CASE STUDY : COMPANY ANALYSIS

BRUNCH SPOT

PRINCIPLES OF ENTREPRENEURSHIP (ENT530) : CASE STUDY

FACULTY & PROGRAM : FACULTY OF INFORMATION MANAGEMENT (IM245)

SEMESTER : 03

PROJECT TITLE : CASE STUDY : BY BRUNCH SPOT ANALYSIS

NAME :

1) MUHAMMAD KHAIRULLAH BIN HELMI

(2022899286)

2)

3)

4)

5)

LECTURER :
Contents
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 ACKNOWLEDGEMENT

First of all, we feel very grateful because we managed to complete this written report on a
case study for the subject Principal of Entrepreneurship (ENT530) within the time given by
our lecturer. We would like to acknowledge and to extend our heartfelt gratitude to our
lecturer of Principal of Entrepreneurship (ENT530), Madam …….. who is abundantly helpful
and offered invaluable assistance, guidance and truly help us in understanding this course.
Besides that, big thank you to the for allowing us to do an interview session with her. Then,
thank you to our group members for the time and the cooperation to complete this
assignment within the time given. Lastly, we would like to thank our family, friends and others
who in one way or another shared their support, either morally, financially or physically.
Thank you.
EXECUTIVE SUMMARY
1.0 INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Principles of Entrepreneurship (ENT530) was one of the required electives for UiTM
bachelor's degree candidates. The aim of this research is to improve students'
understanding of entrepreneurship. Education in entrepreneurship is crucial for upcoming
progress. Understanding entrepreneurship aids pupils in understanding better of the benefits
having their own busniess.

This course aims to engage students in the exploration of initiating a business, taking
over an established enterprise, or participating in the operations of a startup or an existing
company. Its purpose is to cultivate a fundamental understanding of entrepreneurship,
focusing on the mindset and decision-making processes that individuals face when pursuing
entrepreneurial prospects, establishing new ventures, and addressing various business
management challenges.

Small businesses with less than ten employees are referred to as micro businesses
or micro-enterprises. It is frequently a family business or a solitary proprietorship. Because
they generate jobs and support the expansion of regional economies, microbusinesses are
important to the economy. They can give a community a steadily expanding economy and
are crucial for the growth of a local economy that operates well. A microbusiness's ability to
succeed is essential to the growth and advancement of the community it serves. Micro and
small business growth can be effectively influenced by government initiatives such as
technology-based online social media, finance availability, and entrepreneurial training.

This course aims to engage students in the exploration of initiating a business, taking
over an established enterprise, or participating in the operations of a startup or an existing
company. Its purpose is to cultivate a fundamental understanding of entrepreneurship,
focusing on the mindset and decision-making processes that individuals face when pursuing
entrepreneurial prospects, establishing new ventures, and addressing various business
management challenges.

A case study is a type of research approach that is commonly employed in the social
and biological sciences. It centers on a thorough examination of an individual, a group of
individuals, or a unit, with the objective of extrapolating the results to multiple units. It is
frequently used to investigate complicated phenomena in natural environments and entails
looking closely at data pertaining to several variables. Case studies can concentrate on a
particular occurrence originating from a specific entity and can be single-case or multiple-
case studies.
1.1 BACKGROUND OF THE STUDY

This study mandates students to choose a small or micro business from any industry
and conduct either an online or face-to-face interview. The primary goal is to amass
comprehensive information about the selected company, encompassing its background,
products, marketing strategies, and business performance. Moreover, students are assigned
the task of scrutinizing the chosen company to pinpoint any challenges it may be
encountering. The specific focus of this case study centers on BRUNCH SPOT, with the aim
of gathering in-depth information about the company and identifying the operational
challenges it faces. Through this case study, students aim to gain insights into the day-to-
day operations and hurdles encountered by businesses.

The overarching objective of this case study is to delve into the fundamental factors
that contribute to the success of entrepreneurs and examine the operational strategies
employed by entrepreneurs in managing their businesses. By homing in on BRUNCH SPOT,
this study seeks to unravel the complexities of how the entrepreneur steering this business
navigates and addresses challenges during its operations. Understanding the key elements
that lead to entrepreneurial success holds pivotal importance for aspiring business
enthusiasts, providing valuable insights into the mindset, decision-making processes, and
problem-solving capabilities essential for effective business management.

