GROUP 1

Small Medium Enterprise: Akapella Cafe

- Akapella Cafe started in 2022, serving different kinds of coffee and non-coffee drinks
as well as a variety of pastries.
- Social Media (they currently have Facebook, Instagram, and TikTok as their
platform)
E-commerce (they are currently in Foodpanda)

Major challenges:
According to our observations, the social media platforms of Akapella Cafe have
certain inconsistencies. The number of followers on their Facebook, Instagram, and TikTok
does not match their number of likes, comments, shares, etc. This goes to show that they have
the major challenge of having customers interact with their content. The amount of
engagement is low given that they have quite a few followers; they are not able to utilize it
well. With an estimate of 1.6k followers overall, they only have 50 to 100 interactions per
post, which is not ideal for that amount of followers. In addition, there is a lack of post-
boosting or Facebook ads used to attract more customers and maximize their social media
appearance.

When it comes to their e-commerce, they are only available on Foodpanda. With that,
a challenge that they face is the lack of customers because of their limited options.
Foodpanda may be used by many, but some prefer or trust other platforms such as GrabFood.
If their budget prohibits this, having Lalafood can be their option. With Foodpanda as their
only option for customers, they may lose the opportunity to gain potential e-commerce
customers and not fully dominate the market.

Minor challenges:
Now that we are in a modern time, there are a lot of trends circulating that many
brands follow, such as memes, especially on Facebook and TikTok. However, Akapella
Cafe's social media platforms follow certain trends, but not much to attract Zoomers. They
lack a strategy on how to adapt quickly to social media trends mainly on TikTok which is a
huge attention grabber for customers. They are also challenged to stand out and enter an
already crowded market because it is a highly competitive industry.

With e-commerce, such as online delivery applications, there are some challenges a
business may face. With Akapella Cafe, there is a risk of having a hard time navigating such
platforms, specifically Foodpanda, which is the one they are on. Since there is little reach, if
there is negative feedback from customers, it might affect them more compared to others that
are already reaching more of the market. That is why having other options for platforms is
important.
 National University - Fairview

Good day! We are 2nd-year Bachelor of Science in Business Administration Major in

Marketing Management students from NU Fairview and are surveying as part of our
requirement in our Business Analytics and Marketing Metrics subject.

This survey will only take 5 to 10 minutes of your time. We humbly request that you answer
this questionnaire with the utmost honesty. Thank you for your cooperation.

Do you agree to answer this survey and share your opinion and experience about Akapella
Cafe, and do we have your permission to use the data gathered? We assure you that this
information is protected and will only be used for our subject task.
Yes, I give my consent
No

1. Age:
15 to 21 years old
22 to 29 years old
30 to 44 years old 45
years old and up

2. Sex:
Female
Male
Rather not say

3. How often do you buy food or drinks at Akapella Cafe?

Rarely
Sometimes
Often
Daily

4. Do you follow any of Akapella Cafe’s social media accounts (Facebook,

Instagram, or TikTok)?
Yes
Not at all
5. Are you aware that Akapella Cafe uses Food Panda for food and drink
deliveries?
Yes
Not at all

6. How often do you see or interact with Akapella Cafe’s social media posts?
Never
Rarely
Sometimes
Often

7. Did you ever re-purchase food or drinks from Akapella Cafe because of their social
media posts or promotions?
Yes
Not at all

8. Which of these social media platforms do you use the most?

Facebook
Instagram
TikTok

9. How often would you use online delivery apps, if available, (Foodpanda,
GrabFood, etc.) to buy Akapella Cafe products?
Never
Rarely
Sometimes
Often