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The Yummy Bakers & Sweets Case Study:

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Table of contents
Introduction . 03
History of YBS 03
Present Condition 03
Map view . 03
Vision and Mission . 04
Product Manufacturing ... 04
Management & employees . 04
Business Structures . 04
Core Value of YBS . 05
Opportunities and Challenges . 05
Marketing . 12
Competitors 06
Competition Bases .... 07
SWOT Analysis . 07
E.F.E ... 09
I.F.E . 09
Financial analysis . 10
Cultural and social class . 12
Recommendations .. 14
Conclusion . 15
Remarks . 16




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The beginning
In the area of Sariab Road, Quetta, YUMMY took start with a medium shop. The concept of
fresh, healthy and hygienic food in affordable prices achieved quick popularity among bakery
customers. The bakery products for breakfast were provided in limited areas. Yummy Bakers
& Sweets become very popular in its first year. The huge number of customer are willing to
be touch with YBS. Where in Sariab area it among the list of top bakeries due to few
Bakeries.
History
Abdul Zahir s/o Takari Abdul Razzaq, the Founder and Chairman of YUMMY, started his
journey with his cousins Kamran Khan and Abdul Raziq, the unique concept of hygienic and
healthy food on 19th March 2013 in Sariab Road. They bought three big shops at Green
Town at the cost of Rs. 6,600,000 on the month of December 2012. After that furnished the
shop by latest tiles and decoration pieces which cost them Rs. 300,000. After searching in net
and thinking a lot then finalized the name of the Bakery '' The Yummy Bakers & Sweets
(YBS)''. Mr. Zahir who is the owner of YBS appointed his cousin Mr. Kamran as manager.
The Yummy Bakers & Sweets (YBS) started out by selling fresh bakery products and sweets
to its local customers. They are in the process of being listed in the registered category. They
are giving subsidiary for supply cost for just being in the top of the bakery in Sariab to attract
the customers. We see his journey starts in fact from the day he planted the idea of bakery
products at Yummy Bakers & Sweets opposite University of Balochistan, where they had
served his best for almost last one years in the same field and got his expertise.

Present Conditions
Yummy Bakers & Sweets (YBS) produce Rs. 35,000 Bake products daily serve its customers
with fresh bread, cake, butters, biscuits, cookies, Flavors for Biscuits both soft and hard
dough, Cookies, wafers, cream fillings and other baked products.
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Vision
The vision of YUMMY, throughout is to provide a quality food in affordable prices. The
Vision of Abdul Zahir was higher than any crisis. Since he belongs to well-known family,
sincerity and integrity has been his code of conduct. He has strong believe in Allah that He is
providing whatever he has. His entire Life is an example of it. Although now the care takers
of the YUMMY Bakery are he himself and his cousins. But his vision remains unchanged
over the time.
Mission
In this age of rapidly changing life styles consumers are driven to change their eating habits
constantly. YUMMY responds to their desires and extended its existing product line.
YUMMY has built a huge network of retail shops/mini bakeries all over Sariab and now
stepped towards Satellite Town, Qambarani road and Raisani road.
Product Manufacturing
We aim to make your life more pleasurable through nutritious methods and latest machinery
in our factories. YUMMY is planning to launch its own factory in the area of Sariab Road.
The milk products are processed under the scientific methods with the help of latest bakery
machineries and supplied fresh.
Bakery

YUMMY first started its bakery where only products of breakfast were provided in the
beginning. But YUMMY is presenting now more than fifty varieties in bakery products.
Mithai

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After the success of bakery products in 2012 Yummy decided to fill Sweetness in your Life.
YUMMY produced Mitha is with fresh and pure ingredients. YUMMY has its own plant for
making fresh varieties of mithai. That is why YUMMYs unique and innovated taste in Mitha
are always appreciated.

Breads

Now Yummy has willing on March to introduced plain milky as well as multi grained and
high fiber breads in different flavors and textured looks. Which promotes healthy digestion,
weight loss and also stabilizes cholesterol and sugar level in blood. Especially for Sugar
Patients.

