Beruflich Dokumente
Kultur Dokumente
0 INTRODUCTION
What is management? Since past century, the field of management has always been
subjected to an outgoing debate over how management should be classified. Is it
classified as science or art?
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management, whose lead by good leadership managers with the help of the discipline
employees.
Malaysia has many profit and non-profit organization that are successful. One
of the common evidence is Marrybrown. Marrybrown is the winner of numerous
domestic and international franchise industry awards, is proudly Malaysian-owned
and has over 30 years of franchise experience under its belt. Marrybrown began at a
small shop lot in Wong Ah Fook Street, Johor Bahru in 1981, founded by Chinese
couple Lawrence Liew and Nancy Liew. During the time, US-based fast-food chains
are already dominating the Malaysian fast food markets, having been in the country
10 years earlier. This led the couple to invent their own ideas based on Malaysian
food-taste, as well to revive Malaysia’s first fast food chain especially with the
Muslim majority country that always seeking for halal-Western foods.
1.1 Objective
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2.0 COMPANY BACKGROUND
As the first major fast-food chain to develop and expand the concept of
“Something Different” experiences. Marrybrown has always emphasized on halal
products serving millions of guests world-wide.
The halal menu features a wide variety of tasty meals including Crispy
Chicken, Delicious Satay Burger, Rice Marry brown, Special Wrap, Fish ‘n’ Chips,
Mee curry, Chicken Porridge, finger foods, salads, fun fries and a range of hot and
cold beverages and desserts ,the only one of its kind in town and really “ something
different “ for everyone.
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Black Pepper Chicken-A-Licious. And, because value is important to fast-food
customers, the company also offers value-priced products on “All-Time snacks,”
including muffins, burgers.
Picture 2.1: This picture shows that the several restaurant locator of Marrybrown
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2.1 Marrybrown Business Activity and Promotion
Besides that, Marrybrown offers some special activity and package promotion
for customers who want to do any birthday party in Marrybrown. The packages are
divided into 3 categories, which are indoor package, ready-to-go party package and
party kit to go package. The price of the 3 packages are in different rate started from
RM16 per person.
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In addition, Marrybrown also offers other services such as catering for special
event or party for customers. Thus, it allows customers to have Marrybrown meals at
the event they held if they order catering.
An organization may be classified one of three ways, based on how it was formed
such as for-profit organization, non-profit organization and mutual-benefit
organization. Marrybrown is called as for-profit organization because the restaurant
provides goods and services for customer and gained the profit through the business
activity. Based on the Louis Allen’s P-O-L-C model, it explains the function of
management as: Planning, Organizing, Leading and Controlling. Marrybrown applies
these functions of management in their business activities.
3.1 Planning
There are three aims of the Marrybrown; first is to change the perception of
customers to more positive towards Marrybrown. Second, to attract and introduces to
customers about the local delight. Third, to get the trust by every consumer that
Marrybrown is a brand that produces the original product from Malaysia.
Marrybrown also have set up a vision and six missions for the organization
and it can be the guideline on the future for the business. Vision of the Marrybrown is
to be the national restaurant company of honesty and healthy fast-food brand,
throughout the power of our culture and people. Marrybrown has a planning to
expand the business in 56 Muslim countries which are Malaysia, Singapore, Brunei,
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China, India, Sri Lanka, Bahrain, Kuwait, Qatar, Saudi Arabia, United Arab Emirates,
Iran, Syria, Azerbaijan, Maldives, Indonesia, Myanmar, Thailand, Tanzania and
others. And now, it can be seen that Marrybrown is in their way to achieve their
vision.
Strengths
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has more than 130 restaurants locally. Marrybrown successfully attracted the interest
of Islamic consumers all over the world as Marrybrown is available in 19 countries,
with the majority in Asian continent and Marrybrown plans to expand its business to
other Muslim countries.
Marrybrown also has unique interior design as it placed swing seats inside its
restaurants. This extraordinary design successfully attracted a lot of customers,
especially children.
