Explore The Non-Performance Among Entrepreneur Of Street Coffee In Malaysia

Abstract

Keywords:

Non-Performance,

Street Coffee,

Kotler theory,

Entrepreneur,

Business

The research objectives outlined focus on understanding the dynamics and challenges faced by entrepreneurs in the street food industry, with a particular emphasis on their responsibilities, limitations, and sustainability methods. These objectives involve evaluating entrepreneurs' roles, exploring challenges such as regulations and competition, and identifying strategies for business sustainability. Qualitative research methods, including literature reviews and various qualitative research strategies like ethnography and case studies, are proposed. Data collection methods include interviews, focus groups, observation, and surveys. Thematic analysis and coding are suggested for data analysis. Overall, the research aims to contribute insights to inform policy, industry practices, and entrepreneurial strategies to promote growth and sustainability in the street food sector. This study also examines the resilience and strategies of successful entrepreneurs, particularly those in the local coffee industry, to inspire and inform others. It focuses on the challenges faced by street coffee vendors and aims to understand their role, difficulties, and recommendations for sustaining their businesses in a growing market.