MAF 661

STRATEGIC MANAGEMENT

GROUP PROJECT
BUSINESS PROPOSAL REPORT

TITLE : PopiaHaven

PREPARED BY :
NO NAME STUDENT ID GROUP

1 HASRUL ARIFI BIN HARIS 2022900533 KAC2206A

2 YUSYAZRIEL BIN ABDUL HALIM 2022937603 KAC2206A

3 NUR FIKRIYAH BINTI MOHD FUAD 2022745445 KAC2206A

4 MUHAMMAD AIMAN FARIS BIN MOHAMAD ASRI 2022745651 KAC2206A

5 MOHAMAD RAIMI AFENDI BIN YUSRI AFENDI 2020834506 KAC2206A

PREPARED FOR :
Sir Mohd Hafiz bin Hashim

SUBMISSION DATE :
17 January 2024
TABLE OF CONTENT

Content Page Number

Business Background 1

Vision 1

Mission 1

Organizational Chart 2

Statement of Problems 3-4

Business Idea 5

Other Supporting Analysis 6-8

Conclusion 9

References 10

Appendices 11

1
BUSINESS BACKGROUND

Established on June 1st, 2022, Fahry.Delights stands as a culinary gem in the Malaysian
food industry, operating as a partnership and boasting a unique specialisation in the production
of innovative creation, PopiaHaven. The brainchild of five visionary share partners, Mr Hasrul
Arifi Bin Haris, Mr Yusyazriel Bin Abdul Halim, Miss Nur Fikriyah Binti Mohd Fuad, Mr
Muhammad Aiman Faris Bin Mohamad Asri, and Mohamad Raimi Afendi Bin Yusri Afendi,
Fahry.Delights has rapidly gained acclaim for its commitment to preserving and reimagining
traditional Malaysian flavours. PopiaHaven, the flagship product of Fahry.Delights, is a delightful
spin on the classic Malaysian dish, popiah. This culinary innovation encapsulates the essence
of popiah's cherished heritage while introducing a contemporary twist through carefully selected
ingredients and inventive flavour combinations. The result is a harmonious blend of tradition and
modernity, making PopiaHaven a true delight for the taste buds. With its headquarters
strategically located in Selangor and Kuala Lumpur, Fahry.Delights is positioned to cater to the
diverse palates of these bustling regions.

VISION

To emerge as the forefront company in introducing delectable modern dishes and

crafting delightful moments through our culinary offerings with each mouthful.

MISSION

To ensure quality and encourage continuous innovation for the forthcoming product line,
while also enhancing shareholder value, optimising profitability, and attaining sustainable
growth.

1
ORGANIZATIONAL CHART

2
STATEMENT OF PROBLEMS

Popia is a traditional Malaysian cuisine and is enjoyed by different races from all
backgrounds. Popia resembles a strong image of Malaysia as it is a synonym dish for tea time.
To keep it relevant within the times, there are a lot of flavours being introduced to the customers
such as Otak - otak Popia, Carbonara Popia and Popis which are already becoming familiar and
popular in the country. Thus, the demand of Popia is still rising and relevant even though it had
already existed a long time ago. Besides that, Popia was famous for being a ready-made food
as it is easy to eat and suitable to bring anywhere. In this business proposal, we decided to
improve and innovate this special dish by introducing new flavours which could attract the food
lovers all over the world to come to Malaysia.

First and foremost, Malaysians love the unique combination of sweet, spicy and herbs in
their dish. Therefore, we introduced flavour that resemble these tastes such as tom yam, satay,
smoked duck and custard. All of these flavour have their own uniqueness which also comes
from many cultures such as western and asian. That's why these types of flavours have a strong
reason to exist in the market since Malaysians love the unique taste of food and they have their
own perspectives about food. On top of that, we would also introduce special sauces that are
suitable to eat together with each flavour. We believe this combination can attract food lovers to
try something new and we believe these flavours could build a new phenomenon that could
amaze food lovers. Nowadays, customers are willing to buy food at a higher price. Therefore,
we would like to grab this chance at their first bite experience by using only quality ingredients to
ensure the quality of food is on top.

