CASE STUDY: COMPANY ANALYSIS

ADA BAKERY
PRINCIPLES OF ENTREPRENEURSHIP (ENT 530): CASE STUDY

FACULTY & PROGRAMME : ED242 - ART & DESIGN EDUCATION

GROUP : 530ED3E
SEMESTER : 3 (2021/2022)
PROJECT TITLE : CASE STUDY
NAMES : AFZA BATRISYIA BINTI RAJA RAZALI (2020822242)
MUHAMAD ARIF BAKRI BIN MOHD SOUBRI
(2020856276)
NURUL AIEN BINTI ABU KASIM (2020492176)
NURUL AIN SHAFIKA BINTI ABDUL MUHAIMIN
(2020875408)
SITI SARAH BINTI ABDULLAH (2020620538)
LECTURER : MADAM SAFLIZAH BINTI ABDUL GANI
 ACKNOWLEDGEMENT

First and foremost, we would like to thank Allah for giving us strength and
blessings. With it, we finally manage to complete our assignment. Without that, we
can't go this far. Other than that, this assignment cannot complete without effort and
and cooperation from our member group which is Afza Batrisyia Binti Raja Razali,
Muhamad Arif Bakri Bin Mohd Soubri, Nurul Aien Binti Abu Kasim, Nurul Ain Shafika
Binti Abdul Muhaimin and Siti Sarah Binti Abdullah. We always work hard to produce
this assignment.

Therefore, we also like to acknowledge with thanks to Mrs. Salfizah Abdul

Ghani, our lecturer who introduced us to subject entrepreneurship and provided us
with her guidance throughout the assignment. She has made it possible for our
group to work dedicatedly and provided us with required information whenever
needed.

Last but not least, we would like to express our thankfulness to Universiti
Teknologi Mara (UITM) campus Puncak Alam for giving us the opportunity to
conduct this writing assignment. Finally, an honorable mention goes to our friends
and respondents to spend some time with us to fill in the questionnaires.

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 EXECUTIVE SUMMARY

This assignment maintains a key theme of company analysis of Ada Bakery.

The objective of this case study is to know how this business works by using The
Business Model Canvas ( BMC ) which is a strategic management tool for defining
and communicating a business idea or concept quickly and effectively. A first
respondent is Adawiyah , the owner of Ada Bakery was involved in this case study.
To complement this study the method of interviewing and observation was used.
From the first research findings are the rivals. Some other owners come from a
highly competitive attitude in the industry. Ada bakery owner's need to understand
the competition against other sellers. Take a close look at businesses around them.
Owner also needs to know what others do so the owner can use different options to
make her bakery more attractive.

Next, broken appliances are one problem of this case study. Ada Bakery uses
a lot of things that may be broken at any time. So, buying new tools that have a long
lifespan are good for this bakery. From the finding, we learned that buying or using
old and worn tools may save their budget but it may be broken one day. If it breaks,
we need to buy the same tool again. Buying a long - lasting tool may be expensive
but it will still can be used for a long time. Their high quality from this tool will make it
stay longer. The life span from these tools lasts from 4 to 8 years depending on how
we manage and use it every day.

In conclusion, these two problems can be fixed to make Ada bakery run their
business smoothly without technical problems. These technical problems will ruin
their business slowly if the owner does not take action. We can say that Ada Bakery
can be more successful than other bakeries around Malaysia and other countries. By
doing this case study, we have learned how to overcome the problems to make a
business successful without obstacles and excuse. The things we learn from this
case study that we can be a successful owner of any business if we know the basics

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and understand all of this BMC to be more independent and become one of fortunate
and lucky entrepreneurship.

Table of Contents
ACKNOWLEDGEMENT..........................................................................................i

EXECUTIVE SUMMARY........................................................................................ii

LIST OF FIGURES................................................................................................iv

1.0 INTRODUCTION................................................................................................1

1.1 Background of the Study.................................................................................1

1.2 Purpose of the Study.......................................................................................3

2.0 COMPANY INFORMATION...............................................................................4

2.1 Background.....................................................................................................4

2.2 Organizational Structure..................................................................................4

2.3 Products/Services...........................................................................................5

2.4 Business, Marketing, Operational Strategy.....................................................8

2.5 Financial Achievements................................................................................10

3.0 COMPANY ANALYSIS.....................................................................................11

3.1 Business Model Canvas................................................................................11

4.0 FINDINGS AND DISCUSSION........................................................................14

4.1 Finding...........................................................................................................14

4.2 Discussion/Recommendation........................................................................14

5.0 CONCLUSION..................................................................................................17

REFERENCES...........................................................................................................18

APPENDICES.............................................................................................................20

