ENT300 CASE STUDY

FUNDAMENTALS OF ENTREPRENURSHIP (ENT300)

CASE STUDY

PUNCAK EMAS SHAHIDA ENTERPRISE

FOOD & BEVERAGE

PREPARED BY
FACULTY AND PROGRAMME : FACULTY OF MATHEMATIC AND COMPUTER
SCIENCE
SEMESTER :5C
PROJECT TITLE : AYAM GOLEK BURN RAUB
NAME : AHMAD HUSAM BIN AZHARI
I/D : 2016616276
CLASS : CS 111 5C

PREPARED FOR

MADAM AZNIZA BINTI AHMAD ZAINI

28 SEPTEMBER 2018

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EXECUTIVE SUMMARY

Ayam Golek Abang Burn is a food & beverages business that owned by Puncak

Emas Shahida Enterprise that produce and sell grilled chicken located in Raub, Pahang. It is

a Bumiputera-owned company under the supervision and guidance from government

agencies such as FAMA, MARA and RISDA. The reason of this case study includes to

gaining knowledge in entrepreneurship field and to question the company variability as well

asobserving the growth of a small company like Ayam Golek Abang Burn. The company

have face few circumstances and problems such as lack of online marketing and the

company organization structure.

This business is owned by Mr. Mohd Shaharudin Bin Harun and his wife, Kasidawati

Binti Ramly. The form of business is partnership. The company started off with produce

burger and sell it to customer. The company later on have shifted to producing grilled

chicken with an emphasis on the quality since the profit given by grilled chicken product is

more than the profit given by burger product.

The company also provides many types of services in order to fulfil and satisfy their

customers demand such as providing their product as catering in wedding ceremonies,

birthday party, special event and etc. The company also adheres to the principle of

“GOLDEN RULE – LAYANILAH ORANG LAIN SEPERTI MANA YANG ANDA INGIN

ORANG LAIN MELAYANI ANDA”.

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1. Introduction

1.1. Background of the study

Ayam Golek Abang Burn is a company that wholly owned by Bumiputera. It is

a services business that produces grilled chicken since 15 August 2013 . This

company had a humble beginning by small business with small machineries. The

company started to invest more after they have received a lot of customer which due

to increase of production. This company is supervised under a few government

agencies such as FAMA, MARA, and RISDA.

1.2. Purpose of case study

The purpose of the study includes gaining knowledge in the field of

entrepreneurship since entrepreneurship plays a huge role in contributing to the

country’s economy hence it is important to attain and increase knowledge in

entrepreneurship. Other than that, the purpose of the study is to question the

variability and capability of a small company like Ayam Golek Abang Burn to sustain

and retain their business. Furthermore, this study will display the growth of the

company starting from a humble beginning up until its flourishing phase.

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1.3. Business problem description.

The company is facing a few obstacles. First, the business is located at a rural

area, which is this area makes it hard to attract customers. The company face a

trouble in marketing their businesss. Their markeling platform are only through the

Facebook media social. Morever, the company has a disorganized company

organizational chart because they only hire family to work in the company which is

dangerous because lack of fresh and idea or improvement. In order to generate a

new fresh idea, the company must have an organized work team that will increase

the efficiency of the productivity. Lastly, the company is struggling in increase their

productivity due to lack of machinery and raw materials especially during peak

season such as festival season.

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2. Company Information

2.1. Company Background

Name of the Business Puncak Emas Shahida Enterprise

Business Address No 106, Lorong 5 Taman Kenanga,
27600 Raub, Pahang Darul Makmur
Correspondence Address No 106, Lorong 5 Taman Kenanga,
27600 Raub, Pahang Darul Makmur
Website Does not have any website
E- mail princetarabas@gmail.com
Telephone Number 011-29169081
Fax Number -
Form of Business Partnership
Main Activity Food Processing (Grilled Chicken)
Date of Commencement 2008
Date of Registration 1 August 2013
Registration Number CT0022668-P
Company history
YEAR EVOLUTION
2008 Started with burger business.
2009 Business started to break down due
to economy recession.
2013 Rebuild the business and started to
produce grilled chicken as the main
activity.
2015 The business join Uptown Raub.
2016 Started to join Raub Night Bazaar.
2018 Join ventures with Lembah Temir
Resort.

