Dinda’s Food / Nur Athirah Afiqah Azni … [et al.]

Dinda’s Food is a family business operated by two married couples, Mrs Hidayati and her husband, Mr Mohd Sudin. They started their business in 2018 in Taman Mutiara, Pontian, Johor. Dinda’s Food offers products and services for customers by providing a variety of foods like Roti Puri Wholemeal, Kuih Bunga Ros and Vegetable Noodles. Their customers are from neighbor-hood, senior citizens who are 80 years old and above, friends and children. They provide very delicious yet healthy food for their customers. Their marketing strategy is to promote the quality of foods with affordable prices. This is because a lot of people want to eat healthy but do not know how to do it. Also, this food is really suitable for the children who do not like to eat veggies in their meals. So, they decided to produce healthy food for their business. They used real veggies such as carrot, spinach and pumpkin. For this case study, we conducted an interview with the founder of Dinda’s Food to collect information that related to the syllabus of Principles of Entrepreneurship. There are nine elements of Business Model Canvas that we used to identify how exactly this family business works and how they manage the marketing and operation strategy to survive in the business market despite the condition of economics and other issues faced by Dinda’s Food.