BACHELOR OF SCIENCE (HONS.

) HOTEL MANAGEMENT (HM240)

PRINCIPLES OF ENTREPRENEURSHIP (ENT530)

GROUP ASSIGNMENT:

CASE STUDY : A&F PAYANG

PREPARED BY:

NO NAME MATRIC.NO

1. MUHAMAD TAREEQ IQBAL BIN HAMDAN 2021853992

2. MUHAMMAD ALIF HAIKAL BIN NAJIB 2021820064

3. LUQMAN HAKIM BIN SHAMSUL AZWAN 2021862832

4. NUR SUFI NADHIRA BINTI MOHD BAHARIEMAN 2021853514

5. MUHAMMAD AIZZAT BIN AZMI 2021627834

PREPARED FOR:

MADAM NUR DALILA ADENAN

SUBMISSION DATE:

25 MAY 2023
 ACKNOWLEDGEMENT

We would like to express our sincere gratitude to Allah, the Most Gracious and the
Most Merciful, for granting us the opportunity to successfully complete the assigned case
study. We recognize that without His blessings, guidance, and support, this achievement would
not have been possible.

We extend our heartfelt appreciation to our lecturer, Madam Nur Dalila Adenan, for
her invaluable guidance throughout this assignment. Her expertise, patience, and dedication
have been instrumental in our understanding of the subject matter and the successful
completion of this project. Her unwavering commitment to our learning and growth has truly
inspired us.

Next, we would like to express our gratitude to our dedicated teammates: Muhamad
Tareeq Iqbal Bin Hamdan, Muhammad Alif Haikal Bin Najib, Nur Sufi Nadhira Binti Mohd
Baharieman, Luqman Hakim Bin ShamsulAzwan, and Muhammad Aizzat Bin Azmi. The
strength of our team lies in our unity, cooperation, and shared commitment to excellence. Each
member has contributed their unique skills, perspectives, and efforts to ensure the completion
of a high-quality assignment. We are grateful for their unwavering support and dedication.

We also acknowledge the comprehensive syllabus provided by our lecturer, which has
served as a solid foundation for our understanding of the subject matter. The knowledge and
concepts imparted during our classes have been crucial in equipping us with the necessary tools
and frameworks to analyze and solve real-world business challenges. We appreciate the
thoughtfulness and effectiveness of the syllabus in preparing us for this assignment.

In conclusion, we are humbled and grateful for the opportunity to embark on this case
study journey. We extend our heartfelt appreciation to Allah for His blessings, our lecturer for
her guidance, and our teammates for their dedication. This assignment has not only enhanced
our academic knowledge but also fostered personal and professional growth. We are truly
honored to have been part of this learning experience.
 TABLE OF CONTENT