Furthermore, this investigation strives to unveil the distinctive approaches used by

the entrepreneur at BRUNCH SPOT to overcome hurdles in the business landscape. By
scrutinizing the methods employed to tackle challenges, this study aims to identify best
practices and effective solutions that have contributed to the noteworthy achievements of the
business owner. Through an exploration of the entrepreneur's journey, this case study
endeavors to serve as a valuable resource for individuals interested in entrepreneurship,
offering practical lessons and strategic insights derived from real-world experiences in the
business domain.
2.0 COMPANY INFORMATION

2.1 BACKGROUND

The 30-year-old entrepreneur Ahmad Arif Bin Suhaili approaches his business
ventures strategically. Instead of starting to design the menu right away, he spends his time
choosing the ideal spot. After securing a location, he carefully investigates the area to find
gaps in the market and current offerings. His choices about what goods or services to offer
to meet the needs of the community are informed by this in-depth analysis.

Ahmad chooses to focus on food in order to carve out a niche in the oversaturation of
cafes. This choice results in the establishment of Brunch Spot, a concept that centers on a
comfortable, outdoorsy brunch setting. Despite initial plans for an all-wooden table setup,
financial considerations prompt Ahmad to compromise and explore alternative table options
that still align with the overall concept.

Brunch Spot's development is a testament to Ahmad's flexibility and sensible

judgment. Although the original plan was to have only wooden tables, budgetary limitations
forced a more adaptable strategy to preserve the core of the company. This flexibility
demonstrates Ahmad's capacity to overcome obstacles without sacrificing the fundamental
principles of his organization. In the future, coffee will be added to the list of offerings. In
addition to being motivated by a desire to grow the company, this strategic move complies
with Majlis Bandaraya Shah Alam's regulations, underscoring the significance of adhering to
local laws.
2.3 PRODUCTS AND SERVICES
Driven by Ariff's love of baking and cooking, BRUNCH SPOT takes pride in providing
a delightful fusion of Western and local flavors. Achieving a harmonious blend of Western
cuisine and indigenous flavors, the menu is thoughtfully selected to offer a distinctive
culinary encounter. Ariff's mother's beloved recipe for Nasi Lemak is one of the standout
dishes. Other Western favorites include pasta, pancakes with lempeng, and a flavorful
mushroom soup. Homemade cakes also satisfy the sweet tooth. The facility has a clear
division between the cooking and baking areas, and coffee will soon be served, which will
enhance the entire dining experience.

A popular dish is the Nasi Lemak with roast beef, which takes a unique approach
without deviating too much from the classic. Positive client reviews confirm its effectiveness.
Brunch Spot also takes pride in its freshly made garlic bread and mushroom soup, which are
both expertly made. The genuineness of these home-cooked dishes has attracted a devoted
following of customers who come back especially for the bread and soup.

Ariff uses a strategic approach to pricing, taking into account the state of the market
while maintaining affordability. The price, which strikes a middle ground between being too
high and too low, reflects the proprietor's dedication to providing high-quality food to a wide
range of customers. The main goal of BRUNCH SPOT is to fulfill Ariff's vision of offering a
delicious yet reasonably priced dining experience by allowing people to enjoy fine cuisine
without going over budget.
2.3 ORGANIZATIONAL STRUCTURE

At first, BRUNCH SPOT's organizational structure is flat and lacks a clear hierarchy.
As manager, Ariff is in charge of managing every facet of the company. There are currently
three committed kitchen crew members on the team. To accommodate fluctuating demand,
Ariff hires part-time employees.

Ariff, acting as the only decision-maker, makes use of his own experiences working
part-time in a kitchen while pursuing his education. His background enables him to quickly
adjust to the changing needs of the company and make well-informed decisions. Due to
financial limitations, there are currently three full-time employees. In his managerial capacity,
Ariff handles a variety of duties, including practical duties like baking. With a focus on
efficiency and agility, this streamlined structure enables BRUNCH SPOT to address
operational challenges with a flexible and focused approach.

2.4 STRATEGY

2.4.1 BUSINESS STRATEGY

A long-term plan of action intended to accomplish a specific goal, collection of goals, or

objectives is called a business strategy. It is a thorough plan that describes how a business
will accomplish its aims, obtain a competitive edge, and add value for all of its stakeholders.
A business strategy usually consists of an evaluation of the company's competitive
environment, an analysis of the company's strengths and weaknesses, and a plan outlining
how the company will allocate its resources to meet its objectives.

