Group 4 DGGNZ by Dabeiva Rojas Calzadilla

3. Part A key Activities

lon170928032 — 2021-03-12 11:30:16 UTC

Wheeler's Bakery is a traditional British bakery in Portsmouth, UK
they produce traditional breads in a wide variety such as freshly baked bread, buns, cakes, pastry, sandwich, and many more, collecting from store or delivery.
Key Resources

Physical warehouse

Wheelers Bakery has an establishment well- equipped store to prepare and serve their products in a strategic location.

Raw material :

They prepare their bread dough with good ingredient looking for high quality, such as flour, sugar, egg, butter and others

Packaging

They have containers to send their products

Delivery

Transportation and Distribution system to send the product, un good presentation.

Cash machine register,

payment charge in cash, bank card, also, online platform (Uber Eats)

Customer Services
Personnel training planning
Channels

social media advertising and promoting.

8. Cost structure

lon170928032 — 2021-03-19 10:54:13 UTC

The Small Company, Wheelers Bakery Limited, liabilities in 2020 are £8.144 in comparation of 2019 it was £6.831. According the home page
This company cost structure are:
Fixed Cost:
Rent. Salaries, Equipment, Marketing, Advertising Insurance, Internet
Variable Cost:
Electricity, Water, wages, Raw Material, (flour, sugar, egg, oil ) Distribution cost, depending on the activity level. example, it is more when the production increases and it is less when the production decrease.

5/7. Reference

lon171002011 — 2021-03-28 00:06:30 UTC

Ward, G., 2020. 10 SIMPLE STEPS TO START A BUSINESS: Corona Blues? Get Up, Get Out and Get into Business!.

Tripadvisor, 2021. Wheelers Bakery, Portsmouth - Restaurant Reviews, Phone Number & Photos - Tripadvisor. [online] Tripadvisor. Available at: [Accessed 22 March 2021].

Recording: Godwin Yugbovwre - LSMB 305

lon171002011 — 2021-03-30 10:15:54 UTC

7.Customer Segments

lon171002011 — 2021-03-30 20:33:43 UTC

Wheelers bakery customer segmentations

Geographic segmentation:

Wheeler’s customers can be classified based on their geography. The bakery is located in Hilsea district and hence it only serves local residents in the area. The number of potential customers can be estimated using the population estimates as well as competitive structure in the area (Ward, 2020).

Apart from just supplying its local area, Wheeler’s bakery has put up an online order delivery service through Uber eats, this has ensured that it serves even customers outside its location.

Demographic segmentation:

From Wheeler’s reviews, it can be assumed that its customers cut across all ages: younger and families. This is because the orders range from rolls, breads and pastries. No known orders came for tiered cakes, meaning that very few customers come from high-income households.

Customers can be divided into different segments:

This image was taken from the Insight 2 Marketing.wordpress.com

5.Unfair Advantages

lon171002011 — 2021-03-30 20:39:40 UTC

Wheeler’s bakery is known for its good food. They have set a high standard for supplying cake and rolls in Hilsea, Portsmouth. This has led to closure of other bakeries in the neighbourhood. They have maintained the same average prices for their cream cakes with a better quality making its customers return buyers.

Wheeler’s bakery also provides a range of lovely snacks with a speciality of handmade ham salad. The bakery also has pies, pasties, fresh cream cakes and fresh bread. These provide a great selection for cakes and breads. Customers often praise Wheeler’s too many options to choose from and it is known to have the best crusty rolls in Hilsea, Portsmouth.

Customers have also noted that Wheeler’s location is convenient since it is just on the way close by. This convenience has increased its traffic and improved its ratings on the web.

According to ward (2020) better restaurants often sets a high standard in their food quality. This ensures that all customers are guaranteed of the same quality across all meals. Companies that serve quality meals build a strong reputation among its customers, hence compelling their customers to return for more. Wheeler’s has a good reputation due to its good quality products which has made it competitive in the market.

Unique Selling Point

lon180111028 — 2021-03-31 10:39:17 UTC

The file consist audio.

References-

lon171206001 — 2021-04-03 15:46:16 UTC

Companies House, 2021. WHEELERS BAKERY LIMITED -filing history. [online] companies house. Available at; https://find-and-update.companyinformation.service.gov.uk/company/04459230/filing-history. [Accessed 22/03/2021].

Uber Eats. 2021. Wheelers Bakery Takeaway in South coast, UK | Delivery Menu & Prices | Uber Eats. [online] Available at:https://www.ubereats.com/gb portsmouth/fooddelivery/ wheelers bakery/GFgamoTRSGudYUIm3rY2iA [Accessed 20 March 2021]

Audio voice -Ndidi Nwandu

lon171206001 — 2021-04-03 15:47:37 UTC

lon171206001 — 2021-04-03 15:49:45 UTC

All these help the business to obtain extra income when business is quiet or slows down which is normal at the beginning of the year when almost everyone is on diet. According to the June 2020 Balance sheet of Wheelers Bakery it recorded 0.54 revenue with annual revenue of $538,217 USD which is equivalent to £758, 586 on 1USD=0.7095 GBP and generate $1,250 stock sales of varieties of products (Companies House, 2021) Bearing in mind the impact of Covid 19 to every business including Wheelers Bakery Ltd. could be the reason the company’s sales dropped very low. Revenue Streams- help the financial analyst to examine the wheelers bakery financial statement and establish when goods are sold, or services rendered, irrespective of if cash is received at the period. It also allowed the financial analyst to realize the model of cashflow, to quickly detect unusual changes in revenue trend and identify the causes, performs financial analysis and provides a meaningful explanation for changes.

