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Product Chef Khadijah: bringing Arabian dishes to your home. Case study related issues of penetration, marketing and competitiveness.


Siti Aminah Mohd Naim. (2017) Product Chef Khadijah: bringing Arabian dishes to your home. Case study related issues of penetration, marketing and competitiveness. Masters thesis, Universiti Malaysia Kelantan.


This case study is the study about the issues is faced by Chef Khadijah Company in operating their business. The purpose of this study is to recognize the issues and the problems faced by Chef Khadijah Business and the end I provide the solutions as well as recommendations in helping the business solve the problems in order to help the business survive in the food industry. Chef Khadijah Business Centre is located in Kota Bharu, Kelantan which focus in producing, marketing and distributing the food paste for cooks.

In order to identify and diagnose the problems, interview and field work training. Meanwhile to evaluate the problem and draft alternative solution, TOWS analysis is used. From the methodology was used in diagnosis, we can conclude that there is obstacles had been faced by Chef Khadijah are penetration of products, marketing issues which is related to marketing channel and tools, and product competitiveness or competencies. However, these obstacles actually lead to similar alternative solution.

Chef Khadijah is very high potential business operator. They aspire to grow and develop their business field. However, there are some issues were easily diagnosed in order to providing best solution. After study the issue faced by Chef Khadijah, the researcher suggest some proactive action and implementation plan such as improving product presentation, empowering brand awareness, alternative supply of raw material, joint venture for benefit exchange with marketing channel institution, business model canvas (BMC) knowledge implementation among the entrepreneurs.
As a conclusion, innovation to market the product is very important in order to ensure the product will stay relevant and competitive in the market. In fact, the new idea which followed by possible corrective action will determine the level of business successful.

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Item Type: MBA/DBA Final Project Report
Collection Type: Thesis
Faculty/Centre/Office: Malaysian Graduate School of Entrepreneurship and Business
Depositing User: Pn. Wan Nurjuliana Wan Abd Ghafar
Date Deposited: 21 Jul 2022 01:44
Last Modified: 25 Jul 2022 09:06
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