Mini Case Study for Final Exam of INF10003/INF60007 IBIS – Semester 1, 2016MasterCake Bake ShoppeMasterCake Bake Shoppe is a homemade cake business that makes a range of cupcakes, cakes anddecorated cakes for special occasions. Their cakeballs—a ball of icing-dipped cake mounted on alollypop stick—are justly famous for their secret recipe and delicious taste.MasterCake Bake Shoppe is owned a
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Mini Case Study for Final Exam of INF10003/INF60007 IBIS – Semester 1, 2016
MasterCake Bake Shoppe
MasterCake Bake Shoppe is a homemade cake business that makes a range of cupcakes, cakes and
decorated cakes for special occasions. Their cakeballs—a ball of icing-dipped cake mounted on a
lollypop stick—are justly famous for their secret recipe and delicious taste.
MasterCake Bake Shoppe is owned and run by two friends who also work full time in commercial
photography and interior design. They used their photography and design experience and creative
expertise to promote MasterCake online from the very start. The business now has a presence on the
internet, including the MasterCake website.
The owners have adopted the business personas Kelly Kake and Katie Kupcake COMPETITIVE
ADVANTAGE (brand differentiation) to provide engaging presences online and also to provide some
distance from their photography and design work. Both share responsibility for baking, decorating and
delivering the cakes. Katie looks after operations, customer order management and sales, while
marketing, press releases and promotion are Kelly's responsibility
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