No. Content Pages

1.0 INTRODUCTION

1.1 Background of Study………………………………………………………... 1

1.2 Purpose of Study….…………………………………………………………. 1

2.0 COMPANY INFORMATION

2.1 Background of Company…………………………………………………… 2

2.2 Organisational Structure…………………………………………………… 3

2.3 Product/Services…………………………………………………………….. 4

2.4 Business, Marketing, Operational Strategy……………………………….. 4-5

3.0 COMPANY ANALYSIS

3.1 Business Model Canvas (BMC analysis)……………………………………….. 6-10

4.0 FINDING & DISCUSSION

4.1 Swot Analysis……………………………………………………………….. 11-

14

4.2 Problems………………………………………………………………..…… 14

4.3 Recommendation and Improvement……………………………………… 15

5.0 CONCLUSION………………………………………………………………….. 16

6.0 REFERENCES…………………………………………………………………. 17

7.0 APPENDIX……………………………………………………………………… 18-

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EXECUTIVE SUMMARY

The executive summary provides a summary of the case study on Kedai Roti Payang,
a small local business. The study examines various aspects of the company, including its
background, organizational structure, products/services, business strategies, and financial
achievements. By conducting a Business Model Canvas analysis, we gain valuable insights
into the company's value proposition, target customers, distribution channels, customer
relationships, revenue streams, key resources, key activities, key partnerships, and cost
structure. The findings highlight Kedai Roti Payang's successful position in the market,
leveraging its Malay culinary heritage and family-owned structure. The implementation of
effective business, marketing, and operational strategies has resulted in consistent growth and
profitability. Our recommendations include diversifying the product range, utilizing digital
marketing strategies, optimizing operational processes, and forming collaborative partnerships.
This comprehensive case study serves as an invaluable resource, providing practical insights
and knowledge on managing small businesses. It is my sincere belief that future students
studying small business management can greatly benefit from this report as a valuable
reference, inspiring them in their own entrepreneurial pursuit
1.0 INTRODUCTION

1.1 Background of the Study

The case study approach allows students to delve into the intricacies of real-life business
scenarios, providing valuable insights into how complex factors can impact decision-making
processes. By analysing and applying their knowledge, students gain a deeper understanding
of the practical implications of the concepts taught in their coursework. The chosen small
business, AF Payang Dungun, serves as a prime example for this case study, offering an
opportunity to explore the challenges faced by micro businesses and identify potential solutions
to enhance their performance.

AF Payang Dungun, a small Malay business located in Dungun, is renowned for its rich
culinary heritage and traditional baked goods. This family-owned establishment has built a
strong presence within the community, captivating customers with its authentic recipes and
commitment to quality. However, like many micro businesses, AF Payang Dungun faces
various hurdles, including the competitive market landscape, involving customer preferences,
and operational constraints.

1.2 Purpose of the Study.

I. Able to identify and address major issues impacting the business to enhance overall
performance.
II. Geared towards bridging the gap between theory and practice by applying classroom
knowledge to real-world scenarios.
III. Able to develop innovative strategies to strengthen the business's competitive position
and foster sustained growth.
IV. Equipped to empower students with enhanced analytical skills, problem-solving
abilities, and effective decision-making capabilities.
V. Able to deepen understanding of the dynamics of the small business sector.
VI. Poised to gain insights into decision-making processes and managerial considerations
in small business operations.
VII. To examine the challenges faced by Kedai Roti Payang, a small Malay business, in
depth, in order to gain comprehensive insights and propose effective solutions for
enhanced performance.

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2. 0 COMPANY INFORMATION

2.1 Background

Founder of AF Payang is Anis Arina Binti Mohamad Kari. AF Payang was established
in 2020 .The shop owner said she originally owned a frozen shop. Next she got the idea to
further expand his income by opening AF Payang eatery which has been operating well for 3
years until now. She has chosen to open the stall at No.1 Gerai Hadapan Setor MDS, Jalan
Yahya Ahmad, 23000, Dungun, Terengganu. This location is very strategic because this area
is near the Dungun bus station and that area is the road that people always take to go to work
and come back from work. The main menu at the restaurant is Roti Payang. The Roti Payang
is very famous at the stall. They also have another variety of food like burger, mushroom soup
and char kuey teow which is the new menu on that stall.

This AF Payang is very famous in Dungun because the menu is very different from the
original Roti Payang. The recipe used by the owner is the result of their own recipe. The Roti
Payang cheese is the customer's first attraction to buy the Roti Payang. AF Roti Payang is also
providing affordable prices for their food so that everyone can enjoy the dish. Their stall is very
clean and has a good environment so that customers will be more comfortable when they eat
at their stall. AF Payang also has good reviews in their google feedback. Most of their
customers are very satisfied with their food and services.

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 2.2 Organisational Structure

Anis Arina Binti Mohamad Kari

(Owner)

Naquideen Fahmi Bin Mohamad

(Assistant)

1.Sadiq
Hakim Haiqal Hafiz
2.Hamiz
(Baker) (Cashier) (Cooking)
(Waiter)

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2.3 Products/Services

AF Payang is very famous for their roti payang. It's because they have many variations of roti
payang that can attract people to buy the food repeatedly and customers are always satisfied
with their food, especially their most rated menu roti payang cheese. The customers also do not
complain about the change of price because they really like the taste and the softness of roti
payang. Customers also can buy as many Roti Payang as they want.

