1.

Marketing Strategy
In the marketing plan, we did some usable research to analyze our
potential customers within the shop location, competitors’ list and each of their
strengths and weaknesses, and how do we plan to market our products
efficiently so it reached the potential customers effectively.
1.1. Market Research
As for primary research, we do realize that in Varsity Mall itself has
already several shops that sells their products mainly using bread,
even though they do add it with some materials such as beef, eggs,
and vegetables. However, we assume that their products were just
using bread as one of their product’s component. Not their main
attraction or main selling point in the shop.
On the other side which is secondary market, we do gather some
important information mainly from the Internet. It is shown that the
bread industry in Malaysia is growing rapidly as the changing of
lifestyle and globalization.
“The bakery products industry in Malaysia where baked goods
dominates a large share of 62%, recorded avalue of almost RM
2 billion per annum in 2003 with a strong growth of 65 million
over the previous year (Anon., 2003). The bread and the bakery
products market is forecast toexperience a steady growth of
about 4% per annum in the coming years reaching RM
2.9 billion by 2006 (Anon., 2002).” (Ling, C. N., 2011)
1.2. Barriers to Entry
When starting up a business in a small geographical area like within a
university—say, UUM, we still have to care about the barriers that
might be an obstacle for a business to be growing and had a stable
market. Some barriers to entry that might be faced are:
1. Brand recognition challenges. A local business like ours have to
market our product in bigger frequencies so the potential customers
can get information about our products. This will imply in high
marketing costs as well as high startup costs.
2. High production costs. It is a bit difficult to open up a westernized
business in a small city like Sintok where the best ingredients may
 be difficult to get, unlike in big cities such as Kuala Lumpur or Johor
Bahru. Even if the ingredients exist in the arket, the price will
definitely more expensive than in big cities.
3. Finding qualified employees.
1.3. Product Features and Benefits
Our products are mainly a flour-based breads with different types of
innings/toppings/flavours. We are eager to create more new menus
that has never been in the market before but suit perfectly with
Malaysian’s preferential taste. The most important features in our
product is that the raw materials, the tools and machines, and the
processes is labeled as Halal.
Other than that, the most important benefits in our products is that most
of our products are vegan and dairy-free that comes with a tag in each
product so customer will able to know wich products that we
considered as vegan and dairy free. In addition, our breads are using
no added preservative alias we only using natural preservative so the
breads will only edible for maximum three days because we have to
keep it fresh and preservative-free.This is because there is a gradual
changing in Malaysians lifestyle to be healthier and we do put thorough
about it and trying to make a healthy lifestyle as much as possible.
In addition, here we list our product benefits:
 Make sure that the fresh products is guaranteed where the
expire date will be shown in each packaging for customer’s
reference.
 Selling out variety of menus so it will widen the customer
options.
 To emphasize the quality of the product by using high quality
raw materials only.
 To create new products in the market.
1.4. Target Customer
Because our business will be started in the university area, our main
target customer were not in much customer groups. The first ideal
customer for our business is mainly college students in age range 20-
25 years old. Because our target is mostly college students, we are
trying to embrace youth theme into our business such as selling the
products inexspensively, decorate our bakery with latest trend that
youngsters might like it to spend their spare time in our bakery to chit-
chat or have a group project meetings, and have a various of menus
that suit their taste buds.
Other than that, our minor target customer is university staffs such as
lecturers who are more likely in age 30-50 years old that have a
definitely higher income than college students and have more
knowledge or interest regarding such healthy lifestyle. Therefore, we
also have a range of menu that will suit their preferences.
In addition, we also must not forget other regular customers such as
locals and visitors.
1.5. How we will market our products
To make selling activities more efficient and effective so we can
maximize our profit, we have to market our products. Therefore, there
are some ways to market our product that we will conduct later when
the business is open.
The advertising tactics that we plan to use are by online and offline
pamphlet. However, we are more focus toward the online one by using
UUM’s students’ Facebook group which is N.E.W. S.E.E.D that have
more than 25,000 members in it. We will post our business to that
group regularly so that it can be seen by the public. Other than that, we
also build our business website that open for public to see information
regarding our various menus and online order for buck purchase.
For the offline pamphlet, we will put the pamphlet in strategic areas that
can attract people to read the informaton given such as at the bus stop
and at each INASIS’s wall magazine. In addition, we won’t forget
traditional yet very important marketing which is networking and word-
 of-mouth. We will try our best to serve customers so that it can bring
satisfactory and giving testimonials to their relatives and friends.
In addition, there are several ways that we will do to widen our
marketing tactics, such as:
 Giving special offers for events such as Aidil Fitri and Diwali to
increase sales.
 Provide package or special packs especially for events such as
birthday and wedding events.
 Provide trial packs with cheaper price for new products.
1.6. Location
We decided to open up the business at Varsity Mall which is the
biggest leisure place for UUM students to shopping, eat, and do other
activity related to the bank and post office. We will open up the store in
the front end along with other food and beverages stores such as
Richiamo Coffee and Pizza Hut.
There are some reasons and factors to choose the location such as:
1. Varsity Mall is the biggest public place in UUM that oftenly vsited by
students, staffs, and locals to shop their needs.
2. The location of Varsity Mall is able to reach by bus or by foot. In
addition, the availibility for car and motorcycle parking is also
important when determining this location for business.
1.7. Pricing
In determining the prices for our products, we do some in-depth
research to match our price with our target customer’s budget so that it
can sell efficiently. Because our major target customer is college
students, we would like to sell each variation of products below RM 7
so that it will suit their budget and we as a seller still gain profit.
Furthermore, we do have special pricing for selected events such as:
 Give special discount price for every seasonal celebration such
as Hari Raya Aidilfitri, Deepavali, Christmas, and selected days
 Give introductory pricing for each new product released
 Provide regularly commissions to buyers by ranks (e.g. for every
purchase of RM 500 and above will get 20% of commission)
Executive Summary

