Marketing Mix Strategies and Product Life Cycle

This assignment delves into various marketing concepts, including the marketing mix, product life cycle, and consumer decision-making processes. It covers different stages of a product's life cycle, from introduction to decline, and how businesses can plan for each stage. The assignment also examines marketing strategies such as standardization versus adaptation in emerging markets, and the impact of influencers on consumer decisions. Additionally, it discusses advertising in social marketing and the importance of a buyer-seller relationship orientation in sales processes.

GLOBAL
MARKETING

TABLE OF CONTENT
EXECUTIVE SUMMARY ............................................................................................................3
1. Summary of assignment 2...........................................................................................................4
2. MARKETING MIX ...................................................................................................................5
3.2.1 Product strategy ............................................................................................................5
3.2.2 Pricing strategy .............................................................................................................8
3.2.3 Marketing Mix: Place..................................................................................................11
3.2.4 Promotional Mix..........................................................................................................12
3.2.5 People .........................................................................................................................16
4.0 Economic evaluation ..............................................................................................................18
Buyer's Decision Process for New Product..........................................................................18
Diffusion of Innovation Theory............................................................................................21
4.0 Implementation and control ....................................................................................................27
4.1 Communication plan ...............................................................................................................28
4.2 Monitoring of action plan .......................................................................................................31
4.3 Contingency plans ..................................................................................................................36
REFERENCES..............................................................................................................................41

EXECUTIVE SUMMARY
All the three assessments have provided a market evaluation and planning strategy for
implementing a new product launch for the chosen organization. The assignments have
integrated various concepts and approaches of marketing for successfully achieving the business
objectives. Assignment first discussed market analysis and scope through market research
process so that its suitability for the new product can be determined. Also, it has been described
on market statistics, data and information of Sri Lanka market. The market barriers and drivers
are discussed and 4P’s as well. Moreover, competitor analysis is been done in it. Alongside, in
macro environment pestle analysis and in micro porter five force model, value chain and BCG
matrix is explained. At last SWOT analysis is been described to evaluate internal environmental
factors. In the second assignment positioning and targeting strategies are discussed so that
effective strategies can be formulated. Furthermore, it is been explained on alternative marketing
strategies and market selection process. Beside this, recommendations are given related to
market entry strategy in other country. The third assignment has provided an in-depth description
of elements of marketing mix and monitoring and evaluation process. Here, it has been explained
about marketing mix, PLC, pricing strategies, etc. In addition, place, promotional method,
people, etc. of marketing plan is discussed. In this report it is been described about economic
evaluation and implementation and control techniques. At last communication and contingency
plan is been explained of marketing plan. It has been derived from all the three assignments that
targeted market of Sri Lanka has huge success opportunities for Baker's Delight for its new
product.

1. Summary of assignment 2
Assignment two discussed the positioning and target strategies which are used by Baker's
Delight for their products. Various models were employed to determine the suitability of target
market and positioning strategies for the project. It has been analysed from the findings of
assignment 2 that despite political disturbances, due to effective infrastructure and suitable
position Sri Lanka is suitable market for Baker's Delight. In Sri Lanka organisation will address
three targets with different positioning strategy. For target market of age group 15-25 years
social media will be used as positioning strategy. The second target market will be of 25-35
years for which broadcast media is used as positioning approach while for target market of 35
and above age extensive market campaign is used. Outcomes of assignment two have helped in
framing suitable marketing mix approaches for Baker's Delight. This report has described about
marketing plan of Baker’s Delight. In that various elements of plan are been discussed as well. It
includes marketing mix, PLC, pricing strategies, etc. furthermore, it is explained about place,
people and promotional method used by company to enter in Sri Lanka.

2. MARKETING MIX
Marketing mix strategies will help Baker's Delight to assess all controllable and tactical
marketing tools which plays significant role in gaining desired response from the target market.
These elements consist of all aspects which can influence the product demand so that marketing
planning and execution can be accomplished successfully. Effective marketing strategies consist
of marketing mix elements. These elements are designed in alignment with the marketing
objectives of the organisation so that customers can be provided with the optimum value (Abril
and Rodriguez-Cánovas, 2016). The marketing mix strategy is developed once the organisation
has identified competition level and target audience so that it can successfully appeal customers.
The marketing-mix element analysis of Baker's delight is as follows:
3.2.1 Product strategy
Product strategy of Baker's Delight will help organisation to have complete analysis of all
the tangible or intangible product for which customers willingly pay price to the organisation.
The products can be be categories in various categories such as convenience products or
speciality products. The products which are purchased by instant decision making are known as
convenience products. Baker's delight is planning to sell the fresh baked goods in Sri Lanka for
which customers make habitual purchases (Fan, Lau and Zhao, 2015). The customers are forced
to buy products only when it satisfy certain benefit or advantage along with good quality. The
product management process requires various elements such as development of new products
through innovation, planning, product range, labelling, branding, product line and services. The
products are developed in a way such that they can meet the demands of various customers, their
value, taste, trade practices, legal and safety consideration and competitive conditions.
Product life cycle (PLC):
The pricing regimes and success of product is influenced by product life cycle having 4
stages. The first stage is introduction stage in which company launch its product. In this stage
distribution mechanism is enacted and attractive pricing and product strategies are used to assure
the success of product (Stead and Hastings, 2018). The second stage of PLC is growth stage in
which preferences are developed. In this stage product is well known by the customers and faces
competition from other service providers. Thus in growth phase Baker's delight will require to
adjust its prices and product quality so that strong brand and customer engagement can be
maintained.

