Managing Small and Medium Enterprises: A Case Study of Marshfield Bakery

This article discusses the challenges faced by Marshfield Bakery, a UK-based SME, and the strategies they can adopt to improve their performance and growth. It covers the nature of the business entity, start-up process, competitive advantage, growth opportunities, and more.

MANAGING SMALL AND
MEDIUM ENTERPRISES
Course Name: Managing Small and Medium Enterprises

CONTENTS
INTRODUCTION......................................................................................................................3
FINDINGS.................................................................................................................................3
CONCLUSION..........................................................................................................................8
RECOMMENDATIONS...........................................................................................................8
REFERENECES......................................................................................................................10
APPENDICES..........................................................................................................................11

INTRODUCTION
The chosen company for this research paper is Marshfield Bakery. It is a UK-based
SME and was established in 1984. This company is perfect for providing bakery home items
which include cakes, biscuits, cookies, pastries, and seasonal goods. The company is located
on Tolldown Barn Dyrham CHIPPENHAM. They export the products throughout the UK
and other countries of Europe. The company has been in the marketing field for more than 35
years, till now due to a lack of strategies the company is unable to establish itself in the
market. That is why the company has approached SWMAS so that they can support them in
establishing their company in front of the market (Parekh et al, 2018). There is nothing to
deny the fact that the company has provided all sorts of crunchy and delicious food items.
SWMAS has helped Marshfield Company in addressing the fundamental problems for
capacity, process planning and supply chain network. In the business studies, supply chain
network refers to the activities related to managing the movement of commodities and
services between the firm and different locations. This can incorporate the development and
warehousing of in-process goods, unprocessed materials, completed products, and fulfilling
the request of end consumers’ satisfaction from the starting place to the place of utilization
(Mehdi et al, 2022). However, the team of the company is committed and trying to develop
the supply chain across market with all their effort. The main concern for the company is to
improve its operation and to make a strong platform in place for further growth. However,
Marshfield is growing and has 1116 companies under the corporate family. The company is
growing but due to its low performance, they are unable to give proper competition to the
other companies. The Sims of the objective is to attract several customers with their unique
marketing strategy. They need to follow some of the strategies to reach the customers (Bordel
et al, 2022). Some of the projects of the company failed miserably while others became
successful.
FINDINGS
Nature of the Business Entity
Marshfield is a bakery company and it provides delicious food items which include
cookies, cakes, biscuits and several other snacks. The company was at first owned by a small
firm. However, slowly, the company started to expand their business with the help of support

from the customers. It is expected that if the company follows all the strategies then it can
overcome the challenges and problems related to its company (Pratminingsih, 2022).
SME’s start-up process
Marshfield Bakery makes quality hand tailored cakes, café, rolls and occasional
bakery products that are appropriated all through the UK and Europe. Marshfield Bakery
Limited is a functioning organization consolidated on 13 January 2005 with the enlisted
office situated in Kingston upon Thames, Greater London. Marshfield Bakery Limited has
been running for a considerable length of time approx. 17 years. There are right now 2 two
active business secretaries and 2 directorates as indicated by the most recent affirmation
statement submitted on twelfth April 2022.
The business concept and competitive advantage
To the extent that the goal of the organization, obviously they focuses on the special
technique to promote their products and services. They might have great taste of the item yet
there are different contenders too in the market who are in the market, selling alluring bakery
products. The fundamental point of the organization is to extend the product portfolio ranges
through product diffraction and innovation regardless of their conventional items, as most of
the bakers are always focusing on expanding their market through cost reduction.
The main purpose of every small scale enterprise is to create a gain and Marshfield
Bakery isn't an exemption. To that end the organization has set up plans and procedures so it
very well may be guaranteed that the deals of the items and administrations help in creating
satisfactory incomes for the business. So, one might say that the organization planned to pay
staff pay rates with no pressure and simultaneously, the organization will actually want to
keep up with business functional expenses with practically no battles (Mehdi et al, 2022).
The current level of demand the competitive environment
Mansfield Bakery is a small scale enterprise. To that end the showcasing
methodology of this organization varies from the greater firms. The organization plans to
change its advertising technique. The interesting and creative thoughts would draw in a few
clients (Mafazi, 2018). It is becoming hard for Marshfield to rival other pastry shop
enterprises alongside the changing interest of clients. There are a few kinds of bread shop
industry accessible in the UK. Those organizations are giving a few kinds of things every
day. To that end Marshfield need to embrace a portion of the unique techniques which will

