Takoyaki Express: Looking to Take the Next Step

Abstract

It is a quiet evening in the Jeli (a town in Kelantan); Shukri and his wife enter the Little White Café and order their milkshakes to enjoy the evening together. While Shukri and Aliah (Shukri's wife) find a nice place to sit and look into each other eyes. "Aliah," Shukri exclaimed, his voice filled with frustration, "As you know, our annual sales revenue has been declining and reached about RM 500,000 again. Aliah looked at her husband's face and reflected, “That is really sad, but you may remember that the revenue of our business has steeped from RM 500,000 in 2019 and reached about RM 1.5 million by the end of 2020”. Aliah continues, “Because of COVID-19, our sales were coming from an online store, and we were able to attract a good customer base from online sales”. Shukri uttered, “Our sales are dropping, and I am worried about the decline in sales. I have been trying to analyze and understand the decline of sales.” Aliah pointed out the things as “it could be the changing preferences of consumers, market change, or maybe the pricing that we need to look into. However, keep in mind that would be another challenge that can lead us to another opportunity.”