There are FOUR $(4)$ questions in this question paper. Read the case study and answer ALL

questions in the answer booklet.

Case study

$(60$ MARKs$)$

Mr$.$ Hafiz is a visionary entrepreneur, the mastermind behind the "Nasi Lemak Royale" chain, a

culinary gem that has redefined the way people perceive and enjoy Malaysia's national dish, Nasi

Lemak. His journey began in the vibrant neighborhood of Georgetown, Penang. Positioned ideally

near the city center, the original "Nasi Lemak Royale" quickly became a local favorite. Its unique

twist on the traditional Nasi Lemak, blending authentic flavors with innovative culinary techniques,

set a new standard in the local food scene.

The success in Penang was just the beginning. With an eye for expansion and an unwavering

commitment to quality, Mr$.$ Hafiz ventured further, opening branches in Johor Bahru and crossing

national borders into Singapore. Each location was meticulously crafted to reflect the brand's

ethos while respecting the local food culture. The signature Nasi Lemak dishes were adapted

subtly at each branch, ensuring that the core of "Nasi Lemak Royale" was retained while catering

to the distinct palates of its diverse clientele. This strategy not only broadened the appeal of the

chain but also solidified its reputation as a purveyor of fine Malaysian cuisine.

Mr$.$ Hafiz's entrepreneurial spirit took him on a holiday trip to Tokyo, where his keen business

acumen led to a significant observation. Amidst the bustling streets and the rich tapestry of

Japanese culture, he noticed a sizeable community of Malaysian tourists. The presence of

Malaysians, coupled with a noticeable interest in Malaysian cuisine among the Japanese,

highlighted a gap in the market. There was a clear absence of establishments offering authentic

Malaysian flavors, particularly Nasi Lemak, a dish close to the hearts of Malaysians and a symbol

of their rich culinary heritage.This realization was the spark that ignited Mr$.$ Hafiz's interest in

exploring new horizons. The idea of introducing "Nasi Lemak Royale" to the Japanese market

was not just a business opportunity; it was a chance to bridge cultures through the universal

language of food. However, Mr$.$ Hafiz was aware that such an endeavor required careful planning.

deep market understanding, and strategic execution.

The first step in this ambitious journey involved a thorough market analysis. Mr$.$ Hafiz and his

team embarked on a comprehensive study to understand the dynamics of the Japanese food

market. They analyzed consumer behavior, dietary preferences, and the level of acceptance and

appreciation for foreign cuisines, particularly Southeast Asian flavors. This analysis was crucial in

gauging the potential of "Nasi Lemak Royale" in Tokyo and in identifying the challenges and

opportunities that lay ahead.Strategic planning was the backbone of this expansion. Mr$.$ Hafiz

knew that entering a new market, especially one as unique and sophisticated as Tokyo's, required

a wel$-$thought$-$out strategy. The plan covered various aspects, including location scouting, supply

chain management, menu adaptation, and marketing. Each factor was meticulously considered

to ensure that "Nasi Lemak Royale" could offer an authentic experience while resonating with the

local populace.One of the most critical considerations was the adaptation of the business model to fit the new

market. Mr$.$ Hafiz was mindful of the cultural nuances and the high standards of quality and service

in Japan. He deliberated on the extent to which the menu should be localized without

compromising the authenticity of Nasi Lemak. Additionally, the sourcing of ingredients posed a

significant challenge, as ensuring the freshness and quality of traditional Malaysian ingredients in

Japan required a robust and reliable supply chain.

Staffing was another crucial aspect. Mr$.$ Hafiz pondered over the staffing strategy, weighing the

benefits of an ethnocentric approach against a polycentric or geocentric one. He understood that

the staff would be the ambassadors of "Nasi Lemak Royale" and play a pivotal role in delivering

an authentic experience to the customers. Hence, finding the right balance between local hires

who understood the Japanese market and staff from Malaysia who embodied the essence of

"Nasi Lemak Royale" was paramount.

Marketing the brand in a new market was yet another challenge. Mr$.$ Hafiz and his team

brainstormed innovative marketing strategies to introduce "Nasi Lemak Royale" to the Japanese

audience. They focused on highlighting the uniqueness of Nasi Lemak while ensuring that the

messaging was culturally sensitive and appealing. Collaborations with local influencers,

participation in food festivals, and digital marketing campaigns were some of the strategies

considered to create a buzz around the brand.As Mr$.$ Hafiz navigates through these

considerations, his vision for "Nasi Lemak Royale" is clear $-$ to create a culinary bridge between

Malaysia and Japan, offering a taste of Malaysian hospitality and warmth, one plate of Nasi Lemak

at a time. The journey ahead is fraught with challenges, but for a seasoned entrepreneur like Mr$.$

Hafiz, each challenge is an opportunity in disguise, an opportunity to bring cultures together, to

innovate, and to create lasting impressions through the universal language of delectable food.

$1.$ Suggest ONE $(1)$ international business strategy and discuss the FOUR $(4)$ factors that Mr$.$

Hafiz uses to select, particularly the decision to enter markets in Japan.

$(15$ Marks$)$

$2.$ Describe THREE $(3)$ cultural factors should Nasi Lemak Royale consider ensuring the

business is respectful and appealing to the local customs and traditions of the target

international market.

$(15$ Marks$)$

$3.$ If certain ingredients cannot be sourced locally, evaluate TWO $(2)$ feasibility and THREE $(3)$

implications of importing them from Malaysia. Consider factors such as cost$,$ logistics$,$ import

regulations.

$(15$ Marks$)$

$4.$ Explain in THREE $(3)$ points whether Mr$.$ Hafiz should use ethnocentric, polycentric, or

geocentric staffing policies when hiring his staff in Japan.

$(15$Marks$)$