INTRODUCTION TO HOSPITALITY INDUSTRY

HOSPITALITY BEYONDS BORDER

Prepared By :
NAME MATRIX NO.
1. MUHAMMAD AKMAL SHAFFIQ ABD WAHAB H22A1059
2. ZARITH BALQIS BINTI ABD KADIR H22A0447
3. NURTHARIYAH BINTI ZULKIFLI H22B0059
4. NURUL FAIDATUL ADLINA BINTI BORAHAN H22A0442

5. SITI SHUHADAH BINTI SHAMSUDDIN H22A0555

6. NURUL WAHIDAH BINTI MOHAMAD H22A0352

7. AIDA NURINA BINTI ALWI H21A2769
8. RABIATUL ADAWIYAH BINTI SHRHAN H22A0892
9. NURUL SYAHRIAH BINTI MOHAMAD H22A0849
10. NUR AINA BINTI KAMARRODDIN H22A0906

DATE OF SUBMISSION :
25 DECEMBER 2022

1
 TABLE OF CONTENTS

NO CONTENTS PAGE
1. Cover Page 1

2. Table of Contents 2

3. Executive Summary 3

4. Introduction of the hospitality establishment 4-6

5. Products, Services and Recreational Facilities Offered 7

6. Target Customers 8

7. Issues and Challenges of the Hospitality Establishment 9-10

8. Recommendation to Improvise the Operation of the Hospitality 11-12

Establishment

9. Conclusion 13

10. Appendix 14-15

2
Executive Summary / Synopsis
According to our research, Mr. Mohammad Edlee Bin Hj. Ismail is the company's
creator, and Mr. Hj. Ismail Bin Mohamed was in charge of making sure the business was
operating well. Both Edlee Food Services and Edlee Fried Chicken were registered in 2003
under the Companies Act of 1965. From its humble beginnings as a night market in 1999 until
its establishment in 2003 as a large restaurant, it has been providing comprehensive meals for
friends and families at reasonable pricing. The name of Edlee is based on the founder name
Mohammad Edlee Bin Hj, Ismail. They also want people out there who do not any job
opportunities and still trying to find a new job to join their business. They also serve many
interesting menus at their restaurant such as Fried Chicken (Original),French Fries, Chicken
Roll, Mushroom Soup,Chicken Chop and so on. that the Malaysian University of Kelantan's
student body is the primary target market for Pengkalan Chepa -based Eddlee Fried Chicken.
Thanks to their joint business partnership, Pantai Timur Hypermarket customers can now
purchase Eddlee Fried Chicken products with even greater ease.

Rompin Beach Resort is an excellent escape from the rush of daily life and a calm
paradise. You might either enjoy our specially constructed swimming pool or play on the
beaches. The 46-room resort consists of both a hotel and a beach resort. Elegantly built, the
rooms and suites may be properly adjusted to meet the needs of both individuals and families.
We provide a comfortable standard and a tranquil natural setting. You may enjoy the
breathtaking sea views from the resort, which will lead you to an amazing coastal getaway for
relaxation and water sports. One such method is to participate in the traditional fish-catching
pastime known as "pukat tarik," such as telematches, volleyball, tennis, or table tennis. Tourists
are generally the first group that comes to mind when discussing the target market for a beach
resort. This is so since the beach is constantly a popular tourist destination that is likely to draw
tourists from all over the world. Many tourists these days are sick of major cities; they are bored
of the high rises and skyscrapers, the crowded streets, and the speeding cars. They simply
want to go to a beach, unwind, and enjoy the sea. As a result, if your hotel is a beach resort,
you most likely receive a lot of tourist visitors. Families are also a target for a beach resort.
Families were unable to have enough quality family time.

3
1.0 Introduction Of The Hospitality Establishment
1.1 This report provided a research of Edlee Fried Chicken and Rompin Beach Resort
establishment.
Edlee Fried Chicken
Since 2003, Malaysians have been used to Edlee Fried Chicken as a popular
cuisine brand in Kelantan. Mr. Mohammad Edlee Bin Hj Ismail and his father, Mr.
Hj Ismail Bin Mohamed, created the business. To manufacture culinary goods, they
collaborated together.The name Edlee is derived from that of its founder,
Mohammad Edlee Bin Hj, Ismail.
Vision
Edlee Fried Chicken Vision’s
 Manufacture fast food that is comparable to well-known items.
Mission
Edlee Fried Chicken Mission’s
 Offering both high-quality fast food and cuisine that is acceptable to
everyone or the broader public.
The Kelantan state is home to several Edlee Fried Chicken locations. The Edlee
Fried Chicken location in Pengkalan Chepa was picked for this duty out of all the Edlee
Fried Chicken locations in the Kota Bharu area. The address of Edlee Fried Chicken in
Pengkalan Chepa is Jalan Bendahara 2/36, Taman Bendahara, 16100 Kota Bharu,
Kelantan, and it is located in the Pantai Timur Hypermarket building. University Malaysia
Kelantan (UMK) is extremely close to the Edlee Fried Chicken location in Pengkalan
Chepa. It just takes three minutes to get from the UMK’s campus to the Pengkalan
chepa branch of Edlee Fried Chicken.

