COMPANY ANALYSIS

Gula Cakery Sdn Bhd

Technology Entrepreneurship (ENT600): Case Study

Faculty & Programme : Faculty of Architecture, Planning and Surveying

(FSPU) – Ap220 Surveying Science and Geomatics

Semester :8

Project Title : Gula Cakery Sdn Bhd Case Study

Student : Nur Nabilah Idzni binti Faisal

Lecturer : Dr Mohd Ali Bahari bin Abdul Kadir

ACKNOWLEDGEMENT

I would like to express my deepest appreciation to all those who provided me the possibility to
complete this case study. A special gratitude I give to our Technology Entrepreneurship (ENT600)
lecturer, Dr Mohd Ali Bahari bin Abdul Kadir whose contribution in stimulating suggestions and
encouragement, helped me to coordinate my case study especially in writing this report.
Furthermore, I would also like to acknowledge with much appreciation the crucial role of the Head
Baker of Mrs Arieni, who gave the permission to use all required and the necessary materials to
complete the task Company Analysis for Gula Cakery. Last but not least, a special thanks to my
beloved classmates who aids me through all the process in making this case study successful.

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 TABLE OF CONTENT

PAGE

ACKNOWLEDGEMENT 2

TABLE OF CONTENT 3

LIST OF FIGURES 4

LIST OF TABLES 5

EXECUTIVE SUMMARY 6

1. INTRODUCTION
1.1. Background and motivation behind the study
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1.2. Purpose of the study
1.3. Company Problem

2. COMPANY INFORMATION
2.1. Background
2.2. Outlets by the Gula Cakey café.
2.3. Menu by Gula Cakery
2.3.1 Signatures by Gula Cakery
2.3.2 Cheesecake by Gula Cakery
2.3.3 Cakes by Gula Cakery 8-30
2.3.4 Crepes by Gula Cakery
2.3.5 Others by Gula Cakery
2.3.6 Tarts by Gula Cakery

2.4. Gula Cakery on Social Media and Website

2.5. Technology

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 2.6. Business, Marketing and Operational Strategy

3. COMPANY ANALYSIS
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3.1. SWOT Analysis

4. FINDINGS AND DISCUSSION 32

5. CONCLUSION 32

6. RECOMMENDATION AND IMPROVEMENT

6.1. Customer Service System
6.2. Technology Innovation 32-33
6.3. Improve Number of Employee
6.4. Websites Updates

7. REFERENCES 33

8. APPENDICES 33

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List of Figures

Figure 1 - Figure 2: Signatures by Gula Cakery………………………………………11

Figure 3 - Figure 10: Cheesecakes by Gula Cakery………………………………...11-14

Figure 11 - Figure 15: Cakes by Gula Cakery………………………………………..15-16

Figure 16 - Figure 17: Crepes by Gula Cakery…………………………………………..17

Figure 18 - Figure 22: Others by Gula Cakery…………………………………….…18-20

Figure 23 - Figure 24: Tarts by Gula Cakery………………………………………....20-21

Figure 25: Chiller Fridge and Warmer………………………………………24

Figure 26: Industrial Hand Mixer…………………….……………………...24

Figure 27: Small Scale Ice Cream Maker……………………………………25

Figure 28 – Figure 29: Baking Tools………………………………………………….25-26

Figure 30: Industrial Multi Rack Gas Oven………………………………....26

Figure 31: Central Baking Kitchen…………………………………….……26

Figure 32: Multi-Level Multi-Purpose Drying Rack……………………..…27

Figure 33: List of Online Class by Mrs. Arinie………………………….…..29

Figure 34: Gula Cakery Celebrates Cancer Survivor………………………..30

List of Tables

Table 1: Gula Cakery Outlets……………………………………………………………...…..9-10

Table 2: List of social media owned by Gula Cakery…………………………………….….21-23

Table 3: Technology owned by Gula Cakery……………………………………………..…24-27

Table 4: SWOT Analysis………………………………………………………………………31

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EXECUTIVE SUMMARY

This case study will propose Gula Cakery café and prospective bakers of new technology that
surely will ease the cake cutting process in much better and save their times. In the first sections
of this case study will be the general information of the cafe that has been assembled where the
information is gathered through secondary source which is their website, and social media
platforms. The next part of the study is more concentrated onto the subject study. The objective of
the project is to work on the background of the cafe, number of café outlets and types of menu
provided by the café to serve the customer. Next, this study will focus on the technology of knife
that will helps this café and other bakers in industry, as this technology promising time saving and
much aesthetics cakes can be serve rather than using a conventional knife and method such as hot
water and paper towel. Last of this section is, a research about how long time taken for them to cut
cakes using a conventional knife and method and how much time can be save if investing in this
new technology. In this case study, we analyses the strength, weaknesses, opportunities and threats
of this company in real business world by using SWOT analysis.

