Chapter 3 - Business Plan Report PDF

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Business Plan Report...

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CHAPTER 3: MARKETING PLAN CHAPTER 3: MARKETING PLAN

3.1

INTRODUCTION TO MARKETING

3.1.1

MARKETING OBJECTIVES As a newly opened bakery, the marketing objectives of The 98’s Baker is to gain 20% of market share in Subang Jaya within first operating year and slowly improving its market share in the coming five years.

To achieve these objectives, The 98’s Baker is striving to attract consumers to try the products and built up customers’ loyalty by making the customers feel respected and different in the market. 3.2

INTRODUCTION TO PRODUCT OR SERVICE i.

The proposed product

: Baked foods and Sandwiches

ii.

Brand

: The 98’s Baker

iii.

Selling Price

: RM 10.00 per piece

iv.

Product features

: 100% all natural and organic ingredients

v.

Product benefits

: Using fresh and premium food products

vi.

Product uniqueness

: Different types of flavour choices

vii.

List of product

: Corporate Customers -

Lunch Catering and Baked Foods

Storefront Customers -

Baked Foods: Cakes and Cookies

-

Freshly prepared breakfast and brunch dishes

-

Hot and cold beverages

-

Special Orders: Catering for parties, Wedding cakes

THE 98’S BAKERY

CHAPTER 3: MARKETING PLAN 3.2.1

MARKET AREA AND BUSINESS LOCATION

The 98’s Baker will open as a single bakery, along with catering service, in the town of Subang Jaya. Although the company is beginning as a little bakery in a small town, the objective of the business is to became a famous standard cafe at many places. In order to do this, the company will slowly opening of new branches in all states starting in nearby towns and gradually expand to larger areas. Likewise, the catering service will grow as more bakeries are opened and perhaps the ability to cater multiple events at one time will be reached. 3.2.2

SEGMENTING THE MARKET

The 98’s Baker will primally serve the residents within 10km of our store. The demographics of these customers are as follows: ➢ 23,826 residents ➢ Average level income of RM 25,000 ➢ 54.7% married ➢ 42.5% in working people ➢ Young Adults: 20-26 years old In addition to this prime adult demographic for an upscale bakery, there are five elementary school and a high school. Students and teacher from these schools will be sure to frequent The 98’s Baker. 3.3

COMPETITORS

3.3.1

ANALYSIS OF COMPETITOR

COMPETITOR

STRENGTHS

Secret Recipe

•

Located in urban and rural area

•

Offer better place with good quality of cakes

•

The bakery is locate at residential area

Aina’s Bakery

THE 98’S BAKERY

WEAKNESS •

Require high maintenance

•

The lower income will feel pressure with the price

•

Expensive rent

CHAPTER 3: MARKETING PLAN •

•

Provide fresh idea in cake design

•

Well establish brand community and superior quality

•

La Petite Cakes is a brand with highly differentiated branding concept, image and experience

La Petite Cakes

THE 98’S BAKERY

The quality of work and ingredient use are equivalent with price

• •

Price of custom cake is high Low range of product

•

Limited availability of product design and accessibility of merchandise

•

Solely reliant on viral marketing technique...