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Picture 3.2.2: The interior design of Marrybrown with swing seat
Weaknesses
Opportunities
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Marrybrown always concern their customers’ needs, taste and preference. The
business processes can be shortened and services can be improved too. Next, as
consumers nowadays are requiring greater convenience when purchasing,
Marrybrown can have more branches in urban area where consumers demanding
more like shopping malls, universities, hospitals and other high-traffic areas. This
means that, with new distribution channels, there is significant growth opportunity for
Marrybrown.
Threats
There are three types of planning in organization which are strategic planning,
tactical planning and operational planning. Marrybrown uses all the type of planning,
CEO of the company take part in strategic planning while marketing executive,
financial executive, management executive, R&D executive are playing tactical
planning role and the restaurant manager, crew are playing the operational planning
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role. The main purpose of the planning is to help Marrybrown ensuring efficient use
of resources,to be sensitive towards market changes and competitive pressures and to
help carry our strategy and achieve company vision and goal.
Tactical planning is the mid-range planning and need to spans from one to
three years. This planning is conducted to design specific and tangible to achieve the
strategic planning and it take responsibility by middle level managers. Marrybrown
has a good management in order to ensure the activity runs smooth. For example, in
each country, Marrybrown employs Area Manager, Branch Manager to observe and
oversee daily operations to ensure that the tasks allocated to them by functional
managers are performed accurately. Based on the explanation by supervisor in the
Marrybrown Cheras branch, area manager will come to Marrybrown at least 3 times
per week to observe the business operation and gives instruction or tasks if needed.
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3.3.3 Operational Planning
Operational planning is the third type of planning and it was using to support
the strategic planning and tactical planning. This kind of planning takes less than one
year period and the achievement is through the daily operation by the employees. If
there is new employee willing to work in Marrybrown, lower level maneger, Mr.
Jamal will provide them a training and development. For example, employees will be
given a training on how to prepare a good quality of the fried chicken based on the
recipe given. Besides that, manager need to ensure the employees’ attire, operation of
the Marrybrown restaurant is always in a good condition. Manager also set a daily
target sales to the workers. Moreover, supervisor will help to check the situation
surrounding Marrybrown to make better performance in business activity.
4.0 ORGANIZING
Developing a structure and design the job is the main function of organizing
because organizing are second function in primary management so it plays the
important role. Marryborwn has a few of position at their organization. For example,
there are operations manager, area manager, training officer, restaurant manager,
assistant restaurant manager, management trainee, supervisor, crew leader and team
member. Each of this position has their own job scope and every position is very
important for the organizing because it can prevent crash in the functioning of
different position or to avoid duplication of effort.
Besides, resource distribution also in this functioning and this is important for
the for-profit organization because it can help the organization to gain maximum
profit in this business such as purchase material and distribute it to the franchise
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around the Malaysia. Marrybrown orders all the chicken, nugget and others from
Farmbest company. Marrybrown also buys sauce such as chili and tomato sauce from
Angsana Food Industries Sendirian Berhad, which is located at Taiping, Perak.
Marrybrown uses the fresh ingredients in preparing all the food, so they need to
concern about the price of material during purchasing because expensive materials
will cause the increasing price of its product and it will affect the customer demand
and change their choice to other fast food restaurant. Fresh ingredients are expensive
and now the price of petrol is increasing so the transportation fee for delivery material
automatically will increase too. This will be the challenge or obstacle for Marrybrown
on getting the fresh ingredients in lower price and sell the product in convenient price
that can be accept by customer because customer is the money income for the
organization.
5.0 LEADING
Marrybrown has provided training for the new workers at two places such as
Genting Highland and Kepong. These places have training manager, who are
responsible for guiding the new worker and preventing they do the mistakes when
they go to actual place start to work. The restaurant manager plays important role in
this function because he/she is the person will communicate with the employees all
the time so he/she need to give motivation toward worker and build up a harmony
environment between the manager and worker. While area manager also has certain
function which is controlling the surrounding franchise. For example, Mr Dina is the
area manager for Nilai, Cheras and KLIA 2 and he need to go these three place every
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day.
The leading functions have also three sub-function which are communication,
motivation and decision making and supervision. Good communication allows a
manager to create a sense of belongingness and commitment in his subordinates.
