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AF Bakery

Corporate Profile &


Business Strategy
Ideas for today and tomorrow
Vision Statement
The vision of being a successful leading provider of bakeshops
nationwide that serves freshly baked aroma-breads that are
simply tasty, delicious and affordable to customers everyday.

KEY WORDS are :


Successful and leading provider
Bakeshops
Nationwide
Freshly baked aroma-breads
Simply tasty, delicious and affordable.
Customers
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Everyday.
The AF Bakery Roadmap 2016 -2020
AF Bakery a
Household
Set up AF Franchise Brand 2020
Business 2018

Rebranding AF Aggressive Marketing


Bakery & Food online & printed
Production
2016 Set up AF
Bakery
Training
Centre
2017
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Goals and Objectives
• To create AF Bakery chain of businesses nationwide.
• The business transformation model includes:
• AF Bakery and Food Production (Halal & Bumi-owner)

• AF Bakery Outlets known as AF Bakeshops.

• AF Bakery Training Centre


• AF Bakery Franchise Business that offers a variety of
programs as :
• AF Bakeshops Outlets
• AF Bakery Corner
• AF Bakery Stands
• AF Bakeshop Online

• Business visibility timeline is within 3 - 5 years.


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CUSTOMER SERVICE QUOTE

“ The customers are why


we are in business today.
If we take good care of
them, they will tell others
about us and come back
again.”

… Dr Asilah Abdull Rahman

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AF Bakery & AF Bakery
AF Bakery
Organization Food
Production
Training Centre
Franchise
Business

Chart
2016 1.
2.
Dr Asilah binti Abdull Rahman CEO/Director
Mohamed Nor bin Hj Salleh (Director)

Retail Executive (TBA)

Kitchen Services HR, Finance & Administration


Marketing, Sales & Logistics Dept Maintenance & Cleanliness Dept
Dept Depat

Farouk bin Mohamed Mohammad Adam Hakimi


Rone ( Team Leader )
Nor (MSL Supervisor) bin Ahmad Taufiq Contractor Services
(Team Leader )

Siti Aisyah binti Mohd Iiwaanii inti Zainal Zurina binti Samsi
Shohel (Baker)
Safian (Cashier) (Cake Baker/Cashier) (HRFA Assistant)

Azizah binti Maaruf Iiwaanaa binti Zainal Muhammad Zulhilmi


(Sales Assistant) (Cake Baker/Cashier ) bin Mohd Yusuf (Baker)

Mohamad Syafiq Cleaner (TBA)


TBA
Nadzrul bin Nasir
(Driver)
(Baker).
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Soon: AF Bakery Training Centre
Pastry lessons
Cake baking
Traditional & international
Event catering

Advance cuisine lessons


Guest chef demonstrations
Hotel & resorts experience

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Baking is Business
• Participants will undergo a series of short
courses of 1 to 2 days; to build their
confidence and knowledge in baking.
• Class size will be kept small for effective
learning and sharing.
• Participants will try out their baking efforts in
the cake and bread tasting that guarantee
will be fun and enjoyable.
• Tea and coffee will be served to match the
high note of the day.
• A Certificate of Achievement will be
presented at the end of the program.

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Next: The AF Franchise Business… a new future
Forecast SPM 2013- 475,00 Candidates
Favourable
100,000 375,000
Less favourable

As a reference statistics; 472,541 candidates registered


for SPM 2012. Since 2010, 10% of SPM candidates
unfortunately obtained unfavorable result. AF Bakery
Training Centre therefore takes the opportunity to
provide interested students acquire new and other
alternative business skills. The AF Franchise Business
program is open to graduate students and working
adults and other interested parties.
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The AF Bakery Franchise Program strategy
• Graduate business program. • Anyone can apply.
• Only in areas that has • Major orders to factories,
Bakeshop outlets schools, cafes, events,
• Customer Membership weddings, bazaars, etc
program. • 3+1 (Production/Baking/Deli)
• AF Marketing & Promos • 3/5 men operators
• One person operator • AF Marketing & Promos
AF Bakeshop AF Bakeshop
Online Outlets

• Anyone can apply. • Anyone can apply.