Business Structure
Though Yummy Bakers & Sweets is new in the market but its supply of breads and bakers
products are being supplied in all over the Sariab, Raisani road, Kirani road, few areas of
Satellite town and Sariab link road. There are 35 mini Bakeries who are purchasing Bread ,
cake, sweets etc from YBS on daily bases.
Cause Marketing & Core Values
Ingredients with a Purpose is one of the key philosophies behind the bakery at Everyday
Gourmet. Each and every ingredient containing nutritional or functional value means that
your body will actually use that ingredient for a purpose. Your body utilizes real nutrients for
energy to feed your cells, skin, nails, hair and all of your organs, resulting in a healthier body.
We also strive to use only the finest Natural, Organic and Fair Trade ingredients continuing
our mission of providing you with the finest snack foods and baked goods available today.
We consistently search the globe for innovative, functional ingredients to compliment our
products, always trying to provide customers with as many nutritious energy producing
calories as possible.
When making the decision to use a new ingredient we research the supplier and its ethical
practices, so our loyal customers can feel confident about the quality and origin of ingredients
in their purchase.
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Weve committed to you that every ingredient we use has a purpose, but its just as important
to us when a supplier has a critical mission or purpose.
Core values of YBS
Integrity
We are driven by our ethical and moral principles to practice business with
honesty and openness. We hold ourselves accountable to our customers,
our suppliers, and our employees to live our mission and core values.
Sustainability
We see the big picture. Pearl takes responsibility for its role in the
farmer-miller-baker-consumer connection and for its impact on the local economy
and the environment. We consider stewardship in all of our decision-making.
Quality
We start with the best ingredients and use traditional methods to create
consistently high quality handcrafted bread, pastries, sandwiches, and coffee
drinks. Our commitment to excellence extends beyond our products to the
service and value we provide every day.
People
Our strength comes from relationships. The character of our business is unique
because of the people we employ, the community we serve, and the local businesses
and farmers who provide us with quality ingredients.
Respect
We care. At the heart of the bakery is a deep appreciation for the principles of
traditional baking and for the community we impact.


Opportunities and Challenges in Bakery
The grain-based baking and cereals industries have a lot to contend with these days.
Some issues, like rising commodity and energy prices are washing over the entire
industry. But others tend to hit baked goods squarely in the eye, such as consumers
shifting notions of healthy foods, gluten-free and acrylamide concerns. And thats
coupled with a mostly mature market predicted to experience only modest growth.
Competitors
Yummy Bakers & Sweets is new in the market compair to their rivals. In the list of their
rivals are so many but YBS is focusing and willing to beat its near one Bakeries. YBS has
four main competitors, which are follows;
1. Naveed Bakery.
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2. Al-Salwa Bakery.
3. Noor Bakery.
4. Zehri's Bakery.
These are the main rival to YBS because they 2 minutes drive far from each others. Their
sales are also same in some respect because of area.
Competition bases:
Yummy competition is based on
1) Speed
2) Cost
3) nutrition

Speed:
Yummy competes on several bases mainly to make their customers happy by providing
speedy, affordable and nutritious food
Through extensive market research and survey the organization discovered that its customers
desire speed as one of the restaurant top priorities. Therefore yummy vision aims to provide
fast friendly and accurate service.
Cost:
To offer high quality product at low cost require efficient processes throughout the entire
yummy organization
Nutrition:
yummy third main competitive base is nutrition. the organization understands that health
trend is an increasingly popular trends therefore the organization has recently focused extra
ordinary efforts to promote their new nutritious choices.
Corporate social responsibility:
At yummy making customers happy is what our business all about. And we know it take a lot
to make that happen. Yummy work hard to provide every customer with a choice of bakery
products. And an experience that exceeds their expectations
Although the company strives to compete on several bases their ambient goal is customer
satisfaction. They reach this goal through a variety of effort. Yummy visionary goal is to
continually improve their organization. Management continuously checks every aspect of the
restaurant throughout the day. In addition to short term continual improvement yummy
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organization also think ahead for long term improvement. To ensure that they serve 100%
safe food yummy conducts food safety test multiple times throughout the day.
Along with internal improvement to the organization yummy also collect external
information from its customers to discover which aspect could be improved. The manager is
supposed to talk to at least one customer during each travel path and the manager can
immediately react to this direct face to face communication.
Marketing strategy:
The marketing mix and market research
Having identified its key audiences a company has to ensure a marketing mix is created that
appeals specifically to those people.
The marketing mix is a term used to describe the four main marketing tools (4Ps):
product
price
promotion
and the place through which products are sold to customers.
Using detailed information about its customers yummy marketing department can determine:
1. What products are well received?
2. What prices consumers are willing to pay?
3. What TV programmes, newspapers and advertising consumers read or view?
4. What restaurants are visited?

