The mission of Suka Cakes is to ensure that the production of products meets the tastes of customers with affordable prices and complies with the concept of halalan toyyiban. They provide customers with safe, appetizing, nutritious and quality bakery products at reasonable prices. They constantly provide outstanding customer service and believe that customer satisfaction is their ultimate goal.

The Suka Cakes brand is well known in Kota Samarahan for their quality cakes, customization options, and services. Their well-known homemade recipes and customary cakes have become favorites for both the old and young generations. They also serve or make all kinds of designs that the customers want for their cakes for any occasion. Apart from that, the taste, flavor, and well-made cake that satisfied the customer and led to a good review made it attract more buyers.

Suka Cakes solves the problem of customers having a sweet tooth by providing cakes and desserts. A good product begins by fully understanding an unmet need in the target market. McCarthy (1960) also said that marketers apply pricing strategies to products based on the market, competitors, and costs of goods sold to generate profit margins.

Other than that, Suka Cakes also offers services such as delivery by Grab Food, walk-ins, and ready-made cakes. The customer or buyer can now walk in or have the product delivered. This service really helps Suka Cakes expand their business when they have deliveries because not all customers can walk in.

The SukaCakes define their geographic segmentation are the customer who lives in Kota Samarahan, Kuching. Based on the survey, the demographic segmentation’s main group is between 20 to 40 years of age with moderate incomes, the second target group is between 18 to 25 years of age belongs to the students who studies in the University Malaysia Sarawak (Unimas), this is because the night market only just located in front of the University Malaysia Sarawak (Unimas) main entrance, then pass the road, so the student can easily go to the destination.

ii) TARGET MARKET
The SukaCakes also decided to reoperate the big cake shop to extended the market at the others place. The reason why SukaCakes wants to reoperates with a big store is because the husband of the shopkeeper retired from the other job, so he can spend more time to managed the big store. The shopkeeper hopes the big store can brings more profits. So, SukaCakes not only sells cakes as the primary incomes, the shop also sell the pastry. Maybe the big store will operate in the future, but now SukaCakes still focusing the business at the night stall at Kota Samarahan even though many cake store nearby, but their business hour only at the day time.

iii) POSITIONING
The selling proposition concept helps SukaCakes to differentiate their products and services and getting the competitive benefits over the competition. SukaCakes knows the customer especially the students can either spend their time get to the nearest night market which is just near to the Unimas. Besides that, the night market got many stream of people like the people who wants to release their workload and also the students have the complications of the assignments. The SukaCakes also maintains the relationships between the customers, so most of the customers already become the friends, they will always reserved the cakes from the SukaCakes through the media social like WhatsApp and also the Facebook pages. SukaCakes also provides the benefit to their client. This is because SukaCakes has its own food delivery service that is Grab. So, the customers can rapidly order the cakes using the media social apps. Both cases can give the customers a unique experiences.

As a result of our research, we have identified a number of competitors who offer similar products and services. Therefore, our team studied these competitors to identify the weaknesses of our competitors. The first one was Asma Cake House and we found that its weakness was the poor attitude of the staff toward customers. The service attitude of the staff in their shop was poor. Through the feedback from the customers indicates that when they want to ask questions about the information of cakes, the staff ignored the customers' inquiries, which led to the customers' dissatisfaction with their service attitude. Contrary, at SukaCakes, although they are just a small stall in the night market, they will be patient and answer, which customers have questions about their products. Secondly, at Abg K'ju Cake House, we found their prices to be very high, more expensive than SukaCakes. Their prices of cakes and desserts are more expensive than SukaCakes. This is an advantage and a great opportunity for SukaCakes to increase their market share because customers will compare the price of products SukaCakes and Abg K'ju Cake House, which is more affordable. 

In my opinion, a good service attitude is a basis for reflecting service quality to meet the spiritual needs or psychological needs of those served, so that they not only get qualified and satisfied with the "product" but also feel comfortable and satisfied. Therefore, SukaCakes must adhere to good service quality to consider what the customer wants to provide them with a satisfactory result or response. It can enhance the fame and reputation among customers, and thus attract more new customers to increase the market share. Besides that, SukaCakes can identify gaps in the market to develop new products and services. It can help SukaCakes to uncover the market trends to sales more efficiently. As an example, SukaCakes can elicit feedback from customers, adapt a current good or service, analyze the offerings of your rivals and set yourself apart.

