Page 10 - Getting the Secret Recipe Right

7.0 SUGGESTION

Baker’s Cottage is a café and bakery that provides pastries, cakes, mooncakes, buns and
roasted chicken. It provides halal products with an affordable price, comfortable dining space
and provide catering services too. Their outlets are not attached to any mall or shopping
complex and currently only available on 6 states in Malaysia. To date, Baker’s Cottage is only
provided 15 variety of cakes, and only a whole cake is for sell.

From my point of view, Baker’s Cottage current
practice is using penetration strategy for its initial
price, price range around RM40 to RM70. By using
this strategy, it helps them to create customer
awareness about their business and already
collected loyal customers, but only limited to that

particular group. The potential market is limited to
certain area because the news spread was not
strong enough (marketing activities were less
aggressive).

My suggestion is for Baker’s Cottage to create a

collection of new cakes with higher quality
ingredients, design and packaging with
introduction price starting RM100. Enhance the
product VTC together with more aggressive

marketing promotions to attract more customers
to try the worth of their product. If their product
successfully fulfill customer expectation, customer
will remain loyal and spread the news to new
potential customers even faster.

09 Geting the Secret Recipe right