1. EXECUTIVE SUMMARY 2. GENERAL COMPANY DESCRIPTION 2.1. Business history 2.2. Mission statement and company vision 2.3.

Business goals and key principals 3. SITUATION ANALYSIS 3.1. Market summary 3.3.1 Market demographics and needs 3.3.2 Market trends and growth 3.2. SWOT analysis 3.2.1. Strengths 3.2.2. Weaknesses 3.2.3. Opportunities 3.2.4. Threats 3.3. Competition 3.3.1. Competitive analysis 3.3.2. Competitive advantages 3.3.3. Competitors positions 3.3.4. Potential future competition 5. MARKETING AND SALES STRATEGY 5.1 Value proposition and branding 2.2. Marketing objectives 5.3. Segmentation, targeting, positioning 5.4. Marketing mix 5.4.1 Product 5.4.2. Price 5.4.3. Promotion 5.4.4. Distribution and location 1.3.4. Potential future competition

Potential risk from new competition in neighbourhood is rather low. Small shops that exist on the area are too small to turn into big supermarket. The small threat is represented by possibility that existing competitors add new products and services in their assortments.

3.4. Keys to success

Handmade products. Old traditional receipts Experienced workers Delivery service Coffee corner View inside bakery area Personal approach Quality guarantee Last minute order Professional customer service

3.5. Critical issues SALES- Increase the amount of customers a day PRODUCTS- Unique products to let people memorise and come back to the shop BRAND CULTURE- worker wearing bakery coloures and clothing ORGANISATION- the look of bakery and products organized by departments FINANCE- enough money to earn to keep company running

5. MARKETING AND SALES STRATEGY 5.1 Value proposition and branding Value proposition Branding Brand logo: Brand promise: Interior of bakery shop: Employees: All wearing the same clothes with the brand logo and brand colours (yellow and brawn) and behaving according to the company values. Facebook: Web site: Brand culture: All employees share the same values, representing the brand and making it alive. Brand lives through its employees who have to show every day the company values and brand characteristics. That means that all employees have to be: respectful, hardworking, classy and always providing fast and accurate service, making customers feel like a king. Also employees have to implement company values in their everyday work, meaning: delivering best value for the money, delivering high quality, respecting local citizens, living as a part of neighbourhoods community which means no disturbing noise or smell in the district around the bakery. 2.2. Marketing objectives Primary task is to raise brand awareness and to revive the brand that used to be famous and respected in the neighbourhood.
Target market objectives

Value of purchases 1500 e per day

Promotional objectives

Rising brand awareness Creating bakery brand image based on company values and brand identity

5.3. Segmentation, targeting, positioning Segmentation:

 Workers in the surrounding offices ( < km around the bakery shop) those people work in the neighbourhood and they need every day a fast snack or lunch in the break, they want fast service, tasty food and acceptable price, they are expected to use the delivery service School children (< 18 years old) they pass every day next to the bakery on the way to school and back, they want tasty, cheap, simple products Young people (18-30) those people want to buy something on their way home, they will take something tasty and cheap, they dont care if its healthy, they will use the web order and see our offer on web sites and social networks. Middle aged people- they will come for the bread or muffins for children on a daily basis, occasionally they will want pastry for birthdays or other special occasions, they want cheap and quality products with high value for the money, they will appreciate traditional taste and quality, fast service and delivery service People in pension (retired) they appreciate quality of products and personal approach more than anything, they will come to buy a bread for every day and sometimes to buy pastry for their guests, they are likely to become loyal, especially if people in bakery are friendly, they are expected to use delivery service Targeting: All of segments are our target market. 5.4. Marketing mix 5.4.3. Promotion Personal contact with task of creating good reputation, positioning and creating positive word of mouth employees will promote bakery in every contact they make with customers and potential customers. Weather it is on street, in shop or at customers house. They will have to encourage customers to try more products, come more often, ask them what they think of bakery and which products they like the best. The goal is to create trustful relationship with customers, make them feel like a part of bakery and make them feel respected and important. Bakery employees have to present bakery outfit, bakery values and professionalism but also friendliness towards people. Through their behaviour and looks their will represent bakery itself, therefore they must share bakery values and pass them onto customers. Happy customers that feel appreciated will spread the good word about the bakery to their friends and acquaintances and that is how positive word of mouth is

created. Word of mouth is bakery primary marketing weapon in achieving marketing goals and reviving the brand. The main task to do that is on people that stand in the shop and people that deliver bakery products. Web site web site will allow customers to get familiar with the bakery history, bakery values and the assortment of our shop, to learn what is new in bakery, to see the discounts and to communicate with employees of the bakery. Customers will be able to order a product online or to ask a question about shop or products. They will also be encouraged to write their wishes and complaints cause that will allow us to adjust to the customers and to fur fill their wishes and needs. Therefore website is important for promotion, creating relationship with customers and for making orders. Flyers flyers will be used as a form of direct marketing and sales promotion. They will be delivered to peoples mailboxes and they will contain important information and actions in the shop.