Their workers are very friendly with the customers. They always treat customers well even
though they have many customers in their stall. The service is very fast and makes it easy for
the customers to buy from them. The customer is always satisfied with their services and their
google feedback is very good.

2.4 Business, marketing, operational strategy

I. Business AF Payang is very well known in Kuala Dungun, Terengganu. Puan Anis
Arina Binti Mohamad Kari or known as Kak Nis always served their customer with a very
good service. The business strategies that they make is the reason why their business is thriving.
They also give free Roti Payang for their regular customers. They also have different strategies
such as even they have only a few of roti payang but the uniqueness of the bread is really
special and different because the recipe is originally from themselves. Their bread is handmade
from the owner and the main ingredient of the bread is original flour, sugar and salt.

II. Marketing AF Payang also provide an affordable price for their customer. The Roti
Payang is around RM 2 for roti kosong. The price is very affordable for community around
Kuala Dungun that want to buy and taste their Roti Payang. Customers also can eat at their
Char Kuey Teow if they would like to dine in and try other dishes. They also provide drinks
for their customer if they do not want to eat the Roti Payang or Char Kuey Teow. The physical
looks of the Roti Payang is really different from other because it is a bite size which really easy
to eat. Next, the place for their business is at No.1 Gerai Hadapan Setor MDS, Jalan Yahya
Ahmad, 23000 Dungun, Terengganu. This place is very strategic because it is near bus station
and school. It also attracts the student’s parent to buy their Roti Payang after pick up their
children from school. All of the workers really friendly to the customers, especially when the
customer need to wait for their turn, the workers will provide chair or ask the customers to wait

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in their car. This kind of action from the workers will make the customer happy and will come
to buy their product again.

III. Operational Strategies Operational strategy is a vision of the operational function

that provides overall direction or encouragement for decision-making in order to align with the
company's goals. AF Payang open their stall from 5.00 p.m until 11.00 p.m but if their Roti
Payang sold out early so they will close their stall early. Based on Puan Anis statement, she
also said that every week they need to buy 20 box of the flour equivalent to 200 kg but the flour
will run out before a week. It is because the customer demand is very higher for their Roti
Payang. So, the owner will top up the raw material immediately after the stock runs out. All of
the product to sell is freshly made on the same day because they put a really high efforts to give
the best quality of product their customers.

2.5 Financial achievements

AF Payang achieved so many achievements since the first time they established. They always
get attention from people and always got the compliment form their customers. AF Payang is
very well known around Dungun. They also open a frozen food stall in Dungun too. During 3
years of business operation, Kaknis never faced a financial problem because she never using
bank loan. She manages the company financial with a discipline and never spend it for
unimportant things. They always received good feedback from their customer. The owner also
shares with us that the normal range of sales from selling Roti Payang is RM1000. Even during
the MCO last 2 years, they receive a high demand of Roti Payang from from new and regular
customers.

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 3.0 COMPANY ANALYSIS

3.1 Business Model Canvas (BMC Analysis)

KEY PARTNERS KEY VALUE CUSTOMER CUSTOMER

ACTIVITIES PROPOSITIONS RELATIONSHIP SEGMENTS
supplier
Owner frozen Selling Payang - Recipe from own - feedback from - Workers
bread and other recipe customer - Villages
food - fast service for - Family
- Make char kuey the customer. - Adult
Staff teow different - Children
employment from any food
-10 staff court.