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2.2. Organizational Chart

MANAGER DIRECTOR
MOHD SHAHARUDIN HARUN

FINANCE EXECUTIVE
KASIDAWATI BT. RAMLY

PRODUCTION WORKERS
1) EN. EDY
2) PN. WINDA
3) EN. AZIZ
4) EN. ZAHRIL

2.3. Business Model

Ayam golek abang burn is a food & beverages services sector that

produce grilled chicken as the main product.

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2.4. Products/Services

PRODUCT DESCRIPTION

PRODUCT / SERVICE TYPE NAME

PRODUCT NAME Ayam Golek Abang Burn

IMPORTANCE PRODUCT The taste of the grilled chicken

CHARACTERISTICS and the sanitation of product
produce
PACKAGING None

PRICE OF PRODUCT The price based on the size of

the product and current market
of raw materials.
PRODUCT SOLD IN A MONTH 600 chickens per month

ISO / HALAL / KKM CERTIFICATE None

SPECIAL DISTRIBUTION None

CONTROL

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2.5. Business, Marketing and Operational Strategy

BUSINESS  BUSINESS OBJECTIVE

To produce the product that is follow the customer demand

and updated with current trend.

 BUSINESS MISSION

To increase sales and add more good products that comes

with customer service.

 BUSINESS VISION

Fulfilling the government invitation to provide one industry

for one district from bumiputera. Produce food product that

can be enjoy by many races.

MARKETING  PRODUCT STRATEGY :

Ayam Golek Abang Burn only produce the grilled chicken

when the customer have book their order. To make sure

that the grilled chicken is in good quality.

 PRICE STRATEGY :

Ayam Golek Abang Burn has apply a price adjustment

where discount price is offer on the customers who buy the

grilled chicken in a large quantity.

 DISTRIBUTION STRATEGY :

END
PRODUCER
CUSTOMER

Ayam Golek Abang Burn is only focus on direct selling

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because the company is faces with the limitation of workers

and machinery to produce more grilled chicken.

 PROMOTION STRATEGY :

Ayam Golek Abang Burn use the customer referral

incentives program as a tool of promotion strategy. They

give some some free product and big discount as the

reward to encourage current customer to refer new

customers to their business.

OPERATIONA  OPERATION HOURS :

L On Monday until Sunday working hours of Ayam Golek

Abang Burn start from 12.00 p.m until 12.00 a.m

 PRODUCTION PLANNING (Output/day) :

Average sales forecast/month = RM 15417.00

Price per unit = RM 20.00

----------------------------------------------------------

Number of output/month = 771 unit

1) Ayam Golek Abang Burn policy every customer

order need to be done on the deadline.

2) Every weel Ayam Golek Abang Burn will renew the

workers working scope to make sure all of the

workers known every task to produce grilled

chicken.

3) Ayam Golek Abang Burn apply forecasting to

forecast production in a year.

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 OPERATION PROCESS (Process flow chart):

PREPARING RAW
MATERIALS

MAKING SAUCE

MAKING GRILLED
CHICKEN

PACKAGING

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 OPERATION COST :

FIXED COST VARIABLE COST

Rental RM 167 Utilities RM 183
Salary RM 3333 Phone RM 67
Transportation RM 1317
Total RM 3500 Total RM 1567

*price show based on the average of one year operation that given by the owner

2.6. Financial achievement

SALE = 771 X RM 20.00 = RM 15417.00

COST OF SALES = RM 8736.00

WORKERS SALARY = RM 3333.00

OPERATION COST = RM 1734.00

RM
SALE RM 15417.00
(-) COST OF SALES RM 8736.00
GROSS PROFIT RM 6681.00
(-) SALARY RM 3333.00
(-) OPERATION COST RM 1734.00
NET PROFIT RM 1614.00

3. Company Analysis (SWOT ANALYSIS)

STRENGTH WEAKNESS

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 Good service including  Lack of electronic marketing.

deliveries.  Cannot full fill demand due to

 Has good networking with lack of raw material supply.

government agencies such as  The business is not

FAMA, MARA and RISDA. systematicly organized.

