TABLE OF CONTENT

CONTENT PAGES

LIST OF FIGURES 3

LIST OF TABLES 3

EXECUTIVE SUMMARY 4

1.0 INTRODUCTION
1.1 Background of study 5
1.2 Purpose of study 6

2.0 COMPANY INFORMATION

2.1 Background of business 8
2.2 Organizational Chart 10
2.3 Product and Services 11
2.4 Business, marketing, operational strategy 13
2.5 Financial Achievements 15

3.0 COMPANY ANALYSIS (BMC)

3.1 Key partner 17
3.2 Key activities 19
3.3 Key resources 24
3.4 Value propositions 24
3.5 Customer relationship 26
3.6 Channels 28
3.7 Customer segments 29
3.8 Cost structure 30
3.9 Revenue streams 31

4.0 FINDINGS AND DISCUSSION/ RECOMMENDATIONS

4.1 Findings 33
4.2 Recommendations 35

5.0 CONCLUSION 39

6.0 REFERENCES 40

7.0 APPENDICES 41

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 LIST OF FIGURES
CONTENT PAGES
Figure 1: Organisational chart of KEDUA by Waks Shake 10
Figure 2: List of western menus 12
Figure 3: List of local foods 12
Figure 4: Estimated profit of Waks Shake 16
Figure 5: KEDUA by Waks Shakes order website 22
Figure 6: Meeting and interview with KEDUA by Waks Shake owner 41
Figure 7: Hashtags of WaksSHAKE on TikTok and Instagram 41
Figure 8: KEDUA by Waks Shake link of social media, location and food 42
delivery.
Figure 9: Link to website for customers to complain or compliment for 42
their food and service.
Figure 10: Interior design of KEDUA by Waks Shakes 43

LIST OF TABLES
CONTENT PAGES
Table 1: Background information of the business 8
Table 2: Business Modal Canvas of KEDUA by Waks Shake 17

3
1.0 INTRODUCTION

1.1 Background of Study

Indeed, the landscape of the food industry is notably demanding and competitive due
to the abundance of businesses, spanning from small enterprises to large corporations. This
sector boasts diverse backgrounds and varying capital across its spectrum. Businesses within
this domain take various forms, including enterprises, partnerships, private or public
companies. In reality, it proves challenging for emerging ventures to gain recognition,
particularly within markets dominated by industry giants like Kentucky Fried Chicken (KFC)
and McDonald's. New enterprises often grapple with financial survival and the quest to
maintain relevance in the long run.

To entice new customers, businesses must employ effective marketing strategies and
refine their product planning. Utilizing social media platforms for promotion stands as a prime
example. The primary objectives within the food industry revolve around nurturing existing
customer relationships, attracting new customer, and expanding business reach. Meeting
customer demands remains pivotal for business success. Addressing these needs not only
satisfies customers but also establishes a valuable proposition for the business. Additionally,
the overarching goals include maximizing revenue streams and minimizing operational costs.

Within this case study, students are tasked with conducting interviews with small or
micro-sized businesses across diverse industries. Their objective entails gathering
comprehensive details regarding the company background, products offered, marketing
strategies employed, business performance metrics, among other relevant aspects. Upon
collecting this information, students are to analyse these companies using the Business Model
Canvas tool. Subsequently, they're required to pinpoint the challenges these businesses
encounter. Following this analysis, students must propose viable and applicable solutions
aimed at augmenting the businesses' overall performance.

Our group selected the food industry for our interview due to its extensive range of
options. Considering transportation logistics for the interview, we opted for a small business
close to UiTM Puncak Alam, Eco Grandeur. This location emerged as a new establishment,
having completed construction around 2021. Before settling on this particular restaurant, we
encountered several challenges in locating a suitable small business. Some did not respond
to our inquiries, while others declined due to the owner's busy schedule or their reluctance to

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participate in the interview. After persistent efforts over a few weeks, we eventually found the
right small business for our case study. This experience allowed us to gain insight into
business operations and offered students a chance to tackle problem-solving from a
managerial perspective.

1.2 Purpose of Study

This case study aims primarily to offer students a practical learning experience,
enabling them to delve into the complexity of business operations. This opportunity provides
invaluable insights, allowing students to glean firsthand knowledge of the selected industry
from a business-centric perspective. They'll acquire a comprehensive understanding of
business setup, effective management strategies, and the skills required to navigate and
surmount challenges encountered in day-to-day business operations. It's a chance for them
to immerse themselves in real-world scenarios, learning not only the theoretical aspects but
also the practical applications and problem-solving skills crucial in entrepreneurial
endeavours.

Moreover, this case study aims to sharpen students' analytical skill and their ability to
apply theoretical knowledge to practical scenarios. It serves as a bridge between theoretical
teachings and real-world applications, enabling students to discern the disparities between
academic concepts and the realities within various industries. By immersing themselves in
these business situations, students can actively apply their academic knowledge to tackle real-
world challenges. This hands-on experience equips them with a deeper understanding of how
theoretical concepts translate into effective strategies and concepts within the dynamic
landscape of the business world. Ultimately, it prepares students to navigate and comprehend
the complex workings of business concepts and strategies with a more nuanced perspective.

Additionally, this case study has the potential to serve as a source of inspiration and
motivation for students contemplating entrepreneurship. Success stories shared by business
owners can ignite a spark of inspiration within students, encouraging them to explore their own
entrepreneurial paths. This inspiration not only impacts individual aspirations but also
contributes to the economic growth in alignment with the national vision. Businesses, as
showcased in these studies, play a pivotal role in economic expansion. Moreover, they serve
as platforms that unearth and amplify the potential and creativity of people, showcasing how
innovative ideas can translate into successful enterprises that contribute to both personal and
national prosperity.

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 Finally, this case study plays a crucial role in honing students' problem-solving and
decision-making abilities. Developing adept problem-solving skills proves instrumental in
addressing challenges encountered in real-life situations, equipping students with valuable
tools to navigate obstacles effectively. Effective decision-making stems from a deep
understanding of the issues at hand and a comprehensive grasp of the potential
consequences of each decision. This comprehension enables decision-makers to weigh their
options judiciously, making informed choices that lead to optimal outcomes. Ultimately, these
skills acquired through the case study experience are invaluable in preparing students for the
complexities of real-world business environments.

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2.0 COMPANY INFORMATION

2.1 Background information of the business

Name of the company KEDUA by Waks Shake

Name of the owner Mr. Aizul Afham
Location NO.27-G, Jalan Esplanad 1/8B Eco Grandeur, Bandar
Puncak Alam, 42300 Kuala Selangor, Selangor
Year of the business January 2021
commencement
Phone number 03-5871 1499
Form of business Private Limited Business Entity
Table 1: Background information of the business

Waks Shake has two directors, Mr Aizul and his wife, Mrs Ean. The Waks Shake
business started when the owner, Mr Aizul, sold coconut shakes on the side of the road when
he was a student in the fourth semester of a degree in architecture at UiTM Puncak Alam. Mr
Aizul's main purpose for selling coconut shakes is that he wants to raise money to marry his
wife, who is also an architecture student. That determination caused Mr Aizul to continue
selling the coconut shake until he was in the fifth semester of his degree. He did not continue
his studies in the sixth semester and said to his wife that he wanted to continue what he had
started, which was to do business and marry his wife. Then, starting from zero, he opened a
store and looked for a rental site in the night market to run his coconut shake business. Until
now, he already has a plan for the next projection.