Market research
Market research is the format which enables Yummy Bakers & Sweets to identify this key
information. Accurate research is essential in creating the right mix to win customer loyalty.
In all its markets yummy faces competition from other businesses. Additionally, economic,
legal and technological changes, social factors, the retail environment and many other
elements affect yummy success in the market.
Market research identifies these factors and anticipates how they will affect people's
willingness to buy. As the economy and social attitudes change, so do buying patterns.
Yummy needs to identify whether the number of target customers is growing or shrinking
and whether their buying habits will change in the future.

Market research considers everything that affects buying decisions. These buying decisions
can often be affected by wider factors than just the product itself. Psychological factors are
important, e.g. what image does the product give or how the consumer feels when purchasing
it. These additional psychological factors are significantly important to the customer. They
can be even more important than the products' physical benefits. Through marketing, yummy
establishes a prominent position in the minds of customers. This is known as branding.




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External Factor Evaluation (E.F.E)
KEY EXTERNAL FECTORS WEIGHT RATINGS WEIGHTED SCORE
Opportunities
1. National Expansion. 0.06 1.6 0.096
2. Tax Relaxation. 0.03 2.0 0.06
3. Innovation in product process. 0.04 2.3 0.092
4. Launching new technology. 0.05 1.8 0.09
5. Producing new Bake products. 0.06 3.0 0.18
6. Quality Service. 0.07 2.1 0.147
7. Customer care by home delivery. 0.06 1.1 0.068
8. Introduce online services. 0.08 1.2 0.096
9. Expand businesses at national level. 0.06 1.9 0.114
Threats
1. Demand of low calories Products. 0.08 1.7 0.136
2. Huge number of competitors. 0.07 2.0 0.14
1. Suppliers monopoly in area. 0.05 2.5 0.125
2. Electric and Gas load shedding in Sariab. 0.04 1.5 0.06
3. Political instability 0.06 1.8 0.108
4. Terrorism and Extremism. 0.07 2.5 0.175
5. Un-certain events. 0.05 1.6 0.08
6. Shortage of commodities. 0.07 3.2 0.224
Total 1.00 1.99


Internal Factor Evaluation (I.F.E)
KEY INTERNAL FECTORS WEIGHT RATINGS WEIGHTED SCORE
Strengths:
1. Quality is their first aim. 0.12 3.1 0.372
2. High qualified management. 0.09 3.2 0.288
3. Useage of new technology. 0.07 2.5 0.175
4. Time management. 0.10 3.0 0.300
5. Healthy food for diet conscious people. 0.05 4.0 0.200
6. Consistent expansion of stores. 0.08 3.4 0.272
7. Huge number of resalers. 0.07 2.0 0.140
Weakness:
1. Unskilled and uneducated employees 0.07 2.1 0.147
2. Lack of home delivery services. 0.08 1.9 0.152
3. Lack of on line advertisement. 0.06 2.8 0.168
4. Lack of new ideas and innovation. 0.08 3.2 0.256
5. Huge number of competitions. 0.06 1.7 0.102
6. Limited resources. 0.07 2.3 0.161
Total 1.00 2.602
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Balance Sheets of Yummy Bakers & Sweets
ASSETS LIABILITIES AND EQUITY:
Cash Rs. 800,000 Accounts Payable Rs. 1,000,000
Land 4,200,000 Utilities Payable 401,000
Building 2,300,000 Unearned Revenue 285,000
Accounts Receivables 1,200,000 Interest Payable 105,000
Notes Receivables 900,000 Notes Payable 209,000
Vehicles 500,000 Total Liabilities Rs. 2,000,000
Equipments 900,000 Equity:
Inventory 200,000 Owner's Equity 9,000,000

Total Assets Rs. 11,000,000 TOTAL LIA & EQU. Rs. 11,000,000
Income Statement of Yummy Bakers & Sweets
Per Month Per Year
Percentage
Sales Rs. 1,250,504 Rs. 15,006,048 100%
Less: Cost of Goods Sold 625,000 7500,000
Gross Profit 625,252 750,6048 50.0%
Less: Expenses:
Salaries Expense 150,000 1,800,000
Electricity & Gas bills 32,000 384,000
Telephone Bills 8,000 96,000
Maintenance and Repair 15,000 180,000
Miscellaneous Expense 12,000 144,000
Transportation Expense 14,000 168,000
Other Expense 9,000 108,000
Total Expenses Rs. 240,000 Rs. 2,880,000 19.1%