(Source: Masarakufa, 2019)
In the maturity or third stage sales are constant and very few new customers are
created. In this phase the the product tends to develop customer loyalty so that on the basis of
value proposition customers can be retained for long term. In the last phase called declining
phase the products of Baker's delight may witness customer migration to other attractive
products or choices (Datta, Ailawadi and Van Heerde, 2017). To overcome this situation Baker's
delight can use value added services or partnerships and mergers with other popular brands.
Illustration 1: Product life cycle stages
Our product

(Source: Olsen, 2019 )
In the introduction phase Baker's Delight is using penetration pricing strategy with a
basic and wide product range. The organisation is using selective distribution for minimising risk
factors. For the promotional objectives it is using informative advertisements so that people in
Sri Lanka can know about the brand (Išoraitė, 2016) . However after some time when products
will be in growth stage organisation can increase its prices and new innovations in products can
be accomplished for intensive distribution. In growth phase persuasive advertisement strategy is
used so that customers can be build. With the next stages the promotional strategies of
organisation shifts from persuasive to extensive and aggressive so that customers can be retained
and brand can achieve success.
Brand, labelling and other product attributes:
Baker's delight must emphasis on quality of its products and all necessary food safety and
quality regulations must be followed. It will help organisation to make its brand strong in Sri
Lanka as well. There will be huge range of varieties in the product so that in long term also
company can retain the interest of its customers (Mohammad, 2015). To achieve competitive
advantage from the local organisations Baker's delight must also emphasis on its logo, symbol
and brand name so that its product can be distinguished from others and brand can be used for
Illustration 2: Planning for PLC

dependability and quality proxy. Apart from the legal aspects the labelling of products is also
helpful for promotional objectives. The details such as expiry dates, ingredients, preservation
methods and attractive design enhances product sales. The organisation will also ensure that its
packaging is effective so that product quality is not deteriorated by packaging.
Product mix:
Product mix elements describes variety and range of products organisation plans to sell in
the market. It has four elements called length, consistency, depth and breadth (Sinha and Sheth,
2018). The product depth depth refers to choices of particular products in product line. For
instance Baker's delight will offer products in various sizes so that people have choice to select.
Organisation will also use breadth strategy so that wide range of product lines can be offered.
Like for breads organisation will provide several options such as diet bread, garlic bread, wheat
bread and several other options. Company will not use length strategy in which number of
products are kept sufficient to increase product line (Harrington, Ottenbacher and Fauser, 2017).
For making product strategy successful organisation will also ensure that there is consistency
between product line and the approach through which they reach customers.
Quality and augmented services:
Among the eight quality levels, aesthetic is the most desirable and suitable quality level
for the Baker's delight. It will be chosen as the desired quality level for the organisation. The
reason for choosing this level of quality is that it is linked with perceived quality of product and
describe standards for product appearance, taste, smell (Kotler and et.al., 2018). Hence it is
highly suitable for the food service industry such as Baker's Delight so that it can match the
needs and preference of customers. This quality dimension also depends upon personal
judgement of customers. In order to achieve success goals Baker's delight will also use
product segmentation technique in which a single product will be produce with minor changes or
variations so that different target customers can be served. For instance white bread will be
produced with different ingredients so that variety of people can use. However quality remains a
major factor for affecting success in Sri Lanka. The augmented services such as delivery
mechanism, discounts, loyalty gifts and vouches are also helpful in adding value to product and
to make it more successful (Mukherjee and Shivani, 2016)..

3.2.2 Pricing strategy
Pricing facilitates the transaction through an appropriate exchange medium. This element
of marketing mix generates revenue. Without having accurate pricing strategy Baker's delight
will not be able to make sales even if correct products are launched in the correct market. The
profitability, brand value, growth, survival and prosperity of the brand is greatly dependent upon
price factor (Datta, Ailawadi and Van Heerde, 2017). There organizational decisions related to
pricing are affected by various factors such as government legislation, promotions, demand and
supply, production cost and distribution channels.
Factors Justification
Average
income
Average income in Sri Lanka is extremely low thus keeping premium prices
may not be good choice for the organisation.
GDP The country's GDP and growth rate has been continuously increasing as
country is one of the emerging tourist destination. The high tourism rate
provides a scope for the organisation to maintain its standard prices as in
other parts of the world (Gunarekha and Binoy, 2018).
Currency
exchange rate
Sri Lanka has low currency exchange rate and thus customers will be
required to pay higher for foreign goods so that necessary levels of
profitability can be achieved.
Average
competitors
price
The lower prices than competitors are helpful while entering into new
market.
Cost:
Production
Baker's Delight must try to minimise its operational cost so that it can lower
its prices as per penetration strategy.
Distribution The distribution network must be effective so that it does not add excessive
burden on operations.
Labour Labour law in Sri Lanka have huge constraints which must have some
flexibility and relaxation. The labour cost and availability affect the quality
of services, wages and operational cost.

