Al Ruwais Markets and Automatic Bakeries — SME Case Study (UAE)

Al Ruwais Markets and Automatic Bakeries

Al Ruwais Markets and Automatic Bakeriesis a unique store located in the western region of Abu Dhabi, in a small city called Ruwais, the heart of the UAE Oil and Gas industry. The type of business of Al Ruwais Markets and Automatic Bakeriesis trading merchandise of all food and drink, grocery stores. For ordering food or any other inquiry, the store can be contacted at 02-877 5317, and to discover more data and information about the store, please visit the basic website at ruwaisbakery.

business.site.

For the leader who is running the store, in terms of the market and the bakery section, must think differently so that in going to emphasize more in the recommendations section, it is very essential to think ahead of time about the current targeted market segment. They also want to evaluate and explore the potential of new market entry Al Ruwais Markets and Automatic Bakeries or to expand the current market share in the western region, by using available businesses tools to connect with the customers needs, and want to be closer to their customers to develop demand and maximize the profits.

In addition, the reasonable shop market assessment in your field offers an announcement to future money- related partners to see that your business has the potential growth.

Mission Prepare creative, high-quality services, wide range products, and delicious pastries that make each visit a remarkable experience, reaching out to our customers with the same delicious taste every day.

Vision To become the most desirable food chain brand in the western region.

Values Solid quality We will continually try to make the right decision… although when nobody is looking.

Duty We will put resources into supporting the clients, to serve and to appear at their most marvelous breaking point.

Flexibility We will hold the basic length relationship, cycles and abilities to be more agile and flexible to fulfill customers’ desire.

Respect We will continue with the ultimate show of respect to all individuals, considering internally and externally.

Organizational Structure

Owner Assistant Manager Kitchen Lead Market Lead Cafe Lead Kitchen Staff Market Staff Cafe Staff Figure 10: Organizational Structure of Al Ruwais Automatic Bakery The store organization structure helps the top management to cascade the information from top to bottom and vice versa as two-way communications with the 47 employees to achieve their maximum potential and allows the leadership style to be adopted at Al Ruwais Automatic Bakery and Market. The mixed leadership styles between the coaching leadership styles and democratic leadership styles that motivate the employees and provide them with care and training needed from their mentor, and at the same time to get their valuable inputs on how to enhance the work environment and customer experience.

s The store comprises three major sections: kitchen, market, and café corner. Our famous kitchen provides many delicious well-known pastries matching all generations and nationalities with many orders like bars, breads (bagels, buns, rolls and part breads), treats, (cakes, cheesecakes and pies), bread, pizza, cakes, sweet (doughnuts, Danish, cinnamon rolls) and tortillas.

Furthermore, the store sells merchandise matching the customer’s wants and needs to come back again such as the electronic section, fresh and frozen food section, hygiene and personal care sections, and more matching any mid-size supermarkets.

Breads Warmed remarkable kitchen breads, including bagels, buns, bread rolls.

Breakfast Products Breakfast menu, including flapjacks, waffles, French toast and sandwiches.

Treats In-store kitchen treats, including sandwich, bar and drop treats.

Cakes Regular cake varieties include yellow cake, white cake, Arabic treats, nibble cakes, cheesecakes and pies.

Pizza Fresh pizza, frozen pizza, flatbreads, and flatbread lodgings.

Sweet Cookies Variations of doughnuts, Danish pastry, sweet moves, and espresso cake.

Tortillas Fresh or frozen tortillas, including various types of flour, and taco shells.

Service Descriptions The store also serves in a café corner to sell fresh pastries on the go or to deliver home, as the store is considered the sole business in the 200 km radius selling fresh and daily food to all Oil companies, government offices, and educational schools in the area demanding high quality daily services for Ruwais and the region.

The business strategy of Al Ruwais Automatic Bakery is based on its sustained position in the market. In addition, the business strategy of the bakery can also be based on the customers, which means if the company satisfies the customers, then it will gain profit. On the other hand, the company can also try to bring new varieties in the products to attract new customers.

