FUNDAMENTALS OF ENTREPRENEURSHIP
ENT300
INDIVIDUAL ASSIGNMENT
CASE STUDY
FACULTY OF BUSINESS MANAGEMENT
DIPLOMA IN BANKING STUDIES
JBA119 5A
NUR AQILAH BINTI KASIAN
2018213884
PREPARED FOR
TN HJ SHAFIEE BIN MD TARMUDI
SUBMISSION DATE
11th NOVEMBER 2020
, Table of Content
No Description Page
1. Executive Summary 2
2. Introduction 3
2.1 Entrepreneur Profile 3
2.2 Business Profile 5
3. Entrepreneurial Characteristics 7
3.1 Profile Entrepreneurial Characteristics with explanation and examples 7
4. SWOT Analysis 9
4.1 Strength 9
4.2 Weakness 12
4.3 Opportunity 14
4.4 Threat 16
5. Conclusion 18
6. References 19
7. Appendices 21
, EXECUTIVE SUMMARY
By the end of this case study, I managed to identify new insight and understanding as
well as gain plenty of new experience about the businesses that have been managed by
successful entrepreneurs in this country. I also got to gain the opportunities to assess and
review the business's performance through the SWOT analysis which stands for strength,
weakness, opportunity, and threat. In this case study, a few problems have been identified
through the business process based on using SWOT analysis. This case study can assist me
to glimpse the actual and legitimate situation where I notice and see the existent problems that
need to be solved in the business.
The business that I took as my case study is Secret Recipe founded by Datuk Steven
Sim. Secret Recipe was established in 1997 as a cafe franchise lifestyle that serves more than
20 varieties of fusion foods, 40 creations of cake, pastries, and a flavorful selection of
beverages. It serves appetizers, pasta, local and international cuisine, cakes, baked desserts,
ice cream, and beverages in a service environment. Until now, Secret Recipe has spread its
wings with more than 380 branches beyond the county, including Singapore, Indonesia,
Thailand, China, Brunei, Cambodia, Myanmar, Maldives, and Bangladesh. The business
headquarters is in Petaling Jaya, Selangor, and has 23 years of expertise in the food and
beverage industry. The reason why I choose Secret Recipe as my chosen business because
Secret Recipe is one of the verified and has an authentic taste on local and international
cuisine proudly made in Malaysia. Besides, the business is currently managed by a
businessman who is also known as one of the most successful entrepreneurs in Malaysia.
So, this case study, will start with a brief introduction about the business and followed
closely by the entrepreneur and business profile. The problem and opportunities that arise in
the business process will be the main part of this report. The problem can be identified by
using the SWOT analysis. In that segment, I will elaborate and giving a sufficient amount of
ideas on how to overcome business problems.
2
ENT300
INDIVIDUAL ASSIGNMENT
CASE STUDY
FACULTY OF BUSINESS MANAGEMENT
DIPLOMA IN BANKING STUDIES
JBA119 5A
NUR AQILAH BINTI KASIAN
2018213884
PREPARED FOR
TN HJ SHAFIEE BIN MD TARMUDI
SUBMISSION DATE
11th NOVEMBER 2020
, Table of Content
No Description Page
1. Executive Summary 2
2. Introduction 3
2.1 Entrepreneur Profile 3
2.2 Business Profile 5
3. Entrepreneurial Characteristics 7
3.1 Profile Entrepreneurial Characteristics with explanation and examples 7
4. SWOT Analysis 9
4.1 Strength 9
4.2 Weakness 12
4.3 Opportunity 14
4.4 Threat 16
5. Conclusion 18
6. References 19
7. Appendices 21
, EXECUTIVE SUMMARY
By the end of this case study, I managed to identify new insight and understanding as
well as gain plenty of new experience about the businesses that have been managed by
successful entrepreneurs in this country. I also got to gain the opportunities to assess and
review the business's performance through the SWOT analysis which stands for strength,
weakness, opportunity, and threat. In this case study, a few problems have been identified
through the business process based on using SWOT analysis. This case study can assist me
to glimpse the actual and legitimate situation where I notice and see the existent problems that
need to be solved in the business.
The business that I took as my case study is Secret Recipe founded by Datuk Steven
Sim. Secret Recipe was established in 1997 as a cafe franchise lifestyle that serves more than
20 varieties of fusion foods, 40 creations of cake, pastries, and a flavorful selection of
beverages. It serves appetizers, pasta, local and international cuisine, cakes, baked desserts,
ice cream, and beverages in a service environment. Until now, Secret Recipe has spread its
wings with more than 380 branches beyond the county, including Singapore, Indonesia,
Thailand, China, Brunei, Cambodia, Myanmar, Maldives, and Bangladesh. The business
headquarters is in Petaling Jaya, Selangor, and has 23 years of expertise in the food and
beverage industry. The reason why I choose Secret Recipe as my chosen business because
Secret Recipe is one of the verified and has an authentic taste on local and international
cuisine proudly made in Malaysia. Besides, the business is currently managed by a
businessman who is also known as one of the most successful entrepreneurs in Malaysia.
So, this case study, will start with a brief introduction about the business and followed
closely by the entrepreneur and business profile. The problem and opportunities that arise in
the business process will be the main part of this report. The problem can be identified by
using the SWOT analysis. In that segment, I will elaborate and giving a sufficient amount of
ideas on how to overcome business problems.
2
