Question
Hasan Bakery is a bakery business located in Atlanta,Georgia. When the owner, Hasan Abdul, purchased the business three years ago, it consisted of a single
Hasan Bakery is a bakery business located in Atlanta,Georgia. When the
owner, Hasan Abdul, purchased the business three years ago, it consisted of a
single site with baking facilities and a retail store and cafe. Based on market
research with the bakery's retail and cafe clientele, Hasan began to change and
expand the product offerings to increase the volume of sales and margins. He also
began a new line of business, wholesaling to local restaurants and high-end grocery
stores within a 20-kilometer radius of the bakery.
Based on the success over the past three years (see Exhibit 31.1), Hasan has made a
strategic decision to expand his wholesale business, with the goal of tripling profits
over the next three years (see Exhibit 31.2). He expects to accomplish this by: (1)
covering a larger territory (i.e., expanding to a 120 km radius) for wholesaling to
local restaurants and independent grocery stores across the entire Greater Atlanta
Area, and (2) introducing a new business line, white label products that he can
supply to major supermarket chains.
To realize this strategy, Hasan has leased and outfitted a separate baking facility
to be primarily dedicated to supplying the wholesale business. Hasan also hired a
full-time vice president of sales and marketing (see Exhibit 31.3 for a summary of
the Hasan Bakery management team) to take over from him on the wholesale
side. Finally, he purchased a second previously owned delivery truck and hired a
full-time distribution manager.
Growth in the first three years is attributable to enhancement of product offerings
and continual drive to find efficiencies in operations. In year 4, the new baking
facility will open. It is expected that it will take several years to add new wholesale
customers and wholesale products. Therefore, there will be unutilized capacity
in the new facility. It is anticipated that expanding the wholesale business will, at
least initially, require an increased level of product development, marketing, sales,
and distribution.
Exhibit 31.3 The Hasan Bakery's Team
- Hasan Abdul, President and CEO. After a successful legal career, Hasan
decided to pursue his dream of being an entrepreneur. He has a passion
for fine food and is committed to providing his customers with high quality,
wholesome, and artisanal products.
- Lana Cooper, Manager, Accounting. Lana is a Chartered Professional
Accountant who came to Hasan Bakery with five years' experience
in several finance roles at a furniture retailer. She joined Hasan Bakery
halfway through its third year of business. She is the company's first in-house accountant. Prior to her joining, the accounting was done
by an external bookkeeper on a contract basis. Lana has begun to introduce more systematic accounting processes. She is also working with
Hasan to develop more forward-looking reporting, including projections and forecasts of revenues and costs.
- Danis Silver, Vice President, Sales and Marketing. Danis was hired near
the end of year 3 when Hasan decided to expand the wholesale business.
Joe is a classic salesman; he's outgoing and optimistic. He has nearly
10 years' experience in the grocery business.
- James Cruz, Manager, Baking Operations. Hasan hired James as the head
baker for the retail bakery at the beginning of year 1. James is a true artisan
who successfully developed the new products that have been responsible
for the increases in sales in the cafe and retail bakery in its first three
years of business. He also runs a tight ship and has managed costs well,
despite shifting to products with higher-cost ingredients. With the opening
of the new commercial baking facility in year 4, Hasan has received
a promotion to Manager of Baking Operations for both the retail and
the commercial facilities. He will now spend less time working with
his hands and more time overseeing junior bakers while managing the
expenses at the commercial baking facility.
- Jonathan Ester, Manager, Distribution. Jonathan has been hired
by Hasan to manage distribution to the expanding roster of wholesale
customersboth restaurants and other retailers. He has worked in the
trucking field for 15 years. He will expand and supervise the existing
team of drivers who were hired in year 2 to distribute product to wholesale
customers. Hasan has also made it clear that he expects Jonathan
to find efficiencies and reduce shipping costs.
- Kate Mendel, Manager, Retail Operations. Kate has been with the
company since it started. In fact, she worked for the previous owners.
She is the only full-time retail sales employee. She is friendly and adored
by customers and the many part-time sales associates. However, she is
less interested in paperwork and is finding it challenging to learn the
new accounting procedures that Lana is implementing.
QUESTIONS
Answer the following questions to identify the key operational risks that Hasan and his team
need to address.
5. How large of an impact might those key risk factors have? Hint: Use scenario analysis to
explore the full range of potential outcomes.
Exhibit 31.1 Financials for Past Three Years (Actuals) (all figures in $000's) Year 3 Year 2 Year 1 Income Caf Retail Bakery WholesaleRestaurants Wholesale-Other Retailers Total Revenue Operating Expenses Cost of Inventories Sold Marketing, General, and Administrative Total Expenses Net Income 300 718 410 359 1,786 273 624 234 312 1,443 246 562 0 0 807 1,349 361 1,710 76 1,090 291 1,381 62 610 163 773 35 Exhibit 31.2 Projections for Next Three Years (Projections) (all figures in $000's) Year 6 Year 5 Year 4 Income Caf Retail Bakery Wholesale-Restaurants Wholesale-Other Retailers Total Revenue Operating Expenses Cost of Inventories Sold Marketing, General, and Administrative Total Expenses Net Income 348 831 960 4,306 6,444 331 791 768 2,153 4,043 315 753 614 1,076 2,759 4,926 1,301 6,227 3,105 816 3,921 121 2,175 557 2,732 27 217Step by Step Solution
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