Material The shortage of bakery raw material and their escalating prices can make it
challenging for organisation to offer penetration pricing. Thus material
availability must be assured so that pricing strategy can be chosen suitably
(Ngarava and Mushunje, 2019).
Marketing Being a tourist spot company will require to promote its services with
variety of approaches so that wide audience can be convinced. It will
involve high expenses and thus pricing will be affected.
Recruitment The employment conditions and wages are strict in destination country. It
can act as challenge to incorporate premium pricing for long term.
Taxes The country's taxation policy has different regulations for foreign
investments thus operational strategies and tax saving policies are driving
force in choosing pricing for the products.
Security The civil wars and terrorist attacks are threats in Sri Lanka so security
measurements can increase operational cost and thus overall pricing may
get affected.
Training Skill mismatch has been one of the issue in Sri Lanka and thus Baker's
delight must provide necessary training to labour force so that operational
expenses can be lower.
Operations The profitability and possibility to offer low prices depends upon
operational efficiency.
The pricing strategy chosen by Baker's Delight depends on various factors such as
competitive actions, input cost, ability of customers to make purchase, trade margin, market
conditions, variable cost, distribution and production cost (Larsson and Jakobsson, 2019). In the
introduction stage of production organisation is using penetration pricing strategy. In this type of
pricing low prices are offered so that people can be attracted towards the brand. Since Sri Lanka
is new market for the Baker's Delight low pricing will be helpful to gain the attention of its
target customers by developing brand awareness and customer loyalty. Though it can be risky as

initially it can lead to loss of income thus Baker's Delight must kept prices carefully so that even
low pricing can give a nominal profitability in the initial phases.
Being a food supplier company also has choice to adopt economy pricing in which
production expenses are minimised as much as possible so that low price products can be sold
and price conscious customers can be attracted. The organisation can also have premium pricing
for some of its selected products in which uniqueness of the products is used for keeping high
prices. However in the start ups this can be risky for Baker's Delight and thus organisation must
chose this strategy in saturation or the maturity stages of product. When company is able to
successfully create its brand then it can also use price skimming for enhancing its sales in which
initially high prices are used and when market competition increases company can lower its
prices (Bahadir, Bharadwaj and Srivastava, 2015). This approach optimises the profit by
focusing on cost addictive customers. In the starting phase penetration pricing is best suitable for
the organisation so that Baker's Delight can establish its brand and customers can be build.
3.2.3 Marketing Mix: Place
Baker's Delight is a franchise- chain of bakery and bakery products of Australia. It is a
wholesale as well as retail suppliers of various products and services, especially raw materials
for final process of production. Other than Australia, it has its retail stores in New Zealand,
Canada and now focusing on expansion of its stores in the Sri Lanka a South-Asian country. The
retailers will be placed in Kandy, Colombo and Galle which are major cities in Sri Lanka and
which have optimum tourist exposure encouraging good sales. The stores and bakery are very
delightful and attractive and seems to be very appealing for the customers. The atmosphere and
the environment around is also so positive and comfortable for all the age groups. The
employees are also very co-operative and response positively to each and every query and
provides various information regarding the products and services offered accordingly(Marketing
Mix – Place (Distribution Strategy), 2019). It is more focused in the Columbia, Sri Lanka, as it is
the best suited place for the bakery business. As it will be beneficial for the company to progress
their, due to higher and constant demand of the bakery products and services in that area. The
strategy for distribution and channels adopted by the Baker's Delight will be as follows: Direct Selling: Selling the products directly to customer will help Baker's Delight to
know more about its targeted customers through active interaction, through which they
can adopt the changes quickly according to their their tastes and preferences. At the

starting stage it is the best strategy one can adopt, as it helps in gaining the feedback
directly from the final consumers in regard to the products and services supplied in the
market of Sri Lanka. Selling Through Re-Seller: This will solve the Baker's Delight problem of handling of
distribution strategy as the third person or at online platform that is the reseller will sell
the bakery products to its customers(Oladepo and Abimbola, 2015). The only drawback
is that, the direct connection with the customers will be diminished. But it will also make
the area of scope wide and also reduce the storage problems of stocks of bakes raw
materials and final products. Intensive Distribution: For covering the wide area of market, and selling of the bakery
products and services the Baker's delight must rely on this strategy of distribution. This
will help in distributing the products nationwide and also at global level, which can be
done through lowering the price at the initial stage which will be more beneficial for
enhancing the productivity as well as profitability of the bakery at global level. Selective Distribution: For selling upscale products by the Baker's Delight, this strategy
can be used. In this the resellers can be asked for selling those products which are high
quality and exclusive and also those which are especially made on order by the
customers(Datta, Ailawadi and Van Heerde, 2017). This process of distribution will also
enhance the connectivity with the targeted customers of the bakery and enhancing the
performance ultimately.
 Exclusive Distribution: Using this strategy for distribution of bakery products will limit
the distribution of base products and final products to one reseller only, which can be
done by any channel. And also, exclusive rights will be given to the reseller to sell all the
manufactured and produced goods and bakery services of Baker's delight.
3.2.4 Promotional Mix
Promotional Mix strategy must be adopted by Baker's Delight for promotion of the
products and services of the business which consists of advertising, personal selling, discounts,
promotions, etc. As the Baker's delight has initially thought of expansion at Sri Lanka it need to
focus more on the promotion activities of its ultimate base and final bakery products. Through
his the store can attract the customers with the products and seek attention on wide variety of
products of bakery(What Is a Marketing Communication Mix?, 2019). This can be done with the