Our Mission

Opens up a popular cakery and bakery that offers diversity in terms of taste and
flavor with cheap price. Our team will ensure that our products is suitable for our
customer’s preferences and taste.

The Company Management

Bella Dilly Bakery is incorporated in the Universiti Utara Malaysia’s Varsity Mall in
Sintok. The company is owned by Tasnim binti Azmin whom directly have roles and
responsibilities in running the business.

The management of Bella Dilly Bakery consists of co-owners Alifa Zasqya, Nabila
Husna binti Omar, and Hanifah Duratul Hikmah. Both partners will be taking hands-
on management roles in the company. In addition, we also have staffs to handling
daily operation such as cashier, baker(s), and driver(s).

Our Products

Our clients are mostly college students, university staffs, and locals who like to
consume sweet things and flour-based glutton. Bella Dilly Bakery offers a variety of
bakery products, all in Halal certificate, including:

 Cake
 Bread
 Fudge
 Pastry
 Beverages

The Market

Across Malaysia, the bakery business has seen an increasing of growth over years
because of convergence of preferences and taste where it “dominates a large share
of 62%, recorded avalue of almost RM 2 billion per annum in 2003 with a strong
growth of 65 million over the previous year.” (Anon., 2003)
Our Competitive Advantage

 While there are currently businesses offering bakery and cakery products in
Sintok area, only us offer vegan and preservatife-free products for our
customers who likely to have more knowledge and information about healthy
lifestyle.
 Bella Dilly Bakery interior design store will have inspiration from western
coffee shops with lots of vintage and trendy decoration so that the youngsters
will not only enjoy our foods and beverages but also experience the latest
trend.
 All bakery products will be made by a professional baker
 All employees are insured and bonded

Financial Projections

Based on the size of our market and our defined market area, our sales
projections for the first year are RM 35,000. We project a growth rate of 15% per
year for the first three years.

The salary for each of the co-owners will be different from RM 936 up to RM
1126.65 based on their roles and responsibilities in the business. On start up we
will have two trained baker to produce our cakes and bread and expect to hire
two more this year once financing is secured. Other than that, we also hire a
cashier while for this time being Alifa Zasqya will be accepting delivery and sent
them by car, but we plan to hire a full-time driver this year as well.

Start-up Financing Requirements

We are seeking an operating cost of RM 54,000 to finance our first-year growth.