In addition, we can track trends in our field of specialization. If we are aware of the latest trends, think about what is missing and personally utilize any products that are not currently available on the market. Moreover, we can focus on the network of colleagues who mentioned any wanted services. Staying in touch with people in your business is a terrific way to keep track of current trends and seize chances as they present themselves. Then, we should adopt a current good or service and currently offer a good or service that can be modified to meet the market more effectively. Alternatively, we can outperform the rivals whose goods or services.

      A good reputation will access the best opportunity for unimpeded access to the ideal customer base. First and foremost, SukaCakes has good service manner to the customers because investing in customer service is key to long-term business success. The employees have highly efficient work when service to the customers. Besides that, Sukacakes also showcases the transparency of the exhibition because being sincere and truthful fosters trust and can enhance a person’s or company’s reputation. Full transparency should be used appropriately, and information shouldn’t be kept from employees and customers.

(b) Good Quality Product
      The quality of the cakes is also guaranteed to avoid product failures. The manager selects a trusted supplier for a rigorous selection of materials and ensures that the cake-making process is clean and hygienic. The taste of cakes is delicious, and the price is affordable and reasonable for the customers. SukaCakes also collects the customer’s feedback to gain insight into what can be improved and raise the product quality. They will be finding out the customer’s wants and needs and more creative products.

(c) Good Marketing
      SukaCakes has the strength of marketing strategy, as well as advertising on social media, such as WhatsApp, Instagram, and Facebook. They also offered special cakes and customized cakes on Birthdays, Mother’s Day, Valentine’s Day, and so on. Then, there are a variety of cakes offered to the customers, such as cheesecakes, chocolate cakes, brownies, and rainbow cakes. The customers can combine each cake slide with many different flavors on one plate depending on the customer's preference.

(II) WEAKNESS
(a) Lack of Skilled Workers
      SukaCakes is difficult to find skilled workers. According to the owner of SukaCakes, “…the workers normally are team students, which are 7-8 students who take part-time during the semester break. More of the students are from peninsular Malaysia and Sarawak.” Therefore, if employees do not have the right skills for business, the quality of work suffers.

(b) Limitation of technology
      SukaCakes faced the difficulty of having a limited number of products for the day because they do not use the machine industry and only use their workforce. Based on the owner of SukaCakes, “…we don’t have machine industry, only use machine normal to make cakes.” The lack of technological devices causes them to require a lot of workers to make products and more labor is needed. With the lack of contemporary technical equipment and machines, tasks required a lot of time, resources, and labor to produce more cakes.

(c) Difficult of Preservation Products
      Weather problems lead to the shorter shelf life of cakes. In the event of rain or hot summer day, cakes are difficult to store effectively, resulting in shorter opening hours and consequently a loss of turnover. According to the owner of SukaCakes, “…weather is the main problem, either hot day or rainy day, we difficult do our business, we need slow opening.”

(III) OPPORTUNITIES
(a) Good Location
      A good location is one of the ways to make your business more famous and known to more people. Suka Cake is a business located in Pasar Malam Desa Ilmu, or more precisely, it is a stall. According to madam Intanlianazafira Ismail, she started out making and selling cakes and desserts from her home, but due to the location, she did not receive a lot of business. As a result, she made the decision to start off small by opening a stand at the Desa Ilmu night market. As the night market was well patronised every night, the business slowly started to become famous and popular and sales of Suka Cake started to increase due to the location.

(b) Cooperation with Other
      One of the lucrative opportunities for Suka Cake is to cooperation with other businesses. madam Intanlianazafira Ismail claims that she also gets long-term orders from other companies. For instance, she has experience cooperation with grocery stores, coffee shops, and even the canteen at Unimas University. Long-term orders mean that she has to supply her partners with her own products within a month, just as Suka Cake supplies its own desserts and cakes to coffee shops four times in a week. She believes that this not only increases the sales of her cakes and desserts, but also makes her brand known to a wider audience.

(c) Customer Preferences
      Suka Cake offers a variety of cakes and desserts for customers to choose from. One of the most popular choices is the lasagna cakes, and according to madam IntanlianNazafira Ismail, they can sell around 100 lasagna cakes in a single evening. In addition to this, she often takes orders from customers and makes cakes according to their needs. This not only satisfies the customers' needs, but also makes them feel that there is a wide range of choices in Suka Cake. This makes them repeat customers who continue to support Suka Cake's products.