Waks Shake now has two outlets, which are KEDUA by Waks Shake and KETIGA by
Waks Shake. The name Waks Shake came about in conjunction with starting his journey by
selling coconut shakes. The KEDUA by Waks Shake and KETIGA by Waks Shake are named
as such because the business has sold a variety of food, not just coconut shakes. Waks
Shake's first outlet, located in Ijok, Selangor, has been closed for 2 months due to its location
in a rural area where the target market is few due to the lack of population in the area. At the
same time, the outlet that is still operating now is the KEDUA by Waks Shake located in Eco
Grandeur and the KETIGA by Waks Shake in Seksyen 3, Kota Damansara.

When Mr Aizul was selling coconut shakes, he faced the issue of how to expand and
make his coconut shake business unique, whether using ordinary plastic bottles or cups. This

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is because coconut is an ingredient that does not last long and spoils quickly. Then, from there,
Mr Aizul tried and errored various types of food cooked by his mother to find a menu that was
tasty, long-lasting, popular and suitable for all ages. Because of that, he was involved in the
food and beverages industry and the existence of Waks Shake. However, now Waks Shake
has a central kitchen where they will create new menus for the restaurant.

The main mission of opening KEDUA by Waks Shake is to sell cheap, high-quality food
and a daily menu. However, due to the increase in the price of goods, the mission could not
be achieved. Now, the mission is the preparation of food that is diverse and fusion that is local
and western and at the same time is widely accepted. This is because, with the sale of fusion
food, it can be accepted in all places and enjoyed by all ages, such as children, teenagers,
adults and older people.

Besides, KEDUA by Waks Shake also has a plan for the next outlet and analyses the
selection of the outlet. For example, it is necessary to analyse the population in the location,
whether it is wage earners, housewives, students or unemployed, in order to know the target
customer. This is because Waks Shake's target customers are middle-tier households whose
income falls between RM 4,850 and RM 10,959 (M40).

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2.2 Organizational Chart

Figure 1: Organizational chart of KEDUA by Waks Shake

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2.3 Product and Services

KEDUA by Waks Shake is a restaurant that provides various types of Western cuisine,
such as chicken chops, pasta, spaghetti, and burgers. There are also Malaysian dishes such
as fried rice, kuey teow, mee and so on. They also provide online ordering and delivery
services around Puncak Alam. KEDUA by Waks Shake is dedicated to giving its customers
the greatest dining experience. KEDUA by Waks Shake serves its customers by making the
dishes using premium and fresh ingredients in order to give high satisfaction for its customer.

The main menu and attraction of KEDUA by Waks Shake is Western food. Western
food is becoming more popular in Malaysia and readily available everywhere, especially in
urban areas. Western food is seen as trendy, viral and a modern choice now, and the increase
in the number of restaurants that offer Western food causes KEDUA by Waks Shake to make
Western food as their menu and main attraction. Among the menus that become best-sellers
are spaghetti salted egg chicken chop, spaghetti salted egg chicken chop, spaghetti salted
egg lamb grill, signature lamb burger, lamb chop and others. The price range of this dish is
between RM14.50 and RM36.90.

However, Malaysian food remains the most popular food and consumed by
Malaysians. It is because local food will continue to be a part of Malaysian culture and daily
life. Therefore, WAKS SHAKE also provides its customers with various local food options.
Among the best-selling dishes is a combination of fried rice and chicken chop or chicken grill,
which is between RM19.90 and RM22.90. There are also fried rice dishes, white rice and tom
yam sets, char kuey teow and fried noodles. This local dish starts at a cost of RM7.50 up to
RM20.50. Malaysians have a strong affinity for traditional flavours and their culinary heritage,
but they also enjoy exploring and experimenting with Western food as part of their experience.

11
Figure 2: List of western menus

Figure 3: List of local food

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2.4 Business, marketing and operational strategy

Business strategy

A business strategy is an outline of the actions and decisions a company intends to make
in order to achieve its goals and objectives. It defines what the necessary actions for the
company to reach its goals, which can offer guidance for decision-making in areas such as
hiring and resource allocation. By facilitating coordination among various departments, a
business strategy ensures that decisions made at the departmental level are in harmony with
the overall direction of the company. KEDUA by Waks Shake has used several business
strategies to ensure their company’s operations run effectively.

1) Identify target market

KEDUA by Waks Shake serves foods that is suitable for all stages of age from children,
teenager and adult. It also meets the appetizer of both gender male and female. For example,
KEDUA by Waks Shake also have the food serve in the small portion and also kid’s meal. The
menu gives the children the choices of food for themselves in the right portion to prevent
wastage of food. KEDUA by Waks Shake also did not only focus on western food but also
local food to achieve their target market.

2) Cross-sell more products

KEDUA by Waks Shake also sells many options of western food, local food and others to
focus on selling to the same customers. This approach involves strategically promoting
additional products or services to existing customers based on their preferences and purchase
history. By segmenting the customer base and leveraging data analytics, businesses can gain
valuable perception into consumer behaviour, allowing for the creation of targeted cross-
selling opportunities. Offering complementary product bundles at discounted rates is a
compelling tactic, enticing customers to explore and purchase related items together. KEDUA
by Waks Shake offer food on platter where various food is served in one plate or order.

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Marketing strategy

A marketing strategy is a long-term plan for achieving a company's goals by understanding

the needs of customers and creating a distinct and sustainable competitive advantage. It
encompasses everything, from determining who your customers are to deciding what
channels you use to reach those customers. With a marketing strategy, you can define how
your company positions itself in the marketplace, the types of products you produce, the
strategic partners you make, and the type of advertising and promotion you undertake.

1) Social media marketing

KEDUA by Wak Shake use social media platform to spread their product to the world.
They actively post the video of their restaurant, environment, various types of food, promotion
and services provided at their restaurant at TikTok. They also have their own Instagram
business account and Facebook account to expand their brand. They also have the schedule
to make sales online by promote it on live through TikTok.

2) Brand Marketing

KEDUA be Waks Shake have their own brand name for product Sambal to make their
brand name more recognizable by the people. They also sell the product through social media,
at the restaurant and at online shop such as Shopee. There are many benefits of having own
brand such as recognition and differentiation. A distinctive logo and consistent branding help
consumers easily identify and remember your business among a sea of choices. Also in a
crowded marketplace, differentiation through a strong brand is not just advantageous, it is
essential for capturing the attention of potential customers and standing out from the
competition.

Operational strategy

An operations strategy is a set of decisions an organization makes regarding the

production and delivery of its goods. Organizations may consider each step they take toward
manufacturing or delivering a product an operation, and all decisions regarding these various
operations are the operations strategy.

