CASE STUDY: COMPANY ANALYSIS
BERISU BAKERY
PRINCIPLES OF ENTREPRENEURSHIP (ENT530)
FACULTY & PROGRAMME : FACULTY OF MUSIC, MU222
SEMESTER :4
PROJECT TITLE : CASE STUDY OF CUTE SUNDAY BAKERY
GROUP MEMBERS : 1. NURAZILA YA’ACOB (
2. MUHAMMAD ARIFF HAIKAL BIN SUHAIMI (
3. PUTERI QURATUL AIN ABD HALIM HAKIM
(2020822352)
LECTURER : DR NORASEKIN ABD RASHID
TABLE OF CONTENT
1. COVER PAGE
2. TABLE OF CONTENT
3. EXECUTIVE SUMMARY
4. IDENTIFICATION, EVALUATION AND SELECTING A BUSINESS OPPORTUNITY
5. CONCLUSION
6. REFERENCES
7. APPENDICES
EXECUTIVE SUMMARY
Berisu Bakery is a Bakery which provides cakes, bread and pastry. We choose this type of
business because according to some research, the percentage of demand for cakes is consistent
every year. This shows that this kind of business is a big opportunity and have high demand in the
market.
In this report, we will be discussing about Berisu Bakery vision, mission and purpose business.
Other than that, it allows the company to recognize the challenges and business concerns which will
impact the business and the approaches to solve them so as not to reduce the sales of the company.
In addition, it can also assess the SWOT analysis of the company’s rivals that will help to boost the
company’s performance.
Next, this report also addresses Business Model Canvas (BMC) which helps the organization to
get a deeper understanding and to draw an image of the business idea or design. It also gives the
corporation a good picture of what the market is going to be for the time being and for the future.
This BMC also makes it easier for the company to concentrate on what the business can be and how
in order to make it successful.
Finally, this report would enable the organization to come up with the best concept of change
and advice to make business operations smoother and more consistent with the corporate goal,
vision, purpose and objective of the sector. Overall, this will be a roadmap for the management of
the company and will also offer better resources for business development and creativity.
1.1 Background of The Study
Cute Sunday Bakery is a cafe which sells various types of homemade bread, pastries and
cake. The bakery is located at Seksyen 17, Shah Alam.
1.2 Purpose of The Study
The purpose of this case study is to examine problems that hold Cute Sunday Bakery back
from becoming a successful bakery shop which provide bakery products to consumers.
2.0 Company Information
2.1 Company’s Background
Beginning from deep interest in cakes and pastries to opening a bakery. Cute
Sunday Bakery is a bakery shop owned by a married couple and the owner is Juraini Jaafar.
The specialty of this bakery is that they use only the best ingredients, operated by Muslim
entrepreneurs and workers.
The bakery also takes orders for all kinds of cakes, brownies, tarts and cream
puffs. Their top selling products are carrot cake, red velvet, Moist Chocolate Cake, Cream
Puff Tart, Pavlova and Roti Sarang Lebah. Cute Sunday started operating on July 12, 2010
with the concept of a casual bakery cafe in Section 15, Shah Alam.
However, since July 2011, they have specialized their business only in cakes and
bakeries and operate in Section 17, Shah Alam. This is to ensure that the quality of their
bakery and bakery products is always secure and tasty in line with the ever-increasing and
overwhelming customer tastes and demands. Their intention is to color our local cake and
bakery field in their own way.
Cute Sunday always strives to improve their cakes and other products from time to
time. They also introduce consumers to new cakes and products as the cake industry
demands and evolves.
NAME OF THE
Cute Sunday Bakery
COMPANY
No. 8, Jalan Tenggiri 17/23, Seksyen 17, 40200
BUSINESS ADDRESS
Shah Alam
WEBSITE www.cutesunday.webs.com
E-MAIL [email protected]
TELEPHONE NUMBER +60 13 394 1967
Facebook: Cute Sunday Bakeri & Kafe
SOCIAL MEDIA
Instagram: cutesundaybakeri
MAIN ACTIVITY Baking
2.2 Organizational Structure
Boss
Store Manager
Head Kitchen Chef Head Bakery Chef
Kitchen Staffs Bake Staffs
Wait Staffs Cashier
2.3 Products
Bread
i) Roti Sarang Lebah
ii) Bun Pizza
iii) Bun Sosej
iv) Bun Bilis
v) Bun Kaya
vi) Bun Kacang Merah
vii) Bun Vanila
viii) Chicken Floss
Pastry
i) Creampuff
ii) Pavlova
iii) Durian Crepe
iv) Cupcake
v) Choco Ball
vi) Blueberry Tart
vii) Nutella Tart
viii) Red Velvet
ix) Choc Leleh
x) Choc Indulgence
xi) Choc Hantu
xii) Choc Moist
Cake
i) Red Velvet
ii) Pandan Gula Melaka
iii) Rainbow Cheese Cake
iv) Chocolate Cheese Indulgence
v) Mango Sponge Cake
vi) Blueberry Sponge Cake
vii) Character Cakes
viii) Unicorn Cake
ix) Chocolate Moist
x) Vanilla Strawbery
Food
i) Swedish Meatball Macaroni
ii) Beef Lasagna
iii) Chicken Macaroni Bolognese
iv) Mee Kari Nyonya
v) Laksa
Drinks
i) Cappucino Ice Blended
ii) Oreo Cappucino Ice Blended
iii) Café Mocha Ice Blended
iv) Oreo Café Mocha Ice Blended
v) Café Latte Ice Blended
vi) Oreo Café Latte Ice Blended
vii) Chocolate Ice Blended
viii) Oreo Chocolate Ice Blended
ix) Cappucino
x) Café Mocha
xi) Café Latte
xii) White Coffee
xiii) Chocolate
xiv) Lemon Tea
xv) Teh O
xvi) Teh Tarik
xvii) Kopi O
xviii) Kopi Tarik
xix) Green Tea
xx) Iced Oreo Chocolate
2.4 Business and Operational Strategies
2.4.1 Business Strategies
Ability to adopt new food trends contributes to steady income flow and helps Cute
Sunday Bakery to sustain their business. Thanks to more flexible operations, Cute Sunday
Bakery can experiment with different products. By adapting to customers’ ever-changing
preferences Cute Sunday Bakery has been able to compete with other bakeries.