Marketing - Sell Payang

Promote at Bread
media social ( different recipe
Facebook & (Cheese Payang
TikTok ) bread)

KEY CHANNELS
RESOURCES
- Facebook
- Halal resources - TikTok
- Own retail
shop &
Frozen
resources

COST STRUCTURE REVENUE

- Make the dishes (own STREAMS
recipe)
- Restock ingredients every - Event & wedding
day. - Night market
- Use own business site ( no
rent include )

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Value Propositions

A value proposition is a statement that identifies clear, measurable, and demonstrable benefits
and summarises why a customer should buy a company’s product or use its service. As a AF
Payang Dungun, the first proposition is the recipe from your own recipe. All the recipes
provided are unique recipes and have their own uniqueness. Most of the recipes received
positive views from the customers present. Other than that, at AF Payang Dungun also makes
the new dishes which is a Char Kuey Teow recipe from the owner. The difference between this
Char Kuew Teow with another Char Kuew Teow is from their sauce home making and has a
lot of seafood. I already tasted char kuew teow and I'm sure that Char Kuew Teow is the best
one in Dungun. In addition, there is also a special dish called roti payang where roti payang is
usually empty and prepared with goulash sauce. However, here they prepare a special payang
bread which is cheese payang bread. This shows them following the current trend where village
dishes are modified with a mixture of western food. Finally, in that area there is only one
payang Dungun bread shop and that is the reason why many people love and like to eat there.

Customer Segments

Customer segments are the people or organisations to whom you are offering a value
proposition. The customer segment is a group of individuals or organisations with similar
demographics, psychographics, and behaviours. Better focus can lead to a better business for
his company. The target customers they focus on are only residents. However, in general they
are also open to everyone, whether people from nearby villages or from outside the Dungun
area. The customer categories they will focus on are Workers, Villages, Family, Adult and
Children.

Customer Relationship

Customer relationships are important to the company on how they maintain their relationship
with their customer. AF Payang Dungun has a few options to maintain and always keep in
touch with their customer which is they can provide feedback from the customer, or we call
customer feedback systems. Customer feedback is very useful and can be trusted by other
customers about their services and dishes. They can also improve payang bread by providing
this system. For example, if the customer comes to the shop and orders the dishes that they
want. They can get the food in a short time because at AF Payang Dungun they provide fast

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services. Because of that, customers will feel very happy and appreciated because the owner
has improved their food and service after getting the feedback.

Channel

For the channel they use platforms like Facebook and TikTok. They are always active on
Facebook and TikTok. They always post about roti payang and char kuew teow every day.
Channel is the best way to promote our business and it also interacts with customers and goes
viral. It is also the reason why their shop is very well known in Dungun, Terengganu. People
who are not from Dungun also know about the AF Payang Dungun after the social media went
viral. For our information, they do not provide a third-party channel which is grab food or food
panda.

Revenue Streams

The revenue streams is a separate source of income that can be obtained via, among other
sources, recurring revenue, transaction-based revenue, or service revenue. Revenue at AF
Payang Dungun is generate from different sources. For example, A& F Payang Dungun make
the other source of revenue from night market. the owner can generate income from business
in the night market by selling char kuew teow reaching a monthly profit of RM1500. This is
not included with the monthly profit of trading in the store. After that, AF Payang Dungun also
open order from wedding event. They take the order for wedding at a price of RM 30 per 1 kg.

Key Activities

Key activities are crucial tasks that must be completed for every company to function. The
value propositions must be delivered to the clients through a series of essential activities. It is
the most crucial thing every business needs to do in order to succeed and run properly. The
first key activities are selling payang bread and other food such as western food and new dishes
char kuey teow. In this shop, there are several dishes sold such as empty roti, chicken side dish
roti, meat side dish roti, and the most special payang cheese roti. In addition, there is also the
sale of grilled food such as burgers and western food such as chicken chop, lambchop and so
on. Usually, the price set depends on the current economy. However, according to what was
told by the owner, the price remains a friendly price for all customers who come to his shop.
For example, the price of a bread meal starts from RM 2 to RM 5 only. The price for the burger

8
meal starts from RM 2.50 to RM 6.50 only. In addition, their daily estimated sales could reach
RM 14000 in a month.

Next, the second main activity is employment. For anyone interested in working in a restaurant,
Roti Payang Dungun is also hiring either full-time or part-time workers. At AF Payang Dungun,
there are 10 workers, each of whom has a different job. Among the tasks provided are making
drinks, cashier, char kuey teow, dishwasher, waiters, and Payang bread. Each of them has been
assigned a task and they must carry out their duties with full responsibility and if there is a
mistake they will be punished if they are not honest in the discussion.

