CASE STUDY: COMPANY ANALYSIS

PES IKAN BAKAR WARISAN MEKYONG

PRINCIPLES OF ENTREPRENEURSHIP (ENT530): CASE STUDY

PREPARED BY:

MUHAMMAD ZHARFAN BIN KAMARUL AZMI (2020971511) (HM2404Aa)

MUHAMMAD SHAMIM BIN JUHAIZI (2020950779) (HM2404Ab)

NUR AIN SYANITA BINTI ZAWAVI (2020987565) (HM2404Aa)

NUR ZUHAYRA IRDINA BINTI ZAMUIN (2020990873) (HM2404Aa)

PREPARED FOR:

LECTURER: MADAM HASLENNA BINTI HAMDAN

ACKNOWLEDGMENT

Assalamualaikum w.b.t.

First and foremost, praise to Allah, for enabling us to complete this assignment without many
difficulties. Secondly, special thanks and appreciation is given to my ENT 530 lecturer, Madam
Haslenna binti Hamdan, for his advice and guidance during doing this assignment. Then, I would
also like to thanks to all of my group mates that had helped each other such as sharing
information, supports, and advices throughout the time to finish up this assignment.
Besides, we want to say thank you to Puan Zaleha binti Risa, B40’s entrepreneur who giving
their fully supports, and a lot of information about their business. We would not be able to do
this assignment without their helps. We hope this assignment will be accepted as we had put so
much effort to interview B40’s entrepreneur for the information and ideas to complete this
assignment. Finally, we would also like to express my gratitude and appreciation to all those who
gave us the possibility to complete this assignment. We hope all the time spent to finish up this
assignment were worth our effort and time.

Thank you

.
 TABLE OF CONTENT
PAGE
TITLE PAGE i
ANKNOWLEDGEMENT ii
TABLE OF CONTENT iii
LIST OF FIGURES iv
LIST OF TABLES v
EXECUTIVE SUMMARY vi
1. INTRODUCTION
1.1 Background of the Study
1.2 Purpose of the Study
2. COMPANY INFORMATION
2.1 Background
2.2 Organizational Structure
2.3 Products/Services
2.4 Business, marketing, operational strategy
2.5 Financial achievements
3. COMPANY ANALYSIS
3.1 SWOT analysis
3.2 Business Model Canvas Analysis
4. FINDINGS AND DISCUSSION
4.1 Finding
4.2 Discussion/recommendation
5. CONCLUSION
6. REFERENCES
7. APPENDICES
LIST OF FIGURES
LIST OF TABLES
EXECUTIVE SUMMARY

Pes Ikan Bakar Warisan Mekyong is a B40 entrepreneur business. Pes Ikan Bakar
Warisan Mekyong is a hereditary recipe from Mekyong’s family that provide food products
especially for fish. This business is running in their house and also provides services like cash-
on-delivery and delivery services to peninsula Malaysia. This business located in a neighborhood
at Kg Bukit Kuang, Jalan Tanggol, 21700, Kuala Berang that operated by Puan Zaleha binti Risa
and her family. Pes Ikan Bakar Warisan Mekyong is recognized as one of pes ikan bakar seller in
that areas. Many of people that stay in near Kuala Berang area get that product for cooking the
fish. Pes Ikan Bakar Warisan Mekyong is special because offering superb taste pes with easy to
use and can carry-out anywhere such as going camping or indoor activities. Each product net
weight about 600g take RM15 while delivery cost around RM3. Then, the service provided from
them are excellent and very friendly. The business only hire the family by providing training and
encourage them for making process of pes ikan bakar and thereby retaining the friendliest most
efficient services as possible. They believe the most important financial success will be achieved
by offering high-quality service and excellent product quality.
1.0 INTRODUCTION

1.1 BACKGROUND OF THE STUDY

This semester, we as students in hotel management must take Principles of Entrepreneurship

(ENT530). This course for give guideline and expose students to the business orientation. In this
course, we have to do a case study to any B40 business. We also required to interview that
business to find some information and problem occur about their business. As we were required
to conduct a case study which is an activity, event or problem that contains a real situation that
would encounter in the business, we had chosen a B40 business named Pes Ikan Bakar Warisan
Mekyong as our assignment this semester. The benefit of this case study is student will be more
creative and knowledgeable in conducting business in the future. Then, we will be more exposed
on how company operating their business. Later, we must find the problem and give solution and
recommendation for their business to be better. Therefore, the case study is the great medium to
teach students on how every business problem can be solve. In the other words, entrepreneurship
education helps students from all socioeconomic backgrounds to think outside the box and
nurture unconventional talents and skills. It creates opportunities, ensures social justice, instills
confidence and stimulates the economy. Being as entepreneur will provide us with different kind
of knowledge and experience such as a smart decision making and being a good leader to the
team. From this case study, we are able to learn the entrepreneurship knowledge from the
experience of the B40 entrepreneur. This is the great chance for students to grab the knowledge
for future benefit.

