in finishing
an ebook on business that he produced by himself and sent to new businesspeople who enrolled in
his class. Encik Syaiful may be able to expand his company's sources of income as a result.

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3.6. KEY RESOURCES

In a modal canvas, key resources refer to the strategic assets that an organization needs to
create, deliver, and capture value. These resources are essential for the successful operation of the
business and achieving its goals. The four main categories of essential resources are physical,
intellectual, human, and financial resources.

One of the main resources for Qudap is its physical resources, which refer to tangible
elements that can be physically touched. As a food and beverage company, Qudap relies on having
a clean, comfortable and strategically located building as an important resource. This is because,
without the appropriate infrastructure, organizations cannot attract and meet customer demand
effectively. So, Mr. Syaiful, the owner of Qudap, must find a suitable and well-positioned location
to establish his business and differentiate it from other food and beverage establishments. In
addition, he needs to invest in high-quality raw materials and machines for his products. Although
these resources come at a higher cost, they contribute to customer satisfaction. After acquiring the
machinery, Mr. Syaiful experienced a reduction in his workload, as a result of increased efficiency.

` The next resource we will discuss is intellectual resources. Desserts like ice cream are Mr
Syaiful's main offer to customers. He is also very skilled in making this ice cream because the skill
was in hereted of his family that also sells ice cream. To expand the business he created a new
recipe based on his knowledge and experience. In addition, he also often studies on social media
such as tik tok, youtube to find inspiration to improve his menu. With his wisdom he always tries
to change the menu and wants to add more new products to his business. For example, he sells
products such as ice cream with 60 types of toppings, Croffle, donuts, ramen and most recently
Nasi banana leaf.

Other than that, Human resources are crucial for any organization as employees are its most
valuable asset. In the case of Qudap restaurant, four employees have been the foundation of the
business since its inception, helping Mr Saiful effectively manage operations. However, due to an
increase in workload and customer base, Encik Saiful recognizes the need for additional
manpower. Despite the growing demands, Encik Saiful has successfully handled the business and
maintained high-quality customer service, without receiving any complaints. Consequently, he is
actively seeking new employees to meet the rising demands and ensure continued business success.

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 Lastly, In terms of financial resources, Qudap initially secured a bank loan and received
investments from both Mr. Syaiful and Wan Mohd Amir Arsyad. The two partners decided to
collaborate and utilize their savings to open an ice cream shop. The funds obtained were allocated
for various expenses such as procuring raw materials, machinery, equipment, furniture, and leasing
the space. However, their journey to establish the restaurant encountered obstacles, including
difficulties during the loan process and encountering potential fraudulent suppliers. Additionally,
the café faces a significant financial challenge due to the high costs associated with purchasing
ingredients such as ice cream, yogurt, Gula Apong, and pistachios.

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3.7. KEY ACTIVITIES

"Key activities" refer to the essential tasks and actions that a business must undertake to
ensure its proper functioning. These activities include establishing and delivering a unique value
proposition to customers, accessing target markets, maintaining strong customer relationships, and
generating revenue.

In the case of Qudap Cafe, the primary focus is on production. Production refers to the
range of activities involved in designing, manufacturing, and delivering a product in significant
quantities and ensuring its quality. Through production, Qudap Cafe generates income that
contributes to its overall revenue. Mr Syaiful, from the beginning of the cafe's operations, has
provided proper training to his staff to prepare the various menu items offered. One of their most
popular menu items is the signature Ice Cream Gula Apong. Additionally, items like Croffle ice-
cream and Yogurt have also gained popularity at Qudap Cafe.

After completing the production process, the next important step for Qudap Cafe is to
market their products. Marketing is one of the keys for Qudap this is because the activities involved
in bringing potential customers and products or services together. Mr Syaiful has implemented
various ways to promote his business on social media platforms. He believes that the internet
provides excellent opportunities for business development. Therefore, he attaches great
importance to Google Reviews because it contributes to his business reputation. This is because.
Maintaining a positive online presence on Google is important because customers often rely on it
for important information such as hours of operation and location and now he gets five stars rating
in Google. In addition, he uses Facebook, TikTok and Instagram to further expand the reach and
recognition of his restaurant. Encik's dedication to marketing his business is evident, and we realize
that marketing plays an important role in the success of a business.

Mr Syaiful also has a passion for creating content, which indirectly helps promote his
business. He creates content that showcases his business and strategically posts it during peak
customer screen time on social media. He carefully analyzes and collects customer data, paying
particular attention to reviews. If he receives negative feedback, he takes immediate action to
address the issue and ensure it doesn't happen again.Mr Syaiful is committed to maintaining
smooth operations and strives to protect the reputation of his business to avoid any tarnishing of
his name and business.

