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Nazia Karim, aged 24 years, has recently finished her BBA Degree from American International UniversityBangladesh. From her childhood, she has had a passion for "Baking" for herself and her family. So, she was inspired to be a prominent Baker and open her Bakery shop where she can make and sell different items like Cakes, Cookies, and other baking items. She fantasized about becoming a famous baker one day and thought of having a bakery brand of her own. As her BBA Degree is completed now, she thought that this is the right time to initiate and plan to realize her dreams. When she shared her views and ideas with her friends, she was well supported as everyone liked the new business concept. But situations became a little complicated when she finally approached her parents with her business idea. Initially, her parents did not fully accept her decision to start a new business. As both her parents are bankers, they wanted her to pursue her career in any corporate or bank after completing her MBA Degree. Seeing Nazia's passion for baking cakes and other bakery items and listening to her plans to start a venture of her own, her parents eventually could not say "NO!" to her ambition but placed a condition that she needs to complete her education first. Then if she wants to pursue her business idea, they will not have any objection to it. Meanwhile, she will gather more knowledge and expertise regarding baking-related issues before investing money, time, and effort into her business. So, to implement her business venture, it will take two years from the present moment to fully dedicate herself to new business. But, by 2023, she will have a comprehensive idea about the business plan that she wants to initiate. Although her parents and friends well accepted the idea, some of her relatives did not like starting her own business. Some relatives even started commenting that the idea of creating a bakery business is a foolish one and 'girls' cannot become successful in this sort of business. For few days, Nazia was demotivated, and at one point, she even decided to drop this long-nourished idea and concentrate on finding a relevant job. But after a few days, she eventually decided that she will take this challenge to beat all the odds of society and initiate the business idea. While Nazia was studying for her BBA Degree, she was also learning baking from her family friend, Jerin Islam, who operated her baking business from her home and promoted the offerings through the Facebook page. From time to time, Nazia also assisted Jerin in baking cakes and pastries and shared different formats of baking skills. Meanwhile, Jerin liked Nazia's decoration, creativity, and business concepts. Seeing the desire and passion for baking, Jerin motivated her to fulfill her long-term goal of becoming a great baker one day and have her own unique identity in this society. In her free time, Nazia often used to see baking-related videos on YouTube, watched baking programs broadcasted on different TV channels, and read additional articles on the internet regarding the 'Art of Baking.' Since then, she has wanted to have her own "Specialty Bakery," concentrating on baking exclusive custom-ordered wedding and special occasion premium cakes. She also knew and realized that her dream to start a "Specialty Bakery" is a comparatively new concept from the Bangladesh perspective. This is distant and challenging for a young person like her, but it is not impossible to achieve that target. Therefore, considering the present situation, she wanted to start a "Home Bakery" because she realized that it does not need much start-up capital or culinary experience to create a home bakery. As per the capital requirement is concerned, her father agreed to give her Tk. 5,00,000 (Five Lacs Taka). From her saving and monetary gifts from her family members and relatives, she will accumulate another Tk. 300,000 (Three Lacs Taka) at this present moment. Nazia's two close friends, Sonia and Sumaiya, also agreed to give her a cumulative loan of Tk. 200,000 (Two Lacs Taka) when she will be starting her business. Also, she has approached one of her relatives who works in a private commercial bank in Bangladesh. He mentioned that the bank he works for provides SME loans to new entrepreneurs as a startup capital with a minimum amount of Tk. 200,000 (Two Lacs Taka). Therefore, the total cumulative money comes to Tk. 12,00,000 (Twelve Lacs Taka), which can be used for business purposes after two years. The next issue that she will consider is the 'Equipment' she needs to purchase for conducting her baking operations. Of course, one essential piece of equipment is the 'Oven' necessary for baking any product. There are different types of ovens available in the market. Still, if it is more for a commercial purpose, the oven must have extended features that are more efficient and durable than the other types. Initially, she cannot afford a giant commercial oven. Therefore, she intends to buy a regular household oven that can be used for small-scale allpurpose functions. Among the other tangible materials needed are Tables, Mixers, Measuring and Regular Spoons, Measuring Cups, Food Colors, Piping Bags, Tray Racks, Baking Pans, Baking Sheets, Mixing Pans, Thermometers, Knives, Boxes, Containers, Tongs, Scales, Aprons and other required accessories. All the bakery equipment and additional accessories can be purchased from different markets located in Dhaka City. She also needs to think about a "Storage" place which will be there in her bakery. Such a storage place is required to keep the raw materials such as bags of flour, sugar, eggs, edible oil, etc. In addition, she will need a 'Refrigerator' for storing perishable items like butter, milk, dry fruits, etc., and