2.4.2 MARKETING STRATEGY

A marketing strategy is a part of a broader business strategy and outlines how a

company plans to communicate and promote its products or services to customers. It
includes various tactics and approaches to reach the target audience, create awareness,
and ultimately drive sales. Arif uses a multipronged approach to BRUNCH SPOT promotion.
One strategy is to hand out flyers that are also coupons, giving customers who bring them in
a 10% discount. This concrete, focused marketing campaign draws in and rewards
prospective customers. Arif uses social media sites, especially Instagram and TikTok, to
interact with the online community at the same time. This includes eye-catching materials
like pictures and sporadic videos. Arif uses Instagram Ads to increase the visibility of
already-posted content and reach a wider audience, all the while still coming up with original
ideas for videos.

Facebook was once used to increase individual outreach in nearby communities. Arif
uses his business and personal accounts to post about BRUNCH SPOT, carefully reaching
out to local groups like Meru and Alam Budiman. Arif also adopts a community-focused
philosophy by giving away leftover food to nearby mosques or suraus. Every donated item
has a BRUNCH SPOT sticker attached to it to optimize the promotional effect. This
discreetly promotes the company while supporting a worthy cause. Arif's ability to adapt and
be resourceful in reaching a variety of audiences through traditional and digital channels is
demonstrated by this multifaceted marketing mix.

2.4.3 OPERATIONAL STARTEGY

A company's plan of action for achieving its daily operations goals and objectives is referred
to as its business operational strategy. It entails making decisions regarding the
organization's resource management, process optimization for maximum efficacy and
efficiency, and the production and delivery of goods and services.

2.5 FINANCIAL ACHIEVEMENT

Just two months have passed since BRUNCH SPOT first started operating. Ariff
acknowledges that as of October 28, 2023, the company has not yet reached the anticipated
financial goal. This can be attributed to continuing expenses, for which Ariff's personal funds
bear a large portion of the cost. Notably, in keeping with his financial plan for the project, Ariff
has decided against applying for loans in order to avoid taking on debt. Ariff is steadfast in
his commitment to guiding BRUNCH SPOT toward both sustainable growth and financial
stability in spite of the present state of the economy.
3.0 COMPANY ANALYSIS

FIGURE 1 : BRUNCH SPOT Business Model Canvas (BMC)

3.1 KEY PARTNERS

Key partners are people, teams, or entities that are essential to the success and
operations of a business. They can enhance the company's value proposition and are a part
of the business's network. Key partners contribute significantly to the value proposition,
especially when it comes to co-creating the business concept, according to a study on the
relationships between the various components of the business model. Important partners for
Brunch Spot are essential to the company's success both operationally and in enhancing its
value proposition. Local vendors are essential partners because they guarantee a consistent
and high-quality supply of ingredients for the restaurant's varied fusion menu. Potential
partnerships for food donations with nearby suraus or mosques further demonstrate Brunch
Spot's dedication to community involvement. These alliances build a network that goes
beyond conventional business ties and improve the restaurant's offerings while also being
consistent with its values. The seamless co-creation of Brunch Spot's distinctive business
concept, which fosters a collaborative ecosystem that strengthens the overall value delivered
to customers and the community, demonstrates the significance of key partners.

3.2 KEY ACTIVITES

The most crucial tasks that a company or organization needs to carry out in order to fulfill its
value proposition, connect with its target market, and preserve its clientele are referred to as
key activities. These tasks can differ based on the type of business, but they usually have to
do with distribution, marketing, production, and customer service. One of Brunch Spot's main
goals is to provide a unique eating experience by carefully preparing and cooking their food.
The culinary team creates a varied fusion menu that combines Western and local flavors to
guarantee a superior dining experience. Furthermore, the creation of in-house cakes
complements the menu with a sweet note and highlights the restaurant's culinary prowess.
In addition to the kitchen, Brunch Spot prioritizes customer service, making an effort to give
guests a warm and pleasurable dining experience. This comprehensive strategy, which
includes top-notch cuisine and client-centered offerings, outlines the fundamental operations
that give Brunch Spot its distinct character and prosperity.

