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Case Study In Entrepreneurship Secret Recepi

2935 words - 12 pages

ENTREPRENEURSHIP
CASE STUDY ON

SECRET RECIPE

PROGRAMME: EXECUTIVE MASTER IN BUSINESS ADMINISTRATION

EMBA-Entrepreneurship – Case Study “Secret Recipe” Page 1

Table of Contents
I Declaration ..................................................................................................................................... 2

II Executive Summary ..................................................................................................................... 3

III Abstract ........................................................................................................................................ 4

1.0 Company Description ...view middle of the document...

....................................................... 12 7.0 Evaluation of The Business ...................................................................................................... 14

7.0 Conclusion ................................................................................................................................ 15

8.0 References .................................................................................................................................. 16

EMBA-Entrepreneurship – Case Study “Secret Recipe” Page 2

Executive Summary – Secret Recipe

Secret Recipe Café is a lifestyle concept café chain that features a modern and metropolitan setting that has more than 150 outlets throughout Malaysia and Asia. It is one of the fastest growing café chain in Asia. Their mission is to give the best satisfaction to their valued customer. Secret Recipe café offers a wide choice of more than 40 different type of cake and fusion food. It is one of the best place to dine in with friends and family.

As the industry analysis report, the trend is moving toward dining out from home nowadays. People tend to enjoy life and more concern about the quality of life, thus they are more likely to dine in more classy and trendy café and not just have their meals at restaurant which does not serve good quality food. This had created an opportunity for the business to expand and establish into a well known name within this region. Despite the competitiveness in the industry, Secret Recipe had managed to build a brand name “Secret Recipe” for them self. They had successfully established in Malaysia and had further extended their operation to Singapore, Indonesia, Thailand, Philippines, Pakistan, Brunei and China.

EMBA-Entrepreneurship – Case Study “Secret Recipe” Page 3

Abstract – Secret Recipe
Small and Medium Enterprises (SMEs) play an important role in the development of Malaysian economy. They generate income to our economy and provide huge amount of job opportunities to the country. Even though our government has made the development of SMEs as a high priority area but SMEs still face a lot of challenges and obstacles that deter them from further expanding their business. These obstacles includes lack of managerial capabilities, shortage in financing and human resource and this increases the need for value creation among SMEs to ensure business sustainability which coexists within an environment of good corporate governance.

SMIDEC study on the scenario had listed the challenges faced by Malaysian SMEs as follows: human resource constraints, shortage of information on customers and potential markets, lack of access to finance, global competition and limited or inability to adopt the challenges faced are highly related to the developmental stage of the companies. Small and Medium Accounting Practices (SMPs) can assist the SMEs to overcome the obstacles as SMEs are their niche market.

This study examines the...

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