Assignment (20%)
You and your group members run a multinational business in Asia. Recently, revenues from
sales and other sources are dwindling, following lockdowns and the COVID pandemic. Costs
of operations are rising. Many complaints have been received not only from customers but
also from workers. In addition, a new business rival has been established. Analyze the
situation and propose actions to be taken in a short proposal of 10-15 pages, excluding table
of contents, appendix, and references. Your plan may include the following items:
• Table of contents
• Executive summary
• Planning (corporate, competitive, functional)
• Organizing
• Managing human resource
• Rewarding and motivating employee
• References
• Appendix
• Exhibits
• Decision-making
,Table of Contents
1.0 Executive Summary …………………………………………………………………… 1
1.1 Impact of Covid-19 to the Hungry Helpers Enterprise ……………………………………. 1
1.2 Solution ……………………………………………………………………………………………………….. 2
1.3 Conclusion …………………………………………………………………………………………………… 2
2.0 Planning ……………………………………………………………………………….……. 3
2.1 Planning Corporate ……………………………………………….………………………...……………. 3
2.1.1 Allocation Resources ……………………………………..…….…………………………………………. 3
2.1.2 Organizational Design ………………………………………....………………………………………….. 3
2.1.3 Portfolio Management …………………………......………….………………………………………….. 3
2.1.4 Strategic Trade-offs …………………………………………….……………..…………………………… 4
2.2 Competitive Planning ………………………………………...….………………………………………. 5
2.2.1 Direct and Indirect Competitors …..…………………….……………………………………………. 5
2.2.2 Competitive Advantage …………..………………………….…………………………………………… 5
2.3 Functional Planning ……………………………………………………………………...………………. 7
2.3.1 Production Plan …………………………………………………………...……………….………………... 7
2.3.2 Marketing Plan ……………………...……………………………………………………………………….. 7
2.3.3 Financing Plan …………………………………………………………..…………………………………… 8
2.3.4 Resource Management Plan ……..…………………………………………………………………….. 8
3.0 Organizing ……………………………………………………………………………...…. 9
4.0 Managing Human Resource …………………………………………………….... 11
4.1 Provide Adequate Emotional Support to the Employees …………………………….... 11
4.2 Prevent Employees from Being Burnt Out ………………………………………………...… 11
4.3 Communicate with the Workforce …………………………………………………………....… 11
5.0 Rewarding and Motivating Employees ……………………………………... 13
5.1 Open-book Management ………………………………………..………………………………….. 13
5.2 Employee Recognition Program ……………………………………………………………...…. 13
6.0 Reference ………………………………………………………………………………... 15
7.0 Appendix ……………………………………………………………………………….... 17
, 1.0 Executive Summary
Hungry Helpers Enterprise is a café with over 100 branch all over Asia, in 2015 and is
known for its baked goods. The freshly homemade muffin, created by Michelin star Chef Rohn Sieyna,
was the café’s hallmark dish. Hungry Helpers Enterprise is also one of just a few cafes in Malaysia
with five stars rating. In 2019, Hungry Helpers Enterprise surpassed Starbuck’s as Malaysia's second
largest cafe and third largest cafe manufacturer. In Malaysia, Hungry Helpers Enterprise now controls
over 25 café locations and 8 manufacturing facilitates.
Hungry Helpers Enterprise vision
- To provide the freshest and serve the best food and beverages to the customers
- To create its own brand of food and beverages and selling it in cafes
- To establish as the premier purveyor of the finest café in the world while maintaining our
uncompromising principles while we grow
Hungry Helpers Enterprise mission
- To achieve the long-term aim of operating café in multinational companies
- To become Malaysia's number one and biggest café
- To serve customers with the most delicious food at a reasonable price
As we expanded our business in 2019, our statistical financial report showed a 33% increase in
profit. At the end of 2019, Hungry Helpers Enterprise achieved the company’s highest achievement
with total of RM 15M hit. In addition, we do market segmentation study. In terms of behavioral
segmentation, a survey found that the total number of times that the consumer goes to the café per
week in Malaysia grew from 2016 to 2018. According to current data, the percentage of persons who
goes to the café one to three times per week has risen from 29.07% to 38.99%. Furthermore, the
number of people who eat fast food four to six times a week is increasing, from 3.89% to 5.72%.
In addition, Hungry Helpers Enterprise demographic segmentation focuses primarily on children
and adolescents aged 5 to 30, both female and male from various socioeconomic backgrounds. This is
because the goods sold in our café is reasonably priced, and in most cases, less expensive than the
market pricing. Furthermore, the freshly baked goods supplied at cafes and the cosy environment of our
cafes in each branch are popular amongst youngsters.
1.1 Impact of Covid-19 to Hungry Helpers Enterprise
During the COVID-19 pandemic, which saw the virus spread over the world and result in many
deaths, many businesses were forced to close their doors since their income from sales and other
sources were declining, and customers and employees were complaining. Hungry Helpers Enterprise is
dealing with the identical issue, with the exception that their operating costs are rising. As a result,
Hungry Helpers Enterprise is learning about the problem and debating among its executives how to
keep their company competitive during the pandemic.
During the early 2020, the whole world has been strike by Covid-19. Since we had a total lock
down and Malaysia particularly had a Movement Control Order (MCO), many retail workers had to
quit their jobs. People were not allowed to leave their homes and were instructed to stay at home,
causing the retail industry to lose a lot of money because they were not allowed to open. People rarely
bought foods from cafes and prefer cooking on their own since many of them had to cut wages or lose
their jobs, causing the economy to suffer. Many businesses have also had to close their doors due to a
lack of funds to pay the manufacturer and its employees' salaries.
