FACULTY OF BUSINESS AND MANAGEMENT

MGT028 GROUP ASSIGNMENT

PREPARED BY:

NAME STUDENT ID PROGRAMME CODE

ELLYSSA LEMBA ANAK JENA 2022544617 BA003

KAREN GUNIN ANAK KELI 2022930791 BA003

PREPARED FOR:

MADAM GLORIA PANIT

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 TABLE OF CONTENT

No. Content Page

1 Introduction 3

2 Form of Business 4

3 Managing the Business 5-6

4 Product 7

5 Price 8

6 Location 9

7 Promotion 9-10

8 Conclusion 10

9 References 10

10 Appendices 11

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INTRODUCTION

Company background

Dewberry Patisserie was initiated in the year 2022 by Ellyssa Lemba anak Jena and her
colleague, Karen Gunin anak Keli. A few months ago, Ellyssa graduated in the Business
Marketing course from the University of Technology Mara and planned to open her own
bakery shop to sell various scrumptious delicacies. Working together with her colleague,
Karen, they established a plan to start Dewberry Patisserie to make use of their baking skills
by selling delicious pastries and cakes. They also made use of their unique knowledge in
Business Marketing to manage the bakery shop together.

Vision

1. It is our vision to be passionate about baking innovative products that taste great and
make every eating experience more satisfying.
2. We will never compromise our product quality or family values, and we will work
each day to exceed customer expectations one order at a time.

Mission

1. Our goal is to provide all of our customers with an unparalleled product and
experience.
2. We commit to satisfying our customers with delicious baked goods.
3. We will constantly provide outstanding customer service and believe that customer
satisfaction is our ultimate goal.
4. We aspire to bring creativity to our menu so that customers find enjoyment in our
baked goods.
5. We pledge to bring and prepare baked goods of exceptional quality to bring special
joy to our customers.

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FORM OF BUSINESS

Limited Partnership

Dewberry Patisserie is a limited partnership company. In a limited partnership, some of the

partners have limited liability. These limited partners share in the firm’s profit or losses, but
do not take an active in managing the company. However, a limited partner must have at least
one general partner who accepts unlimited liability. The general partner manages the
company, receives a salary, and participates in the firm’s profit or losses.

Board of Directors

1. Ellyssa Lemba anak Jena- Founder & CEO

2. Karen Gunin anak Keli- Chief Baker

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MANAGING THE BUSINESS

Planning

Planning helps an organization to run smoothly to achieve its goals. The planning process
begins by setting objectives, and targets and formulating plans to accomplish them.

1. VISION

Making well-known pastries and cakes in Malaysia and being able to enter various
foreign countries such as Korea, Japan, Thailand, and Indonesia.

2. MISSION

Offers high-quality and fresh baked goods and satisfies the taste buds of customers of
different ethnicities and nationalities.

Organizing

ORGANIZING STRUCTURE:

We sort out our organization by serving and selling delicious baked goods to foodies and
pastry lovers and develop a repertoire of baked goods that stand apart from those sold at
local sources or made by individuals. Hence, this is beneficial to appear appealing to
residents. Our company seeks to hire the best possible employees and provide
opportunities to develop their potential. We are committed to maintaining a safe work
environment for all those employed. The company professionally caters to our customers
by providing high-quality goods and services at a reasonable price, obtaining their respect
and loyalty to achieve sufficient points for its future growth.

Board of Directors:

1. Ellyssa Lemba anak Jena- Founder & CEO

2. Karen Gunin anak Keli – Chief Baker

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Leading

Ellyssa Lemba anak Jena is the founder and CEO of this company. Her responsibility
includes setting and implementing the company’s vision and mission while making sure it is
unique and attractive to potential customers. Other than that, she is also responsible for the
payment of salaries and signing checks and documents on behalf of the company. She also
proceeds to inspire and acknowledge the company’s employees and help them work on any
weaknesses and create a culture in the workplace where everyone feels like they belong and
contributes something worthwhile.

Controlling

Controlling is the process of assessing the organization’s progress toward accomplishing its
goals. The control process is as follows such as set performance standards (goals), measure
performance, compare actual performance to established performance standards, take
corrective action (if necessary), and use information gained from the process to set future
performance standards.

Control systems used:

• Annual targets
• Quality control
• Unit performance
• Financial controls
• Branch performance

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MARKETING

Products

1) Dewberry Patisserie
The products that our company offers to satisfy the taste buds of our customers. To
manage our bakery, we have various delicacies to display to our customers. High-
quality ingredients were used to create our homemade baked goods. Since product
quality is very important, we chose high-quality ingredients.

Ingredients used by Dewberry Patisserie:

• Grade AA unsalted butter

- Butter is naturally sweet, but the addition of salt can mask most of that
sweetness and also the creamy flavour of natural butter.
• Agave Nectar
- Agave nectar comes in various colours and is thinner in consistency
than honey. It is favourable for sweetening cold beverages as it
dissolves quickly.
• All-purpose flour
- This flour is often bleached to give it a clean, white appearance and
enriched to include nutrients that are lost due to the removal of the
germ and bran.
• Canola Oil
- One of the best oils for heart health, canola oil has less saturated fat
than any other oil and helps to cut cholesterol levels.
• Milk & Cream
- It contributes to texture, flavour, nutritional value, keeping quality, and
crust colour.
• Eggs
- Yolks contain natural emulsifiers that help produce smooth batter and
contribute to volume and texture.

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Pricing

The prices for our products:

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Location

We chose to initiate Dewberry Patisserie at a strategic place with a nice view. We advertise
our products where children and young adults were frequently seen to catch their attention
with our baked goods that are going to be displayed near the store window. The location we
chose is very strategic, convenient, and close to the target market since we are in a place that
is the focus of the public, and close to residential areas.

Promotion

Our company developed several promotional strategies. This is to create awareness, provide
information, retain loyal customers, identify potential customers and increase the use of our
products.

a. Advertising

i. Printed:
• Business cards
Business cards are the easiest way to share business contact information with
other business people and prospective customers and clients.

ii. Digital:
• Social media platforms
Social media has its way of having a positive impact on marketing a product.
Hence, we have developed several platforms that are easily accessible to
customers such as a website, Instagram, Tiktok, and Facebook.

iii. Outdoor:
• Banners and signboards
We used advertising tools such as banners and signboards. We fixate these
banners and signboards in every residential area that is close to our bakery
premises. We aim to inform the public about the existence of our bakery.

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b. Sales Promotion
There are a few promotional activities and incentives that have been carried out by
Dewberry Patisserie to increase the number of purchases such as:

▪ Discounts during customer’s birthday

▪ Promotions during special holidays and events
▪ Free delivery charge on Fridays.

c. Internet Marketing

Our company promotes our products on social media sites such as Instagram, Tiktok, and
Facebook. The purpose of this is to expand our sales and to inform the public that we are
selling delicious baked goods at a reasonable price. We also provide online reservations
to customers.

Conclusion

In conclusion, it is important to use fresh and high-quality ingredients when baking goods
and serving them to customers. By using high-quality ingredients, customers will feel
satisfied with their purchase since they bought our baked goods at an affordable price. We
also provide discounts and coupons to loyal customers who often subscribe to our
business.

Reference

1. Instagram: @dewberrypatisserie
2. https://www.webmd.com/food-recipes/canola-oil
3. https://www.ajihealthandnutrition.com/solutions/food-beverage/bakery/
4. https://oureverydaylife.com/highest-quality-butter-baking-35950.html

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Appendices

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