An Empirical study on the Entrepreneurship of Combinative Restaurant Café - An Example to the V Café in Malaysia

• Main Authors: Tham Chee-Chern, 覃志誠
• Other Authors: Shih-I Cheng
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/73662819010725416782

碩士 === 樹德科技大學 === 經營管理研究所 === 100 === In recent years, Malaysia domestic small venture business increased popularly due to enhancement of investment, lots of people are finding solution for the excess funds, running the business by self-entrepreneur or join venture, establish a business, and become a successful small business owner. However, it had become everyone’s dream. The research aims to explore a real case study about the success formation of an entrepreneur, throughout the process from the conception to founding a real business. The study was targeting to set up a Complex Vegetarian Café, and using Marketing Mix 7P as the research and measurement methods, obtained the results are as follows: 1. "Entrepreneurship": Means that the entrepreneurs should take the initiative to seek changes continuously, creative destruction continuously, in order to eliminate the obsolete industrial, a behavior for Innovation will be performed while making combinations of old and new things. 2. Products must be adjusted or amended at any time, keep innovation and diversification, the consumers satisfactions will affected by the product items, packaging, flavoring and other conditional effects. The actual consumers’ behavior will be increased when meet consumers’ products satisfactions. 3. By handling in “Price”, the catering orders unable to reflect the cost adequately; therefore, we must review marketing & operation’s costs and efficiency in constantly, review of product portfolio and internal & external features, enhancement of product added value, and introduce the high profit margin products to meet the consumer’s price demand. 4. By selecting the “Place”, we must develop a set of prudent evaluation criteria; we need long time to operate it, difficult to earn money during early time, and we can’t solely having a single channel for all place. 5. Under the “Promotion”, practical operation reflect the real result, show that the consumer buying desire will be affected by different promotion and marketing publication especially in “Food & Drinks Testing and Highly Promoted By Staff”, reflect the most significant effect. 6. “People” plays an important role in service sector, especially in high staff turnover; therefore, we must provide a good staff training and development, enhance staff professional knowledge, self-efficacy and confidence, helps to develop the staff career plans, enhance staff towards organization''s cohesion and sense of belonging. 7. Explore from the operation shows that the physical characterization may become the source of best service impression towards consumer; it can be representing tangibility for the company performance. Service can be transmitted by the environment, when the consumer interaction in the environment meet the sensory, the placement marketing will be thus formed. 8. Discovery from the design of service process, writing an entrepreneur manual shall meet the requirement of SOP, while manage the formal and informal control mechanism and variety of corporate culture’s explicit and tacit knowledge, taking both importance of documentation and personnel transferred, reflect the most significant effects in service process design.