Marketing Plan for Brick and Bread Bakery Allesley Limited

Introduction of
marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Situational Analysis................................................................................................................3
Implementation of SMART to define 1-2 marketing objectives............................................4
STP model..............................................................................................................................5
Marketing mix........................................................................................................................6
CONCLUSION................................................................................................................................9
TASK 2..........................................................................................................................................10
Define the concept of ‘value’ and explain how it is linked to the needs and wants of the
customers..............................................................................................................................10
REFERENCE.................................................................................................................................11
APPENDIX....................................................................................................................................12

INTRODUCTION
Marketing is defined as the activity that is used by the organisation from the purpose of
promoting organisational products and services in market for the purpose of improving sales and
attract customers. It includes advertising, selling as well as delivering products and services to
customers and other business (Zastempowski et al., (2020)). Effective marketing activities helps
business to convey information, persuade and influence customers to purchase organisational
products to improve sales and profitability. In this report the chosen organisation is Brick and
Bread Bakery Allesley Limited that is located in Coventry. New bakery incorporated in 2021, it
provides various bakery items such as cake, cookies, muffins, sweet goods and others. This
report covers SWOT analysis, objectives, segmentation, targeting and positioning strategies of
Brick and Bread Bakery. Along with that marketing mix and promotional analysis is explained.
Concept of value and its interrelation with needs and wants of customers are mentioned.
TASK 1
Situational Analysis
SWOT analysis: SWOT analysis is defined as the strategic planning as well as strategic
management technique that is used by business to identify strengths, weaknesses, opportunities
and threats that are used in strategic planning and strategy formulation. Brick and Bread Bakery
conducts swot analysis to assess internal and external factors that enable business to attain
determined goals and objectives with efficiency and effectiveness. These factors in the context of
Brick and Bread Bakery are mentioned below:
Strengths: Strengths are the internal sufficiency that enable business to gain competitive
advantages over other competitors. Brick and Bread Bakery have talented and experienced
employees who support the enterprise in different ways. It can produce high quality products,
reduce waste and improve customer satisfaction. The organization offers its customers a variety
of products, including pumpkin bread, bread, cookies, cakes, muffins, and various other products
in the portfolio that attract different customers to the organization. The organization uses state-
of-the-art machines to make baked goods. This will increase the company's productivity and give
a competitive advantage over other competitors.

Weaknesses: Weaknesses are defined as the internal insufficiency of business that
impacts its performance and functionality (Fahy & Jobber, (2019)). Brick and Bread Bakery
conducts its operations at lower level, so it does not have sufficient finance that impact its
operations and efficiency. Ineffective or insufficient marketing practices and exercises is the
major weakness of Brick and Bread Bakery that impacts directly on business performance and
brand awareness. Along with that high price of fuel, transportation and supply chain also
improve the price of final products that affect business sales and customer base.
Opportunities: Brick and Bread Bakery are expanding their product line by introducing
new products after thorough market research and feasibility testing, which has proven to be a
business opportunity. Brick and Bread Bakery understands customers' nutritional tendencies and
creates products with low oil and sugar content. This allows the company to attract a larger
customer base and gain a competitive advantage.
Threats: Threats are defined as the external factors that affect business performance and
functionality in negative manner. Brick and Bread Bakery faces high competition for well-stable
bakeries that provides similar products in market affect Brick and Bread Bakery market share
and profitability. Economic conditions such as recession and pandemic of Covid-19 also create
threat for business because it reduces customer's buying power that directly impact business sales
and profitability.
Implementation of SMART to define 1-2 marketing objectives
It is very important for organisations to set their goals that defines their purpose of doing
business in industrial sector in which they operate. A SMART goal helps organisation in guiding
them in goal setting. The full form of SMART is Specific, Measurable, Achievable, Realistic and
timely (Berdiyorov, (2020)). In context to Brick and Bread Bakery, it has two marketing
objectives that include brand awareness and enhancing market share. The application of SMART
in context to the selected bakery is explained below in detail:
Specific:
This factor explain that the goals of organisation must be clear and specific so that they
could accomplish their objectives effectively. It context to Brick and Bread Bakery, the
organisation wants to enhance their brand awareness and increase market share with 4%. These
goals are important as they will help the selected organisation in increasing customer base and
achieve competitive advantages in the market over others.