Ndidi Nwandu

lon171206001 — 2021-04-03 15:55:41 UTC

9.Revenue Streams
Revenue streams will explain sources from which the wheelers bakery acquires its revenue in the business. As small local bakery, Wheelers’ bakery generates revenue by specific price structures and distribution channels to get on the market in terms of sales.

Although retail companies like Wheelers’ bakery have a broader range of revenues than service companies but, on the other hand, the way each company accounts for revenue depends on the company's actual activities.

The major revenue that is earned by Wheelers’ bakery are from the following ways-

· Sales of items. ( these includes both from Uber Eats and Walk in sales from daily customers)

In wheelers bakery there three different service or business units identifying their streams of income , though there is no indication of how much each unit generate its income. The name units are main services , complimentary and other service.

Ndidi Nwandu

lon171206001 — 2021-04-03 15:58:36 UTC

6. Channels
Distribution channels or marketing channels are the ways products or service will physically be distributed to the customers.
In the case of Wheelers bakery limited, the company used the most two effective channels; Uber Eats and Offline store, this could be justified by the size of the business. Wheelers also implemented multi-channels support since this has proven to be the most effective marketing channel for the businesses. This allows customer to contact the bakery directly and place orders via telephone or through email, customers can also visit the bakery website. It was also identified that Wheelers’ bakery uses social media, Facebook, Twitter, LinkedIn and Instagram where the customers can easily interact with the company. According to customer reviews Wheelers Bakery is very efficiency in responding to customers’ request, queries and orders.

While most of the local customers can choose to walk into the store and pick up their products; through Uber Eats, the bakery can offer the option for the customers who wish a home delivery service.(Uber Eats, 2021). As the Wheelers bakery stated, some freshly made products like fresh cream cakes are not available on Uber eats or home delivery only collection.

Base on the above findings it can be confirmed that Wheelers Bakery operates direct channels, which explains that most of business sales are directly to individual customers.

kanyasizsofia — 2021-04-03 22:01:00 UTC

Problem
Zsofia Kanyasi
Lon170924002

- Hygienic deficiency: money handling and food handling without washing hands or changing gloves
- Opening time: working class cannot always able to do their Bakery shopping within opening times
- Hospitality issues in terms of attitude in customer service in some cases
- No dietary information available
- Marketing is limited to Facebook and Instagram.
- Covid-19 Pandemic: take-away service only, many people are baking at home since the pandemic.

kanyasizsofia — 2021-04-03 22:52:07 UTC

Solution
Zsofia Kanyasi
Lon170924002

kanyasizsofia — 2021-04-03 22:58:29 UTC

Solution
Zsofia Kanyasi
Lon170924002

- Training in food and personal hygiene
- Extend the opening hours
- Improvemen in customer service (kindness and communication)
- Providing nutritional information of the products
- Improvement in marketing
- Introducing new product to widen their unique selling points, to stand out from their competitors, to targeting a new customer segment and increasing sales

References:

lon170928032 — 2021-04-04 15:06:40 UTC

Wheelers Bakery Ltd (online) available from: https://www.facebook.com/WheelersBakeryLtd/ [ Accessed 20 march 2021].

Ackoff, R.L Management misinformation systems. Manage. Sci. 14, 4 (Dec. 1967), B147-B156 https://dl.acm.org/doi/abs/10.1145/99977.99990[Accessed 31/03/21].

Chee-Cheng Chen & Ching-Chow Yang (2004) A STUDY OF SUPPLIER PERFORMANCE RATING USING TOTAL-INVOLVED-QUALITY-COSTS ANALYSIS, Journal of the Chinese Institute of Industrial Engineers, 21:3, 272-281, DOI: 10.1080/10170660409509408
[Accessed 29/03/21].

Wheeler bakery limited, companies house (online)available from: https://find-and-update.company-information.service.gov.uk/company/04459230/filing-history
[Accessed 30/03/21].
Journal of Marketing (online) available from: https://journals.sagepub.com/doi/abs/10.1177/002224298304700204[ accessed 31/03/21].

Audio voice Dabeiva Rojas Calzadilla LSBM305

lon170928032 — 2021-04-04 21:43:55 UTC

kanyasizsofia — 2021-04-05 09:10:21 UTC

References:

Selwood, D., 2020. Baking out of boredom: Home baking category report 2020. [online] The Grocer. Available at: [Accessed 29 March 2021].

Tripadvisor. 2021. WHEELERS BAKERY, Portsmouth - Restaurant Reviews, Photos & Phone Number - Tripadvisor. [online] Available at: [Accessed 3 April 2021].

Food Standards Agency. 2021. Food hygiene for your business. [online] Available at: [Accessed 3 April 2021].

GOV.UK. 2021. Closing certain businesses and venues in England. [online] Available at: [Accessed 1 April 2021].

Team, T., 2018. Why Nutritional Analysis will boost your Bakery Sales | MenuSano. [online] Menusano.com. Available at: [Accessed 3 April 2021].

kanyasizsofia — 2021-04-05 12:18:27 UTC

Problem
Zsofia Kanyasi
Lon170924002

kanyasizsofia — 2021-04-05 12:31:21 UTC

Problems & Solutions
Zsofia Kanyasi
Lon170924002