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3.8. KEY PARTNERS

Key partners are the companies or people your business works with to create a strategic
relationship. Encik Syaiful utilizes the services of a third party on occasion, including Foodpanda
and Misi rakyat. Foodpanda and Misi rakyat are the most popular food delivery apps in Malaysia,
and there is evidence to suggest that they are contributing to an increase in business. This platform
provides the customer-expected convenience. Providing a food delivery service can assist a
business in acquiring new customers. Restaurant management should try to meet customers'
expectations if they want to remain competitive in today's on-demand market. Customers desire
something that will make their lives easier and save them valuable time. If a consumer, for
instance, did not want to walk outside and buy the meal, all they would have to do is open this app
and place their order from there. It is possible for entrepreneurs to increase their sales and expand
their businesses using this platform.

In addition, establishing partnerships involves complex negotiations and a foundation of

trust. While key partnerships typically revolve around the supply chain, they can also be formed
with individuals whom you have a trusted relationship with. For Qudap, its two primary key
partners are Encik Wan Muhd Amir and Encik Syaiful. Having a long-standing relationship built
on trust, they consult and seek each other's opinions before making decisions. This partnership
enables them to assess the potential outcomes, both positive and negative, on profitability and
freely express their viewpoints. This arrangement not only facilitates efficient business
management but also encourages critical thinking and sound decision-making. It is widely
acknowledged that two minds working together produce better results, generating diverse ideas
and creativity.

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3.9. COST STRUCTURE

The cost structure includes all types of costs, fixed and variable, that contribute to the
overall expenses of the business. It serves as a basis for pricing decisions and identifies areas where
cost reductions can be made. Mr Syaiful has implemented several cost structures in his business.
First, the cost of raw materials plays an important role. To maintain product quality, Mr Syaiful
uses expensive ingredients such as pistachios, yogurt, and Apong sugar imported from Sarawak
which require a large capital investment. Secondly, packaging expenses are considered, especially
for the premium plastic packaging used for the main menu which is ice-cream. To address these
challenges, some price increases may be necessary. In addition, managing utility costs is an
important aspect of the cost structure. Encik Syaiful needs to focus on minimizing expenses related
to utility bills, using strategies to save resources and divert savings to other areas. Finally,
equipment and machine maintenance costs should not be overlooked, as seemingly small expenses
can have an impact on overall expenses. So, it is important to take these costs into account as they
contribute to the financial management of the business.

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4.0. FINDING AND DISCUSSION
4.1. ABSENCE OF CUSTOMER ENGAGEMENT

Based on our interview, we identified several problems in this business Qudap. The
business is unable to gather enough interest or participation from its customers or clients. Here are
several problems that we had identified.

4.1.1. Limited Website Information:

If the offered link goes to a page with insufficient information about the café, it may
contribute to the lack of client engagement. A lack of precise information of the cafe's services,
such as desserts, drinks, or atmosphere, might leave visitors with unanswered questions and make
it difficult for them to connect with the business. A well-designed website should include detailed
information that invites clients to interact with the café further.

4.1.2. Missing Interactive Features:

Customer engagement can be impacted by the absence of interactive components on the

website, such as customer reviews or a comment area. Customers may use these tools to share their
experiences, offer comments, and interact with other visitors. Customers may feel constrained in
their capacity to communicate, express their ideas, or seek advice from others without these
interactive components, therefore diminishing their engagement with the café.

4.1.3. Lack of Personalization:

A lack of personalisation on a website might contribute to a decreased feeling of consumer

engagement. Personalised components like personalised suggestions, customised incentives, or a
loyalty programme may improve the consumer experience and develop a closer bond with the
business. Customers may sense a wasted chance for involvement if the Qudap Dessert Cafe
website lacks these personalised elements.

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4.1.4. Absence of Community Building:

Customer involvement requires the development of a sense of community. A website

without community-building activities, such as a blog, social media integration, or an events area,
might stifle the growth of a lively and active customer community. Engaging with customers
outside of the cafe and offering opportunities for them to connect with one another may develop a
feeling of belonging and enhance customer engagement.

4.2. Unreliability

Qudap Dessert Cafe in Puncak Alam is a beautiful small spot with a reputation for its
distinctive and broad selection of sweet desserts. However, like any human-operated institution,
Qudap Dessert Cafe has had its fair share of irregularities when it comes to trustworthiness.

One feature that may create dependability issues is their erratic opening and closing hours.
Customers have frequently reported finding the café closed during what should have been typical
business hours, despite their efforts to keep constant opening hours. This might be inconvenient
for tourists who are looking forward to sampling Qudap's wonderful delicacies only to be met with
a shut door.

