Marketing Plan

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1.0 EXECUTIVE SUMMARY
Cuppacakes Company is a bakery retail establishment located in Damansara. Cuppacakes expects to catch the interest of a regular loyal customer base with its broad variety of coffee, highlight popular products, such as specialty cupcakes and regionally-inspired cookies, cakes or pie, pastry and many more organic and healthy food products. Within the last two years there have been significant increases in demand for these bakery products. We also cater to all of our customers by providing each customer coffee and food products made to suit the customer, down to the smallest detail. The bakery provides freshly prepared bakery and pastry products at all times during business operations. Six to eight moderate batches of bakery and pastry products are prepared during the day to assure fresh baked goods are always available. The company plans to build a strong market position in the town, due to our industry experience and mild competitive climate in the area. Our company aims to offer its products at a competitive price to meet the demand of the middle-to higher-income local market area residents and tourists. Cuppacakes bakery wants to establish a large regular customer base, and will therefore concentrate its business and marketing on local residents, which will be the dominant target market. This will establish a healthy, consistent revenue base to ensure stability of the business. In addition, tourist traffic is expected to comprise approximately 35% of the revenues. High visibility and competitive products and service are critical to capture this segment of the market. Cuppacakes bakery will build a following through advertising, referral marketing, and a loyalty program. This marketing plan will allow our company to focus its marketing efforts by taking the long view, and looking for results on a daily and weekly basis to see that the chosen tactics are successful. Cuppacakes Bakery's marketing plan is designed to document the path the business plans to take to work towards its ultimate goal of becoming a serious player in the wilder area organic movement and to make a difference in the community by being a vocal proponent of organic eating and living. We truly believe that organic food is not a gimmick - it is a path to a healthier and more sustainable life. We also believe that customers need not give up good taste in order to eat healthily, as the right recipes can bring the two together. Recognizing the importance of human capital, Cuppacakes Bakery Company has assembled a strong management team. The team is led by Noor Aimy Najiah Rahman. Aimy comes to Cuppacakes bakery company with 10 years of baking experience. In addition to her industry specific experience, Aimy has had 2 years of management experience. Kanegaswari Ramachandran brings financial skills to Cuppacakes bakery after a 10 year CPA career. Nurun Najwa Binti Hanafi will lead the marketing efforts having participated in her own firm. Lastly, Nursyazwani will be on the team as an assistant baker with over five years of experience. Through a combination of a strong management team, a solid business model, and exciting, market demanded products will allow Cuppacakes bakery to quickly gain market penetration and cash richness. Furthermore by importing our products directly from a private label bakery, we avoid high labour costs, expensive investment in manufacturing and production equipment, and additional warehousing and production facility costs. Our major costs will be limited to product purchasing, shipping and cold storage. Cuppacakes Bakery Company has identified four main keys to its success. The first is to secure stores in highly visible locations. The second will be our unique value-for-money product line. The third will be a focus on superior customer service and education, and the fourth key will be employee retention through training and internal promotion.

2.0 SITUATION ANALYSIS
Our Cuppacakes Company is entering its...
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