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 1) Inventory strategy

The restaurant well organizes their storage with all the raw material that is sent by the
supplier. Because of the limitation of the space in the storage, the restaurant decided to
receive their dry material once a week. For the raw material that is important to keep their
freshness like fish, chicken, prawn, vegetables, and others will be bought from the market
every morning to make sure the food served is made from the fresh ingredients.

2) Product and Services strategy

KEDUA by Waks Shake put their quality of foods and beverages as their priority. They will
always use fresh ingredients in their cook to make sure the food serve to the customers is
delicious and can satisfy the customers. Besides that, the services provide by them is at the
top level. From inside the kitchen, the chef is professionally cooking the order received in a
minute to make sure the customer not wait for a long time to receive the order. Outside the
kitchen, the employee will serve the customer with patient and polite to keep a health
environment in the restaurant.

2.5 Financial achievements

Maintaining financial success is essential for businesses, particularly those that have
ventured into the food industry, as it guarantees smooth daily operations and allows them to
pay for daily operating expenses such as providing employees' salaries and paying bills for
utilities. Additionally, a business that achieves excellent financial outcomes will be given more
significant creditworthiness than its rival. Therefore, it is less complicated for them to submit
applications for financial assistance or funding from banks along with other financial
institutions so they can utilize the funds for sustaining the day-to-day activities of the business.
An up and down financial performance are a typical occurrence in business, and the reasons
for them might differ for each business. The reasons include internal factors such as the
product itself or external factors such as law and regulations or economic situation. Both
required careful examination to guarantee that solid financial results could be achieved.

KEDUA by Waks Shake has likewise encountered this situation of its own. Throughout
the course of its operations from 2021 to 2023, the business recognized both gains and losses.
Such as the fact that KEDUA's financial performance worsened from losing customers during
the COVID-19 epidemic in 2021. The business generated merely a small amount of revenue,
and they lacked the money to pay their staff. They are struggling to even achieve the estimated
sales of RM500 to RM600 each day.

15
 Nevertheless, by 2021, the restaurant went viral, and a steady stream of customers
helped the business regain its footing thanks to the power of social media. Since then, sales
have continued to increase, leading the business to gain approximately RM 10,000 in monthly
sales, a level that it has maintained to this day. By the end of 2023, all the outlet under Waks
Shake is projected to achieve its aim of RM 5 million to RM 6 million, considering its intended
customers have begun to recognize the business’s existence. In comparison to 2022, the
notable rise is about 60%. This demonstrated that the business has begun to expand
successfully in terms of its financial performance.

Figure 4: Estimated profit of Waks Shake

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3.0 COMPANY ANALYSIS (BMC)

Table 2: Business Modal Canvas of KEDUA by Waks Shake

3.1 Key Partner

In a Business Model Canvas (BMC), key partners refer to external organisations,
suppliers, or strategic alliances that contribute to the success of a business. Key partners that
we will surely form will be factors that assist our company in areas where we would be
unproductive if we did it ourselves. A company's strengths are enhanced by depending on
other businesses to provide certain resources or complete specific tasks.

a) Delivery companies

KEDUA by Waks Shake decided to collaborate with some of the delivery companies such
as Food Panda and Grab Food to contribute with us delivering customers’ orders. Since the
pandemic spread across the country, people have started to adapt with the new norms. By
having them as our key partners, KEDUA by Waks Shake can serve more customers by just
online orders. In addition, Malaysia has increased the circle of delivery connections whereby
nowadays, the majority of the places can be reached by the riders and delivery company. In
addition, KEDUA by Waks Shake is near a residential area, UiTM college, and several places

17
like shops. So, it is easy for the riders to deliver their orders. KEDUA by Waks Shake is slowly
gaining recognition by customers by becoming one of the easiest cafes or restaurants to be
reached at any time.

b) Shortlist supplier on food business service

KEDUA by Waks Shake mainly focuses on food business service. The business needs
raw material to run the productions. KEDUA by Waks Shake needs a stock of chicken, fresh
vegetables, kitchen utensils and other basic materials. The business has a shortlist of
suppliers. This is because having a shortlist of suppliers is crucial for several reasons. Firstly,
it helps mitigate risks associated with potential disruptions, such as price fluctuations or supply
chain issues. In addition, a shortlist allows for quick adaptation to changing market conditions
or unforeseen problems with a primary supplier. It ensures that KEDUA by Waks Shake has
alternative options readily available, maintaining business continuity and preventing potential
disruptions to your operation. The manager of the business will buy the material once a week.
KEDUA by Waks Shake also maintains a strong relationship with a supplier involving clear
communication and timely payments. Regularly checking in, expressing appreciation, and
addressing concerns promptly can foster a positive partnership.

c) Suruhanjaya Syarikat Malaysia (SSM)

After that, SSM's major goal is to encourage people to start businesses and register them,
as well as to provide information to the public regarding corporations and businesses. The
commission has introduced SSM e-Info plans to help people find information on enterprises
and businesses on its website. By registering with SSM, our menu product will become more
widely known, thereby increasing customer confidence in our product.

d) Halal certificates

Next, Halal certificates are one of the most important things. This is because the majority
of Malaysians are Muslim. Muslim are cared about their food whether it is able and safe to eat
or not. For instance, KEDUA by Waks Shake are not serving alcohol at their cafes to make
sure their food is able to be eaten by all Muslim and Non-Muslim and following the Syariah
Compliant. Halal certification is a process designed to ensure the characteristics and quality
of the products with the rules laid down by the Islamic Council allowing the use of the Halal
mark. So, by having the Halal logo, customers will not be feeling apprehensive to come to their
cafes.

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3.2 Key Activities

Key activities serve as the next component of the Business Model Canva (BMC). Key
activities are vital to business management and must be carried out for the business to
effectively deliver its value proposition to its target market and carry out everyday operations.
Aside from helping the management keep activities on track with the business strategy and
target, key activities also help them pinpoint what components need to be modified or
improved. Key activities that were carried out by KEDUA by Waks Shake include:

a) Menu planning & development

A menu plays an essential role as it connects to the product offered to the costumer
and serves as the foundation for the cost that will be spent later on. This level of activity covers
menu creation alongside cost analysis. In order to satisfy the palates of the customers, the
menu ought to offer a variety of selections and kinds such as appetizers, main meals as well
as desserts, along with beverages. The menu may be upgraded by offering additional dietary
options such as vegan and vegetarian dishes for individuals who have specific nutritional
requirements. Businesses can also emphasize their specialty or signature cuisine, which
enhances their value proposition compared to opponents. Customers are going to find them
more convenient, particularly those who want to give it a try for the first time.

Cost and labour requirements should also be taken into account while planning the menu.
To guarantee that a menu with an acceptable price can be created costs should be assessed
for both the equipment or machine required to produce each meal as well as the cost of the
raw materials and ingredients. In order to ensure that there is adequate labour to handle a
large number of orders at once, it is also necessary to take into account the chef or staff
members who will be involved in the preparation.

At the very start of KEDUA by Waks Shake, the business owner takes responsibility on his
own in order to create the menu. But when the company expands and manages to bring on
additional staff, the chef creates the entire menu, which is then approved by the owner. At
present, the business concentrates on providing fusion cuisine, including Western and local
dishes. The latter, however, is their signature dish and is the one that customers choose the
most from the menu.