Lastly, it is saddening to see the traditional fried popiah seems to be fading over the
years. Therefore, we would like to take a seat back in the customer’s heart by introducing our
new flavours in the fried popiah. With some innovations, we believe that the innovation in
flavours of popiah could attract the attention of our locals to try our food. Thus ,we are using
special ingredients and proteins such as duck, prawn and chicken as filling. These flavours also
use specific methods and recipes that require high skill and technique by our professional chefs.
Therefore , we believe the innovation in traditional fried popiah to compete with other
competitors that sell various types of foods and at the same time, revive the name of fried
popiah but in a modern style. Our popia would also be made available frozen for our customers.
Hence, it will be easy for the customers to grab on the go for their breakfast or tea time.

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Customers don't have to worry about heating their food for long as the popia is quick to heat up
at home and suitable for customers who don’t have time to buy at the store.

4
BUSINESS IDEAS

The business idea pops up when one of our members feels dissatisfied when eating
popia at a local stall in their residential area. So, we want to taste popia with different filling
flavours. So, Fahry.Delight creates popia with new filling flavours that are not available in the
market. These flavours give the popia a new essence to enjoy eating popia to its full potential.
These products will give satisfaction to customers who dare to try a taste different from the
norms.
Our target customers are Malays, who regularly consume popia either in the morning or
evening. Popia is preferred by every generation as nearly every person in any range of age
enjoys popia. They will feel the aroma of tasting a traditional cake with a modern taste. They will
feel rejuvenated after consuming our products. As for now, Fahry.Delight had no competitor in
the market, as no other company was brave enough to develop rare flavours in popia.

We will sell our product online as it was preferred by younger generations who spend
more time on gadgets rather than physical activities. We will create a website for the customer
to go through our products virtually and order them. We will give information on our products
clearly such as price and weight and also description of the products. Other than that,
Fahry.Delight will use social media such as TikTok to ensure our company is recognized
worldwide. We will share about messages, business products and guides to order on our
website to make our business user friendly to our customers.

Furthermore, from our observation, there is normally one sauce available for popia in the
market. After some discussion amongst ourselves, we want to create a new flavour of sauces
for popia, that we believe will be accepted and loved by the customers. Based on product
testing that we did, our new sauces taste to our liking.

Lastly, we expect our company to have introduced a new invention or festive-themed

products or packaging annually. We try to make our products not boring to customers and bring
a refreshing taste of popia every once in a while. This action may help us retain our customers
and generate profits through various products sold.

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STRATEGIC MANAGEMENTS

SWOT ANALYSIS

Strength
PopiaHaven has highly skilled experts oversee the development of all popiah flavors and
the creation of its special sauce. These individuals possess extensive expertise and experience
within the culinary realm. This personnel also pays attention to each and every component of a
dish. Because of this, we have been able to innovate the product by perfectly balancing the
flavors and sauce in the popia. Additionally, these staff members possess the knowledge and
skills necessary to create a flawless product. Other than that, PopiaHaven possesses a
powerful and effective marketing plan. PopiaHaven offered effective and eye-catching
packaging to make the popia simpler to transport and draw in customers. It is definitely one of
the best marketing strategies to attract customers. Also, PopiaHaven also contains a strong
flavours and has a great combination of flavours from different cultures. Lastly, PopiaHaven
uses a low-cost strategy. PopiaHaven is able to obtain high-quality raw material to efficiently
start this new business at a low cost.

Weaknesses
In terms of weaknesses, PopiaHaven brand is still new in the industry, which makes the
identification of the brand very poor. There is a high chance that customers choose another
brand since the quality of Popia Haven is still unknown. Besides, it will be a major disadvantage
as it will take longer to improve PopiaHaven's reputation and name in the market and gain
consumer recognition. Some customers might find the flavors and sauces too strong. This is
due to the possibility that certain customers may not enjoy the popia, flavors, and sauces
together. They might think it's a weird combo, which could cause customers not interested in
this product. As a result, it is important to introduce this innovation in flavors and sauces
carefully to prevent negative client reaction. This is due to the fact that creating the ideal popia
calls for an excellent approach and method. Some customers may favor the classic fried popia.

Opportunity
PopiaHaven has made a collaboration with some of the popular brands to expand its
product. Some popular brands that PopiaHaven are able to make a collaboration such as Lotus
and TF Value Mart where PopiaHaven can sell and advertise can promote and sell their frozen
popia in the grocery stores. Popia Haven will undoubtedly be able to draw clients in and

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convince them to purchase our product right away with attractive packaging. Secondly,
PopiaHaven also can participate in any big food events to raise the potential to reach new
customers. Additionally, it will provide an obvious opportunity for promoting the new popiah
style, which includes a variety of flavors and unique sauces. As a result, it gives customers the
chance to see popiah being created live.