AF Bakery Stands AF Bakery Corner
• Located at shop lots • Located in Shopping
• Sharing space with Main complexes
• Café sharing space • Mini oven setup
• Located at GLC, hospitals etc • Microwave capable
• Microwave capable • One/two man operator
• One /two person operator • AF Marketing & Promos

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How Did We Get Here?
• Sometime about 35 years ago in a small business town called Kota
Baru in Kelantan; a young girl was walking hand in hand with her
mother. The scent of ‘freshly baked aroma-breads’ made her stop
right in-front of the bread shop! Her mother smiled and said ‘its
alright, you may choose what you like’. The young girl picked a
‘kaya bun’ and thanked her mother and said goodbye to the shop
owner. She will never forget that day.

• Today that young girl is a successful doctor, Dr Noor Asilah binte


Abdull Rahman or just Dr Asilah who loves helping others. To many
she is seen as a warmth and pleasant person who also happens to
be a professional doctor! But many too never knew about her
childhood dream…the bakeshop!

• Asilah & Family Bakery aka AF Bakery started its first outlet in Denai
Puchong business area that is nearby the busy Puchong Toll Plaza
joining Subang Jaya USJ and Puchong with Bangi and Putrajaya. Dr
Asilah and her family now can enjoy their very own “freshly baked
aroma-breads” everyday.

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Our team
in action…

AF BAKERY@PUCHONG
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AF Bakery’s buns & cakes

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Our valued customers

SCHOOLS HOSPITALS Entertainment Outlets

Lifestyle Cafe UTC RTC

EXPRESS SHOPPING
Events and happenings
COMPLEX
WAYS

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The 2016 Outlook… a SWOT Analysis
STRENGTHS WEAKNESSES
1. Puchong is good location/visible/pasar tani. 1. Need additional Trainer chef
2. Reasonable premises rent 2. Need a Retail Executive.
3. Kitchen equipment start-up ready 3. Need to supervise employee performance
4. Experienced employees 4. Need S.O.P for all departments
5. Management commitment 5. Need HR /Admin support
6. Strong family participation/support 6. Need additional delivery trucks
7. Needs marketing and promotions
8. Need employee training programs

OPPORTUNITIES THREATS
1. Stay focus on mission for growth 1. Competitions from big and small operators.
2. Focus on niche markets for CONTINOUS BIG 2. Poor after sales service/marketing
ORDERS. 3. Drop in Quality & Delivery
3. AF Bakery future is a workable plan 4. Rental increases
4. Govt SME programs available 5. High costs of employees
5. Work with Govt/Universities for new
opportunities.
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The ACTION LIST …
• Prepare Departments SOP and HR Policy
• Provide employee training
• Marketing services with clientele
• Work with govt agencies for funding support & networking
• Target high traffic routes … codenamed SHURE project.
• Create customer base through franchise programs & training
• Promote product awareness activities & CSR projects
• Maintain R & D in bread quality & taste
• Keep clean kitchen identity…Quality Environment
• Customer-friendly employees

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The AF Bakery Roadmap 2016 -2020
AF Bakery a
Household
Set up AF Brand 2020
Franchise
Business 2018

Rebranding Aggressive
AF Bakery & Marketing online
Food & printed
Production Set up AF
Bakery
2016
Training
Centre
2017

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OUR REQUEST… AF BAKERY & FOOD PRODUCTIONS
The Americans like to say… “USA is wishes all customers well and healthy.
the land of opportunity where Please let us know if you have an event
everyone can achieve their dreams.”
that you wish us to cater . We pride
ourselves in keeping up with the
tradition of only serving customers with
tasty and delicious bread for family and
friends.
AF Bakery : Good Bread 4 U.

In Malaysia too, we are the land of


opportunity. Here, we work with
others through our truly “Muhibbah”
spirit and practicing the principles of
“ukhuwah” to reach our goals
together. Above all we will share our
“rezeki” or blessings through the CSR
efforts
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The future is never far…


A Million Thanks from AF Bakery

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