Next, Cute Sunday’s strategy focuses on building a customer-based by providing
good customer experience. With the addition of the coffee bar and lunch menu, they hope to
have customers make the bakery their one-stop destination.
Moreover, Cute Sunday uses a cost leadership management strategy which involves
being the lowest cost provider of their products. This also involves achieving economies of scale.
To achieve economies of scale, they produce a high volume of bread, pastries and cakes. This
allows them to increase worker productivity through division of labor and save money by
purchasing ingredients in larger quantities, giving them a greater ability to offer their products for
a competitive price.
Furthermore, differentiation is a non-price strategy. Other than gaining customers by
offering them the lowest price, Cute Sunday Bakery attracts customers with value-adding
features. They develop their own special recipes and unusual combinations of ingredients. They
also differentiate themselves through added services, which is customized cake orders.
In addition, customers appreciate the effort Cute Sunday Bakery’s employees care
about the customers’ experience and make them feel welcome. It will make them come back
again. This kind of attention to customers impresses customers which improves Cute
Sunday Bakery’s reputation. It is one of the best ways to attract people to their bakery.
Last but not least, Cute Sunday does not miss a chance when people are in a festive
mood and ready to spend more money to celebrate the festive seasons. All national holidays
significantly increase profits in Cute Sunday which improves the brand’s exposure. For
example, for Mother’s Day, Cute Sunday will go for heart shapes, flower shapes and other
cute moulds for pastries for customers to give them as presents or order them as pastry
treats. They also make festive treats during Hari Raya and other festive seasons.
2.4.2 Operational Strategies
Operational strategies should include customer-driven approaches to meet the needs
and desires of a target market. As been said, Cute Sunday Bakery has developed strategies that
evaluate and adapt to changing environments, continuously enhance core competencies and
develop new strengths on an ongoing basis. They monitor market trends to take advantage of
new opportunities and avoid possible threats.
The development of competitive priorities comes from the creation of a corporate
strategy, market analysis, defining core processes and conducting a needs analysis. To create
competitive priorities, the Cute Sunday Bakery evaluates operational costs, the quality of a
product or service, the time it takes to develop and deliver a good or service and the flexibility of
a good or service with regards to variety, volume and customization. That also includes being
able to provide a quality product or service at a fair cost that consistently meets the needs of a
customer.
Strategies behind the development of Cute Sunday Bakery’s products consider design,
innovation and added values. When developing new customer products, Cute Sunday considers
the wants of its customers, how its stands against the competition and how it relates to its
customers’ needs.
2.4.3 Financial Achievements
The study has found that during the last five-year period, Cute Sunday Bakery’s
average daily sales has been around RM500-Rm600. However, during festive seasons they
can get to RM1000 per day. Margins of the product were asked during the interview but the
worker refused to hand over the information.
3.0 Company Analysis
Table 3.1 The SWOT Analysis of Cute Sunday Bakery
STRENGTH WEAKNESS
Offers customers a variety of cakes.
With this, customers will be able to
The 'Cute Sunday Bakery' lacks of
taste a variety of existing and new
brand identity. The logo of the bakery
cakes. A variety of interesting options
shop are different on each of its
with creative forms as a result of
signboard, business card and website
discussions with colleagues.
page.
Strength in business administration as
each employee is given the
responsibility to carry out their Weak staffing. Employees could not
responsibilities and role in facilitating answer questions about ingredients for
business activities. The role that every the breads and cakes and also about
employee has come to know and the specialty of the bakery results in
understand when starting the job is the lost sales.
key strength in managing Cute Sunday
Bakery.
Poor marketing plan. Does not use the
best of social media to develop a list of
The prices offered for each product are friends, groups and followers.
competitive. Prices are based on the Unattractive business's blog and
content of the material used and the website.
current market situation. The prices
offered are the same as the Negligence of the quality of the selling
competitors around. goods. Some customers claim that the
pastries and cakes sold there taste
spoilt and not fresh.