Lastly, the key activity carried out is marketing. In general, we are aware that nowadays one
of the ways for us to promote the goods we sell is to use the advantages of social media. It is
also like AF Payang Dungun use of platforms such as Facebook and TikTok to promote the
dishes they sell. They will usually produce promotional videos such as roti payang special
cheese or new dishes char kuew teow to attract customers' interest and attention.

Key Sources

The key resources are the resources and assets you need to have to run your business operations.
List key resources based on the need to perform all key activities in all business model
components such as value propositions, distribution channel, customer relationship and
revenue streams. For AF Payang Dungun, their main sources are cooking and serving for the
customer. What customer requests will make it but just base on the menu that has giving only.
The reason why AF Payang Dungun always has many customers is because of their payang
bread and their char kuey teow. It is the reason why they still survive until today. They always
use fresh ingredients everyday so customers will be satisfied with their food and always repeat
their order. Most of their cooking items are supplied with frozen ingredients so it will keep the
ingredients fresh from damage that could affect their cooking.

Key Partners

Key partners can be defined as a connection that business has with manufactures, suppliers,
business partners and others. For our information, AF Payang Dungun only has one key partner
which is the supplier. Roti Payang Dungun obtains the supply of cooking ingredients from a
supplier where the supplier is the owner of the shop itself. Most of the ingredients taken are
frozen ingredients such as seafood, chicken, meat, and char kuew teow cooking ingredients.

9
What the owner said, things like this can help them run the store without having to think about
the cost of external suppliers where the probability of costs from external suppliers may be
higher than expected. For example, if the supply of cooking ingredients such as raw materials
runs out of stock while running a business, it is easy for them to increase the supply of raw
materials by only having to take them from the store owner's own frozen store.

Cost Structure

All business has cost, whether they are predictable or unpredictable. AF Payang Dungun is a
restaurant that sell providing a traditional Malay menu at a reasonable price. AF Payang
Dungun has fixed cost including rental, salaries, and utilities. The owner pays their workers an
hourly wage and has other variable costs including raw materials. All cooking ingredients will
be restocked every day such as cooking oil, raw ingredients and so on. This will reduce the cost
of daily ingredients because according to what was told that the owner of the store has a frozen
store of raw materials. Apart from that, there is no need to think about the rental cost of the
business because the AF Payang Dungun business site is its own business site. This reduces
the cost of rent that the owner must bear if he rents a business site.

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4.0 FINDING AND DISCUSSION

During the interview session with the owner of AF Payang, there were some major problems
that we had noticed. The restaurant was located just beside the main road and the beach, leading
to some noise pollution, especially the roads that are usually used by buses as the bus terminal
are within the area. We also found that the restaurant also had some advantages over other
stores nearby, leading to them gathering more customers and gaining more revenue.

4.1 SWOT ANALYSIS

SWOT analysis is a strategic system created to analyse the strengths, weaknesses,

opportunities, and threats of the company. SWOT analysis is a tool that helps a company to
analyse what is the best course of action your company can take using both internal and external
information. After conducting an interview with the owner of AF Payang, we were able to
analyse some of the flaws and strengths of the restaurant.

SWOT ANALYSIS A&F PAYANG

STRENGTHS WEAKNESSES

· Strategic place · Lack of facility

· Affordable price · Lack of food types

· Uniqueness of their ROTI PAYANG · Noise pollution

OPPORTUNITIES THREATS

· Loyal customers · Bad local weather

· Late night operating hour · Increasing cost of material

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I) STRENGTHS

● STRATEGIC PLACE - A strategic place is a major factor in helping our company to

