UNIVERSITI TEKNOLOGI MARA

FACULTY OF BUSINESS MANAGEMENT BBA (HONS) MARKETING

DIGITAL MARKETING / ENT555

INDIVIDUAL ASSIGNMENT

CASE STUDY ON KAK KIAH CAKE HOUSE

PREPARED BY:

Matric No 2021119981
Full Name Mohd Uzair Bin Hamdan

Signature

PREPARED FOR:

Dr. Jacqueline Koh Siew Len Binti Stephen

DATE OF SUBMISSION:

9 th December 2022
TABLE OF CONTENT
1.0 BACKGROUND OF ENTERPRENEUR AND BUSINESS ..................................................... 3
1.1.0 BACKGROUND OF ENTREPRENEUR............................................................................. 4

1.1.1 BIODATA ENTREPRENEUR .......................................................................................... 4

1.2 KAK KIAH CAKE HOUSE ONLINE BUSINESS FACT SHEET ....................................... 5

1.3. Background of the entrepreneur and business ............................................................. 6

2.0 ENTREPRENEUR’S DIGITAL MARKETING STRATEGIES ................................................ 7

2.1 DISTRIBUTION CHANNELS .................................................................................................. 7

2.2 ADVERTISING ALLOCATION ............................................................................................... 7

2.3 COPYWRITING AND PHOTOGRAPHY ............................................................................... 8

2.4 Ad Placement ......................................................................................................................... 10

2.5 Customer Relationship & Order Delivery........................................................................ 11

3.0 CRITICAL EVALUATION OF THE ENTREPRENEUR’S ONLINE MARKETING

PLATFORM ........................................................................................................................................ 12
4.0 SWOT EVALUATION OF THE ENTREPRENEUR’S MARKETING INITIATIVES .......... 14
5.0 CONCLUSION ............................................................................................................................. 15
TRANSCRIPT OF THE INTERVIEW .............................................................................................. 16
References .......................................................................................................................................... 18
Appendices ........................................................................................................................................ 19
1.0 BACKGROUND OF ENTERPRENEUR AND BUSINESS
The phrase "digital entrepreneur" alludes to how entrepreneurship will develop as digital
technologies such as websites, online selling and purchasing, and smartphones continue to
impact business and society. "This digital technology represents a new way of working,
utilising resources, designing products and services, and creating and deploying open
standards and shared technologies," according to (Markus and Loebecke, 2013). Another
expert believes that technology dominates the digital economy by bringing in new prospects
with potentially considerable economic value and significantly cutting starting costs (Zhao et
al., 2015).

Digital Entrepreneurship (ENT555) will educate students how to create and operate their own
businesses online, which is becoming increasingly vital in this area. It is critical for students
like myself to expand our knowledge and skills in this area. Students at UiTM are required to
write a case study written report based on an interview and observation of the entrepreneur's
online company, which is based on a Facebook page, Instagram, or website.

I choose Kak Kiah Cake House as my entrepreneur to finish my case study in the Digital
Entrepreneurship course, where the primary component is to learn about their internet
business (ENT555). This business was chosen because it meets the criteria for the case
study. Furthermore, the whole functioning of this firm is based on the Digital Entrepreneurship
(ENT555) course that I took.

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1.1.0 BACKGROUND OF ENTREPRENEUR
1.1.1 BIODATA ENTREPRENEUR
Name Awang Mohd Hafizie Bin Ag Yussof
Age 36 years old
Address Kampung Seberang, Benoni, Papar
Nationality Malaysian
Religion Islam
Status Married
Name of Business Kak Kiah Cake House

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1.2 KAK KIAH CAKE HOUSE ONLINE BUSINESS FACT SHEET
Online Business Owner: Awang Mohd Hafizie Bin Ag Yussof
Business Address lot 19-1 ground floor, papar point, jalan bukit
manggis papar point, 89600 Papar, Sabah
Name of Company Registered Kak Kiah Cake House
Name of Brand Kak Kiah’s Cake
Types of Products Sold Food and Beverage
Date Commencing Online Business 15/01/2015
Start-up Capital RM5800
Annual Sales in 2021 RM 2,520,000
Instagram Page Name kak_kiahcakehouse
Amount spent for Facebook & RM90
Instagram Paid Advertisement per
month
No. of Followers in Instagram 59,000 followers: 45-60 posting per month
Position in Google Search Results 2nd rank/position

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1.3. Background of the entrepreneur and business
Based on a case study of a technopreneur that I conducted by interviewing and researching
the entrepreneur's web business. I am a regular customer of Kak Kiah Cake House, and as a
regular customer who trusts the firm's products, I choose to pick this business because I enjoy
the product and know the people who work there. Awang Mohd Hafizie Bin Ag Yussof is the
youthful and humble owner of Kak Kiah Cake House. Originally, there are eight entrepreneurs
for this business, but I only had the opportunity to interview one of them. The founder is the
fifth child of eight siblings and comes from a middle-class household.

