PRINCIPLES OF ENTREPRENUERSHIP

(ENT530)

CASE STUDY

NAME OF BUSINESS: LEEZO COMPANY

ADDRESS: 260, Jalan Kurnia Satu, Taman Kurnia, 86000 Kluang, Johor

PREPARED BY:
MUHAMMAD AMIRUDDIN BIN ABDUL AZIZ 2021113445
ANIS SURAYA BINTI SUPARMAN 2021120605
ADAM SHAFIQ BIN MOHD SUKRI 2021112455
PUTERA AFIQ ZULFIQAR BIN OTHMAN 2021101779
NURLIYANA NASUHA BINTI OTHMAN @ FAZRI 2021113509
ALIA FARINA BINTI AHMAD FIZAL 2021113669

PREPARED FOR:
NUR ATIQAH ZAKIYYAH BINTI RAMLEE

DATE OF SUBMISSION:
WEEK 9-11

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TABLE OF CONTENT

NO CONTENTS PAGE

1 ACKNOWLEDGEMENT 3

2 EXECUTIVE SUMMARY 4

3 COMPANY INFORMATION 5

4 COMPANY ANALYSIS 18

5 FINDINGS AND DISCUSSION 20

6 CONCLUSION 23

7 REFERENCES 24

8 APPENDICES 25

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1. ACKNOWLEDGEMENT

In performing this assignment, we had to take the help and guideline of some
respected persons, who deserve our greatest gratitude. The completion of this
assignment gives us much pleasure. I would also like to show my gratitude to Miss
Nur Atiqah Zakiyyah Binti Ramlee for her guidance, suggestions and also helped us a
lot in completing this assignment and for showing us a good guideline throughout
numerous consultations. We would also like to expand my deepest gratitude to
everyone who have directly and indirectly guided us in writing this assignment
especially our classmates who have made valuable comments and suggestions in
which gave me an inspiration to improve our assignment.

Besides that, we also came to know and learn about so many new things in this
assignment that has given to us as a group. We are really grateful because we
managed to complete this assignment within the time given by our lecturer. This
assignment could not be completed without the help and motivation from our lecturer,
friends and family. We thank all of the people that helped us directly and indirectly to
complete this assignment. From this assignment, we feel more motivated and more
interested to learn more deeply about Entrepreneurship so that we can be one of a
successful entrepreneur in the future and make my dreams come true.

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2. EXECUTIVE SUMMARY

SWOT analysis (strengths, weaknesses, opportunities and threats analysis) is a

framework for identifying and analyzing the internal and external factors that can
have an impact on the viability of a project, product, place or person. Industry play a
key role in any economy, using the skills and initiative necessary to anticipate needs
and bring good new ideas to market. After discussion, we chose Leezo Company,
which is a company in the food and beverage industry. This industry we chose was
based on our discussion and with the agreement of our group members. The company
that we chose are near to our place and it is easy for us to find informations about the
following industry. We had also conclude our ideas and points to make sure that our
information is useful. For this case study work, we chose food and beverages industry
because it is closely related to the learning we take that is foodservice. As we know
there are a lot of industries in Malaysia and they really help us in our economy and
also gives many opportunities to us. All of these industries will give entrepreneurs
resulting in high income and profit. For this case study, we will talk about the three
type of industry and its strength, weakness, opportunity and also threats.

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3. COMPANY INFORMATION

3.1 BACKGROUND

Leezo was started this business in 2015, when the first restaurant was opened
at Batu Pahat, Johor. After a long business operated, Leezo have owned 14 restaurant
outlets and a production centre that will supply the products to their outlets. They
were offered two restaurant brands where each of the brands have their own specialty,
namely Leezo and LeeQir. Because of the business only will open one outlet for one
district, so they were come out with different name of business. For examples at
Kluang, they have Leezo and LeeQir.

The business concepts that they use are normal shop lots and container
concept. These concepts were more relax and simple to make sure the customers or
guests will have leisure time with the ambient. Leezo purposely serve a variety of
dishes that can meet the appetite of all people. They were come out will thevary of
Western and Italian food, Burgers and Malaysian cuisine. The specialty from Leezo is
that 95% of their menu are homemade recipe and also will adapt the Malaysian taste.