Regarding expenses, each ingredient and raw material will be weighed separately for each
portion, and the total cost will be split into the number of kilograms required for each portion.

19
Additionally, the business has already decided to incorporate the cost of components in the
final price of each menu item by an estimation amount of 35%. Furthermore, this business
ensures that the final price accurately represents all procedure costs and is a sum that most
individuals can afford. It is in line with the company's objective to provide simple, reasonably
priced meals.

b) Ingredients / raw materials purchasing and storing

This business will acquire ingredients and raw materials from the supplier and then store
them in the second kitchen. Following that, the outlet will place a system order, which the
supervisor will be in charge of. A purchase order and stock request will be issued by the
supervisor to the second kitchen. The supplier will personally transport the majority of the
ingredients to the second kitchen. A logistics team will be deployed to pick up the materials
directly from the supplier if the supplier is unable to deliver for whatever reason, such as a
massive number of orders. Fresh ingredients that spoil quickly, such as seafood, are picked
up every day by the specifically assigned team and transported to the outlet kitchen from the
market centre. When it came to ordering and requests, the company used to only place them
once a month. However, because of the second kitchen's limited capacity, the ordering system
was modified to place orders every two weeks in order to limit the quantity of ingredients that
could be stored at once.

There has yet to be any specialized high-tech machine for keeping such ingredients. In
order to make it less complex for them to keep track of which ingredients are to be finished
first and minimize abnormal wastage of ingredients, the firm utilizes a standard procedure to
ensure that each ingredient still can be used until a particular period by manually checking the
expiry date. Sambal paste, for instance, will be kept in a sealed bag that can be last up to a
few months. Before placing another order with the second kitchen, they will continue to monitor
the sambal paste until it is used up.

c) Meals and order preparation

When customers enter the restaurant, staff members will direct them to an empty table
and ask them to use their device to scan the QR code that is attached to their table. The use
of this advanced technology benefits the business since it helps in reducing the workforce
needed to run the restaurant’s daily operation including taking individual orders from each
table. In addition, each table also has a particular QR code that is used to differentiate each

20
table’s order, making it less complicated to identify which customers have already finished
their ordering process.

The scanned QR code will take the customers to the restaurant websites with a menu list to
choose from. When checking out their order, customers can select the dishes they want and
add the item to the cart. What’s more intriguing is, despite the fact that each individual used
their own device to scan the code, the orders of others who sit at the same table will
automatically also appear on each one’s device. After combining the orders, only one person
will check out all the items.

The order later will be received by the chef or other designated workers, and they will begin
preparing the cuisine. This business developed a plan to cut down on the number of steps
involved in food preparation by using a ready-made paste that was ordered from the second
kitchen. This tactic assists the business in lowering food preparation expenses while assuring
customers of the quality of the cuisine.

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 Figure 5: KEDUA by Waks Shake order website

d) Management of employees and staff members

The business recruits people without qualifications in the first stages of employment since,
at the moment, the main goal is to have enough workforce. However, as the majority of the
new workers lacked expertise, the business ran into several staffing issues during its time in
operation. Currently, the manager manages a Google form that applicants must fill out with
their personal information in order to begin the recruiting process. After that, they move on to
the interview stage. The business wants to retain people who just need to be kept at the proper
spot, thus the procedure gets a lot stricter. The implementation of the new hiring process
method limits employment opportunities for competent candidates, potentially minimizing
employee dissatisfaction.

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 In order to prepare the new hire for working in a distinct sort of workplace, the business
also offered training that involved placing them in another outlet kitchen for a week instead of
their situated one. Additionally, the majority of the new hires will be positioned in the front
during business hours, where they will be responsible for processing payments and providing
services to customers. Senior staff members will assist with meal preparation by being
positioned in the kitchen. All of the employees at this business received training for working in
multiple parts. Workers who used to solely prepare meals in the kitchen, for instance, are now
taught to work as cashiers, and in another part of the restaurant. It makes it easier to rotate
staff in the event that more workers are required due to an unforeseen situation. There are
now forty workers working at Waks Shakes across all of its locations.

Regarding compensation, an employee's pay will be determined by their position inside

the business. A higher position entails greater responsibility, a higher degree of skill
requirement, and a higher wage than an individual in a lower position. Payments of salary are
made up to approximately RM 3,000.

e) Marketing and advertising

KEDUA by Waks Shake mainly utilizes social media sites like Instagram and TikTok to
market their business and draw customers. Additionally, they show commitment by posting on
heavily trafficked pages like the Puncak Alam page site. However, its sole purpose is just to
inform its customers of their presence through this media as they rely heavily on customers to
spread the word about their business.

The business started out by offering customers cashback, which the customers could get
up to 10% of each purchase they made against their subsequent purchases. With more
customers, this had given the business a significant advantage. However, as the cashback
system was continuously used, the business was unable to keep up with the rising loss
resulting from the cashback, which became a concern for the business and led to the cashback
system's termination. At the moment, this business continues to take advantage of its target
customers, which one of it consists of UiTM Puncak Alam students, by providing students
discount in an effort to build their brand and attract potential customers.

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3.3 Key Resources

In any business, the Key Resources are the essential inputs used to create a compelling
value proposition, serve the targeted customer segment, and deliver products or services
effectively. These resources are the cornerstone of a successful business model and can be
both tangible and intangible resources.

a) Human resources

In the KEDUA by Waks Shake Business Model Canvas, human resources are crucial.
Skilled chefs and waitstaff directly influence the quality of food and customer experience,
impacting the value proposition and revenue streams. Well-trained personnel contribute to
positive customer relationships, influencing key activities like food preparation and service.
Effective human resource management is crucial for maintaining a competitive edge and
ensuring the success of the restaurant's business model. In total the restaurant has
approximately 12 human resources in the restaurant for one branch.

b) Physical resources

Besides that, another resource for the restaurant is physical resources. This resources
such as kitchen facilities well-equipped is important in order the chef to make foods and
beverages successfully. For the dining area and furnishing also play an important role in
providing a comfortable and inviting space for customers. The manager of Waks Shake also
use his own personal motorcycle to make sales by send the order to the customer’s house.

c) Financial resources

The owner of KEDUA by Waks Shake start his own small business using his own savings
and from the business his slowly save the money from the sales and use it to learn proper and
detail knowledge about the restaurant business. He also uses his savings to start the business
from zero which is rent a lot until now. He also gets helps from his wife to support him
financially.

