STUDENT NAME : NZENWA UGOCHUKWU MIRACLE

STUDENT ID :

SEMESTER : MAY 2022 – AUGUST 2022

EMAIL:

SUBJECT : PRINCIPLES OF MARKETING

SUBJECT CODE: BBA 6083

DUE DATE: AUGUST 2, 2022

MARKETING PLAN FOR MY CAKE BUSINESS

DELIGHT BAKE BUSINESS LTD

MAIN CONTENT:

Executive Summary

Market Summary

Target Market

Market Demographics

Market Needs

SWOT Analysis Marketing strategy

Measurements/Monitoring

Competitors Analysis
EXECUTIVE SUMMARY:

Delight Bakes will be a small business bakery located in Granby, Colorado. The cupcakes
will come in a variety of flavors, toppings, sizes, styles, toppings, and decorations. This
bakery will have a comfortable seating area, allowing customers to stop and sit down.
Delight Bakes will also include food service to deliver large orders for large events,
providing greater convenience for consumers. As a bakery, Delight Bakes will have a large
target market. People of all ages enjoy delicious cupcakes and therefore will be included in
the target market. Cupcakes are a low-cost commodity; almost everyone can access them,
despite the different income, this again allows to expand the target market. With a wide
selection of products, convenient services and a wide target market, this bakery will satisfy
the needs of a wide range of consumers.

Product quality is essential in the food industry. For this reason, Delight Bakes will ensure
product quality through the use of fresh ingredients, selling only fresh cupcakes, and an
emphasis on cleanliness. Innovation is also a corporate goal. One way to do this is to create
new cupcake and frosting flavors every month and offer them for a limited time. This will
allow the company to test new products and determine which products are preferred by
consumers. Similarly, Delight Bakes will offer seasonal cupcakes with flavors corresponding
to the seasons of the year. These treats will also be offered for a limited time each year.
Product quality and innovation will be at the heart of the company’s concerns.

Although the Delight Bakes will open up as a unique little bakery, the business will try to
grow over time. Once the bakery is successful, the company will open more stores in areas
close to the original bakery. As the overall business success increases, Delight Bakes will
slowly expand to more locations. The company’s website will allow consumers to see all that
the bakery has to offer, as well as give customers the ability to place an order. This expansion
will allow Delight Bakes to reach a larger number of consumers. Prices at Bakery Café will
strive to be competitive with the industry. Pricing and costs will be calculated to give the
business a minimal pricing option, avoiding any losses. The company will also research the
prices of comparable products from other similar companies in the region to find out price
requirements to remain competitive. As long as the price in the industry is high enough to
cover the calculated costs, Delight Bakes will choose the price similar to its competitors.

When the Delight Bakes first opens, it will hold a grand opening to raise consumer
awareness. The event will offer free samples of a wide range of products offered by the
company to generate consumer interest and desire, thereby increasing consumer purchases.
Community involvement will also be of great benefit to Delight Bakes, as the company
demonstrates its involvement and intention to contribute to the community. Such engagement
will also increase consumer awareness by

As community members are frequently exposed to the company name. These Delight Bakes
plans are meant to make the business more successful and profitable. However, through the
use of financial analysis, customer surveys, and market share comparisons, you will be able
to determine which of these strategies is really effective in helping your business grow. . By
evaluating the effectiveness of different marketing methods, Delight Bakes will learn what it
takes to run a business successfully.

MARKET SUMMARY:

For the past years, the development in Niagara, New York city, USA has grown
tremendously with the establishment of new housing estates, schools and offices. Families
are now moving towards this location which will promote the Bakery business.

In addition, the business would be patronized by tourist who come from all over the world to
visit the beautiful scenery of the Niagara falls.