Taking care about the clients Amazing to the clients Turning of events Sustained situation Prepared for unprecedented seasons Differentiation strategy Figure 11: Strategies of Al Ruwais Automatic Bakery Business Strategy Remarks

• Sustained

situation Although most plans in the business are pulled in by massive bread shops, an enormous degree is losing its general condition in the market to rule cake kitchens. They are getting certainty since it is from an overall perspective less hard for a near to nothing and medium relationship to perceive new food plans.

Business Strategy Remarks

• Make the most

out of your turns of events Apparently, it will be difficult to make an ideal circumstance that lasts in the cake industry without having one competitor to arise, so the store should control the current market and expand as a sole cake business for the region to ensure a high-level competition in the local market for individuals from home and other firms.

• Be amazing to

your clients To improve cake shop benefits, you need to locate the correct technique to connect with your clients. Sort out who is the royal customer and frequents your place, become more aware of them better, and find what the most products or services they like.

• Care about

your clients Customers prefer when they get attended in time as it reflects the customers care and store standards and causes them to feel welcome.

They’ll return over and over whether your costs are genuinely higher than in another bread kitchen around the bend. Attempt to do everything to make your clients lives feel as important as they could.

For example, develop stamps for many types of store products such as diabetic, veggie, and gluten-free products.

Business Strategy Remarks For additional support and sign of care, provide a few bicycle racks, build up a special route for handicap wheelchair to feel more welcomed and much easier to stroll around with a carriage.

• Be prepared

for these unprecedented seasons Take a fundamental step not to wreck an opportunity when individuals are feeling happy and wanted to spend more cash for their special occasions as unplanned events return an extra willing to spend more amount of money than the usual price, as the customers are looking forward to the store support with demand and needs to fill full their requirements.

• Differentiation

Strategy The store should adopt a differentiation strategy to reach a broad customer with their unique products and services. The aim here is to concur with the current marketplace, new markets and to grow rapidly by providing their special features with higher price charges as a sole industry without real competition.

The operational strategy of the Al Ruwais Markets and Automatic Bakeriesis based on business perspectives.

This will help the firm to manage its day-to-day operations for achieving the business goals. Moreover, the operations of the bakery can be maintained by introducing certain strategies.

Operation Strategy Top-down Perspective Bottom-up Perspective Market Requirements Perspective Operations Resources Perspective What the Business wants operations to do What the market position requires operations to do What day-to-day experience suggest operations should do What operations resources can do Figure 12: Operational Strategies of Al Ruwais Automatic Bakery The operations strategy has to be aligned with the Al Ruwais Markets and Automatic Bakeriesbusiness strategy to successfully achieve the store’s long-term goal by obtaining customer driven strategies to easily compete in an unstable market.

Top-down perspective - The top-down perspective will help the bakery to manage the top management to bottom level labours through which the working function can be done properly.

Market requirement - Based on the market requirement, the shop should introduce strategies to handle its operations.

Bottom-up perspective - Bottom to upper level managers should be taken care of the company in order to operate its business process.

Operations resources - It is important for the firm to analyze the resources required to handle its daily operations.

In terms of marketing strategies, it is important for the bakery shop to give the customers what they need by setting some free food or product samples on the business counter. It is important to keep customers on the line by making them up to date with your new pastries flavor, product, and services through the online social media channels like Facebook, Twitter, Instagram and Pinterest. Moreover, customer feedback is considered one way to continue improvements in the store, especially in the sessional sales such as high food demands and consumption occurs in Ramadan, EID, or nationals’ celebrations.

Marketing Strategy

Remarks

• Appeal Your

Customers Right when you’re lifting to warm up uncommon shop customers, you should consider tempting them with something new. For instance, if gluten-free is the blend (and it is considered a new trend these days!) develop an entire line of gluten-free food sources to satisfy the customers and to develop a new line of products and market zones.

• Offer Free

Samples People love free stuff, there’s no doubt about that. Give the customers what they need by setting some free food or product samples on the business counter.

Right before the store cashier counter, when the customer has seen or tried many samples before they leave the store, the customers may get attached to buy some of these products and maybe become loyal customers.

