baked kl: prospects for a pioneering actor in the local vegan market

Baked KL, a niche, home-based vegan snack and dessert business, caters specifically to consumers with strict dietary restrictions. This case study examines Baked KL's strategic approaches to market challenges by focusing on its unique positioning (i.e., as a first mover in the Klang Valley’s vegan market) and recommending solutions in line with the ethos of its owner.

Its key challenges are (1) consumer awareness, (2) economic conditions, and (3) Technical and material limitations. Solutions include (1) operational modifications, (2) business expansion, and (3) strategic marketing and delivery services. We argue that combining economic and managerial theories with hands-on tactics can enable niche food businesses to thrive by embodying theories and skilfully applying them to overcome complex issues and achieve long-term growth in a fast-changing market. Baked KL's journey demonstrates the importance of agility in small businesses and the value of applying a targeted, niche approach which does not necessarily rely on the mass market.