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

$(60$ MARKS$)$

Case study

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 well$-$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.