Antz - the Bread Factory Marketing Plan

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Pamantasan ng Lungsod ng Maynila
College of Management and Entrepreneurship

MARKETING PLAN FOR ANTZ – THE BREAD FACTORY

In Partial Fulfillment
of the Requirements for the Subject
Retail Marketing

By:
de Dios, Rizcel B.
Dizon, Maralon S.
Duhaylungsod, Ram Joseph M.
Fabi, Francis Jayvincent P.
Gabriel, Aira Migelle
Igcasenza, Nestine N.
Medallo, Renz Harvey M.
Parallag, Jemeremiah I.
Rivera, Sear Jan L.

Professor Angelo Alfonso Abejero

March 2012
I. Company Information
A. Trade Name of Retail Business
Antz - The Bread Factory

B. Nature of Business
Antz - The Bread Factory is a self-service bakeshop, engaged in offering freshly baked breads. And last year it launched its new branches with a new business concept of “BAKESHOP ON WHEELS”, which is a limited service bakeshop offering Antz’s certified original breads.

C. Corporate Address
AHD Foods Corporation
2nd Floor Dolmar Gold Tower,
#107 C. Palanca St. Legaspi Village
Makati 1200, Philippines

D. Date/Year of Establishment
AHD Foods Corporation opened the first store branch of Antz - The Bread Factory in February, 2008.

E. Number of Branches and Locations
Antz - The Bread Factory has five operating branches:
1. SM Sta. Rosa, Laguna ( mall branch, bakeshop with dine-in) 2. SM Hypermart, Las Pinas (mall branch)
3. Bluewave, Macapagal Ave., Pasay City (bakeshop on wheels) 4. DLSU, Vito Cruz, Manila (bakeshop on wheels)
5. Pioneer Centre, Mandaluyong City (bakeshop on wheels)

II. Environmental and Market Trends

A. Socio-economic Changes
Bread is one of man’s earliest foods. Today it is considered a staple food and part of the diet of almost all people all over the world. Commercial baking and other industries supporting it became big businesses and now constitute a large slice of the food industry. The industry is highly competitive; making it very difficult to start a new bakery, especially in cities. An entrepreneur might consider buying an existing business or locating in a rural area. One of the fastest growing areas in the bakery business is the specialty franchise store, producing everything from donuts to complete product lines. Many bakers are incurring significant losses because of their inability to adjust bread prices because if they increase their prices, it might lead to a drop on sales. Philippine Association of Flour Millers had explained that it takes three months from purchase date for wheat to become flour due to shipping time from the United States. The Philippines buys its wheat mostly from the United States, so despite of the downward trend in wheat, flour still increases its price. Consumers perceive that small bakeries offer convenience, personal service, and fresher, better quality products. In general, bakery sales increase when consumer’s average incomes increase.

B. Consumer Buying Behavior Affecting the Business
Buying power or purchasing power of consumers depends on the changing environment and economic situation. More people prefer to eat out of home (OOH) because of busy working schedule and for their convenience. Customers, especially those who are employed, tend to choose and buy ready-to-eat foods that can satisfy their need in a quick manner, just like what is being offered in every bakeshop. Nowadays, majority of the populace are value maximizers; people want to ensure that every cent in they pay for the product is worth it —low price at the same time good quality products. There is a high demand for breads because of its affordability and the satisfaction it gives to its consumers. On site baking of some bakeshops became an edge because people are looking for freshly made breads. But there is a buying behavior that cannot be detached to Filipinos, this is impulse buying. People tend to buy products with appealing looks or packaging even though they do not intend and plan to buy those items. Offerings that capture the attention of potential...
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