Another area where dependability becomes an issue is menu item availability. Customers
have voiced dissatisfaction when some of their favourite delicacies are not available when they
visit the café, despite the tantalising choice of desserts displayed on their Facebook page. Qudap
Dessert Cafe appears to struggle with inventory management and keeping all listed desserts in
stock on a constant basis.

Furthermore, Qudap Dessert Cafe's customer service has been regarded as uneven. While
some customers have described polite and fast service, others have complained about inattentive
employees or excessive wait periods for their purchases. Because of this lack of consistency in
customer service, guests may be unclear of what to anticipate throughout their eating experience.

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4.3. CHALLENGE IN CAPITAL AND EFFECT TO COMPANY DECISION

They were duped into renovations at the start of the store's launch. As a result, the store's
opening was a little delayed. The location was initially unpopular since the region was still heavily
forested and there was no further development or growth at the time. Furthermore, the locals there
are still unfamiliar with the things they sell. They have less sales during the fasting month due to
the comparatively limited operation hours. As a result of the occurrence, numerous items were not
sold that month.

Throughout covid-19, Qudap faced financial difficulties as a result of declining sales

income. As a result, the entrepreneur has implemented a number of measures and efforts in order
to minimise losses while running the firm. Among these include resting and providing staff with
unpaid leave. Furthermore, Qudap limited stock taking when they did not supply a large choice of
drink and food alternatives at the time. Qudap was therefore able to endure the obstacles of covid-
19 because to these actions.

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4.4. DISCUSSION

4.4.1. Use A Brand Ambassador

Brand ambassadors are a low-cost technique to help a firm expand with a high return on
investment (ROI). Qudap Dessert Cafe will discover that the significant returns they bring are well
worth the expense in finding the correct and appropriate influencer. Furthermore, brand
ambassadors may help humanise the brand by demonstrating how the product appears in real life
and allowing their true affection for the company to shine through. To emphasise the point,
customers prefer to buy from individuals rather than an unknown brand.

4.4.2. Hire Short-Term Workers

When a company is short-staffed, there is increased pressure to find new personnel fast.
recruiting short-term employees requires less commitment and allows the owner to make recruiting
decisions more quickly. Qudap Dessert Cafe can also concentrate on employing individuals with
the relevant abilities in the Batik industries. These might assist the company in continuing to strive
towards its objectives.

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5.0. CONCLUSION
Finally, while being a very small company, Qudap Cafe strives to be a leader in its sector.
Their goal is to establish themselves as the neighborhood’s most well-liked cafe, serving a variety
of delicious foods, especially ice cream and yogurt. Their goals, however, go beyond that. They
want to grow their market presence and impact by opening a sizable number of locations under the
Qudap Cafe name. Beyond achieving their financial targets, Qudap Cafe's main mission is to uplift
and inspire the neighborhood. They emphasize the need of patience and tenacity in pursuing one's
objectives because they feel that success can be attained in any commercial effort. Qudap Cafe
aims to inspire people by using their own story of development and success as an example of how
to follow your aspirations and overcome challenges.

It is crucial to maintain this unwavering commitment to the goal of developing and growing
the company. Success necessitates resiliency, adaptation, and constant work, as acknowledged by
Qudap. They are dedicated to preserving their reputation, providing the best possible quality and
customer service, and adjusting to the changing demands and tastes of their clients. Qudap is aware
of the value of strategic planning, market analysis, and efficient business strategy implementation
in order to fulfill their goals. They are prepared to commit the necessary funds to guarantee they
stay competitive and meet client expectations, whether it be through marketing campaigns,
operational upgrades, or employee training.

Qudap is well-positioned to succeed by being committed to their mission, upholding high

standards of excellence, and encouraging a diligent work ethic. Their objective is to demonstrate
the possibilities for development and wealth in any company enterprise and to encourage people
in the neighborhood to follow their entrepreneurial aspirations via their success. In conclusion,
Qudap will certainly become a flourishing and recognized establishment as a result of their
tenacity, enthusiasm, and ambition to have a substantial effect on the business. They are prepared
to achieve their goals and become a dominant force in the food service industry with patience,
dedication, and a customer-centric mindset.

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References
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alam, q. p. (12 April, 2023). qudap puncak alam. puncak alam. Retrieved 15 May, 2023, from
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alam, q. p. (13 January, 2023). qudap_puncakalam. Tiktok. puncak alam, selangor, Malaysia.
Retrieved 15 May, 2023, from
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Bragg, S. (2023, May 15). Cost structure definition. AccountingTools.

https://www.accountingtools.com/articles/what-is-cost-structure.html

Cottong, A. (2022, February 13). 7 advantages of a food delivery service for your business.
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Pereira, D. (2020, December 4). Key activities - business model canvas. Business Model
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canvas/?v=75dfaed2dded

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APPENDICES

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