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370 Lim Huey Nee & Mazilah (2022)

preliminary study conducted on May 28, 2021, a questionnaire was distributed to 30 existing customers of Roumummy Bakery as
respondents; the company owner Mrs Hoe distributed the Google Form; the researcher concluded it into a research framework.

1.5 SWOT ANALYSIS

SWOT Analysis was used to determine the overall functional and operational assessment of Roumummy Bakery.

Figure 1.1: SWOT Analysis of Roumummy Bakery

The SWOT analysis figured out the strengths, weaknesses, opportunities and threats of Roumummy Bakery (Gurl 2017). The analysis was
collected from the social media comments of Roumummy Bakery and the questionnaire completed by 30 respondents of Roumummy
Bakery. The strengths of Roumummy Bakery were tasty, excellent service provided, attractive packaging, promotion such as vouchers and
the lower price at specific festivals, personalised products, and online ordering. The company's weaknesses were fewer baking products,
delay in Facebook and Instagram replies, late delivery, immature customer service dealing, lack of promotion, high price, irregular operating
hours, and inconsistency of product quality due to handmade.

The pandemic brought opportunities to Roumummy Bakery because its varied business models such as online ordering and food delivery
have more advantages than competitors. Besides, there was a lack of competitors in the areas, which are Segamat, Labis, and Chaah.
Technology was one of the opportunities for Roumummy Bakery to operate the business through social media platforms including Facebook,
Instagram, and WhatsApp. The machine is also an opportunity for Roumummy Bakery to help with baking. The threats were the economic
situation during the pandemic. Customer income during a pandemic reduces, and the purchasing power of customers decreases. According
to Kleessen et al. (2007), baking products could be categorised as a snack, not staple meals. Customers will be forced to give up this
purchase.

1.6 PROBLEM DIAGNOSIS

Fishbone analysis has been applied to deepen the researchers’ understanding of the problem.

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