use of social media, distribution of bakery products in the charity and to the needy, newspaper,
radio, internet, etc. this will ultimately help in attract the customers and build trust along with
brand name and value for the the Baker's delight Store at Sri Lanka. This will help the
organization in taking firm decision regarding various strategies adopted for successful
promotion and enhancing the performance in the new area. Advertising: Advertising is the costliest method for promotion, it includes creation of
awareness and increase the urge in the consumer to buy the product and services of
Baker' Delight. It can be done through messaging, internet, social media, pamphlets,
news papers, etc. Personal Selling: It includes selling the products directly to the ultimate consumers of
Sri Lanka by The Baker's Delight which will enhance the knowledge of the targeted
consumers regarding the products and its quality traits accordingly. Public Relation: It is a similar to the advertising but in this The Baker's delight need not
invest more in this activity, and gain the confidence and interest of the customers directly
through make strong relations with them and providing a wide exposure to the brand
name and value certainly. Discounts and Promotions: By providing discounts, coupons to the customers can attract
them and seek the attention for buying the products. This can be done by Bakers Delight
through providing complementary gifts and other offers to the targets customers of Sri
Lanka at the initial stage of their business.
Advertising 25.00%
Personal Selling 30.00%
Public Relation 30.00%
Discount and
Promotion
15.00%

Present Contribution in Promotion Activities
Advertising 30.00%
Personal Selling 25.00%
Public Relation 25.00%
Discount and
Promotion
20.00%
25.00%
30.00%
30.00%
15.00%
Advertising
Personal
Selling
Public Relation
Discount and
Promotion

Future Contribution in Promotion Activities
Integrated Marketing Communication
This concept makes sure that all the activities adopted by the Baker's Delight are inter
connected with each other and working with harmony so that there is less ambiguity in
conducting the business activities. For attracting the customers and enhancing the performance
along with the profitability will require a stable strategy by the bakery at its initial stage of
expansion. This will enhance the effectiveness of the bakery's operation ultimately resulting in
profitability(Todorova, 2015). Providing up to date information by the Baker's delight about
various offers and other activities, keep the targeted buyers updated, which helps them in
adopting a proper procedure for buying the products they require. The IMC saves time and
money and also reduces the costs which ultimately reduces the workload for the bakery.
Push Strategy
It is an promotional strategy in which the marketers generally tends to force the
customers to purchase their products and services. In this the tactic adopted is re-selling the
products directly to the targeted customers through selling them at various stores, showrooms,
etc.
30.00%
25.00%
25.00%
20.00%
Advertising
Personal Selling
Public Relation
Discount and
Promotion

Pull Strategy
This is just opposite of the push strategy of marketing, as in this the customers are pulled
towards the products by active promotion, advertising, trough mass media, word of mouth, etc.
(Naumovska and Blazeska, 2016) This help in creation of satisfaction and retention of customers
along with building of brand loyalty.
The marketing strategy used by the Baker's delight is Pull Strategy, through which it
attracts the customers and create an urge for buying the products and services of bakery through
providing coupons, complementary gifts, mass media advertising, etc. This is very useful for the
bakery at the initial level to create a base in the market of Sri Lanka and enhancing its
performance at global level.
3.2.5 People
Another element of marketing mix is people which refers to employees of organisation as
well as customers which have direct association with the products and services. In order to
achieve success in international as well as domestic market. For the business expansion to Sri
Lanka Baker's delight organisation must also analyse that its products are acceptable in the
targeted market and it recruits the talented human resources which are capable to carry the
standards and brand name of Baker's delight. In this perspective this element of marketing mix
assess the role of human resources which can influence the purchasing decisions of the
customers.
In addition to this product must be provided as per the needs of customers. In the same
context training and recruitment process will be the significantly important for the organisation
when planning for the growth in new market. The behaviour and attitude of the individuals
providing services is critical in affecting consumer perception regarding company and its
services (Efrat, Gilboa and Yonatany, 2017). Thus in Sri Lanka Baker's delight must assure that
its staff members are trained enough to provide satisfactory services to the customers.
Organisation must use specific and effective strategies for its training and recruitment programs
so that quality issues can be avoided and effective services are provided to customers. The
service provider must assure that service personnel is consistent and neat. Thus carefully
formulated training and selection programs are necessary for the consistence behaviour and
growth.