They vision of business is to build the iconic ‘Leezo’ brand as A Leading

Restaurant Brand Nationwide. Their goal is to meet their customers’ satisfaction
through the food & services that they provide. Other than that, they also striving to
improve and to understand the F&B market and customers’ tastes and expectations. In
addition, they also provide the authentic meal and menu to build strong customers’
loyalty to their brands.

Owner of Leezo

Figure 1 Picture of Owner Leezo

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The founder’ name is Mohd Nadzuan Nasir, 29 years old and came from
Melaka but growth at Batu Pahat, Johor. He started this business because of friends’
support and motivation about F&B sector. He started will the business at Parit Raja,
Johor after stopped his studies from University Utara Malaysia at 2014. He trusted
that the business will successful and get the good achievement during the market
performance. Just needs the efforts, good monitoring and handling process ongoing
business will be the key of successful business.

Because of his efforts and research about the sector of business, on 1

Disember 2015, the first Leezo business was started their operation at Parit Raja,
Johor. He came out with container concept just because want to give the different
trend and ambient to our customers. Not just to achievement the physical goal, but the
customer loyalty and trust about the brand also important for Leezo.

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3.2 ORGANIZATIONAL CHART

Top Management Leezo Restaurant Kluang

Admin

Sir Arif Bin Abd Halim

HUMAN RESOURSE

Miss Maizatul Azlin

MANAGER MANAGER MANAGER

MANAGER
Sir Shazwan Sir Lukman Bin Abd Sir Hakim Bin Abd
Sir Azri
Halim Halim

STAFF STAFF STAFF

Miss Syifa Bin Abd Rahman Sir Aidil Bin Khalid Miss Mira

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3.3 PRODUCTS / SERVICES

3.3.1 SERVICES

The services that Leezo Restaurant Kluang offered are walk-in, reservation
and also delivery. For the walk-in, customer can just go to the restaurant when their
want without doing any reservation. But if you are planned to having the family
gathering, birthday party or iftar with your family or friends, reservation services also
suggested for you. That was because, to avoid the miscommunication or
misunderstanding about the services. So, to prevent it happen, the customers should
do the reservation or booking for the seat according to the date and the quantity of
person per table. For do any reservation, the customers can get the person in charge
on their website and social media. The customer just needs give a few details such as
reservation under name, the amount of pax, details of time reservation and the menu
that their want to order. Do not worry at Leezo restaurant, they using the table
services. That means the customer just needs seat, order the food and wait for the food
only at the table. The waiter or server will do the services for you.

Next, they actually have using the delivery services also. Following the market
perform and new trend, they also using the services from Foodpanda, Grabfood and
Halo delivery. If the customer do not want go to the restaurant or busy will the works,
they just needs to order the food in the application delivery. For example, the
customer can using Foodpanda application, then search the Leezo restaurant that the
want, put on the order, do the payment. Just that steps they should do. But some
delivery will charge the delivery services. Not just more ease your daily routine, the
quality of food also will be same like if you are dine-in at the restaurant.

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Figure 2 Delivery used by Lezzo Restaurant Kluang

3.3.2 Products

Leezo Restaurant was offered the Western and Italian food, burgers, pasta and
Malaysian cuisine also. The specialty in Leezo is 95% the menus are homemade
recipe. So, if the customer want to eat the western and Malay cuisine food in a place,
Leezo restaurant is the best choice for them. Not deny that, the menus at Leezo are the
best homemade food. If the taste of foods are not suitable with the Malaysian, they
will not get the trust and loyalty customers. The achievement and performance of
Leezo Restaurant are the proof of the customer loyalty and positive impact on the
brand. So, build up the trust from the food on the customer are very important to stay
longer times in the business sector.