Besides, communication between the manager and employee also can get a lot of
information such as feedback, so that can let manager easy to give instruction or
guidance toward subordinate and get improvement on the weakness. Motivation
involve indoctrinate employees with unity and harmony in their purpose and
relationship. Marrybrown treats their worker nice and provides harmony working
environment for them. Each of them did not have communication problem although
most of them are from Nepal country. During the interview, we know they have strong
relationship between each other especially for foreign worker because they know
come to foreign country is not an easy thing so they must help between each other.
6.0 CONTROLLING
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everything occurs in conformity with the plan adopted, the instructions issued and the
principles issued. While Brech defined control as the process of checking actual
performance against the agreed standards or plans, with a view to ensuring adequate
progress or satisfactory performance and also recording such experience gained as a
contribution to possible future needs.
Here have two kinds of standard there are monetary standard and non-
monetary standard can be used by the restaurant. First, monetary standard is measured
by the financial standard or sales report whereas for non-monetary standard is
measured through the customer satisfaction reports and production reports.
Marrybrown restaurant will do quality assurance (QA) once for four month and this
purpose is to make sure the customer get the high quality of good and service, make
sure all the resources are fresh and used it efficient. If the restaurant has high QA, so
the sales for each month will increase. QA is checking based on QSCV which are
quality, service, cleanliness and value. In quality aspect, the Marrybrown workers will
check the freshness of food such as vegetable, chicken and beverage and they also
will make sure the food is prepared base on the standard operating procedure because
it can make sure the quality of output and the health of customer is their
responsibility.
For example, Marrybrown never leave the chicken not more than one hour at
environment temperature because it will affect the freshness of ingredients.
Marrybrown will throw away all the food if can’t sell it on that day and would not ask
the workers bring it back because it can prevent the workers get food poisoning. In
service aspect, the workers will be always smiling toward customers, saying welcome
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and goodbye toward customers, focus on customer needs, focus on the child, always
wearing the name tag and proper working suite, efficient in preparing food to
customer and rearrange their working place. In cleanliness aspect, they will make sure
the cleanliness of table and toilet, collect all the rubbish surrounding of the restaurant
whether outside restaurant or inside restaurant, reporting the spoil stuff and used the
stuff carefully and keep it in clean condition. In value aspect, recheck the order of
customer and prepared the food according standard operating procedure to make sure
the customer get the value things.
Supervisor
Crew
Leader
Crew
Member
Trainee
Marrybrown have accepted part time workers or full time workers as their
workers and most of the part time workers are nearest, who are among neighbours or
students. Part time worker will be paid RM 6 per hour and the full time workers’
salary depend their position in the company and this is the secret for every worker.
Besides, Marrybrown organization also provide some reward toward their worker
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such as best staff, medical benefit, annual leave, sick leave and promotion prospect.
For the part time workers and full time workers will get the free meal during the
working time. The Marrybrown we had interviewed at Cheras has seven workers and
one of them is the part time worker and all of them are friendly when serving the
customers.
7.0 CONCLUSION
Marrybrown began the business by opening a small shoplot until now they
have over 350 branches in the world. It makes Marrybrown become more well-known
in the world and gains more loyalty and trust among customers when they won many
international awards due to their excellent performance. From the achievement gained
by Marrybrown, we can conclude that Marrybrown has put a lot of efforts into
making it success. We know that Marrybrown has a very good management in their
organization. This is because a business organization won’t achieve goal successfully
if they do not have good management including planning, organizing, leading and
controlling.
There are few lessons and priceless knowledges we have learned through this
assignment. One of it is that we need to learn how to manage the things we do. For
example, managing timetable, budget money, plan for the activity schedule and so on.
Secondly, a good management can be a clear guideline to achieve our goals. Third,
planning, organizing, leading and controlling are very important if want to achieve
success. If one of it has problem, it tends to affect the performance or outcome of the
activity we do. Therefore, we need to focus on the 4 component in the organization.
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8.0 REFERENCES
Allen, L.A. (1964). The management profession. New York: McGraw Hill.
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9.0 APPENDIX
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