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http://cdr.uum.edu.my/jspui/handle/123456789/117| Title: | Keen Delectare Enterprise: Strategizing for Sustainability |
| Authors: | Mohd Yusoff, Yusmani |
| Keywords: | strategic management;environmental analysis;bakery industry;Seminar in Management Thinking;Entrepreneurship Development |
| Issue Date: | 2021 |
| Abstract: | Keen Delectare Enterprise (KD) is a Bumiputera bakery shop located in Teluk Kumbar, Penang (near Lexis Hotel). It is equally owned and managed by two partners; Sakinah Binti Umar and Abu Sofi @ Amar Bin Umar. Sakinah registered KD as an official business on August 7, 2015, and began operating on November 11, 2015. KD has been facing three main business issues; financial, marketing and, product development. As the owner never applied for any financial assistance and relies 100 percent on her capital, hence, KD has been facing difficulty in terms of maintaining its machines, tools, equipment and also buying more machines, equipment such as ovens, mixers, and cooling backing racks due to lack of the capital. Furthermore, KD also in dilemma in terms of its marketing strategy as most of KD customers are from social media platforms such as Instagram and the business is lacking in terms of walk-in customers, as KD also provides ready-made cakes and pastries. KD wanted to increase the total number of walk-in customers instead of focusing on customers from social media platforms. KD has a signature product (cake) which is a prune cake. KD planned to improve this cake and expand the market of this product as the owner already did a study on the durability of this cake. KD believed with proper packaging and promotion, and prune cake can be distributed to the other market instead of just focusing on Penang only. KD has implemented several business strategies to develop its business. KD focused on custom-made cakes as requested by customers, producing cookies based on specific occasions such as Hari Raya, birthday celebration, wedding, engagement, and offer home delivery with the surprise delivery for its customers. Besides, KD used high-quality ingredients and improvises special recipes to draw more customers in line with current tastes and preferences. Therefore, KD managed to preserve the quality and taste of the product as the company is committed to using quality raw materials and not use alternatives or lower-quality materials. Furthermore, KD has also set up kiosks across Penang to support and increase sales. KD has five kiosks in Caltex Bayan Baru oil station, Sekolah Menengah Tun Uda, Sekolah Menengah Kebangsaan Teluk Kumbar, Asia Auto car wash, and Ali's Café USM, Penang. Another strategy by KD is to use agents' services for promoting and selling its products, and thus five agents are currently working for KD to promote the products. At the same time as KD has a physical store, KD offers vendor services to interested vendors to sell their products in the store KD has six vendors who actively place their products in the store. In terms of operation, four employees are working at KD six days a week between 10 a.m. and 8 p.m., except on Tuesday. KD treats its employees well by offering satisfactory compensation packages when employees are loyal to the company. For example by providing bonuses, bringing employees on vacation, and increasing their salary. KD has a wide range of products for its customers, from a simple mini cheese tart to a variety of cakes. KD offers a wide range of freshly prepared varieties of cake and dessert at all times during business hours. Minimum ten cakes are prepared during the day to ensure the availability of freshly baked products at all times. KD has also prepared a customization cake based on customer requests. In the future, KD targets to develop a broad regular customer base. This will provide stable and consistent revenue to ensure the stability of the establishment. In terms of marketing strategy, KD is more focused on social media channels, namely via Instagram, the Facebook page, and WhatsApp. As such, KD aims to expand its business by increasing the number of agents and kiosks across Malaysia and also by trying to enter the overseas market. At the same time, KD is establishing strategies to increase the number of walk-in customers in the store as current sales are contributed by the customers from social media. |
| URI: | http://cdr.uum.edu.my/jspui/handle/123456789/117 |
| Appears in Collections: | Cases in CDR |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| (TC182-1) KEEN DELECTARE ENTERPRISE STRATEGIZING FOR SUSTAINABILITY.pdf | 558.71 kB | Adobe PDF | View/Open |
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