Principles of Entrepreneurship (ENT530): Case Study: Company Analysis: Mamart Concept Outlet / Sasya Azmee

• Main Authors: Azmee, Sasya, Md Rusli, Rihal Ayuni, Zaini, Nurayuni, Hilmy, Fatin Alisa, Idris, Nur Farahziatul Adawiyah
• Format: Entrepreneurship Project
• Language: English
• Published: 2021
• Subjects: Entrepreneurship. Risk and uncertainty; Planning. Business planning. Strategic planning; Food service
• Online Access: https://ir.uitm.edu.my/id/eprint/53588/1/53588.pdf; https://ir.uitm.edu.my/id/eprint/53588/

Mamart food is outlet named of KHM FOOD INDUSTRIES as a manufacturing company that produces and sell Otak-Otak (use nipah leaves or popiah otak-otak ) and Tauhu Bakar sauce. In accordance with the growth economic, Mamart Food also produces pepes, satar, and keropok lekor. They have almost 40 branches outlet and their concept is frozen and restaurant. The report will contain the company information such as background of the company, organizational structure, types of products that provided, business, marketing and operational strategy and also financial achievements, the main issues problem, the strengths, weakness, threat and opportunity (SWOT) analysis and the suggestions on appropriate solutions. The report begins with the environment of Mamart Food which is aim towards urban community as their target. General publics are targeted with their variety of product consisting of otak-otak. All of product are sold at a reasonable price. This company in its current position are positive and going against Misa Frozen as their main competition, with each having their own identity and strategies to attract their customers. Mamart Food stands out by using a cheap price for their product and give a large amount of quantity for their customers not like other competitors. In Mamart food, their business strategy into the market is by giving a cheaper price for their customers. The marketing strategy that being used is promotion strategy which done by the headquarters at Sri Gombak. Usually, they promote it at media social such as Facebook and they also have a website and sometime put a banner or bunting. As for their operational strategy, the process of making a frozen food is done through different process such as preparing a otak-otak, checking up an orders, managing inventory, packing a product and maintain their finances. For their business hours opens at 12pm and close at night. The SWOT analysis helps Mamart Food in developing a strong business strategy as they know all the factors will help them stay as the best against their competitors. Their strength are their product is best quality even the price is cheap. While their weakness are low of production. They cannot fulfill all the demand from the customers. For opportunities, their product is very well and high demand during a pandemic of covid and they have planned to take the opportunity to increase the outlet at Port Dickson and Melaka Tengah. Last but not least, the threat that they have to face are more competitors to compete.