Entrepreneurial Marketing

Entrepreneurial Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Executive summary.....................................................................................................................3
Internal and External Analysis of the Bakery..............................................................................4
Marketing objectives...................................................................................................................5
Market segmentation...................................................................................................................5
Social media zones to generate publicity.....................................................................................6
Experience strategies...................................................................................................................7
Activation plan.............................................................................................................................8
Budget management, measurement and control..........................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Entrepreneurial marketing refers to the adoption of various unorthodox marketing
strategies instead of a traditional one and focusses upon proactive orientation, risk management,
utilisation of opportunities, innovation, long term value creation and direct contact with
customers. It helps emerging companies especially SMEs to get a foothold in competitive market
(Yang and Gabrielsson, 2017). Social media marketing is a primary example of this which aims
to effectively use the internet and various social media platforms to market products or services
(Felix, Rauschnabel, and Hinsch, 2017). The report aims to create a social media marketing plan
for a span of four months for a medium level enterprise of UK- Marshfield Bakery Pvt. Limited
which is a bakery incorporated in 2005 in Gloucestershire, south-west England. The report will
evaluate the marketing audit of the bakery in context to internal and external environment and a
SWOT analysis. Marketing objectives will be identified along with marketing segmentation to
gain insights into target audience. Social media zones have been selected to create experience
strategies and an activation plan accounting budgets and controls.
MAIN BODY
Executive summary
The marketing plan contains the internal and external analysis of the bakery using Swot
and Pest analysis. The marketing objectives are determined and the target market is identified.
Various social media zones are selected for the social media advertisements and promotions and
an experience strategy are devised. Activation plan of the strategies for the span of four months
is evaluated and budget for the plan is estimated along with measurement and control. Marsh-
field Bakery Limited is a baking company incorporated on 13 January 2005 with the office lo-
cated in Chippenham, Gloucestershire in South-west England. Marshfield Bakery Limited has
been running for 15 years. It is a family-founded bakery distributing handmade goods like bis-
cuits, rusks, sandwiches, cakes, desserts and pastries etc. throughout the UK. They currently
have around 6 branches in the area.
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Internal and External Analysis of the Bakery
SWOT Analysis: The internal and external analysis of the bakery would help in devising
appropriate social media strategies. In terms of sustainability, the threats can help in future-
proofing social media campaigns and business. SWOT can help in identification of campaign
and marketing goals and determine any major obstacles which can hinder the process. Strength: The strength of the bakery lies in the fact that they have a large product portfolio
that can meet the demands of customers. There is a well-established facility and equipment
which positions the bakery to counter the demand of products even if the demand increases
rapidly or to deliver a massive order in case of rapid increase in the demand of baked items
and hectic deadlines. Another advantage are the bakers who are highly skilled in creating
and baking distinguished items and specialities. Weakness: The stores are not expanded throughout the city and this can be a problem for
the bakery. There has to be a better online system to sell the products online by getting
more involved into social media marketing. Gathering customers is very important as the
company will be not well known in the new markets where expansion is happening. Opportunities: The opportunities available are unlimited. Loads of people consume breads,
cakes and snacks on a daily basis, and the company can push its products more effectively.
Due to a growing concern for healthy food items, the bakery can expand in the area by
introducing healthy variants like diabetic friendly cookies and snacks etc. Expansion to
new areas where there is requirement of a bakery. Threat: There are multiple bakeries like Wafer enterprises, Honey rose Bakery, V&H ltd,
Sun Fung Food products ltd etc. that are operating in the south west England and provide a
tough competition by pricing wars, product innovations and services offered. Also, the cost
of raw materials can vary depending upon the production and economic situation, and
suppliers can be a major threat (Phadermrod, Crowder and Wills, 2019).
PEST Analysis: For social media marketing, PESTLE analysis can help in evaluation of external
factors and targets which have to be considered before devising marketing pans. It helps in
understanding the dynamics of business environment of the bakery.
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