help those makes such a menu that takes care of extraordinary eating regimen clients (Mehdi
et al, 2022).
The Company has confronted other variable elements like changes in unofficial laws.
In addition, there were changes in the interest in the production network or expansions in the
cost for the significant fixings like oil, refined flour, sugar, and so on. The entrepreneur of the
organization ought to remember the information regardless of whether there is any
adjustment of the advertising strategy. Other than that, the organization didn't enlist proficient
culinary experts which appear to be the serious issue for them (Pratminingsih, 2022).
Other pastry kitchen organizations utilize the system of free dependability cards and
different projects to draw in clients. The clients might want to get limits on the items. The
costs ought to be kept so that the organization wouldn't cause any misfortune. This
methodology would help the company to get success in the competitive environment
(Terentyev and Labutina, 2022).
The growth and development of the business to date
Marshfield bakery has faced many issues due to its small business operations, but
with the help of government support, Marshfield has seen 25% to 30% revenue growth and
development for many years. This brought the requirement for an augmentation that was
finished last year and has made space for additional innovation, staff and capacity.
Marshfield depicts itself as among the best bakery, and supplies to hotels, resorts, shops and
grocery stores across the country. It at present and manufacture more than 15 distinct bakery
products along with shortbread and hotcake flavours, as well as loafs cakes, brownies and
rolls, all impacted by the local customer tastes and trends.
The expense of a portion of the merchandise presented by Marshfield bread shop is
high contrasted with other pastry kitchen organizations. The items are valid for premium
quality and scrumptious. Nonetheless, a few clients wonder whether or not to buy the items
since they are costly. For that reason the organization need to take on the system with which
they can decrease the cost. Diminishing the cost could help in getting clients to their stores.
Then again, diminishing the cost doesn't mean compromising the nature of the items. This is
the thing which the organization needs to prioritize on (Talvitie, 2021).
The challenges of managing and running the SME
One of the significant difficulties which the Marshfield pastry shop industry endures
is that they ought to have a monetary chief who has sound information on baking. Bread

kitchen things are short-lived so on the off chance that those are not sold new then the cost
goes down. Other than that, on the off chance that isn’t new then the expense goes down.
Thusly it is essential to get to be aware of the charge of every item, and afterward just the
group can sell the whole item without experiencing any misfortune.
Other than that, the organization needs to zero in on their incomes so it can imagine
progress from now on. There are such countless contenders all over the planet. In the bread
kitchen industry, there are a few opponent gatherings on the grounds that many chain brands
are growing their establishments. The presence of other pastry kitchen organizations made it
intense for the little bread kitchen retailers and the new brands to support piece of the pie. For
that reason it enormously affects the offer of bread kitchen shops wherever across the world.
The organization has experienced a pandemic circumstance. They had caused a high
misfortune around then. Nonetheless, they have adapt up to those issues and presently their
principal target is to procure incomes and to acquire clients (Mehdi et al, 2022).
During the continuous pandemic circumstance from here onward, indefinitely quite a
while, the organization has experienced a significant test. At the point when individuals are in
uncertainty they believe bread kitchen things to be extravagance. To that end Marshfield
endured issues like keeping up with the cleanliness and the rules for the limited scale bread
kitchens. Another issue the organization has endured is that they couldn't pay the appropriate
wages to their workers during the COVID circumstance. Normally, the businesses were
profoundly disheartened with the assistance of the organization. Additionally, they have
experienced a few different issues too. The organization guaranteed them to keep persistence.
A portion of the businesses left the working environment while others went on annoyingly.
Following two years of that episode, the organization had the option to set up the debate
smidgen (Wangen and Martin, 2014).
Assessment of current growth and development strategy
Changing business sector requirements, quickly propelling technological growth and
always changing expectations of customers means the organizations should consistently
develop and further integrate frameworks and procedures to sustain themselves and stay
successful. The present supply chain networks are comprises of progressively interconnected
business processes, company networks, IT frameworks, digital offices, innovative
infrastructure and impact of technology on people. With developing intricacy and quickly
changing economic situations, key inventory supply chain network requires such plans that
separate "fast wins" from basic drives for achieving long term victories. Another significant