TARGET MARKET:

As a bakery, Delight Bakes will have a large target market. People of all ages, from children
to adults, enjoy delicious food and thus will be included in the target market. This product is
not a high-priced item and should therefore be available to most people regardless of income.
Located in an area with a high percentage of tourists, this business’ target market will
include tourists; however, many locals will also indulge in the delicacies. Catering will be
used by residents especially for large events and celebrations. Delight Bakes will be able to
rely on locals for more activities throughout the year, while tourists will only be as frequent
during the summer and winter months. Delight Bakes products will be loved by all
consumers who simply appreciate a delicious treat. Whether consumers are looking for
simple or plain cupcakes or intricately designed cakes, this bakery will meet their needs. For
consumers wishing to come and sit down, Delight Bakes will be prioritized by customers
who appreciate a quiet, modern and comfortable space. Locals and tourists visiting Grand
County, of varying ages and income levels, will all be included in the Delight Bakes target
market.

MARKET DEMOGRAPHICS:

Geographic:

The Cup of Cake Café will open as a one-stop deli in the city of New York, Niagara falls,
USA. Although the company started out as a small bakery in a small town, its goal is to
constantly grow. To do this, the company will slowly open other identical bakeries starting in
neighboring towns and gradually expanding into larger areas. Likewise, food service will
expand as more bakeries open and will presumably reach capacity to serve multiple events at
once.

The Internet is an extremely effective means of expanding business activities into more
fields; therefore, Cup of Cake Café will develop a website where customers can place orders.
The customer will then pick up their order from a nearby bakery or, if they’re not, Cup of
Cake Café will find the right way to safely ship the cupcakes. This not only helps increase the
number of consumers that can reach the business, but it also allows Cup of Cake Café to
identify suitable locations to open more successful bakeries, based on areas of high order
volume.

MARKET NEEDS:

 Wants to eat more healthy;

  Wants its products to be homemade
 Wants to be able to order with less than 24 hour notice
 variety and flavor in its cakes speed of service
 Free delivery for close locations.

MARKET TREND:

The market trend has changed from simple cakes to more designed cakes such as character
cakes, red velvet cakes and other healthy cake options, tasty pastries which will be provided
by Delight Bakes.

SWOT ANALYSIS:

STRENGTHS:

1. My baking skills.

2. Very good at baking character cakes.

3.Competitive price and new marketing strategies.

WEAKNESSES: 1. New in the market.

2. New setup.

3. One man business

OPPORTUNITIES:

1. New bakery products in the area.

2. High quality home made products with reasonable prices..

THREATS:

1. Low prices of competitors.

2. Experience of Competitors in the market.

3. Supermarket also sells cakes

COMPETITION:

All the bakeries and cafes in the area are in competition with Delight Bakes.

VARIOUS MENU ITEMS:

 Pastry/deserts
 Designed cakes for celebrations
 Cup cakes
 Wedding cakes
 Cookies.

Apart from offering this menu, our cake shop shall also provide some services such as…

1. Free home delivery of orders.

2. Discount on large purchases
3. Free wedding cake consultations

KEY SUCCESS FACTORS:

• Providing high quality homemade cakes and pastries with customer service.

• Competitive pricing.

• Ongoing baking training

CRITICAL ISSUES:

For excellence and success, Delight Bakes needs to:

1. Monitor cash flow statement.

2. Establish its reputation.
3. Continuously update its products and capabilities.
MARKETING STRATEGY:

MISSION:

Delight Bakes aims to offer high quality homemade bakery products at a competitive price to
meet the demand of middle to high income customers.

MARKETING OBJECTIVES:

1. To be leading a reputable cake shop.

2. To provide good quality homemade products.
3. To be competitive in the market.
4. To offer jobs.

FINANCIAL OBJECTIVES:

1. To generate minimum of 40% revenue.

TARGET MARKETS:

The main focus will be tourists that come to visit Niagara waterfall.

POSITIONING:

Delight Bakes position itself as a competent, innovative and customer oriented.

OUR STRATEGIES:

 We have a good variety of products. In order to get long term relationship with our
customers we can also offer discount on the large purchase orders and for first time
Customers.
 Free delivery of orders to customers home.