Not only the presentation of the food will attract the customers, the quality of
food and the good services will be the points that customers need on their foods.
Other than that, the consistency of the foods also needs be handle carefully. If they get
the feedback from the customers, they will do the correction action. That why, the
customers feedback is important to maintain in the business. The customers will know
the weakness and they also will be the points of brand performance. Do not ignored
the customers feedback, take it seriously and do something to improve the food
quality depends on the menu standardize recipe.

The signature food or the favourite menus also will be captain on the menus. It
will be the attraction for the customers. Below are the example of the signature foods
at Leezo Restaurant.

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Figure 3 Picture of the signature menus at Leezo Restaurant

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Figure 4 Special menu at Leezo Restaurant

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3.4 BUSINESS, MARKETING, OPERATIONAL STRATEGY

3.4.1 BUSINESS STRATEGY

Leezo Restaurant Kluang have a few business strategies to make sure their restaurant
can compete to others restaurant

a) IMPROVE CUSTOMER SERVICE

For Leezo Restaurant Kluang they have a sequence for how to greet a
customer. They will make sure customers will satisfied with their service. And for a
new staff they will give a training before start work on how to serve food, take an
order, greeting customers and other. They think that, there have two important things
that they will concern which are a quality of food and a service for the customer. If
the food meets the consumer's expectation but the service is poor, the customer will
uncomfortable to repeat at their restaurant. So that they will make sure to always
improve customer service because it is one of their business strategies to get a regular
customer.

b) PRODUCT DIFFERENTIATION

Leezo Restaurant Kluang have a few different products than other restaurant
Leezo Chicken Grill and Leezo Cili Padi Beef Cheeseburger. They not just focus on
western food, but they also have eastern food. They think that we live in Malaysia and
of course we always want to get Malay food. But here, the different is when on that
area do not have many restaurants that sell a western food. And they also have a nice
plating so that customer can attract to eat there.

c) PRICING STRATEGIES

Leezo restaurant Kluang will make sure the price of the food affordable for all.
They are very concerned with customer loyalty. They will assess the price in relation
to the market price to ensure that it is neither too high nor too low. If they set a price
that is too high, they will lose customers because not all customers can afford to buy
at such a high price. Furthermore, if the price is too low, it will disrupt their company
by causing losses. So, this strategi is very important for make sure that they compete
in a responsible manner without affect their customer and business.

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3.4.2 MARKETING STRATEGY

Their marketing objectives is to ensure their product and service achieve the
quality standard with the Legal Nutrition Malaysia. This is because customers really
concern about the quality of the products before deciding to buy it. When the quality
of the products is good, it will easily increase the sales of food and beverage because
they have the trust of the customer. Not only that, they also can gain more loyal
customer. Besides that, they also want to increase their employee’s efficiency and
productivity by giving them a training thus, it will help to increase their organization
performance easily. This is because by attend a training it will help them to know
their weaknesses and can immediately improve to be better.

a) TARGET MARKET/CUSTOMERS

Target market is defined as the group of customers with needs and wants that
can be satisfied by business through supply good. To ensure that marketing effort full
customer needs and wants, we have taken steps to identify and focus our efforts on a
selected group of customers.

The customers for the product are for all ages. Customers who stay or at
Kluang, Johor area they can get food and beverage at Leezo Restaurant Kluang for
dine in and take away or can make an order from food panda, grab food, and hola
delivery. Their products are suitable for everyone because they provide western and
eastern food. The major purchasers for the products are individual or family who are
those have a busier lifestyle and limited time to prepare their own meals. The major
purchaser it is come from Kluang, Johor residents. After a research and get
information from the owner of Leezo Restaurant Kluang, finally we get a specific
target market. The target market that they choose base on listed at the table 2

Table 2: Target market

Market segmentation Target market Location

Geographic Kluang, Johor residence Kluang, Johor
psychographic Person who have a busy lifestyle Kluang, Johor
Demographic Family life cycle Kluang, Johor

b) MARKETING MIX

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 Products/services strategy - Product encompasses the decision and factors regarding
goods and services that are provided to the market. They had prepared marketing
strategies to enable the business to plan for its limited resources to achieve stated
marketing objectives. The key idea is to deliver customer satisfaction yet provide
business with a competitive advantage. Therefore, Leezo Restaurant Kluang have
several ways to compete with other competitors based on product and quality. They
always make sure to have a high-quality product using a fresh ingredient. Because of
that they will make a perishable item once or twice a week, and for non-perishable
item twice a month to make sure the product always in a good condition.