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iv
 LIST OF FIGURES

Figure 1………………………………………………………….…………………………4

Figure 2……………………………………………………………………….……………5

Figure 3……………………………………………………………………….……………5

Figure 4………………………………………………………………………….…………5

Figure 5……………………………………………………………………….……………5

Figure 6………………………………………………………………………….…………6

Figure 7………………………………………………………………………….…………6

Figure 8………………………………………………………………………….…………6

Figure 9…………………………………………………………………………….………6

Figure 10………………………….………………………………….…………….………6

Figure 11………………………….………………………………….……………….……7

Figure 12………………………….………………………………….……………….……7

Figure 13………………………….………………………………….………………….…7

Figure 14………………………….………………………………….………………….…7

Figure 15………………………….………………………………….…………………… 7

Figure 16………………………….………………………………….……………………10

Figure 17………………………….………………………………….……………………11

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1.0 INTRODUCTION

1.1 Background of the Study

Principles of Entrepreneurship or code ENT530 is a mandatory subject

offered for all Undergraduate Degrees UiTM students. This subject
emphasizes on basic knowledge convenience for someone who wants to
pursue entrepreneurial opportunities and be able to handle business
management issues. This subject also teaches the students about how to
develop their business idea, analyze business as well as create and promote
a new business through social media. This case study which focuses on
company analysis is also one of project-based assignments that is included in
the subject’s key components.

Cambridge Business English dictionary defines entrepreneur as a

person who perceives new possibilities from establishing their own business.
Entrepreneurs are significant for generating a country's economic growth and
drive changes by their innovation through sacrifice and risk-taking (Bruno,
2021). The aforementioned author also stated that entrepreneurs are
responsible for supporting the livelihood of others, not only themselves.
According to Merriam-Webster dictionary, entrepreneur is defined as a person
who operates a business or enterprise and bears the risks of it. Gold (2019)
wrote that it is important for someone who desires to start a business to note
that the journey to acquire the success and luxury as an entrepreneur is
actually accompanied with difficulties.

Entrepreneurs can't escape from obstacles and failures; however, it is

important to adapt, overcome and learn from them. Starting a business
needed more resources and sacrifices than one possibly imagined (Gold,
2019). Moreover, COVID-19 also became an additional challenge to some
entrepreneurs and small businesses. It is difficult not to notice that the
COVID-19 pandemic had a negative impact on the global economy that is due
to lack of consumer demand (Szmigiera, 2021).

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 In order to stop the alarming increase of COVID-19 cases, the
Malaysian Government has implemented a Movement Control Order (MCO)
since March 2020. In consequence, Malaysia's economy had the worst
contraction in 2020 due to an almost entirely shut down of economic activities,
renewed movements as well as traveling restrictions and dealing with a third
wave of COVID-19 infections (Anand, 2021). Then, the government initially
announced that a total lockdown was carried out from June 1 to June 14,
2021 (Expatriate Services Division, 2021). Even so, Daim (2021) wrote that
the movement control order or total lockdown known as MCO 3.0 was
extended to June 28, 2021. This, however, caused many business operations
to be affected by the implemented MCO. It was reported that over 37,000
businesses had shut down during the MCO 3.0. Therefore, the Prime Minister
announced the National Recovery Plan (NRP) in order to rebound the
economic sectors and recreational activities (Tan, 2021). The business
activities were able to operate with certain restrictions during the first two
phases of the National Recovery Plan (NRP); such as they were only allowed
to provide self-pickups, drive-through or delivery but unavailable for park &
dine as well as dine-in. Nevertheless, most states in Malaysia now moved on
to the fourth phase of the National Recovery Plan (NRP) based on the fully-
vaccinated rate and the business being able to operate with SOPs.

Ada Bakery is one of the micro-enterprises that survives during the

COVID-19 pandemic and countless hurdles along their years of business.
Thus, we chose to analyze the business for this case study to do in-depth
research about their background, the strength as well as seeking the major
issues they face in order for us to come up with suitable solutions.

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1.2 Purpose of the Study

Company analysis consists of assessment and examination of a

company, including its financial, management and marketing activities as well
as identifying its strengths and weaknesses (Newman Library, n.d.). As
students of the subject Principles of Entrepreneurship code ENT530, we are
required to analyze the background of a selected company or small business,
which is Ada Bakery through this case study. Besides that, we also need to
identify their major issues then propose relevant solutions to enhance the
business performance.