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1.0 INTRODUCTION
1.1. Background and motivation behind the study.
In the baking industry, dealing with heat-sensitive cakes can be troublesome for many bakers.
Cheesecakes, buttercream, and cold cakes can be hard to cut through if it’s too cold but too
humid will makes the cakes melt faster than the baker could handle. Therefore, this case study
aims to help bakers in bringing a realistic idea to the industry that can help them dealing with
cold cakes much easier, cleaner, and resulting in pretty clean-cut cakes to serve.

1.2. Purpose of the study

The purpose of this study is to understand possible issues faced by the company and other
company in the industry, where student will come up with a realistic idea in providing a
solution that can help to introduce new technology into the company. The goal of this case
study is to able deliver the issues and understand the need of the company in order to boost
their sale and to improve their company with new technology.

1.3. Company Problem

From my observations, this company is doing well with conventional method in cutting
cold cakes such as cheesecake and frosted cakes. Conventional method that I mention
before is referring to a cutting technique where, before slicing the cake, it is a must to dip
knife into a hot water and then wipe the water excess by using tissue paper. With this
method, it is not only taking time, but messy to work with especially with hot water and
using tissue paper in large number is not good for our environment.
From my experience in dealing with cold cakes, dipping knife in hot water sometimes are
not enough to warm the knife to the degree where it can slice the cake easily. It took about
5-10 seconds to warm the knife before slicing. Then, to wipe off excess water will take
about 2-3 seconds. After cutting, we must wipe off the cakes or creams residue as it clings
to the knife surface. This takes about 5-10 seconds as frostings are made from fat which
cannot be wash by water. By using a simple calculation, time taken to finish slicing whole
cake into 8 pieces will be: [10 seconds (dipping) + 3 seconds (wiping) + 5 seconds (slicing)
+ 10 seconds (wiping)] * 8 slice= 3 minutes 07 seconds at least for the whole cake. Not to

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 count the number of times taken for the staff to carefully cut the cakes. Surely it will take
extra time about 5 minutes if cut by a skillful staff and more by less skillful staff.
Thinking about this, Gula Cakery is such a famous and big company with 6 branch all
over Selangor. Time taken to prepare and cut cakes must be minimized and optimize to
meet the hungry customer in a short time. Therefore, I have come up with an idea to
introduce a new knife technology called Värmekniv. The purpose of this new tech knife
is to buy time taken for cutting cakes and also to ensure a smooth aesthetic cakes can be
produced as the heat distributed evenly from the knife helps to cut the cakes. This special
knife will be coated with a Teflon material which famous with its nonstick characteristic
and a metal plate where the knife can be rested on the metal plate while handling the cakes.
The knife will also come with different heat level such as 10 Celsius, 15 Celsius and 20
Celsius. Värmekniv can be use by using batteries or USB.

2.0 COMPANY INFORMATION

Gula Cakery is a café serving confectioneries and hot meals in Selangor.

2.1. Background
This café was developed by Arinie. Arieni first taught herself to bake when she was a child
with the help of her grandmother’s recipe book. After rounds of practice, market-hopping
and series of family functions later, she created Gula Bakery, a home-based bakery that
also offered baking classes as Arieni loves teaching and meeting people.
Arieni will stay with her faithful sidekick, well-known as the Gula Mummy, in the weeks
and have baked it. This devoted duo of mother-and-daughter was unpopular, with a break-
in record-breakfast baking session which lasted 36 hours. Whenever she had it finished
Gula Mummy was also able to cook for lunch for students of Arieni. Her meals were so
well-known among the students, that a hot kitchen was only for Gula Mummy when the
café was in work. Two years later, Gula Bakery became Gula Cakery, which opened its
doors in September 2015 to guests with classic family fashion cakes, classes and comforts
on a roof.

