The BakeryBusiness Plan

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Product category

2 Cupcakes

Marketing Plan

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Segmentation

• Geographic Segmentation- Multiple COOKIE JAR stores are located all across Kolkata.

• Demographic Segmentation- It caters to all ages of people be it young or old.

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Targeting

• Target market- Our target market is the higher end customers who can afford to pay our skimmed priced products.

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Positioning

• COOKIE JAR is a well known brand/franchise, so it already occupies the positioning of high quality and values in the minds of the customers.

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Blue Ocean Strategy

• There is ample opportunity for growth that is both profitable and rapid. It is a little known market space untainted by competition. Demand is created rather than fought over.

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COMPETITORS

• The Rouge

• The Donut Baker

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Vehicle to get into the business

• Our vehicle to get into the business will be Alliance. Because we don’t have enough money to start up our own business (internal development). As we are inexperienced and new in this field, so we will not go for Joint Venture or Acquisition.

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Marketing Mix

• Product- Cupcakes

(Quantity will be large, so variety of cakes will be less).

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Marketing Mix

• Price– High, but still competitive– It will be Skimming Pricing strategy

because there is no need to penetrate the market because as we all know COOKIE JAR is an expensive shop.

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Marketing Mix

• Placement

- It is going to be OL (Owner’s Labeling). So no need to worry.

• Promotion

- No need to promote. Because it will be done by COOKIE JAR.

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SWOT Analysis

• Internal Strengths– Homemade recipes– Ability to complete large orders– Freedom of customers to choose

their cupcake themes– Skilled staff members that know

how to use spray guns and frosting

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SWOT Analysis

• Internal Weaknesses– Inexperience– Limited selection (besides cupcakes and

cakes)– Small number of skilled workers– Lack of finances and sizes of kitchen

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SWOT Analysis

• External Opportunities– Desire for healthier lifestyle– Niche market– Large target market area– With income, expanding the kitchen size– Expanding the menu and creating more

job opportunities of other skills

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SWOT Analysis

• External Threats– Change in lifestyle trends– Competing bakeries within the area– Businesses with cheaper prices– Slow rate of profit

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Porter’s Five Forces

• Bargaining Power of Suppliers- Low cost of switching suppliers

• Bargaining Power Of Customers

- Low buyer price sensitivity

- Product is important to customers

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Porter’s Five Forces

• Intensity of Existing Rivalry

- Relatively few competitors

- Low storage costs

• Threat of Substitutes

- Substantial product differentiation18

Porter’s Five Forces

• Threat of New Competitors

- Customers are loyal to existing brands

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How we are going to win

• Differentiation/ Customization- Sell vegan, wedding and special event cupcakes, gluten-free, all organic cupcakes.

•  Reliability- Continuous flow of supply because of our efficient machinery.

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THANK YOU

SANCHIT KHANDELWALABHRADEEP KUNDUDEEPAK JHA

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