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2.0 COMPANY INFORMATION

2.1 Background
Ada Bakery is a home base bakery which was established in 2019,
located on Taman Bunga Raya, Tapah Perak owned by Adawiyah. She
manages her bakery with her husband as the manager, a part-time employee
as her assistant and a personal runner. Ada Bakery is renowned for her
signature pandan gula Melaka cake and her scrumptious brownies, her
bakery also accepts custom cakes and pastries orders for various occasions.
Her bakery also provides walk-in services on Thursdays and Sundays which
have ready-made mini paked cakes. Adawiyah is very passionate in pursuing
her talent in baking, thus she uses her own income as a modal when starting
her dream bakery. She has set her goal where her bakery will open its own
franchise in the future.

2.2 Organizational Structure

Ada Bakery is organized by a small organization which successfully
manages their everyday sales, which are;

Figure 1

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2.3 Products/Services
Even though Ada’s Bakery is a small bakery, it offers various desserts.
For example, her bakery provides a dessert table for her customers’ events.
Whereas her team and her setup multiple cakes and pastries with beautiful
decorations on a table including the backdrop.

Figure 2 Figure 3

Moreover, Ada’s Bakery also accepts wedding cakes and dowry sets;
cupcakes, puff pastries, macarons and brownies. The wedding cakes are
elegant, with a twist of modern and classic design. The bakery also has a
unique and beautiful packaging suitable for the particular event.

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 Figure 4 Figure 5
Ada’s
Bakery also offers custom cakes or brownies in various sizes. Customers are
able to customize their cake from flavor to the color of the icing, they can also
pick a theme for the cake, such as cartoon characters or their favorite animal.
For the brownies, customers are able to pick whether they want a classic
brownie or with various toppings, such as caramel drizzling, chocolate bars or
berries.

Figure 6 Figure 7

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 This bakery
also provides walk-
Figure 8 Figure 9 Figure 10
in
products for everyday purchase. Adawiyah prepares a wide range of desserts
in a smaller portion for her loyal customers, which are brownies, cupcakes,
pavlova, cookies, chocolate moist cakes, and cheesecakes.

Figure 11 Figure 12

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Figure 13 Figure 14 Figure 15

2.4 Business, Marketing, Operational Strategy

2.4.1 Business Strategy

Ada Bakery's goal is to grow their business and franchise. Adawiyah
plans to strive in gathering more money to rent a stall so she can produce
products faster and with more quality. To reach the goals, Adawiyah needs to
increase her efforts, potential, and skills to ensure that all her missions and
objectives are met. As for now, the location for her bakery is a strategic place
as it is close to the city and residential areas.

Ada Bakeries have their own brand, which was inspired by the
founder's name. It demonstrates that this bakery had a distinct appearance
and trademark that no other bakery possessed. Ada Bakery also exhibits their
existence using an online application, so that clients are aware and know
where to find them. They also promote their products using TikTok, Facebook
and Instagram.

2.4.2 Marketing Strategy

Because of their marketing plan, Ada's Bakery will be able to reach
their objectives. Adawiyah enjoys competing in a healthy manner. She is
continually experimenting with fresh menus in order to attract consumers'
interest and spread the word about the bakery.

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 On the distribution channel, Ada's bakery uses four methods. The first
is self-pickup. Self-pickup is a great approach to make the customer's life
easier. They can pick up their orders in their spare time at the bakery. Next,
customers can also walk-in to their store. However, only Thursday and
Sunday are open for walk-ins. This is because on that day, they only sell mini
pack cakes and cookies whereas they take pre-orders on other days.

The runner service is the third option. The order will be delivered to the
customer's location by the runner. The customer must pay the delivery fee if
they use the runner’s service. Finally, they employ Halo Delivery. Halo
Delivery is a service that can be used on mobile devices. Customers can
download the applications and simply order, and Halo Delivery will deliver it
right to their door. Depending on the customer, these four methods can be
used with cash or online banking. These methods are effective and receive
positive feedback from customers.