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 1.2 PURPOSE OF STUDY

The purpose of Business Model Canvas (BMC), is to help us to understand our own
business model in a structured way and straight forward information. As A B40’s entrepreneur,
BMC could allow us to know how each aspect relates to the others such as how the business
running, activities and processes occur in the business. The BMC have 9 blog such as Key
partners, key activities, key resources, value propositions, customer relationship, channels,
customer segments, cost structure and revenue growth. The problem also can be recognize and
act on areas that can be improved in future. Also, BMC help us to build our strategy or making
innovation. Besides, BMC help us to focus more on what our business does and how it
will continue successfully in the long term. In general, Pes Ikan Bakar Warisan Mekyong is
created knowing that a lot of people have been demanding pes for cooking the fish. Especially
during this pandemic, a lot of people are staying at home and they been wanting to cook and eat
with their family together. From the survey that business has made, their main aim is to ensure
that their first timer customer becomes a regular customer and always make a friendly
relationship. Their give the fresh raw material and good product quality to their customer. Then,
they not only providing cash on delivery services but delivery to Peninsular Malaysia too.
Besides, they using social platform such as Telegram, WhatsApp and Facebook for the
convenient for their customer to purchase the products via online. Once they get the order, they
will make a delivery to the customer. For cash on delivery, Pes Ikan Bakar Warisan Mekyong
will directly send to them in front of their house in Kuala Berang area.

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2. COMPANY INFORMATION

2.1 BACKGROUND

3
2.2 ORGANIZATIONAL STRUCTURE

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2.3 PRODUCTS/ SERVICES

The company is producing and selling their own product which is Pes Ikan Bakar
Warisan Mekyong.

2.4 BUSINESS, MARKETING, OPERATIONAL STRATEGY

Product Strategy or Service strategy

Brand

 Pes Ikan Bakar Warisan Mekyong has their own recipes with a special ingredient to make
the customers feel satisfied with their products and this Pes Ikan Bakar also has authentic
and have an originally of the various of flavours such as Spicy and Sweet-sour taste
difference than another competitor’s that only focus on one flavour only.

Quality

 Pes Ikan Bakar Warisan Mekyong has their own quality which is in terms of packaging,
flavours. The packaging absolutely excellent because they use a semi metalised flat bag
for the packaging to makes the product long lasting. The products weight is so light
which is customers can bring and serve anywhere their go especially at attractive place.
That’s why Pes Ikan Bakar Warisan Mekyong is the most known products among
peoples at the Kuala Berang because of their products quality.

Product Developing

 For now, Puan Zaliha Binti Mohd Risa only focus on their first product which is Pes Ikan
Bakar to make sure this product gets a lot of good feedbacks about their product.

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2.5 FINANCIAL ACHIEVEMENTS

Puan Zaliha Binti Mohd Risa's company, Pes Ikan Bakar Warisan Mekyong is a small-
scale and privately owned company. This company has been operating since 2019 and
began at a house in Kuala Berang. Initially, she launched this business to supplement the
family's income because their current income was insufficient to support their daily costs.
As a result, she founded the Pes Ikan Bakar Warisan Mekyong business in 2019 and has
been running it since. She manages her company with the help of her family members
and does not employ anyone. This is because Puan Zaliha Binti Mohd Risa's weekly sales
revenue ranges between RM60 and RM100. For a month, the profit of this business is
approximately RM300 to RM500.

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3. COMPANY ANALYSIS

3.1 SWOT ANALYSIS: PES IKAN BAKAR WARISAN MEKYONG

STRENGTH WEAKNESS
 This business has developed since  Lack of modern Technology.
2019 Ago.  Lack of manpower
 The business also has their own brand  Can’t grow up the business because
which is Pes Ikan Bakar Warisan lacks of capital.
Mekyong and the most well-known
Pes Ikan Bakar among Kuala Berang
area.

OPPORTUNITY THREAT
 Have a bigger chance to enlarge the  The drastically growth of
business since do not have so many competitors in the business line.
competitors among the Kuala Berang  The turnover customers rate.
area.
 High opportunities to enlarge this
business such as adding franchise at
others area since at Terengganu
doesn’t have so many competitors.