The cultural and social aspects of Sri Lanka are different from that of Australia and other
European markets. Hence it is important for the organisation to recruit individuals who are well
aware of these cultural variations so that they can provide services as per needs of target market.
The training programs must also aims at educating employees about the policies, standards and
objectives of the organisation so that they can effectively integrate the brand aspects of Baker's
delight with the market needs. The training programs and well defined framework for the
recruitment will assist organisation to select skilled employees which are capable to sustain the
brand value of organisation.
Another important aspect which must be taken into account is occupational safety and
health regulation. Each country has its own set of employment regulations related to workplace
safety and health. Prior to the market launch company must also analyse these regulations so that
they can be incorporated into practices. Health and safety regulations affects the working
efficiency of the employees. Thus for enhancing the productivity Baker's delight must follow
these aspects. From the legal perspective also it is required for the organisation to ensure the
safety of its employees. While expanding business across international boundaries there is huge
variation in the employment legislations. For instance in Sri Lanka National minimum wage of
workers act no. 3 of 2016 states that for all industries minimum daily wages must be LKR400.
Thus it becomes vital for the organisation to include these costs in considerations. Similarly acts
such as Regulation of employment and remuneration act no. 19 of 1954 (SOEA) provides
standards guidelines related to working hours, shift timings, rest breaks and holidays
entitlements. These acts play significant role in work culture and operational activities of the
organisation.
In order to avoid legal penalties or troubles company must assure that its organisational
policies are integrated with such safety regulations. The failure to accomplish such policies in
practices can also have adverse impact on the brand value of company. The involvement of
organisation in any case of legal discrepancy related to health and safety regulation at work place
can have negative impact on its brand image and growth strategies. Due to these reasons the
organisation has emphasis on its staff policies and recruitment processes (Bahadir, Bharadwaj
and Srivastava, 2015). The training programs are also the continuous part of growth as they can
help organisation to integrate the situational changes in new market with the marketing
objectives.

It has been also analysed that for making recruited individuals aware of the
organisational culture also training is necessary. Without having firm grip on this marketing-mix
element the organisation cannot retain success for long term. Thus with the entry into new
markets training and recruitment aspects must also be considered by the companies. Baker's
delight will gain competitive advantage and convenience to establish its dominance in the Sri
Lankan market through regulatory framework and training programs.
4.0 Economic evaluation
Buyer's Decision Process for New Product
The products and services are designed by the organization as per the need and
requirements of the consumers. Products and services are consumer centred. This is basic
principle where the organization tries to full fill the requirements of customer to retain them for
longer time (Viio, P. and Grönroos, C., 2016). To decide a business or marketing plan
organization need to consider the buying process of customer to provide them with maximum
satisfaction in the purchasing process. Customer buying process can be classified in five
different stages which are– Recognition (Problem / Need), Information Search, Evaluation of
Alternatives, Purchase Decision and Post Purchase Behaviour. It is important for organization to
evaluate or analyse the behaviour of consumer on each stage to make buying process easy and
comfortable for them. Main focus of organization is to keep the mind set of consumer for the
company positive in the buying process to make them select the product of specific organization.
Recognition-
This is the first and most important stage in the buying process. Without recognition and
without knowing need or requirement customer do not purchase anything. It is important to
make them aware of their need to trigger the process of buying. This stage also can be recognise
as the desire state where individual person face problem and to come out of it they look for a
solution or an alternative that can full fill their need and solve the particular problem. It is simple
as hunger, normally people look for food when they are hungry and this is same for the
recognition of a product or service which is essential to perform certain job or meet particular
requirement. This stage also important for the different organization. Because it is the
opportunity they are looking for. This is the most crucial thing for the organizations to know
about this stage of consumer to create opportunity for business (Sudha and Sheena, 2017).
Baker’s Delight is the organization that is providing Bakery products to the customers. They are

looking for expansion in the Sri Lanka so their objective should be related to identify routine life
of people in Sri Lanka to know their needs regarding Bakery products.
By evaluating their habits organization can plan their way of marketing in country to
attract customer as much as possible. There are two type of condition in this stage. First one is
internal and other one is external trigger. In internal triggering customer self identify need or
problem feel need of any option and in external trigger they find need or requirement by getting
inspired from advertisements. This is basic concept used by the organization to attract people by
making them aware of how they can live better lifestyle with product of specific company. This
is how in the first stage of the buying process consumer find need for something by internal and
external trigger and how organization can track their need in this stage to perform business.
Information Search-
This is the second stage of the customer buying process where customer has already
identified own need or requirement. In stage of information search customer is aware of own
requirement and performing search for the suitable product, service or alternative to meet need
and solve particular problem. There are different organization who provides same type of
product in the market all products are designed to full fill the demand and need of consumer. So,
there multiple choices a customer have for selection. In this stage customer perform research to
find best suitable product in order to full fill their need with maximum success (Muratore, 2016).
There are different methods are used by the consumers to find a organization that is providing
good product that can full fill individual's demand and need.
Baker’s Delight is organization that provides same Bakery products as other companies
in the market. It is their duty to trigger the customer to purchase their products among other
options. For example a person need to buy packet of bread from the market and there are many
companies are providing bread in the market place. Then the consumer will search for a product
which is suitable for their need. This research or information search is related to attributes of
product and organization. Purpose of consumer is to find the best product with additional
features. They count on price, quality, quantity and nutritions. This is how a customer perform a
market research to found solution for their need. This stage is also important for organization. To
get attention of consumer organization can used different marketing strategies to increase
visibility in market place. Better marketing strategy help the consumer to consider the product of
Backer's Delight. This is how in the second stage of buying process consumer analyse the