achieve the goals and maximise the location benefits like lowering costs and risks. AF
Payang is located near the “Stesen Bas Dungun” which is strategically close by with
lots of offices and stores. Being in the city centre, the restaurant is sure to have lots of
customers, which are the workers and staff from nearby stores and offices. With
effective advertising and promotion, the restaurant is likely to gain more popularity,
leading to more sales.
● AFFORDABLE PRICE - AF Payang offers a reasonable and affordable price when
compared to other restaurants. They offer RM2 per piece of roti kosong. Offering these
prices has resulted in their expanding revenue and attracting more customers to flock
to their restaurant.
● UNIQUENESS OF THEIR ROTI PAYANG - The main uniqueness of AF Payang
breads are their softness and fluffiness which are loved by their customers. This
uniqueness has set their rotis above their competitors. For example, their signature; Roti
Cheese was still soft and fluffy despite being left cold which is hard to achieve. The
choice of raw material, recipe and the techniques used in the production of the dough
are a few factors why their breads are unique. AF Payang uses the materials sold by the
owner’s other store which might be the key for their uniqueness as well.

II) WEAKNESSES

● LACK OF FACILITY - Despite having a big space available for usage of the
restaurant, AF Payang did not manage to include a restroom to be used by the
customers. This single facility is crucial for most, not having one available will surely
make some customers become a bit uncomfortable as they have to hold in their urge
until they return home safely. In addition, having a restroom helps improve the overall
image of the restaurant in terms of cleanliness and health.
● LACK OF FOOD TYPES - Since AF Payang mainly sells roti tempayan, the variety
of food types are limited. They mostly only offer food related to bread, burgers and
drinks. This limited option has made them lose some customers, as some would look

12
 for other types of food, like fried rice, cooked fish and others, leading to them losing
customers to the competitors.
● NOISE POLLUTION - Despite the strategic location they had chosen, the drawbacks
of the location are also quite visible, as the AF Payang are vulnerable to all the noise of
the buses returning and departing from the bus terminal next to them. Every single day,
the restaurant has to listen to the noises made by the busse engine which might reduce
the interest of some customers.

III) OPPORTUNITIES

● LOYAL CUSTOMERS - The main customers of AF Payang are mostly the workers
and staff from nearby offices and stores. As they return from their work, they surely
look for a place to rest, making them come to AF Payang regularly. Besides that,
customers become loyal to AF Payang, as they are happy and satisfied with the services
and foods offered. They would also assist in spreading the words of AF Payang
attracting new customers.
● LATE NIGHT OPERATING HOURS - AF Payang operating hours begin from
evening till late night. They begin their operation at 5.00 p.m. till 11.00 p.m. which are
usual hours most people get off their shifts at work. Although the customers might flood
their store, AF Payang’s staff workers are prepared and accustomed to the situation.
Operating at these hours helps AF Payang generate more revenue and sales.

IV) THREATS

● BAD LOCAL WEATHER - From time to time, AF Payang needs to be prepared to

face the local weather which sometimes is unpredictable. AF Payang is majorly
impacted by the weather especially during flood season. With how close AF Payang
restaurant is to the beach, chances of their stores to be flooded are high. Not only would
the flood damage the store facilities, the production of roti tempayan, but also the profit
margin of AF Payang.

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 ● INCREASING COST OF MATERIALS - Following the trend of the economic
stability of our country, obviously the cost of making roti tempayan will also increase
overtime. As the cost of production increases, the prices would also increase. For
example, currently each roti kosong is sold at RM2, with the increase of cost, the price
would rise to RM2.50 or more. This is mostly due to the increase of price of each
material used, like flour, cheese, and more. Finding an alternative of materials is hard
and would generate higher costs.

4.2 PROBLEMS

Despite having various advantages such as strategic place, affordable price and uniqueness of
their roti Payang, AF Payang still needs to face a few major problems that might cause them to
suffer major loss and damage their image. Some of the problems are old equipment, and
increasing expenses.

I) LACK OF FACILITY

Despite having a big space available for usage of the restaurant, AF Payang did not manage to
include a restroom to be used by the customers. This single facility is crucial for most, not
having one available will surely make some customers become a bit uncomfortable as they
have to hold in their urge until they return home safely. In addition, having a restroom helps
improve the overall image of the restaurant in terms of cleanliness and health.