2.4.3 Operational Strategy

At the start of the week, Adawiyah restocks all of the materials. She
also employed a kitchen assistant to bake according to the timetable and
reservation period. The length of time it takes for a product to be delivered to
a consumer is determined by the type of product and the booking period. It
usually takes 5-6 hours to complete one product. When Adawiyah and her
kitchen assistant can no longer handle the workload, especially during the
holiday season, Adawiyah will hire more people. She will, for example, pay
her siblings to finish the booking. She will accept the booking in advance in
order to avoid it colliding with another one and disrupting the production
process.

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2.5 Financial Achievements

Figure 16: Ada’s Bakery Profit (RM)

Ada's Bakery's profit was only RM900 at the start of the business.
Then, in 2020, it rose to RM2000. This is due to the fact that Ada's Bakery is
becoming more well-known on social media. They do a good job of promoting
their page and have received favorable comments from their customers. They
already have regular consumers this year. Ada's Bakery profit skyrocketed
from RM2000 to RM8000 in 2021. This is due to the fact that they start to use
the walk-in method as a distribution channel. They also have a variety of
cakes and biscuits for sale whereas only Thursday and Sunday are open for
walk-ins.

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3.0 COMPANY ANALYSIS

3.1 Business Model Canvas

The Business Model Canvas (BMC) is a strategic management tool for
defining and communicating a business idea or concept quickly and
effectively. It is a one-page document that goes through the fundamentals of a
business or product, laying forth an idea in a coherent way. The right side of
the BMC is dedicated to the customer (external), while the left side is
dedicated to the company (internal). The value proposition, or the exchange
of value between the firm and its consumers, brings together both external
and internal elements.

Figure 17

a) Key Partners
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 Key partners is a list of other external firms, suppliers, or parties that
we may need to complete our important tasks and give value to the client.
Ingredients suppliers and delivery providers are important partners for Ada's
bakery. They are the key partners in delivering the value Adawiyah delivers to
its customers.

b) Key Activities
The key activities are the strategic actions that the team must execute
in order for the business model to succeed and the value proposition that has
been set out to achieve. Baking, marketing and delivering are the key
activities of Ada's bakery.

c) Key Resources
What resources does a company require to carry out the
aforementioned key activities? These are the resources required for the
company to expand. Funding is a key resource for many small businesses.
Physical resources, such as office space or raw materials, may also be
required to develop a prototype. Intellectual properties, such as patents and
copyrights are also required by some businesses. Talent is, of course,
another important resource for any organization. Bakers, social media, and
the oven are all the key resources for Ada's Bakery.

d) Value Propositions
The value proposition is all about the product or service fixing a
problem or meeting a need. It refers to the advantages that the company
provides to each group of consumers when they purchase a product. Ada's
Bakery's value proposition is a wide variety of cakes and cookies, as well as
fast quality service. Customers benefit from it since it generates profit and
accommodates them.

e) Customer Relationship
What strategies do you use to preserve and develop your consumer
base? This section is closely related to the Channels because it examines the

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points of contact between your company and its clients. It assists you in
determining the best ways for your firm to acquire, retain, and increase
clients. It is critical in this scenario to cultivate positive customer relationships
through mutual involvement. Ada's Bakery maintains customer relationships in
person (one-on-one), through third-party contractors, over the phone and
online.

f) Channels
The methods used to offer items or services to customers as well as
how customers first come into contact with the product and how the product
ends up with the client. This is closely related to the company's marketing and
advertising strategy. Ada's Bakery used a variety of social media outlets,
including TikTok, Instagram, Facebook, and Halo Delivery, as technology
advanced.

g) Customer Segment
The company's entire purpose is to solve a customer's problem. As a
result, it's critical to comprehend the psychology of all your potential clients.
These potential client bases can be divided into groups based on shared traits
such as age, spending patterns, interests, and even life objectives. Ada's
Bakery caters to cake and cookie lovers, as well as adults, children, the
elderly and people who enjoy sweets.

h) Cost Structure
The cost structure is the amount of money we require to keep the
company going. Now that we know the key partners, activities, and resources
we'll need, it'll be easy to figure out what the prices will be and how to best
distribute your financial resources. The monthly cost structure that Ada's
bakery must deal with is money for ingredients and employee salaries.

i) Revenue Streams
We'll figure out our revenue model and how we'll collect it in this sector.
The revenue model we choose is determined by the nature of our business,

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 and many revenue models may be utilized. Bake sales and pay-per-product
sales are two of the bakery's revenue streams.