product available in market to select one of best solution for their need. There are different types
of sources are used in the searching process. These sources are personal sources, commercial
sources, public sources and experimental sources. Personal sources includes the people who are
somehow related to individual consumer (Hong, 2015). In the general basis they perform
discussion to select one good product as outcome. Commercial sources includes the
advertisements, sales people, dealers, packaging and displays. Public surveys are the different
publications who evaluate different products and services of different companies and provide
rating for each product. The experimental sources that includes the handling, examining and
using. This is how different type of information sources help the consumer to select one product
from market place.
Evaluation and Alternatives-
As per the information collected by the consumer through the searching process. There
are different possible options consumer have. They have range of options that comes with
similar features. These products have some features in common and some of qualities of product
are different. These similarities and differences force the consumer to perform an analysis of
products to evaluate relevancy of them to evaluate their relevancy. It is the phase where person
compare various products on the different criteria to short list them. This process is good to
select one of the product from market place that consist of different options. On the basis of
different measures' customer evaluate products that are available in the market. There are
different factors affect the consumer in this stage. For example quality, packaging, price and
process of manufacturing are some factors that can force them to change their opinion about a
product. In the second stage of the information research different type of information is collected
from the various sources and this information is the base of the evaluation process. As per the
result and reviews of sources person compare products of different companies and select product
that is suitable for them (Marin, 2015). That is how customers perform evaluation of information
which is collected from different sources to make decision to buy one product from market
place. In this process company can not fore the customer to buy their product. Only they can
influence them by performing better marketing and promotion strategies.
Purchase Decision-
Purchase decision made by the consumer after the processing the whole information in
the evaluation process. Consumers have their own criteria to view a product. They analyse

different products as per their suitability. After checking the product on each perspective
consumer finalize one product and show their intend to buy that product. Selection and decision
for selecting process is depended on the attributes of product that are evaluated by them. On the
basis of evaluation process costumer make their final decision to buy one product. There
decision is influenced by different things that are considerably in the buying process.
Post Purchase Evaluation
This is the last stage of the buying process where the user also have bought the product
which was shortlisted in the process. In this stage user or customer evaluate and analyse the
product which is based on their experience. In this stage consumer behaviours can be categorized
in two parts which are satisfaction and otpily using the product then it can be considered as the
satisfactory. For the other condition the selected product is not working as it was expected to be.
This can be considered as the stage of dis-satisfaction (Hol and Sokol, 2017). On the basis of
their experience they evaluate their decision in order to make further decision about future
perspectives (Pappas, 2016). The post purchase comments and reviews are most import for
organization because the loyalty of consumer is depended on their post purchase experience. For
Backer's Delight it is necessary to provide best product to consumer which can keep them
healthy and safe. This is important for company to make a strong consumer base.
There are different stages of consumer buying process are explained above are most
crucial for business organization and by understanding this stage companies can easily find the
needs and requirements of people to provide them post buying experience. The analysis of this
buying process is important for company to make business to expand organization in new target
market.
Diffusion of Innovation Theory
This model is used to evaluate how the different ideas are communicated between people.
This theory is more than the two step flow theory. It is about action of adopting a idea by people.
There is major influence of leader in the decision making of an individual person but there are
also some factors which can affect the decision making of person in any context. It could be
related to adoption of product, brand or services. There is a major concept about the consumer
and their adoption behaviour (Kaihatu and Spence, 2016). As a change implemented people
shows different tendencies about the adoption of change. The adoption of change is depended on
the mind set of individual person. It dependher one is dis-satisfaction. If the product is full filling

