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UNIVERSITI
TEKNOLOGI
MARA

TECHNOLOGY ENTREPRENEURSHIP
(ENT600)

CASE STUDY
KEDAl KBK DAN Roil ATSHAH'
PREPARED FOR:
PN. ZANARIAH ZAINAL ABIDIN

PREPARED BY:
SITI NORBAYA BINTI MOHAMAD (2017603102)
NUR SYAKIRAH BINTI ABDULLAH (2017603118)
NURUL SHAHRIN A BINTI A GHAP AR (2017603124)
NAWWAR NAJWA BINTI ISMAIL (2017603086)

PROGRAM AND COURSE CODE:

HS241 6C
BACHELOR OF MEDICAL LABORATOTY TECHNOLOGY
FACULTY OF HEALTH SCIENCES

SEMESTER: kv^crw^t^
MARCH TO JULY 2019 *^ ^
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EXECUTIVE SUMMARY

ot the opportunity to study a small bakery which is 'Kedai KekDan RotiAishah'

in Kota Tinggi, Johor. In the first part of the case study, the general information of the shop
has been collected. The information is gathered through verbal interview. It is a small family
business that are selling variety of cakes, cookies and some bread. For the target market,
younger customers may order pastries from a bakery, while families may drop by for bahulu,
breads or cakes. The major problems of this bakery is lack of staff and poor marketing strategy.

Every business have to design a strategy for achieving their goals", consisting of a
marketing, business, and operational strategy. In this case study, we analyzed the strength,
weaknesses, opportunities and threats of this bakery by using SWOT analysis. Thus, from the
needs and demands from the customers of this company, we analysed the problems and provide
recommendations on solution to overcome their problems and to fulfil their needs in Consumer
Trend Canvas (CTC) analysis.
1.0 INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The study is aboutjsmall bakery producing cookies, cakes and bread. We all know that
the bakery products have been popular around the world since Roman Empire and one dflfte
oldest artificial foods. It started with a simple biscuit, the common product and followed w
cakes and bread. It comes in different shape, size, style, flavor and textures.

There were many people who have opened the bakery business, tone of the bakery is
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'Kedai Kek Dan Roti Aishah' owned by Pn. Aishah. She decided to run a business because of
the passion and true love to bake and she thought by opening a bakery would be a perfect thing1/
for her._
Business details such as organizational structure, products and services, business,
marketing, and operational strategy and financial achievement have been collected by verbal
interview through a video call. During business development, Pn. Aishah had encounter many
challenges and prevent the business from executing strategy and achieving goals.

1.2 PURPOSE OF THE STUDY

The purpose of this case study is to analyse the concept of 'Kedai Kek Dan Roti Aishah'
and to identify the business plan in terms of production and marketing approach. Besides,
this study was carried out to recognize the problems and give suggestion for a better business.

1.3 PROBLEM STATEMENT"

1. The service on producingcakes and breadsjs no more availabledue to lack of staff.

2. Poor marketing management.
2.0 COMPANY INFORMATION

2.1 Background

"Kedai Kek Dan Rod Aishah " is a family business. It have been developed since 2001
and lasts till now year 2019. It has been 18 years. It is a small family business located at
No.77,Jalan Niaga 3,81900 Kota Tinggi in Johor. The bakery is selling flour-based food baked
in an oven such as bread, cookies, and cakes. The owner of the shop is Pn. Aishah Binti Mohd.
Saleh, 62 years old. She run her business with full support from her family. The bakery have
been registered under 'Perbadanan Perusahaan Kecil dan Sederhana Malaysia (SME Corp.
Malaysia) ' and actively participate in the programme organized by them.

2.2 Organizational Structure

KEDAI KEK DAN ROTI AISHAH (current organizational structure)

mmmtBam

ANAGER

AISHAH MOHD.SALEH

ASSISTANT
MANAGER
ISMAIL JAFRI

STAFF STAFF

AZLINA ISMAIL NAWWAR NAJWA ISMAIL

2.3 Product/Service

Pn. Aishah starts the business by producing a traditional cake which is 'bahulu' that
comes in variety of flavour, variety of cakes, cookies and some bread. They produce cakes and
bread daily with limited number of production since they have short shelf life. They also accept
order on making cake during special occasion or events such as wedding, engagement, birthday
and also cup cake for goodies. After few years, the service on producing cakes and breads is
no more available due to lack of staff upon demand. Pn., Aishah continue the business by
producing 'bahulu' as their main product that comes infiveflavour which are chocolate, raisin,
pandan, strawberry and original. Cookies will be produce on celebration such as Eid al-Fitr and
Chinese New Year. There are variety of cookies such as Almond London, Almond snow,
Pineapple Tart, and popular during Chinese New Year is Bangkit cookies. As for cakes, they
still accept order from family members and close contact on special event. After some time,
they starts to add some products that are more long lasting compared to bread and'cakes which
are traditional cookies named 'peneram',. 'kuih layang' (sweet,spicy) and some chips such as
banana chips, irempeyek\ and 'pagoda'. Apart from that, they also add on selling fruit tart.
This tart are made upon order.

2.4 Business, Marketing, Uperationai Strategy

Business strategy:

• Cost leadership management:

As a lowest cost provider of the products. This explains that the bakery is producing
their goods in large quantity so that they can save money by purchasing ingredients in
vast quantity.
• Differentiation:
It is a non-price strategy that attract customer with value-addding features instead of
lowering the price such as using good quality ingredients and develop special recipes.