3.4 Value Propositions

A value proposition describes what makes a company's product or service appealing, why
customers should buy it, and how the value of the product or service differs from similar offers.
It communicates the unique value that a product or service provides and how it solves a

24
problem or fulfils a need for the customer. In essence, a value proposition is the promise of
value to be delivered. Key elements of a compelling value proposition often include customer
benefits, differentiation, relevance, credibility and clarity. Effective value propositions are
essential in marketing and business strategy as they help businesses differentiate themselves
in the market, attract customers, and create a compelling reason for individuals to choose their
offering over competitors.

a) Diverse and delightful choice of menu for food and beverages

KEDUA by Waks Shake is one of the restaurants which provide an excellent value
proposition to the customers. Firstly, KEDUA by Waks Shake offers a diverse and delightful
choice of menu for food and beverages. The restaurant serves local cuisine or known as Malay
cuisine such as nasi goreng, char kuey teow, mee goreng and for western cuisine, they have
burgers, pasta, meatball set, chicken chop and lamb chop. Other than that, this restaurant
also serves fusion of the two cuisines for example spaghetti salted egg chicken, nasi goreng
chicken chop, nasi goreng lamb chop and many more including snacks and not to forget kids'
meals.

The customer can quench their thirst with a refreshing, sweet lineup of beverages provided
by the restaurant that can ensure every sip is a moment of pure delight. The beverages that
are provided are shakes such as coconut shakes, Oreo and mango shakes, fruit juice,
mocktails and local beverages. It is amazing when the customer can taste a wide range of
cuisine and beverages in one stall. This extensive menu is to ensure there is something for
everyone from kids to adults as the owner of the restaurant, Mr. Aizul Afham wanted to bring
people together over a diverse range of flavours and culinary experiences.

b) High-quality product

KEDUA by Waks Shake prioritises in delivering the customer a high-quality product. Mr.
Aizul Afham is committed to use only the freshest, locally sourced ingredients to ensure the
highest quality and consistency in every bite. Whether it is the aromatic spices of Malay cuisine
or the finest cuts of Western meats, his commitment to quality is unwavering as he believes
quality will meet the taste. In order to have that high-quality product, Mr. Aizul Afham always
refers to the supplier list that provides great quality ingredients which are required to be used
in cooking. They also emphasise on the effective food ingredient storage as it is crucial for
maintaining freshness, preventing spoilage, and ensuring food safety.

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c) Offering a reasonable and affordable price

KEDUA by Waks Shake believed that delicious and high-quality food and beverages
should be accessible to everyone. Besides that, the business’ target customers are mostly
families and students, so in order to attract their attention, they are offering reasonable and
affordable prices or wallet-friendly prices without compromising on taste or quality. The range
of its beverages is between RM5 to RM14 and for the meals is between RM11.90 to RM55
based on the type of food ordered and the size of the meal's portion. The business regularly
reviews and adjusts prices to ensure they remain competitive in the market.

d) Excellent employee service

Mr. Aizul always highlights on the staff ethical behaviour as they are the one that interact
directly with the customers. It is one of the factors that influence the customer’s first
impression, whether it is good or not. This is because rude or arrogant employees can lead to
dissatisfaction and the customer will not come again. Therefore, Mr. Aizul tends to search and
hire a worker who has the determination, good attitude which deserves to work in his
restaurant. Their dedicated and attentive staff is committed to ensure customer’s satisfaction
by giving good service such as welcoming them, asking nicely when taking the orders, being
alert if the customer has a request and thanking them for visiting.

e) It is a warm and inviting atmosphere.

The combination of dark and light colours such as black, chocolate, cream and sage green
for interior design as well as well-lighting is great because it gives an exclusive view. Moreover,
the internal arrangement of the restaurant provides a comfortable space for the customers.
They can enjoy their meal in a welcoming and stylish environment, designed to contribute to
a unique and memorable customer’s dining experience. Whether it is a family dinner, a
celebratory gathering, or a casual lunch with friends, the ambiance complements the mood of
their occasion.

3.5 Customer Relationship

In the Business Model Canvas (BMC), the Customer Relationships block focuses on how
a business establishes and maintains connections with its customers. The goal is to create
positive interactions that contribute to customer satisfaction and retention.

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a) Social media platforms

Social media platforms, such as Instagram, Twitter, Facebook and TikTok are excellent
for promoting a shop since they help build market presence and a business’s brand visibility.
Instagram is a convenient platform for owners and customers to communicate and gather
recommendations for items to include on their new social media list. Social media marketing
campaigns are the only way to excite people's curiosity, engage with your regular clients, and
develop social networks. Businesses such as KEDUA by Waks Shake have their own
Instagram hashtag to make it simpler for customers to find out about new products. Search
for #KEDUAbywaksshake , on Instagram, and the most recent post about the shop update will
appear with more than 500+ of hashtag on Instagram and 100+ on TikTok.

b) Customer feedback

Additionally, customers may provide feedback via direct messages on their Instagram or
comment section at TikTok post a link to their customer service is included in their profile so
that people can contact them. All information about KEDUA by Waks Shake is available on
social media, including the pricing of their meals.

c) Best food quality

After that, KEDUA by Waks Shake always gives the best food quality at an affordable
price. KEDUA by Waks Shake will provide a discount, promotions, to create a boundary with
their customer. There is also a special price for students because most of their customers are
students from UiTM Puncak Alam.

d) Friendly customer service

KEDUA by Waks Shake will gain a positive reputation as a result of positive customer
reactions and feedback. In business, reputation is really important. Following a positive
customer experience, the customer will recommend others about the restaurant. Customers
who receive excellent and friendly customer service are more likely to recommend KEDUA by
Waks Shake food or services to others. The customer experience will be strongly influenced
by KEDUA by Waks Shake’s relationship with their customers. The more connected a
company is with its customers, the more loyal they will be to it.

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e) Online reservation

Lastly, KEDUA by Waks Shake implemented online reservations to enhance the dining
experience at their restaurant, allowing customers the convenience of securing their preferred
time and ensuring a smoother service flow.

3.6 Channels

a) In-store dining

KEDUA by Waks Shake is located at Eco Grandeur Puncak Alam. It only takes around 5
minutes if you live at Eco Grandeur housing and 15 minutes if you are from UITM Puncak
Alam. Having in-store dining makes it easy for customers to visit the physical store to enjoy
their meals and beverages within the premises or order takeaway. Not only that, but a friendly
atmosphere coupled with the store's minimalist and trendy interior decoration creates a cozy
and comfortable atmosphere that will provide a valuable experience throughout their visit. This
KEDUA by Waks Shake store is estimated to accommodate up to 70 packs, including a table
outside the cafe. With advanced technology, visiting customers only need to scan the QR code
provided on each dining table to view the menu and place an order. Customers can see their
orders being prepared, which will increase transparency and build trust in the freshness and
quality of the food. When an order is prepared, cafe employees can deliver it directly to the
customer's table, guaranteeing a quick and easy experience.

b) Social media

Next, KEDUA by Waks Shake uses social media as the main channel to create brand
awareness and promote their products. Social media has become the most useful tool for all
businesses, especially in this modern age of technology. Through effective use of social
media, Waks Shake can connect with customers more widely, attract new customers, and
increase customer engagement. Among the social media used are TikTok, Instagram, and
Facebook, where the number of followers ranges from 2000 to 7000. Social media helps the
content posted by the business to get a large audience while also create brand awareness.
This tool can also build a better relationship with its followers by responding to comments or
feedback, answering their questions, and actively interacting with customers. In addition,
followers can easily get information about KEDUA by Waks Shake if there is a promotion or
contest, a new menu, or a new outlet built. In addition, conducting marketing and product
promotion using social media is cost-effective. It is because, although the business must pay

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for the tools used to boost ads or advertisements, the probability that the advertisement will
reach the user quickly is high, proving it is cost-effective.

c) Food delivery services

Lastly, food delivery services became more popular as many consumers sought an easier
way to order food from their favourite restaurants. Therefore, KEDUA by Waks Shake can take
advantage of this trend by offering food delivery services to customers. The food delivery
service makes it easier for Waks Shake customers to get their orders outside the cafe area.
Among the delivery services used are Food panda and Grab Food. The online platform is
user-friendly, making it easy for customers to view menus, select orders, and make delivery
requests using a mobile phone. Customers who live far from the cafe or cannot dine in can
use this service. At the same time, KEDUA by Waks Shake can increase sales by getting more
customers, repeat orders, and creating customer loyalty because they able to reach a wider
audience of customer who lives far away.