the needs of consumer and they are haps on how we approach towards a certain innovation.
Some of the approaches towards innovation are- innovators, early adopters, early majority, late
majority and laggards.
Innovators- Innovators are the people who are always ready for change. They are the one who
take the initiative to experience the change. They are more creative and risk takers. Innovators
are younger in age, and they are not afraid of failures. These people have higher degree of
innovation. This also can be related to expansion of backer's delight in Sri Lanka. Company is
launching their product in new market plan and they need
Early Adopters- These is the second fastest category after the innovators. Innovators are the
people who implement the change but the early adopter are the people who firstly adopt th3e
change as it is implemented by the innovators (Katz, 2016). The character of this people is same
as the innovators. Early adopters are also creative and risk takers. They are not afraid to make
change or accept the change.
Majority Adopters- This is group of people are highest in the numbers that's why it is known as
majority adopters. This people are the normally known as the followers. They follow the
innovators and early adopters (Jadhav and Khanna, 2016). These people take extra time to adopt
the changes that is implemented by the innovators and already adopted by the early adopters.
These people take decision after hearing positive changes from the people who have adopted the
change or any product in the initial stage. Because of the confusion, lack of finance and less
knowledge cause this delay in the adoption process. As showed in the graph number of this
people ub the highest in numbers.
Late Majority- Late majority is the group of people who come from the average level of society
they are not aware of the current marketing trends, and they are basic followers who lives in
uncertainty and state of confusion (Išoraitė, 2016). They are same in quantity as the early
majority. They considered the views and experience of others to make decision to adopt the
innovation or change. These people are included in this category because they are very uncertain
about their decision and not even able to make proper selection for any product. There could be
various reasons of this and some of them are- lack of knowledge, lack of evaluation and market
analysis, lack of technical knowledge and no information of current market trends.
Laggard- These are the people who stand in the last stage of the adoption process. They are quit
opposite of people who are innovators and early adopters. This people are too much worried

about the losses and failures. There cautious behaviour prevent them to take decisions about new
implementations and changes. People of this category are quietly different form the people who
shows interest in the initial time. They do not want to lose money of face any kind of failure.
They watch other and gain from their experience and takes decision which is based on the
reviews of innovators and early adopters. Their fear to lose make them to wait for long time
which is longer than usual. Company use to target this people at the last because they are not
interested in this people because laggards are less and there are very less chances to influence
this people to buy product of Backer's Delight.
This analysis is most important for the organization that is looking for change and
expansion in new target market. They need strong bast to establish the business in the new place.
For Backer's delight it is most crucial thing because they are looking for business expansion in
Sri Lanka. This analysis will provide information of the consumer who are targeted by company.
This is information will help them to decide a proper strategy and develop a marketing plan to
successfully start and run business on the new location (Iram and Chacharkar, 2017). The
diffusion of innovation theory will help the organization to predict the growth of company in the
future. This is how this theory can be used by the organization to check and evaluate their
possibility in new market.

As per the above analysis there are different number of innovators, early adopter,
majority adopter, late majority and laggard. For the Sri Lanka this numbers are-
Population of Sri Lanka= 21.32 million
Percentage of Innovators in Sri Lanka= 2.5%
Number of Innovator in Sri Lanka are= 533000
percentage of Early Adopters in Sri Lanka- 13.5
Number of Early Adopters in target market are= 2878200
number of People Backer's delight Going to target in 1 year are=
(Number of Innovators + Number of Adopters)
=(533000+2878200)
=3411200.
The population of the Sri Lanka is around 21.32 million. The target of company in the
initial time are the people who fall in category of innovators and early adopters. They can be
easily targeted and influences to use new product in order to get fine and expected result. The
people organization going to target are 533000 in numbers. There are 16 percent people of all
population included in this initially targeted people. Later this people will be work as silent
promoters of organization. For optimising the efficiency and profitability various cost incurred in
the business must be reduced and regularly monitored .
Cost Reduction / monitoring process
Production The production process involves huge among of resource
wastage which can enhance costs. Thus production must be
monitored through both personally as well as through
technological assistance. For the measurement of
professional excellence deadlines, professional guidelines
and quality standards can be refereed (Adnyana and Darma,
2015). Production cost be reduced by properly analysing and
supply and demand so that only necessary quantity of

products are produced and unnecessary costs are avoided.
Distribution The unplanned distribution network can lead to huge
operational cost. This can be minimised by using appropriate
distribution network and strategies. The suppliers must be
chosen in a way such that products of Baker's Delight are
distributed to wide network in optimum cost. For reducing
this cost Baker's Delight must emphasis on protecting and
reducing its inventory, energy cost reduction and using
advanced technology. Space and storage management,
packaging efficiency and reduction of labour cost can also
minimise the cost involved in distribution process.
Labour Skill gap in labours can can be identified through
performance evaluation of each individual as well as
organisation. The gaps can labour issues can be reduced to a
great extent by providing them training and adopting
effective recruitment process. The service providers must
also assure that labour force must be provided all necessary
services so that they can perform their tasks effectively.
Material The material quality and availability must be measured as
per the short term targets of organisation (Pride and Ferrell,
2016). To reduce the material cost Baker's Delight must
purchase material in fixed and necessary quantity only
because the excessive material demands for additional
expenses for its safety.
Marketing The marketing tasks can be monitored by the response of
customers and sales targets. The cost involved in the
marketing process can be reduced by incorporating more
interactive marketing approaches. For example organisation
can use social media and digital marketing as compare to the
hoarding or other news paper promotion which is more