MARKETING MIX:

PRICING:
Price is a major contributing factor to the overall success of a business. Before the Delight
Bakes can open, it will first need to make several investments, including the building it will
work in, cooking equipment and supplies, seating area furniture, and a car for food service.
Likewise, the bakery will have ongoing costs for cake supplies, employee wages, and any
upgrades or repairs that may be needed. To recoup the investments and ultimately make a
profit, all these things need to be taken into account when determining the price. The business
owner will first calculate the cost of simply making each individual cupcake, based on the
supplies used. Owners will also consider employee payroll costs as well as the income
needed to make the investments profitable. Based on all these calculations, the company will
develop an idea of a minimum price option. Next, the business will research the prices of
comparable products from other similar businesses in the area. As long as the competitor’s
prices are high enough to cover the calculated costs for that bakery, Delight Bakes will
choose a price that is competitive with the industry.

DISTRIBUTION:

The distribution will also be through free home delivery if the customers are willing to have
their desired products at their door step for location close to the Bakery Shop and also as we
grow, there would be distribution of our products to different locations in the state.

PROMOTION:

Educating customers is the first step in promoting a new business. Delight Bakes will
achieve this through a grand opening. The event will be promoted through regional flyers,
newspaper ads and hopefully word of mouth. During its grand opening, Delight Bakes will
offer free samples so consumers can try the delicacies risk-free. Consumer interest and desire
are also important factors for the success of a business. The official opening will help the
company in these sections with free samples provided. Consumers will be able to sample the
wide variety Delight Bakes has to offer, allowing them to experience the mouthwatering
delights. These free templates will also contribute to the final look of a successful promotion,
enticing customers to buy. . By trying products for free, consumers will feel more confident
when shopping because they will know exactly what they are getting.

Delight Bakes will also use public relations to promote the business. As part of a small
town, community involvement goes a long way in promoting successful business. This not
only helps Delight Bakes get more business from locals, but it also increases the chances of
being referred by other members of the community. One of the ways Delight Bakes will
demonstrate its public relations is through community engagement, such as sponsorship and
participation in local events such as parades and horseback riding. This will not only show
the company’s participation in community events, but also a great form of advertising to
raise consumer awareness. Giving out gift certificates or cupcakes to fundraisers will also be
a way for Delight Bakes to promote itself. This will demonstrate the company’s desire to
participate and help the community, which is particularly appreciated by members of the
community. Sponsorship, participation and community contributions will also benefit the
business. Public relations will be essential to the success of the Delight Bakes.

SERVICES

▸ Delight Bakes will not just focus on products that it offers but also the bakery environment
because customers (especially families) seek for tasty, quality homemade, healthy cakes.

▸ offering great taste, healthy and home made products. Responsiveness and respect will be
the key relationship driver with its customers with a focus of developing good relationship
with customers.

MARKETING RESEARCH:

Delight Bakes will continuously do research of market to be up-to-date of customer

preferences and will get feedback from their customers through customer feedback form or
survey.

CONTROLS:

The following areas will be monitored very closely by

Delight Bakes management;

1. Revenue: monthly and annual.

2. Expenses: monthly and annual.
3. Client feedback
4. Improvement in product/business.
IMPLEMENTATION:

To achieve our desired goals and control budget all the strategies will be kept in mind for
implementation.

MEASUREMENTS/MONITORING

For Delight Bakes to continue to grow, it will need to develop methods to determine which
elements of the marketing plan are working and which are not. Product innovation is one of
the company’s goals. To measure the effectiveness of the improvements, the company will
pay special attention to the sales of star products. In doing so, Delight Bakes will know the
success of each particular flavor simply by the number of sales of that particular product.
This method will allow the company to track product success for the month and make
seasonal flavor recommendations. This form of financial analysis will help a company
determine which products are increasing sales. Through financial analysis, Delight Bakes
will also observe the revenue of food services to decide if it is beneficial to the business. By
looking at sales, Delight Bakes will be able to determine which products and services are
leading the business to success.

Customer surveys will also benefit businesses, as consumers provide feedback on products
they like. Including such surveys on the company website would be an easy way to get
consumer feedback and increase customer satisfaction. The surveys will incorporate
information on customer service in the bakery as well as through food service. Knowing
customer opinions will allow Delight Bakes to modify any product or service to optimize
customer satisfaction.