3.7 Customer Segments

The customer segment is a target market that is aimed at the needs, wants, behaviour or
user category. The target customers for KEDUA by Waks Shake are families, and UiTM
Puncak Alam students.

a) Families

Estimated about 70% of the customer is comes with family, 20% students from UiTM
Puncak Alam and 10% for others such as working people and friends. The location of KEDUA
by Waks Shake located in Eco Grandeur, Puncak Alam, a residential area which makes it
easy for customers to visit it. Waks Shake offers a menu that can be enjoyed by all ages,
whether children, teenagers, or adults. Parents with small children can order a kid's meal with
meatballs, nuggets, and fries. Also, there is a combo set for families suitable for two or three
pax. This combo set provides plenty of portions, which makes it perfect to enjoy with the family.
This combo set comes with grilled lamb and chicken, cheesy meatballs, fresh coleslaw,
spaghetti, potato, or fried rice, served with a unique black pepper sauce. Besides, families
have a high frequency of visits because they are more likely to visit restaurants and cafes
together than individuals or couples. It means KEDUA by Waks Shake can expect to see
family regularly. Also, families typically spend more money per visit than individuals or couples.
This is because they often order multiple items and may buy additional snacks or drinks for
their children.

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b) UiTM Puncak Alam students

Since UiTM Puncak Alam is close to Eco Grandeur, KEDUA by Waks Shake took the
opportunity to popularize the cafe among students. Furthermore, KEDUA by Waks Shake
offers various types of Western food which is popular and known among young people. These
include spaghetti, pasta, chicken or lamb chops, burgers, meatballs, and so on. There are
some individuals who want to enjoy other dishes from their daily meals by trying renewed and
diversified Western food. This is because Western food provides different Flavors, ingredients,
and cooking techniques that are different from Malay cuisine. In addition, the trendy and
aesthetic atmosphere of the cafe attracts young people to socialize with friends in their free
time because students usually have a busy schedule with classes and assignments during the
weekday. So, a comfortable place that offers fast service and reasonable prices will be the
choice of students to relieve stress on the weekend.

3.8 Cost structure

a) Raw and dry material cost

The primary cost drivers for the business encompass raw materials, dry materials, frozen
foods, and employee salaries. The logistics team responsible for the restaurant's supplies
picks up perishable raw materials like shrimp and mussels from the market, with these
materials often changing on a weekly basis. In contrast, dry materials, such as onions and
chillies, offer longevity and are sourced twice a month from suppliers, arriving every two
weeks.

b) Frozen foods

Frozen foods like fries and chicken chops are delivered directly to the restaurant by
suppliers, constituting a significant portion of the overall expenses. To mitigate costs, Mr. Aizul
implemented the use of ready-made pastes for cooking, reducing the need for purchasing
certain dry materials. The restaurant produces its own paste, packaging it in a factory to
maintain freshness and convenience. This strategy not only saves on costs but also
streamlines cooking processes. For instance, when incorporating the paste in dishes like Nasi
Goreng, the number of cooking steps decreases significantly from six to three, easing the
workload for the restaurant's chefs. This approach not only minimizes expenses but also
optimizes efficiency in the kitchen.

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c) Salaries of employees

Apart from materials, employee salaries constitute a significant cost driver for the
business. Managing a substantial workforce across multiple outlets presents challenges in
coordinating manpower efficiently. Each outlet requires approximately 12 employees where 4
employees per shift, totalling around 40 employees across the three outlets. The majority of
employees earn below RM2,000, except for the head chef, whose salary is comparatively
higher.

To maximize versatility, the restaurant adopts a cross-training approach, ensuring that

every employee can undertake various tasks within the establishment. This flexibility enables
them to rotate roles as needed, enhancing operational efficiency. However, Mr. Aizul indicated
a management initiative to reduce the number of employees in the future. This strategy
involves implementing alternate payment methods, transitioning the restaurant towards self-
service, and integrating robotics to assist in serving customers. This forward-thinking plan
aims to streamline operations, potentially reducing labour costs while adapting to evolving
industry trends like automation.

d) Minor cost (rent, utilities and waste costs)

Additionally, the business incurs minor costs related to the rent of the restaurant premises,
utilities bills, and waste management. The monthly rent for the restaurant premises amounts
to RM3,500, while utility expenses typically total at least RM150 per month. Waste costs,
however, vary and aren't fixed. They often arise from errors made by chefs during food
preparation or due to the nature and durability of kitchen materials.

Calculating waste costs involves a meticulous process to ensure accuracy. It entails

weighing the waste and multiplying it by the respective price per kilogram, gram, or piece,
depending on the unit of measurement. This meticulous procedure is implemented to minimize
errors and ensure precise calculations, safeguarding against potential miscalculations that
could impact the overall financial health of the business.

3.9 Revenue streams

a) Sales of variety foods and beverages

According to Mr. Aizul, the restaurant's revenue streams rely solely on the sales of diverse
food offerings encompassing both local and Western cuisines, alongside a range of

31
beverages. As the primary income originates from the outlets, maximizing revenue from each
outlet becomes crucial to ensure adequate financial support for both employee salaries across
outlets and the management sector. Mr. Aizul noted that the restaurant's sales exhibit patterns
on a monthly basis. Sales tend to fluctuate slightly during the fasting month and UiTM's
semester breaks, impacting revenue to some extent. However, any losses incurred during
these periods are typically offset by stronger sales in other months.

Previously, the restaurant had sales ready-made paste for cooking. However, due to space
constraints in storage, this practice had to be halted. Mr. Aizul emphasized that the kitchen's
limited storage area, shared among raw, dry, and frozen materials, lacks the necessary
capacity to accommodate the paste. This inadequacy not only disrupts storage logistics but
also creates inconvenience for the chefs and other employees, impeding their efficiency within
the kitchen space.

b) Packaging charge

The restaurant also leverages the Grab and Food Panda application for food deliveries.
Prices on the app are slightly higher compared to walk-in prices, primarily due to additional
costs incurred for food packaging. Additionally, the delivery charges collected through the app
are utilized to compensate the delivery riders for their services.