Earnings before Tax Rs. 385,252 Rs. 4,623,024
Taxes @12% 46,230 554,760

Net Income Rs. 339,022 Rs. 4,068,264 27.1%

Social Responsibility
At Yummy Bakers & Sweets, we follow the Social Responsibility Program designed
around activities that address the challenges in which society is currently immersed.
We center our efforts on four programs:
Committed to your Health
Committed to the Environment
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Committed to our Associates
Committed to our Community
Committed to your Health
Our Bakery has always been keen on fostering the adoption of a healthy life style, which
includes a well balanced diet as well as frequent physical activity. Through our
"Committed to Your Health" program we have undertaken action in four specific areas:
Healthy Products
Promotion of Physical Activity
Nutritional Education
Alliances and Research
As part of our ongoing commitment to offer a healthier mix of products that cater to the
different needs of our consumers.
Current initiatives under implementation include producing only 0g trans fat products
and we are developing products with less sodium. We have also been introducing new
products with added benefits such as prebiotic breads; products with extra fiber, products
with phytosterols for cholesterol reduction, as well as products containing Omega 3 for
cardiovascular health. We have also been introducing products with less than 100
calories per serving.
Committed to the Environment
Our concern for the environment is genuine and we believe that we can all do our part to
heal our planet so that present and future generations may come to enjoy it as well. Our
goal is to be a company that stands out for its care of the environment through a
rational use of natural resources by implementing efficient and profitable technologies.
We are also helping to develop an environmental culture among our personnel,
customers, suppliers and society.

Our commitment with the environment revolves around five
key areas:
Power and energy savings
Reduction of air emissions
Water savings
Integrated waste management systems
Environmental stewardship
For each one of these areas we have set specific annual objectives. We have a dedicated
team of environmental specialists.
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Committed to our Associates
Our associates are at the heart our company. They are key to our success. In fact, some of
our associates have been working for the company for over last 1 years. We appreciate
their everyday contributions and are committed to helping them reach their full potential
by offering a healthy and safe work environment in which the Person is at the center of
our Values.
We make our best efforts to offer development opportunities for associates who
demonstrate a commitment to service to our Customers, our Consumers, their peers and
the community. Some of these opportunities include a tuition reimbursement program for
associates wishing to complete their bachelors degree or pursue their graduate studies.
Committed to our Community
In addition to our constant focus on improving internal operations, we also contribute to
the general well being of our society. We want to contribute by being responsible
corporate citizens and by sponsoring programs that benefit children, education, nutrition
and the environment.

Diversity
At YBS, we operate in a multi-cultural marketplace. Therefore, we believe that having
a workforce comprised of people from different backgrounds and life perspectives
working in every level and area of the organization is key to our success and critically
important to our employees.
YBS is an equal opportunity employer and does not discriminate against qualified
applicants on the basis of race, colour, creed, religion, ancestry, age, gender, marital
status, national origin, disability, veteran status or any other legally protected status.
YBS will endeavour to make a reasonable accommodation to known physical or
mental limitations of a qualified applicant or employee with a disability to enable
them to perform the essential functions of their job.







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Recommendations:
1) Yummy should develop menu choices that are healthy and socially acceptable.
2) Use local food sources where possible
3) Localizing its management teams in managing the operations and decisions making
regarding the Quetta market.
4) R&D product development
5) Yummy B&S should open many franchise in different places.
6) Yummy B&S could be able to develop new products in new tastes to better satisfy the
local market needs.




















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Conclusion:
Yummy started its operations in 2012 and now it is leading bakery products service in Quetta
for its valued customers. There are many challenges for this company to do business in
Quetta regarding religious, cultural and political aspects. Mostly people belong to the middle
class so food prices are also a big problem in Quetta. The strategy of the company focuses on
offering different products services as compare to its competitors. The project of extending
the business should not be done unless they bring a stronger marketing plan that focus on the
price of Yummy menu.





















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References

www.business.com
Review different Case Studies.
Senior Students Guidelines.
Teachers Suggestion and Support.




















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Remarks