Resumen
This article aims to discuss the consequences that will effect the food services industry with the launch of Malaysia National Entrepreneurship Policy 2030( NEP2030), to undertake their business strategy to enter, positioning the company and sustain profitability in food services industry namely pizza industry and food truck industry. Many researches and studies has been carrying out to support the strategy use to position company into the market. None are perfect to be used by many due to the characteristic of each market and entity. The challenge for the company entity nowadays is how to upgrade or develop a better market share and sustain for a long-term profitability business in the monopolistic competition market.Organiszations take steps to plan the business development aligning with the NEP2030 objectives. To that extent, organization set a new vision and mission by adopting challenges and planning strategies to be implemented. Timmon?s model used to assess the consequences to the company in retaining their profitability and sustainability upon the launch of NEP2030. To relates the literatures and theories discuss by scholar regards to the Entrepreneurship, Malaysia National Entrepreneur Policy 2030 used to obtain information?s.