4
 Edlee Fried Chicken Organizational chart

The prices of Edlee Fried Chicken's establishment of the distinguishing competence fast
food items are competitive and comparable to those of other well-known fast food chains.

Rompin Beach Resort

Pahang is the third largest state in Malaysia,occupying the huge Pahang River
river basin. It is bordered to the north by Kelantan, to the west by Perak, Selangor and
Negri Sembilan, to the south by Johor and to the east by Terengganu and by the South
China Sea. The Rompin Beach Resort establishment is the most perfect vacation from
the rush of city life and is a calm paradise in Pahang. This property also has one of the
best-rated locations in Kuala Rompin.

Vision

 We produce good, quality and efficient employees for our customers

Mission

 They sponsorship for the comfortable standard and presents relaxing for the
guest and customer
 We high the quality and the responsibility of services the guest and tourism also
for whose do the meeting and weeding reception.

Rompin Beach Resort is located on the Pahang Southern Coast of Kuala

Rompin. From Kuala Lumpur it takes 4 hours drive by personal car and 5.5 hours by

5
bus. Where is from Kuantan, you spend about 1.5 hours by personal car and 2.5 hours
journey by bus. It takes 6 hours by bus and 4 hours by personal car from Singapore.

Rompin Beach Resort Organizational Chart

The establishment of the distinctive competence of Rompin Beach Resort was a

unique of set core competencies should be of primary concern in RBR for the business
hours in hospitality services. This paper presents a framework for the competency
development at Kuala Rompin,Pahang.

6
 2.0 Products, Services and Recreational Facilities Offered
2.1 Edlee Fried Chicken
Ayam Goreng Eddle releases many menus such as spicy and original fried chicken,
porridge and burgers. Also they provide many packages to customers such as a set menu for
one person to eat with affordable price and a package that is loved by students and the public 4
pieces of chicken for RM 10. Ayam goreng eddle provides chairs and tables for walk-in
customers. This facility can make it easier for customers to eat in the store and make it easier
for customers to wait to get food. With this facility, customers who come to buy will not complain
while waiting for food.

Eddle Fried Chicken is also doing programs and activities with a piece of free fried
chicken but only for purchases of RM10 or more. Therefore, Eddle Fried Chicken offer new
menu for customer which is chicken rolls with affordable price. Also add on new menu such as
Eddle Chicken Rice. Hence, during lock down Covid - 19 Eddel Fried Chicken provided runner
for sent customer order because customer did not allow dine in or walk in into the restaurant. in
addition , Eddle Fried Chicken does not provide any loyalty card for customers.

2.2 Rombin Beach Resort

Rompin Beach Resort is one of the cleanest and most beautiful beashes in Pahang
region. This beach is suitable for tourists to relax with their families. In addition, the resort has
42 deluxe rooms and 4 family rooms, 64 chalets and 2 executive studios. Rompin Beach Resort
also offered its guests various resort packages including chalet (RM 200) 2 single beds, deluxe
double rooms (RM 22O) 2 single beds, deluxe double or twin family room (RM 1600) 2 single
beds and deluxe room package, deluxe double or twin room (RM 3240) 1 queen and 2 single
beds. All the above packages change in price depending on the number of occupants in the
room. The resort has various facilities to facilitate the tourists’ stay such as free parking, outdoor
pool, sauna, restaurant and proximity to the beach. In addition, the resort has a cafe that serves
both Malaysian and Western delicacies, indoor and outdoor games, a conference room, a mini-
fridge, hot showers and much more.

In addition, Rompin Beach Resort offered its visitors various activities such as campfires,
scuba diving, kayaking, jungle trekking, volleyball and swimming on the beach. On the grounds
of Rompin Beach Resort, there is a children’s playground with swings, and slides for the kids to
have fun. The resort offers an area for tourists to barbecue, picnic, relax, hang out and eat.