Business runs in the family, beginning with his older sister, Dayang Irna binti Ag Yussof. He
sold the items on Facebook and to his closest friend since starting university at UMS. He
earned a Bachelor of Software Engineering Technology degree from the University Malaysia
Sabah (UMS). Since elementary school, he has wanted to be an engineer. He continued the
business after graduation, selling cake in jars from location to location. He also actively
participates in selling at booths or kiosks during campus festivities.

Around 2015, he and his family started the brand of Kak Kiah and selling them on Facebook.
They then opened a mini shop at pekan Papar, Sabah. After they established their business,
they started to open a new shop at King Fisher (Kak Kiah Coffee House), Putatan Plaza (Kak
Kiah cake House), Papar (Kak Kiah kitchen), and the latest is at UiTM Kota Kinabalu (Soul
Bowl) and University Malaysia Sabah (soul Bowl).

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2.0 ENTREPRENEUR’S DIGITAL MARKETING STRATEGIES
Kak Kiah Cake House's marketing strategies include low-cost marketing, low-cost marketing,
and ad marketing. Kak Kiah's low-cost marketing ensures that the sales platform is constantly
up to date for customers to view, and they seek to keep marketing expenditures through
internet platforms under Rm100. Kak Kiah simply branded the company's name; the proprietor
did not include his name in any of his branding tactics. Also, team marketing to extend and
suspend the branding.

2.1 DISTRIBUTION CHANNELS

Instagram, Facebook, and Whatsapp are the most popular internet platforms. Because
Instagram is a new platform for youngsters. It's simple to target the middle-aged client
demographic on Facebook, and it's simple for online merchants like Kak Kiah's Cake to
promote items since people are more interested in seeing photos and videos than in reading
prose. For Whatsapp, it is simple to target existing customers from their data base; for
example, they will update any promotions and new menus at Whatsapp to keep the updates
current.

2.2 ADVERTISING ALLOCATION

Kak Kiah chooses three types of advertising allocation for her business.

i. Kak Kiah uses online advertising and has an account set up. Kak Kiah will ensure
that their Instagram is well-organized and conveys a precise message to their
customers. Because if Kak Kiah's platform account is nice and well-organized, it
will attract more people who will scroll through her Instagram. This might increase
the online platform's reach or engagement.
ii. Kak Kiah will organise a campaign, giveaway, or contest for their followers and
customers. Kak Kiah will choose a certain name, and the person who uses the
name will receive a free cake and beverages, as a way of rewarding Kak Kiah's
followers and users and maintaining a prospect database.
iii. Paid advertisements are the third sort of advertising allocation for Kak Kiah
businesses. She paid between RM15 and RM50 every month using an internet
site. Because she taught that free marketing has a positive influence on her firm,
although these advertisements can only aid a bit in terms of indirect advertising.
Kak Kiah may expand enormously for the people of Sabah with this form of
advertising allocation.

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2.3 COPYWRITING AND PHOTOGRAPHY
Kak Kiah chose a relaxed copywriting style, working with emotions and current events, and a
call to action. Everything is interconnected. People nowadays are increasingly interested in
copywriting and emotional manipulation.

For example:

• " What made a Wedding unforgettable!?

• " Kecur liur kita tengok ikan masin dengan nasi panas telur dadar ni tauuu ?"

• “Meriah betul lauk sarapan nasi lemak di Kak Kiah esok ni tauuuuu ?”

• “Kurus lah sorang-sorang #fyp, aku taknak”

• “Kalau kawan kamu diam2 hari ni, percayalah dia tu penyokong Argentina Penyokong
Argentina ok kah??? ”

Types of photography:

1. Commercial advertising photography

2. Portrait photography

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3. Customer interaction photography

The aim of the photography is to make your business appear more professional and to
compete with the large brands. Furthermore, it is simpler for the audience to comprehend and
be interested in.

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2.4 Ad Placement
Ad placement is a type of ad unit in which a seller may employ placement targeting to find
their advertisements. Ad placements can range from broad to targeted, such as a specific
campaign unit for an entire website. The target market is aimed at the planned target market
by selling their scarves through social media posting. Kak Kiah Cake House served to people
aged 10 to 48 years old. Since the beginning of the business, the owner has targeted a group
of students on their business since this group is always a modern generation that demands a
sweet aesthetic, Dessert. Furthermore, they are preoccupied with the children.

