Marketing Management: Case Study of Black Velvet Sydney

Running head: MARKETING MANAGEMENT
Marketing Management: Case Study of Black Velvet Sydney
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1MARKETING MANAGEMENT
Executive summary
Black Velvet Sydney is a custom made cake and dessert shop, located in Durlinghurst, Sydney.
Since its establishment in 2014, the organization has been able to earn reputation for its highest
quality and wide variety of products and exclusive innovatory items. This report presents the
background of BV Sydney and external environment analysis, which depicts that it has quite a
few opportunities to grow in the market, such as, stable economy and political scenario, growing
demand for innovative desserts from a large share of the market and advanced technology to
support the growth. However, there is increasing competition in the market from the local and
international players which is a big threat for BV and it needs to deal with the competition
through creativity and innovation.

2MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................3
Case background..............................................................................................................................3
Theoretical framework.....................................................................................................................4
Environmental analysis (External analysis: PESTLE)....................................................................4
Summary of Opportunities and Threats...........................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7