Marketing

1. SWOT Analysis
- Strengths
Iconic Slogan
Product Familiarity

- Weaknesses
Unhealthy Product
Unviable Business

- Opportunities
To expand into a healthier market

- Threats
A larger market was made inaccessible
Crispy Donut Munchers
Anti-Sugar movement

2. Target Market
- Cops
- Children
- Health Enthusiasts

3. Product Strategies
- Expand into Donuts with no hole in them and call them Doughnuts to exploit the Donut ban
- New products must have healthy and sugar options
- Expand into Cookies with healthy and not healthy options (Cookies must be good)
- Can expand to have premium Doughnuts with higher quality ingredients, and “classic” Doughnuts for
lower quality.

4. Pricing Strategy
- Cheap Doughnuts “Classic”
- Expensive Doughnuts “premium”
- Same for Cookies
- Undercut Crispy Donut Munchers

5. Promotion Strategy
- Use old slogan ironically to attract old and new customers alike
- Make the “premium” products seem irresistible
- Advertise the “classic” series as a reimagined healthier version of what Springfield already knows and
loves

6. Distribution Strategy
- Doughnuts and Cookies will be available in store and via any delivery services such as UberSpringfield,
and MenulongSpringfield, and others
- Will have pop up stalls at large events to capitalise on the urge for treats in large groups of people

Human Resources
 1. Job Analysis
- Doughnut Dans (Rebranded Name) will be cutting its hours from 24 hours, to a 7am-10pm every day
schedule. The 24 hours open shifts are associated with fast food places and Doughnuts Dans is trying
to limit similarity with unhealthy food providers
- The stores will expand into Cookie making as well, so the staff that would come in later at night will be
assigned to day shift Cookie making
- 1 manager on site at all times, and 1 hour a day 2 managers in a rotating order to discuss problems
and new ideas
- Hiring one or two dedicated cleaners to clean outside of business hours will make sure the store is
totally clean whenever customers are present
- Make sure to pay employees slightly more than Crispy Donut Munchers

2. Recruitment and Training

- Recruitment will focus on hiring casual employees that are able to listen and learn, without ever being
lazy on the job. Doughnuts Dans must be associated with a cheerful and healthy option, unlike
stereotypical fast food servers that are perpetually tired
- Training will include an education on how to make Doughnuts and Cookies to Doughnuts Dans new
higher standards. It will also include a short course on all the options the store provides to its customers
so that no matter which employees a customer asks for help, each one can provide a helpful insight.
They will also, as a byproduct, be trained in charismatic and friendly interactions with customers

3. Seperation
- The voluntary separation process will be as painless as possible. If the casual employee no longer
wants to work at Doughnuts Dans they will be asked for a reason which they do not have to provide.
This is all in an effort to make Doughnuts Dans a fair place to work where wanting to leave won’t
sentence you to eternal hatred from the rest of the store.
- Involuntary separation will be enforced when an employee either commits 2 minor mistakes after being
taught how to not make the mistake again or when an employee majorly breaches the employee
guidelines. Examples include confronting customers in a very unfriendly way, tampering with the
products, sharing confidential information, or making the workplace an unhappy environment. Each of
these offenses will lead to an immediate separation of said employee from business, while remaining
as fair as possible.

4. Motivation Strategies
- Freed Doughnuts/Cookies once a week to staff
- Employee of the month award, resulting in a one month pay rise and a pack of Cookies/Doughnuts
- Friendly managers who are humble and looking to improve themselves and their employees

Operations
1. Quality Management
- The quality management system in place will be the total quality management
- This will be achieved in the singular Doughnut Dans Store through a series of steps and ideas
- Employees will be encouraged and rewarded to make very high quality food
- When mistakes are made the source will be hunted down and eliminated. Employee mistakes will be
handled fairly and they will be taught how to produce high quality products
- Customers that receive faulty products will get a full store credit refund
2. Production Process
- The Doughnuts are rolled into form, filled with whatever ingredients and baked onsite every day. They
are arranged in an aesthetically pleasing order that makes sure cross contamination risk is minimal.
 - The quality check for the form of the Doughnuts from dough, is certain charts that dictate what they
should look like. When a failure is made it can be recycled. Obviously employees will have clean hands
and clean gloves.
- Coating and filling the Doughnuts will be based on more images of what it should look like.Coating
should never fall further down the side of a Doughnut than 60% and Fillings must always be 2cm from
the outer edge of said Doughnut. This will be experimented on to find how many syringes of filling is
needed to achieve this.
- Baking the Doughnuts will also be experimented on beforehand to see how long each type of Doughnut
required to be baked to perfection. A failed bake is a major mistake and only more experienced workers
will be assigned to the task.
- Arranging the Doughnuts will be done by an employee trained in the arts of design and Doughnuts will
be placed carefully with new gloves for each type of Doughnut

Finances
1. Funding Strategy
- After years of being Springfield’s number 1 Donut store, Doughnut Dans has a fair amount of cash in
savings. This will be enough to cover basic costs.
- To expand into Cookie making Doughnut Dans will likely need an investor. To prove to an investor that
Doughnut Dans is worth their time, the store will need to first show that its rebranded self and its
healthier options can be successful. Essentially, the store must spend their reserves on marketing and
new products to revitalise their business and make money.
- Doughnut Dans should also try and renovate the stores in/exterior as a new look will attract more
customers

2. Budget
- Budget is very important in using Doughnut Dans remaining/limited funds. Doughnut Dans should
budget according to the priorities that I outline
- These include, new Doughnuts (healthier options), marketing these new products, and renovations
should they be able to afford it
- Doughnut Dans cannot afford to waste any money, and so a budget is very important