Kak Kiah employs one of their strategies through the use of cake design. In recent years,
many new generations have formed their opinions based on a prominent or well-known social
media account. There are fantastic ideas and techniques for marketing their goods on the
other side of the world. Children, for example, have an impact on a family. When eating,
parents will ask and follow their children to where they want to eat, and this is a successful
strategy because practically all customers now come because their children like eating.

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2.5 Customer Relationship & Order Delivery
Building good customer connections is an excellent approach to increase customer
satisfaction and maintain valued, long-term consumers. Consumer relations is to build a
mutually advantageous relationship with the customer that extends beyond the original
transaction. Every firm will prioritise this because it is through consumers that they will make
their profits. Building and maintaining client bonds will drive the firm forward and attract
additional consumers from other locations. Essentially, once a consumer clicks on the website
or Facebook link, Kak Kiah will answer immediately. When the consumer clicks the links, an
automatically generated conversation will appear in their chat box. The chat will provide many
options, such as 'Thank you for speaking with us, how may I assist you with your order?'
Customers may select whatever option they like, and the conversation will be answered by
personnel from 9 a.m. to 6 p.m., while it will be answered by the system otherwise.
Furthermore, they include a WhatsApp messaging button on their website and Facebook so
that customers may be directed to WhatsApp if they choose to connect and ask questions
through it. This strategy will make it easier for clients to interact with the company and will
make them feel extremely welcome. Kak Kiah would be delighted to learn if the rating is
excellent or bad, so that if they have many shortcomings, they can improve and increase their
services.

In terms of delivery, they collaborate with Grab Food and Food Panda as couriers because
these two organisations have a solid reputation with customers. Customers also stated that
the courier delivers the greatest service since their packages were delivered on schedule and
in good condition. This is due to the fact that both collaboration is the fastest couriers to use,
and the area that they give in delivering the service is also growing. The most crucial factor
for a consumer is delivery time; the faster the delivery, the more satisfied they will be. Hence,
Kak Kiah has their own delivery system, which is Cash On Delivery (COD).

Kak Kiah Cake House wanted a payment system in which customers could choose from a
variety of payment options such as bank transfer, Grab Pay, Boost, and credit/debit transfer
through Visa or Mastercard. They recognise that their consumers may come from a variety of
backgrounds, thus they provide a variety of payment ways to entice them to purchase their
items.

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3.0 CRITICAL EVALUATION OF THE ENTREPRENEUR’S ONLINE MARKETING
PLATFORM
Instagram has been chosen as the main internet marketing platform for businesses. After
seeing Instagram, I can tell that the platform works really effectively. First, they choose the
Instagram business profile type. By selecting the business profile on Instagram, followers or
customers can communicate or call them directly by clicking the message or call button, as
illustrated in Figure 1. Aside from that, they may quickly design and publish advertisements
by utilising a company profile.

Figure 1

The second type of marketing that I can notice on their Instagram is post teasers. We are all
aware that displaying a teaser product might entice customers to purchase their product. I can
see in the article that they're selling product, however the post just speaks about their product,
as shown in Figure 2. They understand how to create emotional responses from their
customers and followers, as seen in Figure 3.

Figure 2

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Figure 3

The third type I observe on their internet marketing platform is the use of Instagram stories.
We know that when we upload an Instagram story, it stays up for 24 hours and can be saved
as an album on our Instagram. According to what I've seen on Kak Kiah Instagram, the admin
keeps their Instagram stories well structured. If she gains new followers, they may post from
their Instagram stories about her items, recommendations, feedback, and so on. They made
effective use of her Instagram tales. It makes it simple for her customers or followers to find
what they are looking for, as seen in Figure 4.

Figure 4

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4.0 SWOT EVALUATION OF THE ENTREPRENEUR’S MARKETING INITIATIVES
Strength Weakness
Kak Kiah is one of the early local homemade people are expecting too much from the
custom cake available in particular area, such as business, since it is well known among the local,
Papar and Putatan. In the area, it is very well people are assuming they will get the perfect
known among the local and the brand itself cake as Kak Kiah are still improving their
makes the business easy to gain the attention product. Also, the internal factor, which they
from the audience have many owner, the idea may be different
and the worker may be confuse to follow order
from the board.
Opportunity Threat
As many areas of Sabah are still do not have a The price of raw material is the main factor for
local cake store yet, Kak Kiah has the the threat. Since Kak Kiah wanted to make their
opportunity to open a new branch and product affordable for everyone, they are
franchise their brand, such as Beaufort. They tending to not increase their price even though
will eventually bring a new work opportunity the price of raw material is increasing.
from people

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5.0 CONCLUSION
In conclusion, after doing a thorough interview with the entrepreneur and conducting research
on her digital or online marketing platform, I can see that Kak Kiah's firm is flourishing. Despite
various difficulties, such as rising raw material prices, they have managed to survive and
continue their business. I hope that one day Kak Kiah will be well-known throughout the nation.
They have received a lot of advantage and profit from digital enterprise. Finally, I concluded
that the owner is really brave to accept the risk of not raising the price of their goods. Young
entrepreneurs may show others that internet business can also help them succeed.