(IV) THREAT
(a) Weather Effects
       For Suka Cake, bad weather is something that bothers them a lot. This is because Suka Cake is located in a night market and does not have a lot of shelters. If it is a rainy night, many customers will find it difficult to get around and the flow of customers to Suka Cake will be greatly reduced due to the rain. According to madam Intanlian Nazafira Ismail, rainy days are the worst time for her because the flow of customers is reduced and if it rains heavily, she cannot even open her stall and has to close it. This forces her to lose her income for one night.

(b) Many Competitors
      Competitors are a threat to almost every business, when there are businesses in the same area that offer the same product or service, customers can compare and choose the one that they feel is better. Suka Cake also faces this threat and although they feel that there are not many competitors in the night market, there are many cake houses and bakeries nearby and other stalls that also sell cakes and desserts in the night market, such as Farley's Bakery and TAKA Cakes, so Suka Cake has been promoting their brand and offering customized services to satisfy and gain the approval of their customers.

(c) Customer Perceptions
      Suka Cake has a wide range of cakes and desserts but they don't always satisfy all customers. Some customers have very high requirements for cakes and desserts, but Suka Cake can only offer as much as they can and Suka Cake cannot fully satisfy some customers' needs. For example, some of the desserts and cakes that are only available in high class dessert shops, such as macarons.

For Suka Cakes, their pricing strategy depends on cost-plus pricing, and competitive pricing. This is because, for the cost-plus pricing, Suka Cakes bases the price of the cake on the raw materials it uses. They will bring all the contributing costs for the unit to be sold, with a fixed percentage added onto the subtotal. The more premium or expensive the material used, the more expensive the cake. For example, they use an expensive flavour such as Cadbury, Nutella, cheese, or Biscoff. The price of this flavour would be 20% to 40% higher than the other flavour. Suka Cake also will charge the price according to what the customers demand or choose for the customised cakes. The price is determined by how well and how difficult it is to create the desired design. 

Next, for competitive pricing, Suka Cakes also set a price of the cake based on what the competition charges. For example, if another cake shop or bakery sells a product similar to Suka Cake, such as cheese cake, Suka Cake should make any necessary price adjustments so that it is not overpriced in comparison to the competitors. 

Last but not least, to propose a better pricing feasible pricing strategy I suggest that Suka Cake use is discount pricing strategy. Discount pricing is a type of promotional pricing where you temporarily reduce the original price of retail products to gain repeat customers and attract new customers. Suka Cake can use this pricing strategy when there is a celebration such as Mother's Day, Father's Day, or for Weeding Day. They also can give a discount to the customer who always buys their products to show their gratitude.

     The overall marketing costs are expected to be RM10,000, which is for the rental, advertising fees, employee wages, initial purchase of materials, and acquisition of equipment. The cost for rental is amount 180 per month, which is 1.8%, advertising fees are amount RM150, which is 1.5%, employee wages for one person are RM1500, which is 15%, initial purchase of materials is RM5000 per month, which is 50%, and acquisition of equipment is RM1300, which is 13%.

     In my opinion, SukaCakes can spend more costs on advertising as publicity and increase popularity. It is because advertising is the largest, fastest, and most widespread medium of information transmission, which can stimulate and induce consumption, as well as expand product awareness. As an example, SukaCakes can cooperate with other businesses to promote their products such as the taste of cakes, variable types of products, and new products and services to attract consumers' attention and interest, and promote purchase. On the other hand, SukaCakes can reduce the cost of materials. As an example, SukaCakes can find suppliers who provide cheaper raw materials to reduce the cost of materials, improve quality, and accelerate product development.

In our opinion, the owner needed to hire someone with the credentials, know-how, and abilities to assist him in using the proper accounting system in the administration of the company to make sure SukaCakes had a sound management and financial system. This will have long-term effects in addition to immediate ones, ensuring SukaCake's operation runs smoothly in the long run. In addition, the business needs to find a suitable storefront to carry out its day-to-day business activities. This is because a good storefront can be a good solution to the problem of businesses not being able to operate due to weather conditions and can extend the opening hours of the business beyond just the evenings, thus increasing the revenue. Last but not least, the owner also needs to do various promotional activities to make the business last for a long time.