Market share comparison will help a company find ways to improve and maximize its
success. Delight Bakes will measure its success based on sales and compare it with the
success of its competitors. If the company’s level of success is lower than that of its
competitors, it will analyze and compare the quality, price and service of similar companies.
This will allow Delight Bakes to find out what these elements are lacking compared to its
competitors. This will then reveal the necessary changes that need to be made to make the
business more successful.

Through the use of financial analysis, customer surveys and market share comparison,
Delight Bakes will be able to figure out what improvements need to be made to ensure the
success of the business. Financial analysis will reveal which products and services benefit the
business based on the revenue from each specific product and service. Customer surveys will
show the level of product quality and customer service based on consumer opinions. These
assessments will show the company which aspects need improvement and which are
appropriate. Comparing market share will allow a company to gauge how successful it is
compared to its competitors and determine what changes it needs to make to outperform the
competition. Evaluating the company’s marketing plan through these methods will allow the
company to make the necessary changes to ensure the success of the Delight Bakes.

COMPETITOR ANALYSIS:

Direct and indirect competitors

Delight Bakes Bakery competes with other local bakeries in the Niagara community. Below
are the profiles of each participant.

Jendol Bskery

Jendol Baking Company offers old country artisanal breads and pastries. This privately
owned bakery offers freshly baked bread every morning. They specialize in magical artisanal
pastries, cakes and European breads. The Jendol Baking Company, owned by Patrick and
Magdalene Bale, started as a small retailer 20 years ago. Today, Patrick and Magdalene has
sticked to the same menu that was successful after being criticized for not offering donuts.
They bake and serve the perfect thing they know.

Sweet Sensation Bakery

Sweet-Sensation Bakery has been family owned and operated since 1980. Years later, Sweet-
Sensation Bakery is known for serving some of the best baked goods in town. It specializes
in donuts, breads and pastries that are baked fresh daily. Breakfast options include freshly
made bagel or biscuit sandwiches, eggs, hash browns, sausage and gravy, and bacon. The
lunch menu includes sandwich options, soups, and pot pies. Sweet-Sensation Bakery is open
for breakfast and lunch from Wednesday to Saturday. They offer online ordering and
curbside pickup or delivery.

French bakery

French Bakery is a new and trendy bakery in Niagara. They serve freshly made cinnamon
rolls, cookies, scones, macaroons and coffee. Open Friday to Sunday from 6am to 1pm.
Futile Bakery is owned by Philip Shaw and has recently begun offering custom cakes,
decorated sugar cookies and other sweets for all types of parties and gatherings.

Delight Bakes Bakery Competitive Advantage

Delight Bakes has several advantages over competing products. These benefits are:

 Outstanding Customer Service and Dedication: Delight Bakes owners are proud to be
there every day and meet most of their customers. Mr. Miracle and his wife, his Ms.
Precious, love interacting with customers and ask what they really want from a
custom cake. It is very rewarding to realize the idea and provide what the customer
envisions. When a customer sees a finished product, we love to see the customer’s
face happy.

 Delicious and freshly made pastries: Delight Bakes bake pastries every day and sell
only the freshly made pastries of the day. Delight Bakes Bakery does not offer old
pastries.

 Convenient location: Delight Bakes Bakery is located in a lively retail center near
popular grocery stores, eateries and shopping facilities and close to Niagara falls.

 Free Delivery: We offer free delivery service to clients whose location is close to our
Bakery. This can be done by placing and order online on our website and wait for
your product to be delivered at your house.
References

1. https://www.busbysbakery.com/bakery-marketing-plan/
2. https://planbuildr.com/bakery-business-plan/competitive-analysis/
3. https://www.slideshare.net/sabaAkhan47/perfect-presentation
4. https://www.google.com/url?sa=t&source=web&rct=j&url=https://
www.rrcc.edu/sites/default/files/claro-
cupofcakecafeFINAL.pdf&ved=2ahUKEwi8hNHFsZ75AhWnPOwKHayiDjcQF
noECEwQAQ&usg=AOvVaw2CTYiTURAj3DmSGirGXWRw
5. https://www.webstaurantstore.com/article/309/bakery-marketing-strategies.html