The restaurant's revenue in 2022 reached RM2 million, and there's an estimated projection
for profits between RM5 to RM6 million in 2023. Despite this seemingly substantial profit, Mr.
Aizul clarified that after deducting expenditures, the actual net profit isn't as sizable as it
appears. He emphasized that a significant portion of the revenue is allocated towards covering
various expenses, leaving a narrower margin than expected.

To alleviate the pressure on individual outlets to generate substantial profits, the

management is contemplating diversifying revenue streams through e-commerce in the future.
This strategic shift aims to reduce the outlets' reliance solely on sales and expand the
business's revenue-generating avenues. By exploring e-commerce opportunities, the
business hopes to not only ease the profit burden on individual outlets but also create
additional revenue streams to bolster the overall financial standing of the enterprise.

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4.0 FINDINGS AND DISCUSSION/ RECOMMENDATIONS
4.1 FINDINGS

1) New Competitors

New competitors can pose several challenges to an existing business like what is currently
faced by KEDUA by Waks Shake. The business was among the earliest restaurants to open
and start operating in eco grandeur when the area was just opened for purchase. Initially, the
shop had many customers due to its delicious and varied cuisine and there were not many
other restaurants there. However, the existence of the new seller which offers foods similar to
the business is causing Mr. Aizul to worry. Once the new competitors enter the market, they
have the possibility to attract customers away from them, leading to a decrease in market
share. Other than that, it may cause customer loyalty shifts. Customers may be enticed to try
something new and switch their loyalty to the new competitor. The customer will compare who
is the best in providing product and services between KEDUA by Waks Shake and the other
restaurants and the best will win. This can be particularly challenging if the new entrant offers
a unique value proposition or a better customer experience. Moreover, new competitors can
lead to price wars as they will try to undercut each other to attract customers. This can
negatively impact profit margins for the restaurant.

2) Increase price of ingredients

Currently, we are facing an inflation phase which causes the price of cooking ingredients
to increase such as rice, cooking oil, eggs and others. The rising prices of ingredients also can
pose significant challenges to KEDUA by Waks Shake, impacting various aspects of its
operations. If the prices of raw materials or ingredients rise, and the business is unable to pass
these costs onto customers through higher prices, it can lead to reduced profit margins. This
is because Mr. Aizul wants to maintain its value propositions to provide an affordable price.
However, it will be particularly challenging for them operating in competitive markets.
Secondly, the challenge is price increases lead to customer resistance. If the restaurant
passes the increased ingredient costs to customers through higher prices, it can lead to
resistance, as their customer may be unwilling to pay more for the same product. This can
affect the business sales and customer loyalty. Thirdly, the business may have challenges in
cost control as rising ingredient prices can make it difficult for them to control overall operating
costs. This may require the implementation of cost-cutting measures in other areas, potentially
affecting the product quality, innovation, or employee morale. Therefore, the business must
find ways to handle the problem in order to ensure the business can operate smoothly.

33
3) Lack of promotion

One of the key activities this business does is marketing and advertising. It supports the
business's attempts to keep up ties with its customers, which includes attracting new
customers as well as fostering repeat and loyal relations with current customers. After doing
the analysis, we discovered this business still requires more sales promotion as currently the
only sales promotion done by this business is the student discount. The owner disclosed the
reason there aren't as many sale promotions is that there aren't enough employees to handle
the bigger number of customers that may result from offering a sale promotion. Despite the
reason given, unfortunately, this will be causing damage to the business in the long term as it
will result in a decrease in customer involvement. Maintaining consumer involvement is crucial
for businesses since it allows them to get valuable insights into their purchasing habits, which
may enhance their customer relations. Additionally, if their competitors use sales promotion to
draw in customers and set themselves apart from the competition, KEDUA by Waks Shakes
may lose out to them.

4) Lack of channel to reach customers

Besides sales promotion at the outlet itself, KEDUA by Waks Shakes did not market their
business by taking the initiative of joining any event or food festival that can attract new
customers which can help to advertise their business. Selling through the store only cannot
guarantee a long-term success, so the business must implement another alternative to ensure
the business can operate and expand in the future. The disadvantage for KEDUA by Waks
Shake for not joining any event or food festival is it may lose sales opportunities. This is
because such events provide a direct channel for sales. Without a presence, KEDUA by Waks
Shake may miss out on potential sales opportunities, especially when it offers products that
align with the interests of the event attendees. Other than that, they will not get enough
customer feedback as it provides a chance for them to interact directly with customers,
receiving real-time feedback and insights as they will meet the customer face to face. They
can ask the customer whether there are any improvements that they can make to get their
satisfaction. Not participating means missing the opportunity to gather valuable information
from customers. Therefore, KEDUA by Waks Shake must consider this problem for the benefit
of the business.

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4.2 RECOMMENDATIONS

Problem 1: New competitors

Competitors are the most common thing in a business. In this case, KEDUA by Waks Shake
needs to compete with so many restaurants at Eco grandeur that offer the same services as
them. Hence, they need to come out with some strategy in order to sustain in the market.

Solution / Recommendations

Firstly, is menu Innovation. KEDUA by Waks Shake can regularly update and innovate
their menu to keep it unique and appealing. Consider introducing new dishes or revamping
existing ones based on customer preferences and industry trends. Then, KEDUA by Waks
Shake can do marketing and promotion. For example, reinforce their restaurant presence
through targeted marketing campaigns. Emphasise their strengths, such as locally sourced
ingredients, special promotions, or unique events. Utilise online platforms and social media to
engage with their audience and highlight what makes your restaurant stand out.

After that, KEDUA by Waks Shake can do collaborations and partnerships. Explore
collaborations with local businesses, influencers, or events to broaden their reach and attract
new customers. Engage with the local community through events, sponsorships, or
partnerships. Building a strong connection with your community can foster customer loyalty
and support. Then, focus on customer experience. For example, prioritise an outstanding
customer experience. Exceptional service, personalised interactions, and a welcoming
atmosphere can create loyal customers who may prefer your establishment over the new
competitor. Next, is adaptability and flexibility. KEDUA by Waks can stay adaptable to
changing market conditions and consumer preferences. Flexibility in adjusting your strategies
based on the competitive landscape is key to long-term success.

To improve sales, KEDUA by Waks Shake need to find the right way to communicate
with their customers. Find out who frequents the store, get to know them better, and learn
about customers preferences. KEDUA by Waks Shake need to try its best to develop
meaningful relationships with their customers. Good service means that the business
remembers their regulars’. It is much more pleasant for staff to have a friendly chit chat while
serving the food to the customer. Furthermore, positive customers are likely to tell others about
their positive experiences. The advantage of this solution is, KEDUA by Waks Shake will get
a loyal customer base. Once people try their food and services, they will remember the good

35
service they got, then they will be establishing brand loyalty automatically. Any time when a
customer wants to find a restaurant for them to eat, they will be ringing through their door. As
the time went through, the loyal customer might demand something more from the business
as their expectations become higher.

Problem 2: Increase price of ingredients

Dealing with an increase in the price of ingredients is a common challenge for businesses,
and it requires a strategic approach.