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2.2. Outlets by the Gula Cakey café.
Outlet Location

Gula Cakery Kota Kemuning

11, Jln Anggerik Aranda BG 31/BG,
40460 Shah Alam, Selangor

Gula Cakery Tropicana Gardens

CC 47, Concourse Floor, Tropicana
Gardens Mall, Jalan, 2A, Persiaran
Surian, Tropicana Indah, 47810 Petaling
Jaya, Selangor

Petite by Gula Cakery

Concourse level, IOI City Mall, Ioi
Resort, Putrajaya

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 Andra by Gula Cakery
Ardence Labs, Eco Ardence, Lab 12-
INT-G, Persiaran Setia Alam, 40170
Shah Alam, Selangor

Andra by Gula Cakery

Lab 15, Grandeur Labs,Eco
Grandeur,Puncak Alam

Table 1: Gula Cakery Outlets

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2.3. Menu by Gula Cakery
2.3.1 Signatures Cakes by Gula Cakery

Figure 1: Signature Cakes by Gula Cakery

Figure 2: Signature Cakes by Gula Cakery

2.3.2 Cheesecakes by Gula Cakery

Figure 3: Cheesecakes by Gula Cakery

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Figure 4: Cheesecakes by Gula Cakery

Figure 5: Cheesecakes by Gula Cakery

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Figure 6: Cheesecakes by Gula Cakery

Figure 7: Cheesecakes by Gula Cakery

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Figure 8: Cheesecakes by Gula Cakery

Figure 9: Cheesecakes by Gula Cakery

Figure 10: Cheesecakes by Gula Cakery

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2.3.3 Cakes by Gula Cakery

Figure 11: Cakes by Gula Cakery

Figure 12: Cakes by Gula Cakery

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Figure 13: Cakes by Gula Cakery

Figure 14: Cakes by Gula Cakery

Figure 15: Cakes by Gula Cakery

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2.3.4 Crepe Cake by Gula Cakery

Figure 16: Crepes by Gula Cakery

Figure 17: Crepes by Gula Cakery

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2.3.5 Others by Gula Cakery

Figure 18: Others by Gula Cakery

Figure 19: Others by Gula Cakery

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Figure 20: Others by Gula Cakery

Figure 21: Others by Gula Cakery

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 Figure 22: Others by Gula Cakery

2.3.6 Tarts by Gula Cakery

Figure 23: Tarts by Gula Cakery

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 Figure 24: Tarts by Gula Cakery

2.4 Gula Cakery Social Media, Website and Youtube.

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Table 2: List of social media owned by Gula Cakery

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2.5. Technology.
Technology Machine Names

Chiller
Fridge
Warmer

Figure 25: Chiller Fridge and

Warmer

Industrial Hand Mixer

Figure 26: Industrial Hand Mixer

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 Small Scale Ice Cream Maker

Figure 27: Small Scale Ice Cream Maker

Variables of Baking Tools and

Equipment

Figure 28: Baking Tools

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 Figure 29: Baking Tools

Industrial Multi Rack Gas Oven

Figure 30: Industrial Multi Rack Gas Oven

Central Baking Kitchen with Latest

Technology

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 Figure 31: Central Baking Kitchen

Multi-Level Multi-Purpose Drying

Rack

Figure 32: Multi-Level Multi-Purpose

Drying Rack

Table 3: Technology owned by Gula Cakery

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2.6. Business, Marketing and Operational Strategy

Business Gula Cakery initially start as a home bakery where the head baker
starts taking orders from family and friends which later, blooms
into a big business with many outlets across Selangor. Gula means
sugar which inspired by the main ingredients in baking while
Cakery is a combination from Cake and Bakery. Gula Cakery is
classified as a food and beverage service specially in dessert theme
restaurant. The highlights of the café are their signatures cakes and
as well as hot meals which later was introduced into the menu to
fulfill different customer desires. This café is considered as a high-
class café due to the premium raw ingredients that were used to
prepare cakes resulting in a premium priced cakes and hot meals.
Marketing At this moment, Gula Cakery are focusing on their cakes and hot
meals. Gula Cakery are well known with vast choices of
cheesecakes even with a rare combination such as Chempedak
Cheesecake. This kind of combination has successfully attracted
chempedak’s and cheesecake fan into Gula Cakery. Not to forget
that Gula Cakery also specialize in western meals such as Lobster
Sandwich. Most of the ingredients use to prepare cakes and meals
are made with the finest quality and inside a hygiene area.
Gula Cakery has many outlets and each of the outlets have their
own Instagram account to share updates, promotions and
announcement of the each physical store. The concept of Gula
Cakery is Turquoise and Pastel Pink while their physical store is
Blue and Yellow. The colorful theme of their physical store has
attracted many customers into their store due to the cheerful and
colorful look the store carried.
For marketing and promotional, Gula Cakery used Instagram as
the main platforms to reach their customer and prospective
customer. The Instagram admin are required to post daily activities

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 in store for every account as this is to engage their customer
actively.
Even though Mrs. Arinie have 5 outlets of café, she willingly to
share some of the recipes and still conduct baking class just like
she used to. The humbleness of Mrs. Arinie steals people heart
therefore more people are supporting her journey.