7
3.0 Target Customers

The most significant external element influencing the future of the hospitality sector is
demography. The demand for hospitality and the worker supply will shift as a result of current
demographic changes, which will fundamentally alter how the industries are organised, run, and
grow in a sustainable way. The hospitality sector must be aware of the how, why, when, and
what of the shift, as well as its effects on the sector and the policies that must be implemented
immediately to counter it.

3.1 Edlee Fried Chicken

Currently, Edlee Fried Chicken exclusively operates in the region of Kelantan. The
citizens of the state of Kelantan are the business's visible target market. However, this works to
their benefit because people from other states will want to try their products, which are
exclusively sold in Kelantan.

It is said that Pengkalan Chepa-based Eddlee Fried Chicken prioritises the Malaysian
University of Kelantan's student population as their target market. Customers from Pantai Timur
Hypermarket now have even more convenience when purchasing Eddlee Fried Chicken goods
thanks to their collaborative business venture.

3.2 Rompin Beach Resort

We chose Rompin Beach Resort because we found out who likes to vacation at Rompin
Beach Resort. One of the reasons why tourists like to vacation in Rompin Beach Resort is that
they are offered different types of tourism, such as honeymoon tourism, recreational tourism,
and adventure tourism.

Adventure tourism is a trend among the young people and families who go on adventure
tours. This is because they can do activities such as campfire, jungle trekking, ATV, beach
soccer, volleyball, and others at Rompin Beach Resort. To spend time with their families, the
general community, and especially those who already have them, like travelling to locations like
this Rompin Beach Resort.

Target market Rompin Beach Resort has been spotted concentrating on the market for
newlyweds searching for honeymoon packages. Honeymoon tourism is a vacation that couple
taken immediately after their wedding. That is why Rompin Beach Resort has various attractive
offers for newly married couples who want to spend their honeymoon there.

8
4.0 Issues and Challenges of the Hospitality Establishment

4.1 Edlee Fried Chicken

Issues was something which raises a problem or challenge or gives a certain

view or direction regarding the matter while challenge means difficult faced while trying to reach
a goal or target. As a result, the issues and problems that we may examine while working there
are as follows:

Competetion

First of all , Mcdonald as Edlee Fried Chicken competition. This is because Eddle
Fried Chicken is close to mcdonald which is a great competition for selling fried chicken.
competition between mcdonald is a significant issue because these two serve the main
menu of fried chicken. This causes the buyer to choose to buy according to the
customer's taste .

Payment Method

Next challenges only accept transactions for cash. If we didn't have cash it will be
a little bit trouble because they not provide cashless. Transaction just only in the form of
cash. In this era cashless more widely used and become choice of many customer
nowadays

Food Services

Last but not least , it doesn't have any food services. Eddle Fried Chicken does
not provide any food service to all these branches, it is difficult for customers who do not
have any facilities such as cars or motorbikes to walk-in into the restaurant . Nowadays
food services are very famous like foodpanda and grabfood because it makes it easy for
customers to buy any food they want anytime .

4.2 Rompin Beach Resort

Our group was researching in the Rompin Beach Resort area. There are several
problems and challenges in the construction of the resort. Therefore, the problems and
issues that we can analyze while performing the task there are as follows:

9
Housekeeping

As we know, cleanliness is the basic need of every guest, and the majority of
hotel guests prefer a clean room to free amenities, anytime. In fact, we have heard from
some tourists vacationing at Rompin Beach Resort that some housekeeping staff are
idle in cleaning the rooms at the resort. This has caused inconvenience to the tourists
who live there. Some problems, with the housekeeping staff, will cause tourists to spend
less time at Rompin Beach Resort.

Covid Issues

During the study, a group of us was informed by the manager that he was facing
the problem of a capital crisis when the country experienced the Covid-19. In fact, the
closure of the tourism sector had caused the Rompin Beach Resort to suffer a great
loss, since no tourists were vacationing there.

Losing Loyal Customers

Rompin Beach Resort was also in competition with other resorts. With various
resorts constantly coming up with attractive offers, guests tend not to stick to one brand.
Instead, they are open to other offers, especially if you fail to connect with them
personally-, and provide them with a memorable experience. This will result in Rompin
Beach Resort losing its repeat customers because other resorts offer better deals.

