Hadyan Enterprise / Zalikha Laila Asyiqeen Azhan ... [et al.]

• Main Authors: Azhan, Zalikha Laila Asyiqeen, Jamil Khir, Nur Iman Athirah, Hamzah, Hasanah, Mohd Faizly, Nur Firzani, Jamilul-lail, Muhammad 'Imran Hakim, Kamar Supardi, Intan Maisarah
• Format: Entrepreneurship Project
• Language: English
• Published: 2021
• Subjects: Entrepreneurship. Risk and uncertainty; Business; Food service
• Online Access: https://ir.uitm.edu.my/id/eprint/56340/1/56340.pdf; https://ir.uitm.edu.my/id/eprint/56340/

Hadyan Enterprise is an SME from the food service industry. It comprises one independent store without any chain and it operates on sole proprietorship. It is founded by one owner with five employees that are being distributed equally into different essential departments. The store is located in Johor Bahru, Johor. As a beginning, this business will only be focusing on developing and marketing one product which is Hadyan Travel Pack. This business is exceptional because of several value propositions that we can offer such as our special product. This product is a unique dish because it combines Middle Eastern and Javanese cuisine together. This is because this dish consists of Arabic Rice eaten with Kambing Ungkep (braised lamb). Arabic Rice originated in the Middle Eastern, while Kambing Ungkep is from Java, Indonesia. However, we found a formula to create a single dish from the cuisines which has led us to pioneer in the menu development. This menu can hardly be found anywhere else, be it locally or internationally. Besides pioneering in the menu and becoming the only business in the country that serves the product, Hadyan Enterprise has a huge potential to grow into a more developed business in Johor as most of Johor populations are from Javanese ethnic. This allows us to receive a big exposure from the local community because they are already familiar with the braised lamb dish as it is their culture’s cuisine. Not less than that, the uncommon combination of menu will attract more customers to our business because they would be interested to taste the unique dish by themselves. Nonetheless, despite the potential exposure, we are still conducting several marketing strategies by advertising it through various channels such as SEO, Shopee, Facebook, Instagram and Whatsapp Business. Besides that, we are also expanding our business through Cash on Delivery (COD) and e-hailing companies such as FoodPanda and GrabFood. Besides all of the e-marketing that we carry out, we have also analyzed the customer segmentations for our business and we came to a conclusion that our main target markets are the locals, foreigners and the travellers as well as the backpackers. Not less than that, in growing out a new business, we have to create a strong bond between us and our customers. Hence, customer relationships are very important to be developed. Thus, we prioritise our customer’s satisfaction by providing free delivery to houses that are located 2-6 kilometres from our store as well as carrying out a customer loyalty program.