Figure 33: List of Online Class by Mrs. Arinie

Gula Cakery also very sensitive to the trends in foods and

beverages service. This can be proved by her producing a vast type
of cakes that used famous biscuits such as Oreo and Biscoff.
Surprisingly, she also managed to create a cake inspired by boba
tea. Her creativity in baking are the reason why she is successful
today.
Operational For Gula Cakery operational strategy, their physical stores are
Strategy located inside famous and well-known mall such as Tropicana
Gardens and IOI Mall Putrajaya. Not only that, Mrs. Arinie also
managed to set up a cabin style café in Eco Ardence and Eco
Grandeur, a hotspot for youngster to hang out or picnic with
family. In future, Mrs. Arinie plans to open more Gula Cakery in
different states so people from different states can have a taste of
her magical cakes.

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Not only focusing into physical store, Gula Cakery also caters for
preorder cakes for those who wants to have their own party
celebration at home.
However due to COVID-19, Gula Cakery experience a downfall,
as the economy down due to unable to operate business as usual.
Therefore, Gula Cakery take a step to provide preorder and
delivery right in front of the customer house. Each of the stores
promotes free delivery into area 5-10km away from their physical
stores to ensure people can enjoy her cakes and to ensure survival
of Gula Cakery.
Gula Cakery also alerts about cancer. Therefore, Mrs. Arinie has
created a notebook specialize for to celebrates breast cancer
survivors. Each of the notebook sales will be shared with breast
survivor’s society.

Figure 34: Gula Cakery Celebrates Cancer Survivor

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3.0 COMPANY ANALYSIS
3.1. SWOT Analysis.
Strength
 Variations of cheesecakes
 Strategic locations for outlets
 Good marketing strategy
 Sells in slices, so customer can
try different type of cakes
without have to pay
expensively
Opportunities
 To open outlets in different
states
 To bring Gula Cakery into
international level such as
South East Asia countries as
these counties have almost
same taste bud as Malaysians.
Table 4: SWOT Analysis
Weakness
 High price, limited to
customers with high incomes.
 All current outlets in Selangor.
 Quite slow in preparing and
cutting cakes as do not have a
proper technology for cutting
cakes
Threats
 Famous and cheaper bakeries
such as Secret Recipe
 Nowadays, everyone can bake
their own cakes
 Sharing recipes, people might
use the recipe to come up with
a better cake and sell it
 Home bakers with no outlets
to pay rents and bills, usually
have a lower price.
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4.0 FINDINGS AND DISCUSSION
From my findings is, Gula Cakery have their own fans. Even though the menus were expensive,
they willing to pay for the premium cakes. However, due to lack of technology in cutting cakes,
some of the cakes are not pleasant to look at as the cutting skills and tools are conventional.
Some of the cakes are also have a water drip from the knife as the knife was not properly clean
during slicing the cakes.
Gula Cakery, from me, I believed that Gula Cakery are doing very well and striving during
this pandemic. Many approaches have been taken into considerations such as home deliveries,
self-pick up and preorders so that Gula Cakery can survives. Therefore, I would like to
introduce my new technology of self-heat knife to the company so it helps to reduce time taken
to cut the cakes, thus reduce time waiting for customer. Not only reduce time taken, self-
heating knife should help to cut the cakes with sharp edges so that people can enjoy aesthetics
look of their expensive cakes. Even though the cakes are tasty, we also feed by eyes, so it is
important to care for the cakes looks.

5.0 CONCLUSION
In conclusion, I hope that my new technology can help not only Gula Cakery, but all the bakers
worldwide who facing the same issues in preparing cake. This might look simply, but new
technology always has its own place in any industries. Not only it helps to reduce time taken
to cut the cakes, but also helps to preserve nature by reducing the usage of paper towels. The
cakes will also look more pleasant to serve. I hope that this new technology can be bring
forward and helps all the bakers out there.

6.0 RECOMMENDATIONS AND IMPROVEMENT

6.1. Customer Service System
Gula Cakery always have the best customer service system, they always celebrate customer
birthday by giving a discount for the birthday celebrations. Staff are also cheerful which helps
to serve the customer better and give them a good experience dining at Gula Cakery.

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 6.2. Websites Updates
Their websites are not updated as the sales they are promoting for 11.11 ends at 15 November
but the advertisement are still on the web. This can be a bit confusing for customer as there are
excited for the sales which already ends but not taken down yet.

7.0 REFERENCES

https://www.gulacakery.com/en_MY/
https://www.instagram.com/andra_ecograndeur/?hl=en
https://www.instagram.com/gulapetiteioi/
https://www.instagram.com/andrabygulacakery/
https://www.instagram.com/gulacakery/

8.0 APPENDICES

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