4.0 FINDINGS AND DISCUSSION

4.1 Finding
Based on our study on the Ada Bakery, we have found several main
problems and the first is rivals in business which comes from a highly
competitive attitude in the industry. Our second problem is broken appliances
due to some having a short lifespan. Last but not least, an unconducive
environment is our third major problem due to their small kitchen and having
to face disturbance from children at home.

4.2 Discussion/Recommendation
In this part, we found some ways to overcome the problems. The
aforementioned problems, which are rivals in business, broken appliances
and an unconducive environment.

4.2.1 Rivals in Business

a) Understand the Competition

For starters, we should examine the market. Take a close

look at the things that our competitors do, such as do they have an
intimate conversation with customers that lead to transactions? Are
they having a unique angle to tell their story from? Next, study and
observe what our competitors do not do and from that, start
planning a different approach and try to fill in that part of the market.

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 b) Highlight Your Difference

We can develop originality and use the difference to be able

handle the competition in the industry. After we have done market
research, try to understand and highlight what makes our business
different from the other competitors. For example, do we have more
ethical sourcing for products? Maybe our price is cheaper and more
affordable? Or do we even have a special recipe in making our own
pastries?

These points bring many benefits to us, especially for the beginner who wants
to start a small business. It is important for us to understand the competition and
highlight the differences in order to draft a concrete strategy.

4.2.2 Broken appliances

a) Buy New Tool That Have Long Lifespan

Some home bakers, they already used their old and worn
tools in order to save budget. Yes! Indeed. It will save us money but
we still need to buy new appliances one day. So, try to buy
affordable long-lasting new tools that are usually branded and high
quality; such as Panasonic, Sharp, Philips, Russell Taylors and
more. The lifespan of these tools can last in the range of 4 to 8
years depending on how we manage and use it.

b) Do Maintenance

There are two types of maintenance; Prevention

Maintenance and Breakdown Maintenance. Prevention
maintenance work is done by following the scheme plan or a
programmed that has been set by maintenance policies and
periodic inspection. Breakdown maintenance work is based on
damage reports or the damage that has been found during

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 inspection. Thus, we should do maintenance periodically to make
sure our appliances are in good condition and safe to use.

Both points give many benefits to us specially to run our business smoothly
without technical problems. But it also gave us a bit of a disadvantage in case we are
low on budget, because we have to spend a sum of money to buy a costly machine
and hire someone to do periodic inspection.

4.2.3 Unconducive Environment

a) Upgrade the Kitchen

Try to upgrade the kitchen to become more convenient and

appear sophisticated. We can either rearrange the placement of
kitchen utensils as well as furniture or we can renovate to enlarge
the area. Sometimes the decorations can influence our psychology.
For example, the color of the wall, such as black does not match
with the environment as it could make our area look smaller and
narrow. Instead, use a more suitable color and arrangement to
make sure the area we are working can stay conducive.

b) Hire Babysitter to Manage the Children

By the term of home baker, it is obvious that we bake and do

all things at our own house. If we have a family to take care of,
including children, the distraction usually happens. It becomes a
challenge to work in a conducive environment. Therefore, we can
hire a babysitter to manage the children to overcome this problem.

Based on these points, it comes with benefits. But it also has a disadvantage
in terms of money. Such as the minimum budget we should prepare to upgrade and
revamp the kitchen is at least RM1000. Plus, we do not hire a babysitter for free

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even though we need them to manage the children and for us to be able to
concentrate on our baking.

5.0 CONCLUSION

To sum up, this case study was conducted to analyze the background of Ada
Bakery and to identify their major issues. Ada Bakery is a home-based bakery and
one of the micro-enterprises that are still operating during the COVID-19 pandemic.
We chose to study the Ada Bakery’s business performance and have found some of
their problems, which are rivals in business, broken appliances and an unconducive
environment.

We also came up with a few solutions for our three identified major issues.
For the first issue, we suggest understanding the competition in order to counter the
rivalry in the industry and highlight the authenticity to boost one’s business
marketing. Next, the solutions for our second problem are to buy new long-lasting
appliances as well as to do periodical maintenance for safety measures. Lastly, the
relevant solutions for our third major issue is to renovate the kitchen for easy
accommodation and hire babysitters to manage the children at home.

Through this case study, we are able to empathize with entrepreneurs and
micro-businesses by emphasizing our selected business problems as well as
suggesting relevant solutions. This case study also encourages and engages all
students to learn through analyzing practical experience of the chosen business. On
top of that, group-work made it more convenient to discuss and find the required
points.

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APPENDICES

Ada’s Bakery home stall

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