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SWOT ANALYSIS DESCRIPTION

STRENGTH

 This business is developed since 2019 and this business has been run their own. The
owner of Pes Ikan Bakar Warisan Mekyong recipes has their own speciality. With the
name of Pes Ikan Bakar Warisan Mekyong, this product is the most well-known at the
Kuala Berang area. They also have a many regular customers which is always buy their
products because of the great product qualities.

WEAKNESS

 Their business flow is not flow and inefficient because lacks of works which is only runs
by individual. So, the owner of Pes Ikan Bakar Warisan Mekyong which is Puan Zaliha
Binti Mohd Risa worried that her cannot control or handle the business efficiently
especially in a peak day. In addition, with the lacks of modern technology such as
packaging, it will make the business runs hard because it will take so much times since
the company use a traditional method. After that, Pes Ikan Bakar Warisan Mekyong have
a bad days because cannot grow up their business since she’s lacks of capital.

OPPORTUNITY

 The area of Kuala Berang does not have so many competitors developed a same product.
So, the owner took an opportunity to developed a product that do not have so many
competitors at their area. Pes Ikan Bakar Warisan Mekyong also have a big chance to
runs more franchise and enlarge their business scale in future.

THREAT

 The threat that are worried is the owners need to compete with their competitors which is
have more advance facilities and more experience handling the business than the Pes Ikan
Bakar Warisan Mekyong company. However, they already have predicted in the future
that this threat will come so they want to maintained and give full commitment to their
products. The turnover customer rate also can be a threat for their company since will risk
them that can decrease their selling of the product.

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3.2 BUSINESS MODEL CANVAS ANALYSIS

Key Partner

The owner of Pes Ikan Bakar Warisan Mekyong is Puan Zaliha Binti Mohd Risa. She
runs the business with their own. However, Pes Ikan Bakar Warisan Mekyong also have a
4 key partners. Pes Ikan Bakar Warisan also linked with Wakaf Tapai Farmers Market
which is to buy a raw material for the product such as onions, lemongrass, lime and
others. Then, Go Two Café Sdn.Bhd are the creator of Pes Ikan Bakar Warisan Mekyong
brand for packaging sticker. In addition, Plastic Packaging Solution from Online
Shopping Platform (Shopee) are the place for Pes Ikan Bakar Warisan Mekyong buying
or obtaining materials such as aluminum semi metallized flat bag for Pes Ikan Bakar
Warisan Mekyong.Finally, RM Maju Sepakat Enterprise is the place for Pes Ikan Bakar
Warisan Mekyong to buy a large size of gas cooker for purpose to cook in large quantity.

Key Activities

The way to preparing ingredients to make a Pes Ikan Bakar Warisan Mekyong is cooking
about 4 hours until Pes Ikan Bakar are ready to packing and serve to customers. And
then, for the packaging, Puan Zaliha Binti Mohd Risa using PVC impulse sealer machine
to pack the products. The company using social media platform such as Facebook,
Whatsapp and Telegram to promote her products. She sells this product through direct
sales. Futhermore, she makes delivery at Kuala Berang and Wakaf Tapai and also do the
postage that food on peninsular Malaysia only.

Value Propositions

Puan Zaliha Binti Mohd Risa providing the customers with great service so the customer
will happy to buy her product because the service that she provides. And then, she only
provides the customer with high quality products. To make sure that the customers
always happy with her services, she will always do the quick processing order and ship to
the customers. The hereditary of Pes Ikan Bakar Warisan Mekyong recipe makes the
customers always want it because it is delicious and worth what the customers gets. After
that, the environment of the area surrounding is a village or residential area.

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Customer Relationships

Puan Zaliha Binti Mohd Risa assign a customer friendly service. Furthermore, to promote
and give offer for regular customer such as buy 3 pack and free Cash on Delivery to
make sure that regular customer always happy to deal with their product. The owner
always takes awareness on customer’s feedback on social media to improve the product
in the future.

Customer Segments

The area surrounding of this business is at residential area and near village area of Kuala
Berang also Wakaf Tapai. This product also suitable for all age especially for the child,
teenagers, adults and older. In addition, for the fish enthusiasts or people that like to cook
very suitable as it is very easy to cook and saves more time. Next, this product suitable
for camping enthusiasts especially people that loves to do outside activity especially at
attractive places such as Sekayu Waterfall, Kuala Berang.