Increased digital marketing is needed for this business to become more successful in terms
of food and beverage products in order for it to become more successful. Online advertising
for Kak Kiah, particularly on Instagram, may also be enhanced. The owner of a digital
marketing business should use a number of tools. I genuinely hope that Kak Kiah Cake House
continues to thrive in the next five years.

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TRANSCRIPT OF THE INTERVIEW
This is the conversation in the interview session between the student and the founder of Alyssum
scarves, Awang Mohd Hafizie Bin Ag Yussof in determining the key success factor of entrepreneurial
online business growth.

This interview is conducted in Bahasa Malaysia, but in this paper, it is translated to English language.

Interviewer: Good morning Mr. Fizi, thank you for lending your time for this interview. First, I would
like to ask about when was Kak Kiah first opened and how many are the branches now?

Mr. Hafizie: it was founded in the year of 2016, we are now having 5 branches including Soul bowl
1- kak kiah kitchen papar 2- kak kiah cake house putatan 3- kak kiah coffee house kingfisher 4-
soul bowl UMS 5- soul bowl UITM

Interviewer: What makes your company is known among the people?

Mr. Hafizie: We made a variety of cakes according to the customer’s preference

Interviewer: What is the online platform for your business to interact with customer?

Mr. Hafizie: Instagram is the main platform, follows by Facebook, Tik Tok and Whatsapp

Interviewer: From the online advertisement platform, how many percent do your company raise
a profit

Mr.Hafizie: From the data we collected, we gain a raise by 60% just from the online platform

Interviewer: Who is actually your target market?

Mr.Hafizie I would like to say that our priority market is the Childre, among 10-18 years old.

Interviewer: Why are them is your target market?

Mr. Hafizie: Because children influence a family, for example when eating, parents will ask and
follow where the child wants to eat, and this thing is successful because now almost customers
come because the child like to eat our products.

Interviewer: How do you attract them?

Mr.Hafizie: By doing a diy cake class for kids age from 6-12 years old, they will create menu
from kids meal , also by doing the kids meal promotion at online platform

Interviewer: have your company use any influencer or public figure to promote?

Mr.Hafizie: So far we have not yet use any influencer.

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Interviewer: How do you often promote your product using your online platform?

Mr.Hafizie: Our marketing team will updates from posting at facebook. But we prefer to
post at Instagram stories and reels.

Interviewer: How do you re-target your prospects?

Mr.Hafizie: We have telephone number for hq and marketing, so every customer’s number
phone we will save and update everyday at whatsapp status about our promotion.

Interviewer: How do you deliver your product to customers?

Mr.Hafizie: Physical store, Foodpanda, grab food and cash on delivery

Interviewer: What is your target sales every month?

Mr.Hafizie: Kak kiah Papar, RM100,000, Kak Kiah Kingfisher, RM100,000, and Kak Kiah Putatan
RM150,00, both the soul bowl are still under forecasting.

Interviewer: How about the budget for online advertisement?

Mr.Hafizie: we aim not to exceed RM100 for a month

Interviewer: For my last question, can you identify your Strength, Weakness, Opportunity, and
Threat? Please elaborate

Mr.Hafizie: Firstly, we are well known among others, for weakness, people are expecting too
much from us, also our workers are easily confused to follow orders from many bosses. For
opportunity, there are still have places that we can open a new shop. Finally, the threat is always
the price for raw material, we want to keep our customer always can afford our product by not
increasing our price.

Interviewer: thank you mr.Hafizie for all your time and willingness to answer my question

Mr.Hafizie: No problem at all.

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References
Markus, M. & Loebbecke, Claudia. (2013). Commoditized digital processes and business
community platforms: new opportunities and challenges for digital business strategies. MIS
Quarterly. 37. 649-654.

Zhao, Yan & Yi, Zhenzhen & Gentekaki, Eleni & Zhan, Aibin & Al-Farraj, Saleh & Song, Weibo.
(2015). zhao et al 2015.

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Appendices

Kak Kiah on Grab Food

Kak Kiah on Google Search

Kak Kiah on Instagram

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Kak Kiah on Tik Tok

Kak Kiah on Facebook

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