 Place (distribution) strategy – Strategy concerned with making products available

when and where customers want the product. A part of this strategy is physical
distribution which involves all the business activities concerns with storing and
transporting raw materials or finished goods. This company located at 260, Jalan
Kurnia Satu, Taman Kurnia, 86000 Kluang, Johor. It is strategic in the middle of the
town. Moreover, the area that they choose, is an industrial area and more parking for
vehicle. Furthermore, Leezo Restaurant Kluang is also located in the business area
thus makes it easy for the customer to purchase the product and easy to find their
restaurant.

c) PROMOTIONAL TOOLS

Leezo Restaurant Kluang Promotional using advertising as a tool to promote

their restaurant, product, and service

The advertising concept that their restaurant provided for this business is
through business card and signboard for printed and outdoors channel and for
electronic and digital they used social media account and website. They created
signboard to make sure customer can notice their business. Social media used to
promote their product to the public in that case they can get a high demand of their
product from customer it is because nowadays most people are on social media
instead of magazine or newspapers. On that account, they provide telephone number,
and use that account to tell the customer that the business makes a promotion. The
social media account that they have are Facebook (Leezo Restaurant Kluang) and
Instagram (@leezorestaurantkluang).

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3.4.3 OPERATIONAL STRATEGY

a) OPERATIONAL OBJECTIVES

Leezo Restaurant Kluang want to ensure smooth running of their business and
optimize customer satisfaction. Operation unit is one of the most crucial elements in
the business organization. This is because by going through the operations it will
make the business grow successfully either locally or internationally. As a result, the
production cost also will be reduced and our product also will be more competitive as
compare to the other products in terms of quality, price and so forth. In addition,
Leezo Restaurant Kluang also ensure that the employee that work in the operation
process had a good relation among themselves. This is to ensure that the operation in
the business running smoothly to achieve the target. Not only that, it also to avoid any
mistake that done by the workers that will lead to unsatisfaction of our customers and
simultaneously decrease the number of sales.

b) BUSINESS AND OPERATION HOUR

They decided to open their business to the customer 8 hours per day and
operate it for 9 hours per day. This operation hour was decided during MCO. Before
this, they operate their business for 12 hour per day and they have two shifts. But
now, they decide to have one shift only.
LIST OF OPERATION HOUR

i. Business hour - When the premise is open for customer

 Business Hour = 8 hours per day (5.30 p.m. until 12.30 a.m.)
 Operational business day: every day (Monday – Sunday)

ii. Operation hour - When the business starts and closes its operation in a day.
 Business Hour = 8 hours per day (5.30 p.m. until 12.30 a.m.)
 Mise en place = 1 hours per day (4.30 p.m. until 5.30 p.m.)
 Operating Hour = 9 hours per day (4.30 p.m. until 12.30 p.m.)
 Clearing and Cleaning = 1 hours per day (11.30 p.m. until 12.40 a.m.)
 Working days = everyday (Monday – Sunday)

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c) WORKING PROCESS INVOLVED

Firstly, working process planning. In working process, it will identify the step
by step of operation from the beginning to the end during operation time.

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3.5 FINANCIAL ACHIEVEMENTS

Leezo Restaurant Kluang have achieve a few financial achievements. Firstly,

follow the budget that they planned. Developing a budget that works for their
restaurant, income, and sales. It may take some changes before they have found the
right balance of spending and budgeting that will keep this company on track and on
track toward their goals, while also keeping them from feeling too limited. They were
able to keep the budget under control during operation day. They maintain power by
making tentative plans before buying any goods that will be used in the restaurant.
They are making a comparison with Leezo Restaurant Kuala Lumpur, which often
overbudget so they always have a loss.