• Be Smart on

Social Media Keep your customers on the line by making them up to date with your new pastries flavor, product, and services through the online social media channels like Facebook, Twitter, Instagram and Pinterest.

Marketing Strategy

Remarks

• Feedback is a gift

Customer feedback is considered one way to continue improvements in the store, especially in the sessional sales such as high food demands and consumption occurs in Ramadan, EID, or nationals’ celebrations. First, start by greeting the customer and then start a conversation without bothering the customer and take notes to show the importance of their feedback. Also, the electronic survey is a valuable method for feedback to build a genuine connection with customers.

• Much to do about

Day Old Bread While day-old bread may not be the best thing in your store, it can be a good way to attract limited budget customers by offering special discounts over the old bread and to attract any opportunity for selling fresh or old breads or other products. Right when you have things that aren’t selling, you need to find creative ways to deal with oversight control, get them off your racks by either checking them down or bundling them with various suggestions to make a pack.

Marketing Strategy

Remarks

• Start a Website

with Online Ordering Functionality The earlier decade, business at high level competitors districts have become crucial for any select business that desires to succeed. The Al Ruwais Markets and Automatic Bakerieshas the extra ability to bring to the table an easy-to-use, smooth, website or phone applications to reach out to a wide range of customers with secure payments and fast and free delivery.

• Sponsorship

Community Events or Groups Putting money behind sponsoring the community will help the firm with eliminating any negative reputation and make the firm much popular and engaged with their customers as in country value, if you’re looking for a stunning inspiration to help boost the kind word-of-mouth as free advertisements.

For example, the store could keep close to the community events and hand out fliers to the whole crowd.

Marketing Strategy

Remarks

• Sell Custom

Merchandise Advocated customers like to help their stores by purchasing products or services to show their support and high-level commitments toward the store, so award them with special memberships or treatments like special discounts or even have a special cashier counter only for VIP members. The royal customers will always want to buy custom products that matches their desire with the store logo for instance, a wood cutting board, gloves or offer the standard shirts.

Challenges

• Tight on Cash

There are various ways to deal with oversight control and keep your store accounts positive. We propose starting with a solid foundation and developing an amazing paycheck. This will give you the visible nature of the absolute of your structures and outgoings. Everything considered, it suggests you’ll know whether you will beat your ideal thoughts. It will help the store with knowledge whether it’s the customers’ late payments that are making you unbalanced at the end of the month or cashier daily closing. On-time payments are critical in case you need to stay working at a high competitor area, but not in our case as the entire area is purchased from the store.

• Supply Chain and Delivery Across the Region

The supply chain activities across the business are considered expensive as the store away from the UAE capital for over 200 kilometers adds fuel cost on the customer shoulders beside the enormous numbers of delivery crew and vehicles to ensure on-time fresh deliveries.

• Running Unavailable

This is a huge issue that can have huge results. On the occasion that you’re following the accounting pages or other paper-based plans to screen your stock, then it comes to your attention that the wrong data is collected and there is a shortage in terms of raw material or products. Luckily, there’s an improvement that can give you the basic fix: tracking your stock levels to ensure smooth and reliable data to reestablish your stock in time.

• The Many Platforms to Place Orders

The number of apps and methods to place orders has increased rapidly, such as calls, messages, and WhatsApp messages. In the beginning, the orders may not be that much over the various orders to screens.

¡ Have a clear finance sheet.

¡ Diversity attracts.

¡ A website is a must.

¡ Create Social media and store followers.

¡ Integrate with online delivery platforms.

¡ Use technology to manage bakery operations.

¡ Try to engage more in the community.

¡ Offer free food and samples to introduce the store’s wide range of pastries.

The UAE has a robust economy. This is certain to extend store spending and invest in occupation creation and store plan enlargement, which is opening up utilities to more essential business growth and new markets entry.

Increase the store partners in the region to expand the shop capital and to exchange expertise and data to maximize the profits for both the partners and stores as a win-win scenario.

More products targeting the new trends in the area as the Asia nationalities have weak present in the store.

The positive headway experienced in the UAE Bakery and cereals zone is expected to pull in extra brands to this market.