 Excellent product taste.  Family business (No

 Marketing from external involvement of outsiders).

parties.  Lack of idea.

OPPORTUNITY THREAT
 Machinery advancement to  Marketing strategy from other

produce more product in order competitors are effective.

to full fill the customer  Competitors has more good

demand. networking with royal

 Job opportunity to people relatives.

around Raub, Pahang.  The price of grilled chicken by

 Demand of the grilled chicken other brand is cheaper

as main dish in wedding compare to Ayam Golek Abang

ceremony and special event. Burn.

4. Business Problem

4.1. List of major problem/s:

 Company lack of exposure towards online electronic marketing.

 Business is not organized systematicly.

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 Organizations chart is not well strategized.

 Lack of machinery to produce more product in order to fullfill customer demand.

 Company does not have a proper transportation.

 Company lack of number of workers.

 Lack of raw materials supply during peak season such as Hari Raya Aidilfitri.

 No fresh ideas and improvement because the company administrations are come

from family members.

4.2. Alternative solutions to this/these major problems

 Reevaluate and recheck business plan.

 Hire marketing team in the company.

 Create a new organisation with a complete structure.

 Buy a food truck for business transportation.

 Buy a new machines to fulfil the customer demand.

4.3. Evaluation of advantages and disadvatages of each alternative solution

ALTERNATIVE ADVANTAGES DISADVANTAGES

SOLUTION
 Reevaluate and  Owner will be  Time constraint.

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recheck business more clear with  Operation cost

plan. the company increase.

direction.  Expertise needed.

 Problem can be

solved easily.
 Hire marketing  Sales increase.  Operation cost

team in the  Product become increase due to

company. well known. pay marketing

 Attract more workers salary.

customers.
 Create a new  Company  Expertise needed.

organisation with organized  Fine constraint.

a complete systematically.  Cost of operation

structure.  Company are increase.

more easier to

handle.

 Vision and Mision

become more

easier to achieve.
 Buy a food truck  Brand become  High cost.

for business well known.  High maintenance

transportation.  Increase sales. cost.

 Gain more

customer that a

bit far from Raub.

 Buy a new  Increase sales.  High cost.

machines to fulfil  More product  High risk.

the customer produce to meet  High maintenance

demand. the customer cost.

demand.
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5. Recommendation and Improvement

5.1. Alternative solutions choose to be adopted

The best alternative solutions chosen to be adopted is the company should reset and

create new organization with a complete structure.

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5.2. Justification of choice

Justification of alternative that have been choose is to reset the company and

create new organization with a proper complete structure. Ayam Golek Abang Burn

need to complete the business plan to know the scenario and situation grilled chicken

industry nowadays. Ayam Golek Abang Burn also should done some research

regarding the demand of grilled chicken to make sure when the problem of unfulfill

customer demand does not happen again.

Eventhought Ayam Golek Abang Burn have already operated almost for 5

years but the company does not expand their business . They does not have more

advance machinery and transportation vehicle. The same mistake that the company

have done is cannot fulfil the customer demand of grilled chicken.They have loss a

lot of customers especially during festive season and peak season. This is because

the capacity of the machine can only produce a small quantity of product. This

problem happen when the company does not have any target what will the company

achieve next.

6 References

I. Interview with the owner.

II. Company profile given by the owner.

III. Manual pengajaran “Fundamentals of Entrepreneurship” written by Fakulti

Pengurusan Perniagaan UiTM Pahang Kampus Khazanah Alam.

IV. https://www.facebook.com/ayamburnraub/

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7 Appendices

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