II) OLD EQUIPMENT

As AF Payang continues operating, they face problems like the usage of old equipment. The
usage of old and deteriorated equipment might make their bread taste awful and unhealthy to
be consumed, leading them to be fined for food poisoning and a dirty environment. Their
equipment such as wok, plate, bowl, and the urn would deteriorate overtime and reduce their
working experience and change the taste of their products.

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4.3 RECOMMENDATION AND IMPROVEMENT

● PROVIDE ESSENTIAL FACILITY

AF Payang needs to make sure they have all the necessary facilities to offer to the
customers, especially a public restroom. As a restaurant used by all ages and genders,
it is crucial for them to have a restroom for usage of customers. In addition, the
restaurant is close to many other stores, but the closest public store is at least 1 KM
away from the store. The urges are sometimes quite random and uncontrollable, so
providing a restroom is very important. Moreover, as the restaurants are sometimes
visited by families, especially with little kids or babies, there might be unwanted
accidents leading to the need of a restroom. Unable to provide the necessary facility is
one major flaw of AF Payang which might cause some customers to become a bit
uncomfortable to come again.

● RENEW EQUIPMENTS ANNUALLY

AF needs to ensure that they occasionally conduct a thorough evaluation of used

equipment, determining whether it is still usable and safe to continue using the same
old equipment. The criteria must be around the safety risk and efficiency, especially the
production of the rotis, in aspect of taste, texture and appearance. In addition, if the
equipment is no longer usable and not safe to use, replace it with new equipment with
the same or better version of the last one. Also, regularly clean the equipment used to
make the roti tempayan, from the table used to make the dough, the urn, the pot, and
bowl. For example, the urn used to make the roti tempayan are made of cement, which
are not replaceable, so one way is to make sure the inner side of the urn is regularly
cleaned and perfectly closed from unneeded external substances.

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5.0 CONCLUSION

In conclusion, the case study on Kedai Roti Payang, a small business operating in the
local market, has provided valuable insights into the challenges and opportunities faced by
micro businesses. Kedai Roti Payang's success can be attributed to its unique positioning,
leveraging Malay culinary heritage and a family-owned structure. The business has
implemented effective marketing and operational strategies, emphasising local sourcing and
building customer loyalty. Financially, Kedai Roti Payang has achieved consistent growth and
profitability. The Business Model Canvas (BMC) analysis has offered a comprehensive
understanding of the company's value proposition, customer segments, distribution channels,
customer relationships, revenue streams, key resources, key activities, key partnerships, and
cost structure. Based on the findings, recommendations have been proposed to enhance the
business's performance, including product diversification, digital marketing utilisation,
streamlined operations, and collaborative partnerships. This case study serves as a valuable
resource, equipping students and researchers with practical knowledge and problem-solving
skills for the dynamic small business landscape. Kedai Roti Payang's journey exemplifies the
importance of customer understanding, effective strategies, and adaptability for success in the
micro business sector.

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6.0 REFERENCES

1. Information from the interview session with the owner of Kedai Roti Payang, Dungun,
Terengganu.
2. Athuraliya, A. (2022, September 29). The Easy Guide to the Business Model Canvas.
Creately Blog. https://creately.com/blog/diagrams/business-model-canvas-explained/
3. Reddy, C. (2021, August 13). Hiring Unqualified Employees: Cost, Effects &
Disadvantages. Wisestep. https://content.wisestep.com/hiring-unqualified-employees/
4. Tarallo, M. (2021, July 6). Effective Strategies for Working with Problem Employees.
SHRM. https://www.shrm.org/resourcesandtools/hr-topics/employee-
relations/pages/strategies-for-working-with-problem-employees.aspx

5. https://youtube.com/shorts/-ALA07fYHEc?feature=share

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7.0 APPENDICES

Figure 7.1 : Student Confirmation Form

Figure 7.2 : The stall of Kedai A&F Payang

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Figure 7.3 : Interview session with the owner of A&f Payang

Figure 7.4 : Process of making Roti Tempayan

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 Figure 7.5 : Example of special menu they have.
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 Figure 7.6 : Menus of A&F Payang

Figure 7.7 : A candid moment featuring the owner

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