Case Study : Rozeriya Enterprise / Muhamad Danial Hairudin

Hairudin, Muhamad Danial (2020) Case Study : Rozeriya Enterprise / Muhamad Danial Hairudin. [Entrepreneurship Project] (Unpublished)


Rozeriya Enterprise was established in 2006 as a food manufacturing business at Kuala Krai, Kelantan. In 2007, it redirected its focus on the frozen food and beverage (F&B) industry and started its first F&B chain, spring rolls. In spite of the 2008 Great Recession Crisis, which had far-reaching negative economic impact within Asia, Rozeriya Enterprise overcame extreme odds and triumphed at a time which saw many other F&B outlets closed down. Rozeriya Enterprise managed to survive until today with a capital amounting RM20,000.
Rozeriya Enterprise chose to focus on its originality and innovative style as a frozen food manufacturing business in order to distinguish itself from other F&B companies. It consistently offered customers in Kuala Krai a taste of the latest international taste trends such as creamy mushroom spring rolls and creamy crab spring rolls. Moreover, management at Rozeriya Enterprise had always placed (and
still does) strong emphasis on understanding what their patrons wanted and strove to be sensitive to their needs. All these paid off handsomely.
In 2018, Rozeriya Enterprise had a total o f four new spring rolls fillings that had been introduced, namely BBQ Mushroom Spring Rolls, Tuna Mayo Spring Rolls, Creamy Corn Spring Rolls and Creamy Pumpkin Spring Rolls. In 2019, it introduced another two new fillings, Creamy Mushroom Spring Rolls and Creamy Crab Spring Rolls. Other than that, Rozeriya Enterprise has made variety on its
business by introducing Malaysian Kuih in its production. It has diversified its business and now the firm involved in franchising its brands, frozen food import and distribution, business-to-business supplies and events catering


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