Apple Bakery: case study: company analysis / Muhammad Ali Yusri … [et al.]

Apple Bakery is a start-up bakery retail establishment located in Bertam, Melaka. Apple Bakery expects to catch the interest of a regular loyal customer base with its broad variety of pastry products. The company plans to build a strong market position in the town, due to the partners’ industry experience and mild competitive climate in the area. Apple Bakery aims to offer its product at a competitive price to meet the demand of the middle-to higher-income local market area residents and tourists. Apple Bakery is incorporated in the state of Melaka. The business is a sole proprietorship. It is managed by their owner, Mrs Nurhaslinda. Mrs Nurhaslinda has extensive experience in sales, marketing and management. The company intends to hire two full-time pastry bakers and two baristas to handle customer service and day to day operations. The bakery provides freshly prepared bakery and pastry products at all times during business operations. Six to eight moderate batches of bakery and pastry products are prepared during the day to assure fresh baked goods are always available. The retail pastry industry in Melaka has recently experienced rapid growth. Apple Bakery wants to establish a large regular customer base, and will therefore concentrate its business and marketing on local residents, which will be the dominant target market. This will establish a healthy, consistent revenue base to ensure stability of the business. Apple Bakery anticipates sales of about RM 300,000.00 in 2019 and the profitability for 2020 is down. Even though they still have a profit, it's still worse compared to previous years. But it happened unexpectedly due to Covid-19 pandemic. The whole economy globally is facing the same impact. The bakery aims or mission is expanding the production of quality bread products through a sustainable production technology application. Besides, they want to offer high quality products to customers.