(a) Using an appropriate business management theory, describe a human need that iBakery
meets by focuses on providing employment opportunities for individuals with disabilities. [2
marks]
According to Herzberg, there are two sets of factors that influence employee motivation and
satisfaction: hygiene factors (which, when lacking, can lead to dissatisfaction) and motivators (which,
when present, can lead to satisfaction and motivation).
(b) Explain two possible challenges facing iBakery. [6 marks]
One challenge that iBakery may face is financial instability. According to the case study, iBakery
suffered significant financial losses during the COVID-19 pandemic, particularly due to the absence
of having an online platform. This suggests iBakery’s over-reliance on physical sales channels,
making the social enterprise extremely vulnerable to external crises.
Another challenge is the limited reach of its marketing efforts. Although iBakery uses social media,
the case study mentions that the company only communicates through the Chinese language on
Instagram. This could limit its ability to connect with a broader customer base, especially those who
may not understand Chinese. Hence, this challenge can hinder iBakery’s ability to compete
effectively.
(c) Using all the resources provided and your knowledge of business management,
recommend a possible plan of action to improve the competitiveness of iBakery. [17 marks]
In light of the challenges and opportunities suggested in the case study, iBakery can apply a
comprehensive plan of action to improve its competitiveness. It encompasses aspects of finance,
marketing, and operations management.
iBakery must address its financial instability and improve its competitiveness by creating and
launching an e-commerce website to facilitate online sales of iBakery’s products. Beyond providing a
convenient and accessible channel for customers to make purchases, offer important features
include developing secure payment options and a user-friendly interface. By embracing digital
technologies in this way, iBakery can broaden its market reach, reduce dependency on its physical
outlets, and mitigate risks associated with unforeseen circumstances, such as the financial losses
during the COVID-19 pandemic (Resource 3).
To overcome the marketing challenge (Resource 2) and improve its competitiveness, iBakery should
adopt a multilingual approach. The business should create content in English and other languages
used in Hong Kong alongside Chinese, thereby ensuring a broader reach and engagement on
different social media platforms. Having only “1,300 followers on Instagram” is not much to boast
about in terms of iBakery’s marketing efforts. Collaborations with local influencers, similar to
@FoodieExplorerHK and @InclusiveLifeHK, should continue, especially with those who appeal to
diverse audiences. This strategy aligns well with iBakery’s values of inclusivity and diversity
(Resource 1), so helps to enhance its brand image.
Furthermore, to address the limited menu options highlighted in Resource 4, iBakery should
consider expanding its product offerings as part of its marketing plan of action. This could include
accommodating various dietary preferences, such as vegan and gluten-free options (Review Z,
Resource 4). An improved product offering therefore helps to improve iBakery’s competitiveness in
the local community.
In the competitive landscape of Hong Kong (Resource 3), iBakery’s market position can be
strengthened by prioritizing sustainable operations strategies. iBakery should prioritize sustainability
by exploring eco-friendly packaging solutions, as mentioned in a customer review (Review W,
Resource 4). Sustainable operations management practices not only align with changing consumer
preferences but also contribute to iBakery’s social mission (Resource 1), appealing to
environmentally conscious customers.
In conclusion, this strategic plan of action addresses several key challenges facing iBakery and
leverages the opportunities for iBakery’s enhanced competitiveness. By embracing technology to
improves its financial position, fostering inclusivity in marketing and expanding its product range to
appeal to a broader customer base, and improving its sustainability practices, iBakery not only
tackles its main challenges but also position itself as a more competitive and socially responsible
business in a dynamic market with around 70 competitors. The successful implementation of this
plan of action contributes to iBakery’s economic, environmental, and social sustainability. This
enhances the organization’s competitiveness and therefore supports its overarching mission of
empowering individuals with disabilities and fostering social inclusion.
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