The location of the bakery shop is
strategically located in a row of shop
houses surrounded by schools,
government offices, private and close
to residential areas. So, customers will
always be there to buy the products
they offer because cakes are one of
the foods that can satisfy and delight
customers.
OPPORTUNITIES THREATS
Cute Sunday Bakery is also expected This business will also compete with
to be as commercial as any other the new market if it exists and
market. It is related to cakes being a thrives. New competitors entering the
food that many people of all ages are market pose a threat to the business.
asking for.
Competition with businesses that
produce similar products is a real
The range products offered will be
threat. Competitors that have been in
expanded such as adding the variety
the market for a long time have a
of cakes and adding products like
variety of strategies to grow their
frozen pastries, instant cakes and so
business. The other well-known
on. Diversifying product choices will
brands has led to intense competition
further enhance the profitability.
for 'Cute Sunday Bakery' to enter the
existing market.
A growing attention on online
purchasing is an opportunity for Cute Due to the high cost of living in Shah
Sunday Bakery to grow. Customers Alam, the prices of everyday
can browse the website provided for necessities are also high. As such, it
them to make a quick reservation or became a problem for Cute Sunday
to see the latest products offered. Bakery to develop their business.
This is because the capital needed is
increasing and profitability is
Positive feedback from customers decreasing. They also cannot afford
about the tastiness of the bakery to raise the price of theri bakery
products. Therefore, the opportunity products as it will affect the
to grow his business or diversify the customers' trust in their bakery shop.
product.
The taste and appetite of the
consumers can change at any time.
This has been a challenge for Cute
Sunday Bakery to win the hearts of
their customers.
Table 3.1.1
4.0 Findings and Discussion
Table 4.1 Finding of problem and discussion to the problems faced by Cute Sunday Bakery
No. Findings Discussion
1. Poor product quality Improving product quality
The texture of the sponge cake are To improve the product quality and
no longer fluffy because the cake the taste of the cake, they should
have been kept in the fridge for too control the quality of their bakery
long. It also effect the taste of the product such as to not to overshoot
cake such as their oreo cheese production rate. They have to stop
cake, the oreo biscuit are no longer selling the cake which is more than 7
taste like a biscuit. The filling of the days kept in the fridge so that they
cake overused old ingredients. This can maintain the fluffiness and the
kind of problem can lead to food texture of the cake.
poisoning to the customers who buy
and eat the cake.
2. Poor marketing plan To improve their marketing plan and
make their website more attractive,
Cute Sunday Bakery does not use
they have to do promotion or
the best of social media to develop
a list of friends, groups and special offers during the holidays to
followers. They have unattractive encourage sales. They also can
business’s blog and website. provide wedding packages for future
brides. They also can give special
design of cake on Independence
Day and posting out through their
page. Their staff also can promote
the bakery page through their social
media account such as Instagram
and Facebook to gain more
followers.
3. Unprofessional staff The employer should hire new staff
Employees could not answer that are knowledgeable about
questions about ingredients for the bakery and give priority for those
breads and cakes and also about who have certificate or experience of
the specialty of the bakery results in working in bakery.
lost sales.
By this way, the staff would be able
to answer random questions from
the interview.
4. Small dine-in space Fix and restructure the floor plan of
the bakery to satisfy the customer’s
The space is limited due to the poor
needs. Use minimal furnitures to
arrangement of furniture. The place
make use of the space available.
is not family-friendly which will make
the customer uncomfortable to
spend their time.
5. Lack of brand identity They should put the same logo on
each of their signboard, business
The logo of the bakery are different
card and website page so that the
on each of its signboard, business
customer will recognize their brand.
card and website page
Table 4.1
5.0 Conclusion
In conclusion, Cute Sunday Bakery has the potential to expand its business with its
“Self-Made Recipe” paving its own niche market but rather went on with the approach of just
another neighborhood pastry store which settled down as merely mediocre. In location
standpoint, the place is considered very strategic since there are no other bakery stores
located in Seksyen 17. Unfortunately, they neglected the marketing standpoint by not using
social media proactively, especially in this day and age of technology. Hopefully they will
make use of social media fully in the upcoming future. Moving on to workforce, the owners of
the store shop should be more strict when hiring their staffs, A simple solution such as staff
training a month prior before working should suffice. This is to make sure that the staffs are
well prepared for everything.
6.0 References
1. Cute Sunday Bakery Official Website
https://cutesunday.webs.com
2. Cute Sunday Bakery Official Blog
https://secantikkek.blogspot.com
3. Cute Sunday Bakery Facebook page
https://m.facebook.com/Cute-Sunday-Bakeri-Kafe-112147778860097/
4. Cute Sunday Bakery Instagram page
https://www.instagram.com/cutesundaybakeri/
5. Interviewing with the staff and owner of the Cute Sunday Bakery
- Pn. Juraini Jaafar (Owner)
- Ms. Amirah
- Ms. Balqis
