BPMM3073

Questions for Case Study: Marina Turiman Bakery

Instruction: Please refer to the Case Study in UUMOL. Answer all the questions. You may use
an appropriate marketing tool in giving your answer/opinion.

Question 1: Assess strengths, weaknesses, opportunities, and threats for Marina Turiman
Bakery.

SWOT ANALYSIS

i. Rent 4 shops lot dedicated 1 lot for i. Small and limited staff, long cycle
display and sales, 2 lots for production of production, and high employee
and 1 lot for the store. turnover.
ii. Operated an open garden café concept at
ii. Does not systematically record
Maran town.
their large numbers of customer in
iii. Owned 4 units of the mixer, 5 oven units
the customer database.
for production, and few units of display
chiller.
iv. Marina Turiman Bakery under Bakery
Mewah Mariman channel gained 24,480
followers.

S W
i. Aiming to register her business as i. Kedai Kek Azliza (fb: Ratu
sole proprietor ownership and Homemade Cakes) and Lieyna
achieve at least RM800,000 per Bakery & Cafe were among the
year. close competitors.
ii. Expand its brand presence in the ii. lost around 8% to 10% of her
local arena and community. government agency's market as
customers had shifted to Azliza
O T and Lieyna Bakery.
Question 2: Does Marina Turiman decision to rebrand her business considered a good decision?
Discuss your answer.

For me, it is a good decision when Marina decide to rebrand her business from Makeup Bakery
to Marina Turiman Bakery. As we know, rebranding is a marketing strategy that involves
changing a company's corporate image or organization by developing a new name, symbol, logo,
and related visual assets like marketing materials. The goal of rebranding is to create a new and
differentiated brand identity in the minds of consumers, suppliers, competitors, and the
community. Other than that, rebranding also a good way to change target market so that Marina
can stimulate growth, expand, increase profits and gain competitive advantages.

From the case, Marina indeed a market leader and already expanded its business. Marina
Turiman Bakery also manages to retain customers and gain more customers with an appropriate
unique selling proposition based on the current state. Produce under the label of MARiMAN –
'luxury taste bakery' opens a broader opportunity to Marina Turiman Bakery to expose her
products beyond Maran. However, the old customers that familiar with Make Up Bakery
confused about the rebranding but after Marina's explanation in social media to combine her
name (Marina) and her late father's name (Turiman) plus Maran DNA (Maran) in her brand,
people began to understand the meaning of the brand.
Question 3: Does Marina Turiman Bakery employed a rebranding strategy correctly? Discuss
your answer with appropriate justification.

Yes, Marina Turiman Bakery employed a rebranding strategy correctly because;

- Upgrade labelling
Marina named her business Marina Turiman Bakery and offered the product under the
label of 'MARiMAN', a short form from her name 'Marina' and her late father's name
'Turiman'. She also decided to use a proposition of “Luxury bakery MARiMAN", "Kek
Rasa Mewah". Besides, Marina had registered "MARiMAN" via Intellectual Property
Corporation of Malaysia (MyIPO) as a trademark.

- Rebuild brand equity

Marina Turiman Bakery redesigned their logo to represent their business. Logo are very
important to recall the customers and acts as both the calling card and 'avatar' for their
brand and is one of the most important elements of a brand's identity. The colour palette
used also attractive and the typography chosen are easy to read and recognised.

- Manage and launch the rebrand

Marina Turiman Bakery manage their rebranding wisely as we can see, Marina used a
different page or channel for Facebook. Marina Turiman promoted her business via
Facebook either from her account, 'Marina Turiman' or under 'Bakery Mewah Mariman'
page/channel. Besides, Marina Turiman Bakery also available via the YouTube Channel
and Tiktok as a medium of communication. Brochures also were used by Marina
Turiman Bakery to promote their offerings.

In fulfilling current trends in consumer media habits and preferences, such as social
media advertising, Marina Turiman Bakery also promoted its product via Fb Live.
Marina and her assistant rotated conducted the live streaming almost every day. Marina
Turiman Bakery also actively ran sales promotions via lucky draw, cash discount, and
coupon to attract new and loyal customers.
Question 4: Suggest critical strategic area of marketing Marina Turiman Bakery should focus on
sustaining its brand equity among Maran community.

In my opinion, Marina should focus on her main outlet at D'Mara Bazar Maran to sustain its
brand equity because having a strategic location of businesses can allow Marina’s small business
aligned to their objectives, maximize opportunity while minimizing costs and risks. When a
place chosen by owner to position their product is strategic, it will attract customers. Location
also matters for marketing. The importance of location goes beyond your business’ physical
location and your website rank in Google search results. It extends to the placement of your
advertisements.

For Marina Turiman Bakery’s customers, it is located only 1.5 kilometers away from Maran
town. They can walk in through their outlet at D'Mara Bazar Maran R&R which provides
sufficient parking space and easy access. More importantly, customers could avoid crowds,
especially during peak hours in town. Besides, D'Mara Bazar Maran outlet is just 2 km away
from Toll Plaza Maran, convenient for customers via East-Coast Expressway.

End of questions