procedure that the organization ought to zero in on is to advance its business through a few
channels. The organization can utilize online entertainment. These days practically all the
netizens utilize web-based entertainment and they can without much of a stretch track
everything about the organization. It will be useful for the organization to get clients (Mehdi
et al, 2022).
The hours of festivities and public occasions appear to be a decent procuring day for
Marshfield. This works on the openness of the organization. During these occasions,
individuals are many times feeling happy. The organization remembers to enlist more
individuals on these ends of the week or occasions so they can create their gains. Besides, the
organization has likewise chosen to coordinate an occasion where they would distribute free
examples of cinnamon buns and other bubbly treats.
Social or sustainability goals
The customer trends towards conscious health have increased their focus towards
nutrient value of bakery products. The children are fond of bakery products. They always
want to take the bakery products to school. That is why customers want to know nutrient
values for the benefit of their child's health. However, if the bakery company wants to add
extra nutrients to satisfy the customers' needs then it might prove to be a tedious job.
Moreover, modifications often change the taste of the products (Pratminingsih, 2022).
The Company also focuses on expanding to regional areas for improving socio-economic
conditions. The organisation purchases its products directly from the local suppliers which
makes it more fruitful for the local community. However, they need to know proper
marketing strategy along with the local suppliers so they could have higher revenues along
with supporting the profits of local suppliers. It will help them to get more customers, invite
employment, society welfare and growth of the organisation as well. Moreover, the company
is located in the areas that are good for all type of people where everyone can have access to
its products irrespective of their living standards and incomes. However, they have also
opened most of their stores in the main hub of the locality. Then only the customers can get
to know about the stores.
Growth opportunities for the SMEs chosen
It's obviously true that Marshfield is a popular pastry kitchen shop in the UK. The
organization could plan to begin their endeavour in different nations. For that they need
incomes. At any rate the organization ought to contribute an enormous amount of cash and

furthermore enlist an expert gourmet specialist. Employing proficient culinary specialists will
help in getting ready delectable food things (Ham et al, 2020). The organization might begin
an endeavour in Asian nations. Prior to beginning their business in Asian nations, it is vital to
acquire information about the food propensities for those nations. Various nations have
different food propensities. Also, Asia falls under tropical climatic circumstances. To that end
a few nations think pastry kitchen things are extravagance. To that end Marshfield ought to
get information about everything about those nations.
CONCLUSION
It has been concluded from the above discussion that an SME organisation faces
many challenges to operate in the highly competitive market. It has been discussed that an
SME company must develop a marketing strategy and concentrate on its development in a
strategic manner. Moreover it has been discussed that an SME faces various challenges in the
market that needs to be handled effectively. In this context certain recommendations are
presented for the company to promote their business and corporation. Furthermore, it has
been discussed that Bakery industry has been among the major SMEs providing growth. It
has been obtained that SME organisations have gained benefits of government support to
help them with their business and achieve better organisational growth.
RECOMMENDATIONS
Marshfield is a famous organization. The items which the organization produces are of
top notch. In any case, for the development and advancement of the organization, it needs a
few significant procedures. Some of the recommendations that could be made for improving
the performance of SME are as follows.
The main thing is to advance the business. SMEs frequently need advancing their
business. Marshfield likewise deals with a similar issue. The organization ought to utilize
web-based entertainment or different stages through which they can promote their business
(Terentyev and Labutina, 2022). In addition, the organization needs to work on their
administrations by focusing more on incomes. Other than that, Marshfield ought to likewise
investigate the inward and outer variables of the organization (Al-Dayyeni et al, 2021). The
company must use the government benefits to operate with more strength in the market
because the policies of government to support SME development.