3.3 KEY RESOURCES

The vital tools a business needs to develop and execute its value proposition, connect with
its target market, and uphold its clientele are known as key resources. These resources may
include human, financial, intellectual, or physical resources. For its operations and
commercial success, Brunch Spot depends on a few essential resources. The foundation of
the establishment's culinary excellence is a talented kitchen team that produces a wide
variety of excellent fusion dishes. Ariff's personal finances are vital to the financing of the
business in many ways, from the initial start-up costs to the continuous operating costs.
Through social media accounts on sites like Instagram and TikTok, Brunch Spot can connect
with a larger audience and highlight its aesthetically pleasing food creations. These accounts
are valuable tools for marketing and promotion. Another vital resource is flyers, which act as
discount coupons in addition to conventional promotional tools to increase consumer
engagement and retention. These essential resources work together to support Brunch
Spot's multifaceted strategy of providing a distinctive dining experience and promoting
company expansion.
3.4 VALUE PROPOSITIONS

A value proposition is a statement that summarizes why a consumer should buy a product or
use a service. It is a clear, concise, and compelling description of the benefits that a
customer can expect from the product or service. A strong set of value propositions is what
sets Brunch Spot apart in the cutthroat restaurant industry. Its menu is built around the
fusion of Western and local flavors, offering customers a varied and distinctive dining
experience that combines the best of both worlds. A taste of authenticity and quality in every
bite, Brunch Spot's handcrafted dishes and cakes highlight their commitment to culinary
excellence. The restaurant distinguishes itself further by offering reasonable costs without
sacrificing the caliber of the food, guaranteeing that patrons can savor fine dining without
going over budget. When taken as a whole, these value propositions present Brunch Spot as
a unique dining experience that accommodates a wide range of customer tastes and
preferences.

3.5 CUSTOMER RELATIONSHIPS

Personalized engagement is the cornerstone of Brunch Spot's cultivation of meaningful

customer relationships through a variety of channels. Using both personal and business
accounts, the establishment uses social media to engage in personal outreach with the
neighborhood. This entails making interactive posts, answering remarks, and taking an
active part in community groups. Face-to-face interactions are essential to creating a warm
dining atmosphere, as staff members converse with patrons to check on their satisfaction
and get their opinions. Incorporating a loyalty program into the coupon/flyer system
enhances customer relationships by providing incentives for repeat business and fostering a
sense of community around Brunch Spot. Through a combination of direct interactions,
online outreach, and a loyalty-driven strategy, Brunch Spot builds strong relationships with
its customers, which helps to cultivate a devoted clientele.
3.6 CHANNELS

Brunch Spot strategically leverages a combination of channels to connect with its audience
and promote its offerings. Social media platforms, including Instagram and TikTok, serve as
dynamic virtual platforms for showcasing visually appealing content, engaging with a broader
online audience, and fostering a vibrant online community. Additionally, Brunch Spot actively
participates in neighborhood groups on platforms like Instagram and Facebook, using
personal and business accounts for direct communication and local promotions. These
multifaceted channels collectively contribute to Brunch Spot's visibility, customer
engagement, and community building efforts.

3.7 CUSTOMER SEGMENTS

Brunch Spot caters to distinct customer segments that align with its unique value
propositions. The first segment comprises local residents who seek a culinary adventure
through a fusion dining experience, appreciating the diverse flavors that Brunch Spot
seamlessly blends. The second segment targets individuals in search of affordable yet high-
quality food options, emphasizing the business's commitment to providing a budget-friendly
culinary experience without compromising on taste and quality. By understanding and
addressing the specific needs and preferences of these customer segments, Brunch Spot
tailors its offerings and marketing strategies to resonate with the local community and those
seeking accessible excellence in their dining choices.

3.8 COST STRUCTURE

The costs of Brunch Spot are separated into fixed and variable costs. Important components
such as rent payments are included in fixed costs, which support the stability of the
company's financial obligations. Paying employees is another fixed expense that helps to
keep operations running smoothly by guaranteeing a competent and stable workforce.
Regarding the variable costs, raw materials are dynamic since their price varies according to
requirements, which reflects Brunch Spot's flexibility in creating its menu and its capacity to
adjust to changing customer preferences. This cost structure demonstrates how necessary
expenses should be stable, but there should also be flexibility to adapt to the changing
needs of the culinary industry.
3.9 REVENUE STREAMS
The main sources of income for Brunch Spot are sales of its varied menu items, which
include cakes, homemade meals, and a blend of Western and local flavors. Customers who
savor Brunch Spot's distinctive culinary experience constitute the primary source of income.
Furthermore, the planned introduction of coffee offerings could potentially create additional
revenue streams in the future, catering to the changing preferences of customers and
broadening the company's product line. Together, these revenue sources support Brunch
Spot's expansion and financial stability, demonstrating the company's strategic approach to
product diversification and market dynamics.
4.0 FINDINGS AND DISCUSSION

4.1 FINDINGS