Threats
PopiaHaven must compete with current rivals who are already well-known and well-liked
by clients. It is very challenging since the competitor is also famous with the similar product and
very famous in the social media since their best product is banana popiah and cheese popiah.
Also, with the very unique innovation by PopiaHaven, it is highly likely that competitors will
attempt to copy the products and offer them to consumers. Hence, it will affect the PopiaHaven
performance to remain competitive in the industry.

FIRM RESOURCES

Fahry.Delight’s strategic resources consist of two aspects which are valuable and rare.
For the first aspect which is valuable, our products will be valuable as it can allow the company
to take advantage of the opportunities and steer clear of environmental threats. For
PopiaHaven, our product is valuable because it allows the customers to enjoy delicious popiahs
with a tasty filling and combine with the unique sauce on top. We prepared our products with the
highest standard and offered them at lower price together with appealing packaging. Because
we are detailed about every aspect of the popiah, we will also make sure to give an outstanding
product. This is a result of our top priority being customer satisfaction.

Secondly, the product is rare when the competitors lack the same valuable resources
and the product is unique. PopiaHaven are offering products that are rare in the industry which
includes the unique combination of popiah, flavourings, and sauces which are still not available
in the market yet. Hence, it would give our product a competitive advantage in the market
because of the uniqueness of our ingredients used. The combination of our popiah with the
flavourings and sauces would be rare as it also incurred a complex, detailed process and
required a good technique for certain flavourings.

7
INNOVATION

Traditional popiah are frequently sold and can be found in night markets, vendors and
any other stalls since it is very simple to be made that consists of shrimp and any other several
vegetables. Usually, traditional popiah is one of the favourite foods among Malaysians.
However, PopiaHaven has improved its product to become more unique. It is one of the
examples of incremental innovation given that popiah has long been considered a delicacy in
Malaysia. Our innovation for this product is to modernise the popiah by making the filling with
savoury ingredients such as custard, smoked duck, satay, and creamy Tom Yum. We create two
dipping sauces, White Chocolate with Orange Syrup and Chili Flakes Pepper Masala, in place
of the traditional sweet sauce. Our approach to innovation involves utilizing locally sourced
ingredients that are also well-known to Malaysian palates, but with a touch of our own blend.
Our usage of fast-food restaurant concepts in our buildings and kiosks sets us apart from other
typical popiah stall operators. We also like to present this breakthrough to the general audience.
At our headquarters, we prepare popiah fillings ahead of time and freeze them. The frozen
fillings will then be delivered to our kiosk, where our team will process and sell them.

8
CONCLUSION

In conclusion, this business plan was beneficial because it addressed the goals and
objectives of suppliers as well as customers. Our location within range of our alma mater and
the city centre proved to be helpful in selling our products as all groups of ages from students to
senior citizens enjoyed our delicious popiah.

From this report, we have gained a great deal of knowledge regarding the business
startup process from the report. Through the course of this report, we gathered a great deal of
expertise in handling business operations and what it takes for a business to succeed.

Furthermore, we have gained knowledge about the challenges and benefits that a firm
faces in the marketplace, as well as how to maintain and overcome those elements in order to
remain in business. Additionally, this proposal improves our capacity for entrepreneurship. To
summarize things up, we believe our business proposal would be beneficial in innovating the
popiah industry and helps students in understanding the process of setting up a new startup
company.

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REFERENCES

The elements of a well-written business plan. Back to top. (n.d.).

https://www.wolterskluwer.com/en/expert-insights/the-elements-of-a-well-written-business-plan

Asana, T. (2022, November 8). How to write a proposal for a project [2023] • asana. Asana.
https://asana.com/resources/project-proposal

Roberta Greenspan. (2018, September 5). McDonald’s PESTEL/PESTLE Analysis &

Recommendations. Retrieved from:
http://panmore.com/mcdonaldspestel-pestle-analysis-recommendations

Gregory G Dess, Gerry McNamara, Alan B. Eisner, Seung-Hyun (Sean) Lee. Strategic
Management: Creating Competitive Advantage. McGrawHill, 2019.

Maze. (2023, October 10). Product research: definition, methods, and expert advice | Maze.
Maze. https://maze.co/guides/product-research/

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APPENDICES

Business logo

Product illustration:

Mac n Cheese Custard

Chicken Katsu Tomyam

Satay Salmon Cream Cheese

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