Mansfield ought to likewise draw in with different organizations and deal them a seat at a
table. With this, it can give need to nearby difficulties and not escape from society. This will
tackle the neighborhood issues. The absence of connection between's computerized
frameworks as well as efficiency demonstrates probably won't be useful without building
advanced abilities. Mansfield is confronting similar issues. It necessities to keep a
relationship and should be the concentration. The organization ought to take care of
regardless of whether a studio is accessible nearby (Ham et al, 2020).
Following the contenders is one more method for working on the business. The
contenders are there and they frequently attempt their new inventive approaches to
advertising to arrive at the client straightaway. Be that as it may, Marshfield ought to use the
technique to know the strategy. It will be useful for them to connect (Pratminingsih, 2022).
Another significant thing is that they need to keep a heartfelt relationship with the providers.
Mansfield bought natural substances from a few providers. To that end they need to keep a
decent relationship as it will assist with buying mass sums at low costs.
Giving limits on the items is one more proposal for the organization. It probably won't
be another organization however absence of headway and other framework are liable for
making it another engraving on the clients. For that reason the organization needs to give
limits and other energizing elements so the clients can assemble and come to the shop.
Marshfield gives new items to the clients, in the wake of really looking at the quality. The
food thing frequently gets spoiled in the event that not taken appropriate consideration. To
that end Marshfield ought to contribute time and incomes to really take a look at the quality
and to give them according to the craving of the clients. The client care administration of
Marshfield Company isn't sufficient. They need to work on the nature of the help so clients
can reach out to them frequently.

REFERENECES
Books and journals
Al-Dayyeni, W.S. and et. al., 2021. A Review on Electronic Nose: Coherent Taxonomy,
Classification, Motivations, Challenges, Recommendations and Datasets. IEEE
Access.
Bordel, B. and et. al., 2022, February. Increasing the Efficiency and Workers Wellbeing in
the European Bakery Industry: An Industry 4.0 Case Study. In International
Conference on Information Technology & Systems (pp. 646-658). Springer, Cham.
Ham, S. and et. al., 2020. Linking creating shared value to customer behaviours in the
foodservice context. Journal of Hospitality and Tourism Management, 43, pp.199-
208.
Mafazi, M.A., 2018. Capital Budgeting Analysis in Digital Marketing Activities at Yes Cake
& Bakery. International Journal of Business Management & Research (IJBMR), 8,
pp.1-8.
Mehdi, M.M. and et. al., 2021. Entrepreneurship and innovation in the bakery industry: A
case study of Ganesh Bakery. FIIB Business Review, p.23197145211020720.
Parekh, N. and et. al., 2018. Associations of parental self-efficacy with diet, physical activity,
body composition, and cardiorespiratory fitness in Swedish preschoolers: results
from the MINISTOP trial. Health Education & Behavior, 45(2), pp.238-246.
Pratminingsih, S.A., 2022. MARKETING STRATEGY AS AN EFFORT TO MAINTAIN
THE SUSTAINABILITY OF THE COMPANYA THROUGHT PRODUCT
QUALITY, PRICE, AND BRAND IMAGE. CENTRAL ASIA AND THE
CAUCASUS, 23(1).
Talvitie, S., 2021. Creating a marketing strategy for a new business: case Hygla bakery.
Terentyev, S.E. and Labutina, N.V., 2022, February. Features of technology for producing
bread and bakery products from frozen semi-finished products. In IOP Conference
Series: Earth and Environmental Science (Vol. 979, No. 1, p. 012025). IOP
Publishing.
Wangen, J. and Martin, D., 2014. Analysis on the Impact of Ethnic Diversity within
Businesses from Two Cities: Eau Claire and Marshfield, with a Focus on Three
Main Business Categories: Restaurants, Hospitals, and Manufacturers.

APPENDICES
Appendix 1 Reflective Journal
Week One During this week I learnt about the SMEs and their business activities
related to profit generation and competitive growth.
Week Two During the second week I learnt about the operational activities that a
person needs to perform to run a small business effectively.
Week Three Organisational management was taught during this week where I learnt
about the functions that are necessary to operate a business.
Week Four Business environment factors were understood during this week that help
to contemplate the force affecting SME operations.
Week Five The evaluation of the Start-up strategies was done during this week where
we understood how start-up is done.
Week Six Competition in the market is strong and this week was about the learnings
of the completion in the market.
Week Seven This week was helpful to understand about the sustainability objectives
like CSR and PR ethics that could help the SME growth.
Week Eight Growth opportunities for SME were discussed during this week that
consisted of various opportunities to enhance business performance.
Week Nine Various models and frameworks were understood to determine the
activities of SME businesses.
Week Ten Last week was about the closure or winding up of the SME operations by
which the organisation can move to another businesses.