Next, they also have achieved a profit target which is. Profitability is the most
basic financial goal of any business. Profitability is defined as earning more revenue

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than the company spends on operating expenses. Revenue from sales, interest on
investments, and rent on business property you own are all examples of business
revenue. Rent, materials, vehicle expenses, advertising, utilities, interest payments,
licences, and taxes are all examples of operating expenses. Profitability targets for a
company should be appropriate to support stakeholders such as owners or
shareholders while still allowing the business to save money for growth or capital
reserves. Normally, for a weekday they will get RM2500 per day and for weekend
RM4000. So, the total for a month around RM 90,000 per month. But on 2020 they
had achieved got over target which is RM150, 000.

4. COMPANY ANALYSIS

What is SWOT? SWOT stand for Strength, Weakness, Opportunities and

Threat. SWOT is a way of analysis that assessing these four aspects of certain
business. We can reduce the chances of failure, by understanding what we are lacking,
and eliminating all hazards that would otherwise catch some companies unawares.

First of all, Strength that need by a lot of restaurant to keep operating in such a
long term and short term. There is 3 strength that we found during interview which is
for the first is “The Loyalty of Customers” Leezo has a lot of loyal customers that
keep coming and buy product from the restaurant even during MCO and that make
Leezo can open other 3 Outlet around Semenanjung Malaysia that make them well-
known to society. For the second strength is the taste of the food with such a unique
taste that achieve the customers satisfaction. All the customers especially loyal

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customers will surely fall in love with the taste that make by restaurants for it perfect
combination of each ingredients in the food itself. We recommend does who’s still not
try ate at Leezo Restaurants to come and try it. Last but least for the strength is
business management team is very careful and particular with the inventory to avoid
any wastage that cause by unsold food or uncooked product, also they even make
turnoff inventory twice per month to utilize everything in the inventory.

Next, the weakness that being face by Leezo after all every restaurants have a
different weakness that need to be focus and improved to have more stable restaurant.
There are 3 weakness that we have found, for the first one is the lack of men power
this is due to the pressure at work during peak hours that make them have less
permanent staff. For the second is they require a lot of time to prepare the foods that
sometimes make them receive complain from the customers about how late their food
need to be served on the table or in the packaging that make them waiting even
longer. Last but least, different chef will have the different taste of the food because
of the different skill that they have, this will affect the taste of the food so the outcome
will be different taste on a different outlet.

Moreover, if there a strength and weakness, there must be threat that will be
one of the challenging that need to be face by Leezo to keep on the track. There is few
threat that been found during interview which is competitors. There have a few
western restaurants around kluang such as Gomix Café, Kluang western and others
was near with the place that threating Leezo in Wastern restaurants theme. Second is
MCO process which make customers could not dine in at the restaurant that could be
lead to less sales this is because some of the customers prefer dine in at the restaurants
then take out or delivery because of theme and ambience in the restaurants are more
unique. Last but least is the SOP during MCO for example customers cannot have big
gathering at the premise, also the restaurants need to limited pas per table that will
made the customers become more uncomfortable with it.

Last but not least is trends. Leezo take the trends for marketing purpose such
as doing a live promotional every day through the social media in Facebook this is to
attract customers to come to eat and to order within online ordering. Next, Leezo
decide to use the latest delivery to deliver the products to customers for example Halo

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Delivery to attract customers and make it easy for the customers have the Leezo
foods.

5. FINDINGS AND DISCUSSION

The aim of the discussion is to analyse and clarify the importance of your
findings in light of what was previously understood about the research issue under
investigation, as well as to demonstrate any new understanding or insights gained
after considering the findings. By way of the research question or hypotheses you
raised, the discussion is always linked to the introduction. Often clarify how your
thesis has advanced the reader's comprehension of the research issue from where you
left them at the end of the introduction in the discussion.

We’ve found four major problems from Leezo Company. The problem that
faced by Leezo Company is the problem of their own staff which caused by the
insufficient man power. Secondly, stock of wet and dry items that cause by
insufficient stock delivered to every outlet. Moreover, the problem is feedback for the

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company. The cause is from the customer’s comment. Lastly, the problem that faced
by Leezo Company is their kitchen layout. The cause is that certain outlets have a
limited space of kitchen layout.

