“Market Segmentation and Product Positioning”
Southern Belle Pastries
Ms. Quinisha Story
Professor: Stephan Hiatt
MKT 500: Marketing and Management
Sunday, July 18, 2011
1. Identify the marketing segment for the product and explain why this segment was elected.
Southern Belle Pastries is a start-up home business/company that was founded by I myself Quinisha Story in 2009, out of a small kitchen in Manassas VA.
Southern Belle Pastries sells cupcakes, and all sorts of small dessert pastries that are located online at Southernbellepastries.blogspot.com and through other great media like Face book group page, and through immediate family and friends that also support the business.
The blog maintains just a short bio of how Southern Belle Pastries was created, some photos of cupcakes and other tasty treats that have been designed and ordered by Southern Belle favorite customers.
The company does not expand outside of cupcakes and the other small décor pastries for example: Chocolate covered strawberries, miniature brownie bites, gourmet cookies.
The reason why this market was selected because it has seem to become a growing trend in today’s economy, which it flatters and satisfies the sweet tooth , it also has become simplified as being affordable.
Cakes have been among the strongest performers in a slumping baking Industry. U.S. Flour production fell to a 13yr. low in early 2005, partly because of low-carb dieting, the trade publication Bake trends noted. More and more people are turning to cupcakes for parties and special events.
According to (Houston Chronicle/Dec 4, 2006 Cupcakes move up on the menu.)
Cupcakes and other specialty trends of high couture of desserts can be featured and scene on shows like Cupcake Wars, The Cupcake Ladies, that are networks like The Cooking Channel and Food network.
2. Discuss the target market and why this market has been chosen.
Target Market A.
1. Bachelorette Parties- Cupcakes, chocolate covered strawberries, and other tasty treats vs. whole cakes are one of the key elements that are planned out for the brides wedding party, it’s simple and you don’t half to worry about standing in line for your next slice of cake to be cut each cupcake are individually decorated, allowing each person to experience the brides to be personal touch.
Southern Belle Pasties-Cupcakes are classy and elegant, the Bride and her party are just not limited to just the basics of cakes ex: white, yellow, chocolate. They will be able to experience the low fraction of cost cut in half by using less ingredients’ and the bride will be able to focus on bigger parts of her wedding spending wise, Southern Belle Pastries will allow the Bride to be to save money without cutting corners and let her still be able to enjoy her family and friends.
Southern Belle Pastries designs, beautiful displays on a 7 tiered tower that will be easy for you to select and grab the dessert of your choice.
Target Market B.
2. Baby Showers- Southern Belle Pasties Cupcakes are a perfect delight for any baby shower that maybe centered on themes of the baby name, however Southern Belle Pastries makes it easy for clean up by giving out personalized wrap bags that the guest will be able to take home their dessert of choice off the buffet/bar. The cupcakes that are on display comes the center of attention at any baby shower, that has show cased off Hello Kitty, and even Jewels with a sparkle appeal, any guest will surely be able to grab one and take an extra one home to go.
3. Conduct a SWOT (Strengths, Weakness, opportunities, and threats) analysis for the company.
Although Southern Belle Pastries has not yet become a national brand within the United States and has only been marketed within the Metropolitan...