Weather

In addition, climate change is also one of the tasks of the Earth resources, but it
has a lot of negative effects on a place. We were also informed that Rompin Beach
Resort is one of the places that are close to the beach. When there are, heavy rains and
floods in the monsoon season, many recreational activities such as ATV and jungle
trekking cannot be done because the activity area will be destroyed and the beauty of
the resort’s landscape will be effected. Therefore, when the monsoon season comes, the
resort managers face a cost problem because many recreational activities are destroyed
and it is very costly to rebuild and repair the resort.

10
5.0 Recommendation To Improvise The Operation Of The Hospitality Establishment
Additional Product Or Service Or Promotion
5.1 Eddlee Fried Chicken
Eddlee Fried Chicken create more brand awareness by using promotional
strategies such as advertising, personal selling and internet marketing to be attract more
by others people. Advertising can be done via newspaper, radio and online website.
Eddlee is another level cheaper chicken alternative of advertising their menu. The
reason Eddlee Fried Chicken chosen by many people because the price is cheap
compared to other brands. Eddlee Fried chicken have 2 new products for now, it is
called Eddlee chicken roll which is priced at RM4.50 and Eddlee burger special which is
priced at RM5.50 which is very reasonable for the price offered.

There also have another single menu here, it’s called Eddlee Fried chicken RM
3.00 one piece, Eddlee burger RM 4.50, and Eddlee black pepper burger RM6.00 which
is one of the hot promotional menus for anyone who just wants to try in a quantity that is
not too much for a new customer who wants to try the menu at Eddlee fried chicken.
This is all how Eddlee fried chicken develop their marketing mix strategies.

The seven elements of mix strategy they have was product, place, price.,
promotion, people, process and physical. This element important for Eddlee fried
chicken to have more customers and make more promotion for new menu or add
another voucher coupon to use when customers buys more their product so this is how
Eddlee promotion can be more better and easy to attract customers with more promotion
deals at Eddlee fried chicken. Eddlee needs to increase progress in his store by finding
other ways so that customers can also pay using credit card more easily and quickly for
nowdays. Lastly, Eddlee need to create a food delivery service so that customers can
order online without going to Eddlee every time they want to buy the product. This is how
Eddlee will be more successful for food market industry.

5.2 Rompin Beach Resort

Rompin Beach Resort operating almost everyday from Monday to Sunday.

Rompin Beach Resort must operate 2 shifts the first start at 8 am until 5 pm while the
second shift start at 5pm until 8 am. With this, customers can check in starting 3 pm and
set time for the customers. In addition, they gives customers the opportunity to stay at

11
any time and any day. They give the customer for the promotion at the end of the month
and years.

Rompin Beach Resort has a naturally style concept. The resort can create a
natural attraction that is close to nature, such constructing a zoo that displays the many
fish species nearby at Rompin Beach. The 46 room resort is a hotel and a beach resort
in nature. The rooms as well as suite are elegantly designed and are perfectly tailored to
suit in individual and family needs. We offer a comfortable standard and presents
relaxing ambience of nature.

From the resort you can savor the fabulous sea views that usher you to an idyllic
seaside retreat of leisure and the water activities. One such way is to experience the
‘pukat tarik’ activity, a traditional way of catching fish, volleyball, tennis or table tennis,
tele matches, darts or even cycling are some variety of activities that are made available
in this resort. For their housekeeping, Rompin Beach Resort need to improve their
serving to give the good service on their customers. Beside that, the safety features
were the number one in their priority business and must conduct more regular
assessments on the effectiveness of the current security systems.

12
Conclusion

In conclusion, overall our visit to Eddlee Fried Chicken and Rompin Beach Resort is
clear that there are various facilities provided for visitors who come. The development of these
two hospitality sectors has been extremely advantageous for the people of this nation. Both
businesses in the hospitality sector provide their own services. For instance, Rompin Beach
Resort engages in tourism-related operations in this nation as does Eddlee Fried Chicken,
which offers services for selling fast food to the general public. To ensure the both hospitality
sectors' continued excellence, improvements must be made constantly. In order to satisfy
customers and fulfil current demand, improvements are frequently introduced. If every
hospitality industry in the nation takes the same methods to expand the hospitality industry, this
may stabilise the national economy and provide national money while also boosting the
country's tourist sector.

13
Appendix

Edlee Fried Chicken

Pengkalan Chepa Edlee Fried Chicken

14
Rompin Beach Resort

Rompin Beach Resort Entrence

15