The primary goal of restaurants is to provide comfort and satisfaction to their

customers without jeopardising the business's operational efficiency. The purpose of
this study was to determine the operational efficiency and customer satisfaction of
restaurants as a foundation for improving business operations. Specifically, to
determine the restaurant's operational efficiency in terms of kitchen operations and
dining operations, as well as the level of customer satisfaction in terms of Product,
Policies, People, Processes, and Proactivity, as well as the problems encountered by
the restaurant in their operation and customer service. For every problem that faced by
Leezo Company, there is solution to overcome.

First problem that faced by Leezo is by the insufficient man power. In this
mean, Leezo Company is lack of their staff’s skill or experience of work which made
all of the staff resigned or need time to improve their training. To overcome this
problem is when they need to hire a new staff, they should hire someone that have
experience of work in F&B industry and have excellent skills that they required for
their company. The advantage of hiring s new staff with excellent skills is that they
can give a professional service for the company. The disadvantage of hiring a new
staff is that they need to learn new knowledge and menu that they need to follow by
the company system operation procedure.

Secondly, the insufficient stock delivered to every outlet which means the HQ
have a pack schedule to deliver the wet and dry stock to every outlet, also HQ will
open stock request form only twice a week and they will supply stocks to three outlet
only in a day and when the stocks are ran out immediately, they need to fill out the
emergency stocks forms. The solution for this problem are Leezo Company need to
well prepared by checking precisely the inventory stock every week and need to know
when the date of stock arrived. The advantage by checking the stock every week
precisely is, they will get the stock exactly based on their request form and receive the

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stock at the right time. The disadvantage is, maybe the HQ run out of stock certain
item that Leezo Company have request even they planned it very well.

Furthermore, the problem that Leezo faced is customer’s comment or review.

This means by if the Leezo Restaurant received a full house customer, they will not
fulfill the customer expectation from their service and food. Solution for this problem
is, no matter how hard the Leezo’s staff being pressured by the environment, they
need to give the professional service based on customer’s expectation. The advantage
is if the customer give a positive feedback, the Leezo Restaurant will get many benefit
such as received a new customer, they can improve their service that have recommend
by customer and increase their revenue. The disadvantage is Leezo Restaurant might
get high expectation by their customer such as new menu, new environment and
excellent service in the future.

Last but not least, kitchen layout is also the problem that faced by Leezo
Company. Their kitchen layout is narrow. When the kitchen layout is narrow, they
will have limited kitchen staff to fit in the kitchen. To overcome this problem, Leezo
Company has to renovate the kitchen by making it spacious and suitable design
layout. The advantage of it is that, all the kitchen staff will be comfortable to do their
work without bumping each other, they can recruit more kitchen staff and can stored
all the wet and dry stock in the suitable placed . The disadvantage of it is that cost of
renovation might be high.

All the support of our recommendation was refers from the journal of Asia
Pacific Journal of Multidisciplinary Research, Vol.5 by Annie Gay Barlan – Espino.

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6. CONCLUSION

In conclusion, this assignment is very useful for students to improve their

knowledge about entrepreneurship because entrepreneurship education provides
knowledge and technique for students to occur with some business ideas and establish
their own business in the future. This course also helps student learn more about the
business management. For instance, how to improve sales, tips for marketing and
improve the communication skills.

Based on the points of the finding and discussion that we have investigate
from the Leezo Company, that all the problems that faced by Leezo Company are
usually happen in every F&B business and the problem that the business faced have to
come out with a best solution for their company in order to have an efficiency
operational and satisfied the need of the customer. So, if we want to have our own
business in the future, we must have creative skills and be prepared to handle all the

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problems that will face in a good ways with providing an excellent solution for the
business.

7. REFERENCES

 http://www.apjmr.com/wp-content/uploads/2017/01/APJMR-2017.5.1.15.pdf
 https://leezo.com.my/
 https://m.facebook.com/leezorestaurantkluang/
 https://absolutethaicanteen.com.au/101831-leezo-restaurant-kluang/

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8. APPENDICES

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