a 'Freezer' to keep the baked products as fresh as possible before they can be delivered to the customers. She also needs to think about the packaging that needs to be done when the products are provided. Food-graded plastic sheets, ribbons, plastic knives, adhesive tapes, and custom-designed packets must be outsourced from the different vendors. Considering the issues, she decides that she will primarily offer One-level Cake in different flavors such as Chocolate Cake (Tk. 1,000), Vanilla Cake (Tk. 1,000), Rainbow Cake (Tk. 1,000), Black Forest Cake (Tk. 1,200), Banana Cake (Tk. 1,200), Carrot Cake (Tk. 1,200), and her specialty "Red Velvet Cake" priced Tk. 1,500 and the mentioned prices are provided per KG. Depending on the customer's requirements, the cake sizes and costs will be calculated. Two levels can also be made as per the customer's order and their requirements. Along with the Cakes, she also plans to sell Chocolate Chips' Cookies (100 gm packet for Tk. 150), Pastries (Tk. 120 per piece), and Cupcakes (Red Velvet - Tk. 80, Vanilla - Tk. 70, Chocolate - Tk. 70 per piece). All the items will be custommade, prepared on the customer's order placed one day before the delivery date. She will be further calculating the average market price. Her intention will not be to maximize the profit at this starting level but to get more market acceptance of her products and, most importantly, her brand name to be popular through better quality and taste of the products will be served. Being a small-scale start-up business, she will be concerned about how she is going to promote her bakery brand to the new customers as many people will not notice her brand's prominence in the market at the preliminary level. As she is staying in Banani, Dhaka, she plans to initially deliver within a radius of 5 km from her house. Areas covered can be Banani, Gulshan 1 & 2, Baridhara Diplomatic Area, Mohakhali, and DOHS. Payments can be made as Cash-on-delivery, Cards, and through mobile-based payments' wallets like bKash, Nagad. Rocket, and others. She initially will be operating through her bakery's Facebook page and depending on the customer's requirement and order placement, she will plan to extend her business operations in more geographic areas in Dhaka City and also using the platforms of popular online app-based food delivery service providers like Shohoz Foods, Pathao Foods, Hungrynaki, Foodpanda, and others. The bakery's promotions will be communicated through Facebook page by posting recorded or live videos and photos of the bakery products regularly and eventually launch its Website. Nazia will take pictures of her baked items in decorative displays, and these photos will be posted on Facebook's page and Website subsequently. She will gradually have a YouTube channel, which will have more views and awareness for the brand. When she starts the operations, she will initially upload all the web postings, manage all the received orders, collect payments, and maintain the accounts all by herself. Still, she intends to employ one office executive to do all the website maintenance and process online orders soon. She visions hiring more employees as the business will expand as she will also be printing attractive 'Leaflets' with visually appealing photos, order mechanisms, delivery and payment systems, etc. which can be distributed to the residents of areas mentioned through the newspaper delivery persons responsible for delivering newspaper in the locality. She plans to give these Leaflets every Friday for the initial two weeks, also known as "Paper Inserts." Among some of the significant concerns, supplier selection of the raw materials that she will be using in baking her products needs to be addressed appropriately. She plans to contact one of the grocery suppliers from Banani Supermarket (the retailer happens to be a close supplier of Nazia's family, as they purchase all their monthly grocery items like Eggs, Edible Oil, Flour, Sugar, Butter, Salt, and other things). As her family consumes the grocery items from the specified retailer regularly, the retailer does not charge any delivery fee. Nazia is hopeful that the retailer can be an excellent source to provide all the needed items for the bakery operations. She will intend to contact the retailer for her supplies and further negotiate on getting the supplies at the best-reduced price when she will start operating the business. Due to the ongoing Covid-19 Pandemic situation, she is facing the top challenges in implementing her ideas, as she sees that lots of existing businesses are affected. Still, there is a ray of hope that she thinks such an independent business can make her self-dependent and will provide her substantial income. The following two years will be the most crucial time for her as she will be analyzing the different dimensions of this business and eventually needs to analyze her strengths, weaknesses, opportunities, and threats before she starts her bakery brand and makes it operational in the market. Based on the understanding of the case, answer the following questions using your logic and creative ideas.

1. Suggest a suitable "Brand Name" which she can use for her bakery business. [2 marks] [Keep it in your mind that she will start her business with baking cakes and related items from her home but intends to expand her bakery business soon. Give a name that can be used on a long-term basis.]

2. Discuss the factors of the Product and Service Decisions which Nazia needs to be analyze before starting her bakery business. Provide your logic to explain the factors from her business perspective. [4 marks]

3. Apart from her existing plan to promote her brand, how can she implement the different Promotional tools to attract more consumers to purchase bakery items from her shop?