MKT101A Assessment 1 PDF

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Marketing 101 Assessment 1...

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Cedary Bakehouse Business Background Cedary Bakehouse is a neighbourhood family owned bakery and cafe located in Moorebank.

Cedary Bakehouse serves a wide range of delicious and affordable Lebanese food and coffee. They promote through use of social media platforms such as facebook and instagram with the key bio that everyday products are baked fresh and carefully made. Cedary Bakehouse vision pride themselves with the tradition passed between generations.

Competitor analysis Competitive analysis for any industry is very crucial to the business. With the structure it is to help with a better picture of the industry overall as well as identifying the competitors in the market. Competitors come in either direct or indirect. Based on the research that have been carried out, for Cedary Bakehouse there are major competitors both direct and indirect. The main objective of this analysis is to identify the major competitors but it is advisable to know the indirect competitor as well so that the company could achieve an overview of all the possible rivalry.

Direct Competitor The direct competitor for Cedary Bakehouse would be Chipping Norton Manoush and Grinder’s at Grove. These two restaurants are the biggest direct competitors as they serve the same food and drinks as Cedary Bakehouse in the Moorebank local area. Chipping Norton Manoush is located 5 minutes away from Cedary Bakehouse. They specifically specify one product. They are promoted through banners, social media platforms as well as school commerce market day sales. Every year the year 10’s of Moorebank High School holds a commerce market day where students are to sell as much of their product from their chosen local takeaway shop. Almost 90% of the time the team that chooses Chipping Norton Manoush sells out first, they sell their Monoush for almost half the price of Cedary Bakehouse.

For Grinder’s on Grove, it is a cafe near Cedary Bakehouse. They are located on the main road and difficult to travel to without a vehicle. Their prices are slightly her compared to Cedary Bakehouse and only have social media platforms to promote their products, however there is no website.

Indirect Competitor Apart from the two main direct competitors, Cedary Bakehouse is also facing with its indirect competitors such as;

● Fish and Chip Shop ● Chinese Restaurant ● Thai Spice ● Moon Sushi Lucky for Cedary Bakehouse, these indirect competitors do not sell any of the same product as them. Although, comparing prices of Cedary Bakehouse to these competitors, they are a lower price. However, as there is more variety there is a decreased chance of sale for Cedary Bakehouse unless the customer craves lebanese food and sweets or coffee. All these indirect competitors are next to each other in a shopping village and apart from Thai Spice and Cedary Bakehouse, none of the other stores have social media platforms and promotional deals. In conclusion, it is crucial to develop a competitive structure to overview the most and smallest possible outcome of competitors that could harm the business.

SWOT Analysis Strengths Cedary bakehouse has a unique concept and style. Combining both their love for lebanese food and coffee is not very usual. This unique cafe is close to both public transport, schools, shopping village and neighbourhood, therefore resulting in customer bases and cheaper costs to accommodate student salary. Furthermore, they have highly-motivated staff, attractive store design and high ratings on review websites. Weaknesses As cedary bakehouse only has a single franchise, this means less popularity. They have limited seating and no brand equity. There is less reliability of data and need more funds to expand stores. Opportunities

They can attract customers from schools and mall shoppers, and also the ability to hire people from schools. Additionally, the ability to expand and build brand equity. Cedary bakery also appeals to a different theme to a cafe providing lebanese food and coffee. Threats There are also a number of direct/indirect competitors as there is a variety of different food cuisines around the store. Furthermore, weak bargaining power with suppliers can lead to increase in supplier costs, limited profit levels and lower ability to meet cash flow requirements.

References 1. Cedarybakehouse.com.au. 2020. Cedary Bakehouse – Welcome. [online] Available at: [Accessed 27 June 2020]....