Solution / Recommendations

KEDUA by Waks Shake can try to initiate clear and constructive conversation with
suppliers. Since the collaboration with the supplier is important, they should communicate their
concerns about the rising costs and inquire about any potential discounts or promotions that
suppliers may offer. KEDUA by Waks Shake cannot ask it blindly, instead, they can offer to
the supplier with a win-win scenario such as increase the order volumes or extend the
agreement term in exchange for discounted rates.

Besides, KEDUA by Waks Shake must build a strong relationship with suppliers. The
suppliers can provide valuable information about market price changes or upcoming price
fluctuations. This can give awareness and give more time for the management to plan wisely
about how to face the difficulties. They can also take the initiative to make a long-term
agreement to buy the ingredients from the suppliers at the fix price. This will make the cost
incurred more controllable.

Lastly, KEDUA by Waks Shake can adapt their recipes to incorporate more cost-
efficient alternatives without compromising quality of the recipes. This includes explore
substitute ingredients or adjust the portion sizes of the foods to maintain profitability while
keeping the impact on the customer experience minimal.

Problem 3: Lack of promotion

Promotion is one of the most important key elements of the marketing mix, which also includes
product, price, and place. KEDUA by Waks Shake needs to expand their promotion in order
to increase awareness and sales of the business.

36
Solution / Recommendations

KEDUA by Waks Shake can provide discounts or packages for students. For example,
students can get a discount if they show their students card to the staff. This is because
students are often budget-conscious, and providing discounts appeals directly to their financial
considerations. This can attract a specific target market that is more likely to take advantage
of the offer. KEDUA should make the discount price for student for just in the period of their
study semester. Since a lot of students will live in UiTM Puncak Alam or in the Puncak Alam
area, it can attract the student to go to the restaurant in their study week. The time of promotion
suggested is because when semester break, a lot of students will back to their hometown,
hence they should attract these students while they were studying at Puncak Alam.

Other than that, students are also active on social media, and if they have positive
experiences with the restaurant, they may share their experiences online such as posting a
story on Instagram showing the picture of food they ordered and giving their feedback. This
can contribute to increased visibility and indirectly attract a broader audience through social
media platforms. To increase the amounts of feedback given, KEDUA may encourage them
to write or give feedback with promotion card in return for their corporation. It can be either in
cash coupon or discount card.

Problem 4: KEDUA by Waks Shakes does not join in food festival to promote their
business (lack of channel to reach customers)

Not participating in a food festival may limit the KEDUA by Waks Shake exposure to a broader
audience, potentially leading to fewer new customers and missed opportunities for brand
promotion.

Solution/ Recommendations

KEDUA by Waks Shake should participate in food festival. Participating in a food

festival can be a strategic move for KEDUA by Waks Shake to boost sales, especially in a
competitive environment. Firstly, it provides a platform to showcase their food offerings to a
diverse audience, potentially attracting new customers who might not be familiar with KEDUA
by Waks Shake. By presenting unique and appetising dishes at the festival, KEDUA by Waks
Shake can distinguish their restaurant from competitors, creating a memorable experience
that encourages attendees to visit your establishment later. Consider offering special
promotions or discounts exclusively to food festival attendees to incentivize them further.

37
 Networking opportunities at the festival can also be valuable. Engaging with other
participants and forming collaborations can expand KEDUA by Waks Shake reach and create
a positive image within the local food community. It is essential to leverage the event for
marketing purposes, using social media and other channels to highlight your participation and
generate buzz. Overall, joining a food festival provides a chance to stand out, attract new
customers, and strengthen. In summary, joining a food festival is a multifaceted strategy that
not only boosts immediate sales but also contributes to the long-term growth and success of
your restaurant through increased visibility, customer acquisition, and strategic networking.

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5.0 CONCLUSION

In conclusion, KEDUA by Waks Shake has implemented a holistic business strategy

encompassing partnerships, supply chain management, legal compliance, cultural sensitivity,
digital marketing, pricing strategies, and customer relations. This comprehensive approach
positions the business for sustained growth and customer loyalty in the competitive food
industry. Utilising social media platforms effectively, with a dedicated hashtag, has positioned
KEDUA by Waks Shake as a modern and engaging brand. The commitment to friendly
customer service adds a personal touch, fostering positive customer experiences and building
a solid reputation.

However, based on this analysis, four issues are obstacles for KEDUA by Waks Shake:
the increase of new competitors, the increase in the price of raw materials, the lack of
promotional activities and the need for channels to reach customers. Because more families
and the population live in Eco Grandeur, more businesses are newly opened in the area,
causing KEDUA by Waks Shake to compete with them even though KEDUA by Waks Shake
is one of the earliest businesses in the area. Therefore, KEDUA by Waks Shake needs to
improve the uniqueness of the business by diversifying food innovations or holding
collaborations with influencers in order to maintain a loyal customer base. Then, the increase
in the price of raw materials is one of the obstacles for the business because it is beyond the
seller's control. Among the efforts that can be made is building a solid relationship and mutual
agreement with suppliers that benefit both parties or creating a cost-effective recipe. Because
KEDUA by Waks Shake has only been in the industry for 3 years, they need promotions for
customers and apply better channels to reach their customers. This may be because the
business is recovering its performance after the Covid-19 outbreak. Therefore, KEDUA by
Waks Shake should increase special promotions for its customers and participate in food
festivals to further increase sales and help improve business performance in the long term.

This case study vividly illustrates the myriad challenges and obstacles encountered by
the business. The path of entrepreneurship is akin to navigating ocean waves, which are ever-
changing and filled with unpredictable tides. Yet, this study serves as a testament to the
resilience required in business ventures. It emphasises the profound lesson that perseverance
is vital. Despite the challenges faced, it illuminates the importance of persistence and the
unwavering pursuit of dreams. The journey might be arduous, but giving up isn't an option.
Instead, it's about continuously striving, learning from setbacks, and persistently pushing
forward. Success might not come instantly, but with determination and dedication, it becomes
an achievable reality in the entrepreneurial world.

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6.0 REFERENCES

1. Ahmad, N. (2021, July 2). BMC Kedai Makan dan Restoran. Gerbang Bisnes.
https://gerbangbisnes.com/bmc-kedai-makan-dan-restoran/

2. Edgars, K. (2023, June 11). Advantages And Disadvantages of Competition in

Business. Advantages And Disadvantages Of Competition In Business •
eComStrive.com

3. WordStream. (2023, November 6). Social media marketing for businesses.

https://www.wordstream.com/social-media-marketing

4. Facebook. (n.d.). https://www.facebook.com/p/Waks-Shake-100064056824294/

5. Instagram. (n.d.). https://www.instagram.com/waksshake_/?hl=en

6. Waks Shake (@waksshakeempire) | TikTok. (n.d.).

TikTok. https://www.tiktok.com/@waksshakeempire

7. Waks Shake Food Delivery Menu | Order Now with Beep. (n.d.). Waks
Shake. https://waksshake.beepit.com/ordering/?h=U2FsdGVkX1829Z5FtttMLh7Liag
OiI6dvWvb9HiFmAEWPDPTf5ORWVIgsGUnz293&type=pickup&from=undefined

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