Dhennys Steven Manggala (29112566), Gillan Gemma Prasetya (29112560) DBC HOSPITALITY AND CULINARY : 3 Fellers Bakery Issues

s 1. How big a business did she want to build? 2. What was her end game? 3. Did she want to build something for her children to take over? 4. Should she focus on meeting the needs of Whole Foods first by expanding into all its Mid-Atlantic stores? 5. Should she diversify her customer base? 6. Should she try to be a first mover and go national with her cookie and biscuit dough by selling through big national grocery chains? 7. How would she finance production expansion? 8. Could she manage a bigger business? 9. Her love was creating new recipes and producing beautiful great-tasting desserts but would growth take her away from that? 10.Should she partner with someones? 11.Should she outsource production? 12.If so, how would she protect her trade-secret flour recipe? 13.Should she open more retail locations? 14.Should she wholesale her products to local bakeries throughout Virginia? 15. How should Feller grow her business?

3 Fellers products were actually only sold to the 10 Whole However demand Foods there for 3 stores. was a

Fellers

products from other Whole Food stores in the Dictrict of Columbia and Maryland. And then Whole Foods requested the freshly baked cakes and other desserts to sell in its bakeries. The demand from Whole Foods could soon exceed its current capacity to provide. Based on research, shown the lack of competitive gluten-free frozen cookie dough or biscuit products on the market anywhere else in the United States. In addition, many local bakeries that did not carry gluten-free products had approached Feller about selling her products in their retail outlets. Fellers can be a first mover in gluten-free product and sell it to such centralized national grocery chains but she would need to buy the equipment to produce, a package, seal, and freeze-dry the dough in volume quantities. Feller had been approached by two businessmen. They had experience in the baking business and wanted to include her in building and operating a gluten-free baking plant. It would be a joint venture as the three of them would be partners in the baking business and use her recipes. If Fellers do the joint venture, its would be a big opportunities that she can expand her products rapidly to national market. But Fellers also must protect her secret recipe. Her secret ingredients was her own flour mix, the product of 12 months of trial and error experimentation. This is the dilemma for Fellers.

Actually so many people has known that Feller invented the gluten-free products. Its can be the leverage for her brand. Brand 3 Feller has a chance to be first mover and also can have power to monopoly in gluten free products. Feller should do the joint venture with two others businessmen and make the organizational infrastructure. They could shares duties and would be more stable to set up the baking plant business. But her son Mike must include in the organizational infrastructure. So he can get the experience from two others businessmen. Hopefully he become the CEO in reality business and also in case if Fellers get kick out the ventures. So that Fellers can expand her products rapidly, more stable, and secure her positon in company.According to Feller viewed her success, Feller should what she love to do. She very love baking and decorating cakes. Its the guidance counselor for her. She very enjoy the look of a 10 year old boy upon receiving his first decorated birthday cake that he can eat that is gluten free. So in organizational infrastructure, she should be placed on the research and development product. She can diversify her customer base. So the products sold will be more innovative and striking into the hearts buyer. By placing Feller in research and product development, his son and two other businessmen focused on marketing and finance. So that these businesses can thrive and meet the demand in the national market. The result not only fast turnover will increase, Feller can still do what her passion, and her son can learn a lot about the bakery business from two businessmen.