Key Resources

Puan Zaliha Binti Mohd Risa do the raw and fresh ingredients to make sure that the
product can long lasting. This is the hereditary recipes and the product absolutely will be
good tasting. And then, Pes Ikan Bakar Warisan Mekyong is the high-quality products in
terms of packaging and great ingredients.

Channels

Pes Ikan Bakar Warisan Mekyong has their own techniques to improve their products
specialty such as make a comparison between the others competitors’ products and their
own products. The owners also using a direct selling technique which is by selling their
products at online platform such as Facebook, WhatsApp and Telegram. They also
provide the delivery services for customers to buy their products. Pes Ikan Bakar Warisan
Mekyong also do a promotion on social platform Facebook
(https://www.facebook.com/cikka.zahari) and provide after sales feedback review to
attract the other customers to buy their product.

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Cost Structure

The owner must pay electricity and water bills which is a fixed cost. For the variable cost,
the owner must pay the cost of the ingredients such as onions, lemongrass, lime and
others to develop the product. In addition, cost of machinery and maintenance are the
highest cost that owner must pay.

Revenue Streams

Pes Ikan Bakar Warisan Mekyong price are affordable which is around RM12 only. The
customer also can get their product easily since the owner provides delivery services.

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4. FINDINGS AND DISCUSSION

4.1 FINDING

Place

The business of Pes Ikan Bakar Warisan Mekyong only runs at their home. So, it’s hard for a
customer to find the products since there is no advertisement and banner about the products. So,
the customers can’t walk in to see the products since the owner doesn’t provide a store to get
more information about the products and their own specialties.

Safety

The business area does not have any safety or material in case of emergency such as safety aid
box and fire extinguisher.

Food

The business still keeps their original recipes for the Pes Ikan Bakar since 2019 ago. But the
business only provides Spicy and Sweet-Sour flavor only while nowadays there is so many new
trends of flavors such as Black pepper Pes. So, the people will feel bored with the same taste
since many competitors are provide various of new flavors today.

Service

The business is still using a traditional method such as packaging, cooking method and also
manual cashbox machine. So, the money can’t arrange properly. Besides that, the big
competitors nowadays are using a modern packaging machine that will easily their works.
However, this will make the owners have a hard time such as can’t save more time since they
lacks of modern technology.

Weather

Nowadays, the weather is so not consistently such as heavy rain, flood and storm. So, It will
make an owner difficult to get a customer when the weather not so good even the owners provide
Cash on Delivery and postage services, when the delivery is slow that will make the customers
feel unsatisfied with their services and it will be the main problem and scared by the owners of
Pes Ikan Bakar Warisan Mekyong because the selling for that day will fall.
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 4.2 DISCUSSION/ RECOMMENDATION

DISCUSSION

The main problem is place and service because they can’t run their operation perfectly since
the owners do not have any space in their house to put many materials and doesn’t have modern
technology to make their works easily.

Place

The business area must be in a large scale. So, the customers can walk in to the stores and know
more information about the products and that will make the business runs smoothly without any
complications happen. However, any advertisement and banner are must because customers can
know about the product details such as price, flavors and any others related about the business.

Safety

Safety is important whenever you are on business or not. So, the owner must provide the safety
equipment such as fire extinguisher and put at where your business located. First Aid Kit also
need to prepare near the business located. This is very useful when somebody or us having a
injury or some accident happen.

Service

The business must be running effectively especially in terms of financial. So, using a modern
effective cashbox machine are the great method to controlled financial. After that, using a
modern packaging technology will make the works to be simpler because it can save more times
than using a classic method.

Weather

The severe weather cannot be controlled but we can predict by watching the weather forecast at
the smartphones, televisions or others. So, the owners can know and estimates when the good
times to produce and sell the products.

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RECOMMENDATION

For the recommendation to Pes Ikan Bakar Warisan Mekyong can improve their service ability
and several main things.

Place

Pes Ikan Bakar Warisan Mekyong can enlarge their business by open an official store. Besides
that, the advertisement and banner also must be put anywhere such as at board or any places to
make the customers can know more about existence of the business.

Food

Creating variety of Pes flavors can attract more customers to try the new recipes of Pes Ikan
Bakar Warisan Mekyong.

Safety

The business must not be in their own house because it will harm the properties in the house in
case of emergency such as fire or accident.

Service

The owners must use a modern method to produce a product such as using new latest packaging
technology machine. Besides that, the owner must have a more man powers to do the job easily.

Weather

The owners must think wisely about alternative way to make sure the customers can get the
products easily even the weather is be a main problem of the business.

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5. CONCLUSION

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6. REFERENCES

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7. APPENDICES

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