1
You and your group members run a multinational business in Asia. Recently, revenues from
sales and other sources are dwindling, following lockdowns and the COVID pandemic. Costs
of operations are rising. Many complaints have been received not only from customers but
also from workers. In addition, a new business rival has been established. Analyze the
situation and propose actions to be taken in a short proposal of 10-15 pages, excluding table
of contents, appendix, and references. Your plan may include the following items:
• Table of contents
• Executive summary
• Planning (corporate, competitive, functional)
• Organizing
• Managing human resource
• Rewarding and motivating employee
• References
• Appendix
• Exhibits
• Decision-making
,Table of Contents
1.0 Executive Summary …………………………………………………………………… 1
1.1 Impact of Covid-19 to the Hungry Helpers Enterprise ……………………………………. 1
1.2 Solution ……………………………………………………………………………………………………….. 2
1.3 Conclusion …………………………………………………………………………………………………… 2
2.0 Planning ……………………………………………………………………………….……. 3
2.1 Planning Corporate ……………………………………………….………………………...……………. 3
2.1.1 Allocation Resources ……………………………………..…….…………………………………………. 3
2.1.2 Organizational Design ………………………………………....………………………………………….. 3
2.1.3 Portfolio Management …………………………......………….………………………………………….. 3
2.1.4 Strategic Trade-offs …………………………………………….……………..…………………………… 4
2.2 Competitive Planning ………………………………………...….………………………………………. 5
2.2.1 Direct and Indirect Competitors …..…………………….……………………………………………. 5
2.2.2 Competitive Advantage …………..………………………….…………………………………………… 5
2.3 Functional Planning ……………………………………………………………………...………………. 7
2.3.1 Production Plan …………………………………………………………...……………….………………... 7
2.3.2 Marketing Plan ……………………...……………………………………………………………………….. 7
2.3.3 Financing Plan …………………………………………………………..…………………………………… 8
2.3.4 Resource Management Plan ……..…………………………………………………………………….. 8
3.0 Organizing ……………………………………………………………………………...…. 9
4.0 Managing Human Resource …………………………………………………….... 11
4.1 Provide Adequate Emotional Support to the Employees …………………………….... 11
4.2 Prevent Employees from Being Burnt Out ………………………………………………...… 11
4.3 Communicate with the Workforce …………………………………………………………....… 11
5.0 Rewarding and Motivating Employees ……………………………………... 13
5.1 Open-book Management ………………………………………..………………………………….. 13
5.2 Employee Recognition Program ……………………………………………………………...…. 13
6.0 Reference ………………………………………………………………………………... 15
7.0 Appendix ……………………………………………………………………………….... 17
, 1.0 Executive Summary
Hungry Helpers Enterprise is a café with over 100 branch all over Asia, in 2015 and is
known for its baked goods. The freshly homemade muffin, created by Michelin star Chef Rohn Sieyna,
was the café’s hallmark dish. Hungry Helpers Enterprise is also one of just a few cafes in Malaysia
with five stars rating. In 2019, Hungry Helpers Enterprise surpassed Starbuck’s as Malaysia's second
largest cafe and third largest cafe manufacturer. In Malaysia, Hungry Helpers Enterprise now controls
over 25 café locations and 8 manufacturing facilitates.
Hungry Helpers Enterprise vision
- To provide the freshest and serve the best food and beverages to the customers
- To create its own brand of food and beverages and selling it in cafes
- To establish as the premier purveyor of the finest café in the world while maintaining our
uncompromising principles while we grow
Hungry Helpers Enterprise mission
- To achieve the long-term aim of operating café in multinational companies
- To become Malaysia's number one and biggest café
- To serve customers with the most delicious food at a reasonable price
As we expanded our business in 2019, our statistical financial report showed a 33% increase in
profit. At the end of 2019, Hungry Helpers Enterprise achieved the company’s highest achievement
with total of RM 15M hit. In addition, we do market segmentation study. In terms of behavioral
segmentation, a survey found that the total number of times that the consumer goes to the café per
week in Malaysia grew from 2016 to 2018. According to current data, the percentage of persons who
goes to the café one to three times per week has risen from 29.07% to 38.99%. Furthermore, the
number of people who eat fast food four to six times a week is increasing, from 3.89% to 5.72%.
In addition, Hungry Helpers Enterprise demographic segmentation focuses primarily on children
and adolescents aged 5 to 30, both female and male from various socioeconomic backgrounds. This is
because the goods sold in our café is reasonably priced, and in most cases, less expensive than the
market pricing. Furthermore, the freshly baked goods supplied at cafes and the cosy environment of our
cafes in each branch are popular amongst youngsters.
1.1 Impact of Covid-19 to Hungry Helpers Enterprise
During the COVID-19 pandemic, which saw the virus spread over the world and result in many
deaths, many businesses were forced to close their doors since their income from sales and other
sources were declining, and customers and employees were complaining. Hungry Helpers Enterprise is
dealing with the identical issue, with the exception that their operating costs are rising. As a result,
Hungry Helpers Enterprise is learning about the problem and debating among its executives how to
keep their company competitive during the pandemic.
During the early 2020, the whole world has been strike by Covid-19. Since we had a total lock
down and Malaysia particularly had a Movement Control Order (MCO), many retail workers had to
quit their jobs. People were not allowed to leave their homes and were instructed to stay at home,
causing the retail industry to lose a lot of money because they were not allowed to open. People rarely
bought foods from cafes and prefer cooking on their own since many of them had to cut wages or lose
their jobs, causing the economy to suffer. Many businesses have also had to close their doors due to a
lack of funds to pay the manufacturer and its employees' salaries.
1