efficient in terms of cost as well as response from people.
Recruitment Recruitment cost can be reduced by having higher rates of
employee retention. For this purpose organisation must
provide flexible environment and safe work conditions to its
employees. During recruitment only high skilled employees
must be chosen so that they can provide desired performance
and process of regular recruitment can be eliminated.
Taxes (Tax saving
operations)
Foreign investors in Sri Lanka have to pay higher taxes.
Thus for saving taxes Baker's delight can collaborate or
merge with other local organisations. In Sri Lanka
organisations are also liable to pay heavy taxes if they do not
fulfil employments and other trade regulations.
Security Apart from the external security threats Baker's delight must
also monitor the internal security issues related to employee
and customer safety and health. Security and quality
standards must be framed and followed so that security
threats can be minimised (Haider and et.al., 2019) . The
security of products and service environment can be
monitored by feedbacks and response from customers.
Training Organisation must evaluate the performance of its employees
so that suitable training can be provided to them for meeting
the professional efficiency as per brand value of Baker's
delight. The training programs must be effective enough to
satisfy the individual needs of employees as well as long
term goals of organisation.
Operations The operational expenses can be reduced by adopting
advanced strategies for raw material. There must be regular
monitoring that resources are utilised effectively and
minimum resource wastage is done (Harrington,
Ottenbacher and Fauser, 2017). The efficiency of operational

activities can be monitored by reviews from customers,
quality standards, sales performance as well as through
competitive analysis.
4.0 Implementation and control
Activity Responsible Jan Feb Mar
ch
Apr
il
May June Jul
y
Aug Sep Oct Nov Dec
Market
research
Political,
economic
conditions,
Social and
culture,
Technologi
cal factors,
Legal
factors,
Environme
nt
(PESTLE)
Marketing
team
Market
Survey
Research
Analysis
Production
Plan
Sourcing
local
manufactur
ers
Production
team
Sourcing
local
suppliers
Production
sampling
Analyzing
the sample
result
Production
and
Marketing
team
Marketing
Plan
Market
Analysis
Marketing
team
Competitor
s Analysis
Distribution
research
Sourcing
effective
local
distributors
Marketing
team

Recruitment
Local
employme
nt
HR team
Training
Training
program
HR team
Baker's Delight will use implementation and control strategies for various activities
involved in the process of launching its product in Sri Lanka. In the market research PESTEL
analysis, market survey and research analysis will be performed. It will help Baker's Delight to
understand the diversity and needs of competitive market in Sri Lanka. Another area in which
control is required is production sample and marketing plan. Baker's Delight must assure that its
products meets all quality standards and their attributes and prices are affordable for the target
population in Sri Lanka. The production plan also includes the research related to suppliers and
manufacturers issue which can affect the operational activities of Baker's Delight.
The organisation will also required to denote significant duration of time of 3 months for
the research related to distribution. The distribution network must be effective and improved
enough to meet the marketing objectives of organisation (Morgan, Feng and Whitler, 2018). In
addition to the production, distribution and other aspects of marketing in the planning phase
Baker's Delight must also conduct research related to recruitment and training. Sri Lanka has
different employment and trade regulations and thus it is vital for the organisation to understand
and follow them. This purpose can be resolved by including research and control strategies
related to these activities. December to March is assumed to be peak tourist season in Sri Lanka
and thus it will be best for Baker's Delight to launch its product in December and to conduct
market analysis in January so that accurate marketing results are obtained.
4.1 Communication plan
Activity Respon
sible
Jan Feb Marc
h
April May June July Aug Se
p
Oct Nov Dec
Promotion Plan
Event
sponsor
planning
Mark
eting
team
Social

media
creating
Sale
promotion
planning
Budgeting
Costs
Analysis
Mark
eting
team
and
Finan
cial
team
Pricing
Estimatin
g Price
Mark
eting
team
and
Finan
cial
team
Product Launch
Launching
the
Product
into the
market
Produ
ction
and
mark
eting
team
Feedback
Collecting
feedback
of
customer
satisfactio
n and sale
Mark
eting
team

The communication plan is helpful for Baker's Delight to effectively interact with market
and customers needs. The promotional plan will consist of planning related to social media
creation, sales promotion and plans related to event sponsor. The event event sponsor planning
takes around 3 months as it requires Baker's Delight to analyse the possible options in Sri Lanka
so that its product can be launched. The budgeting and pricing actions will also be completed in
two months. It requires competitive analysis as well as the expenditure and average income of
the targeted population (Cateora, Gilly and Graham, 2015). In addition to the product launch the
communication plan also consist of feedbacks. Baker's Delight must take feedback from the

customers in Sri Lanka regarding their expectations and experience. It will enhance the
interaction between the people and organisation which is essential and highly beneficial for the
product launch and success. Feedbacks not only helps in evaluation of customer satisfaction but
it can also be used by Baker's Delight to analyse its sales performance. The event sponsor plan is
devoted maximum time so that all other activities can be executed in proper direction and for
achieving optimum response from people of Sri Lanka.
4.2 Monitoring of action plan
Activity Measurement Responsible Activity
completion date
Memo
Market
research
(PESTLE)
Determine macro-
environmental
opportunities that
will benefit the
company
Marketing team One year before
release date
Opportunities
must be
consistent with
company
objectives
Market survey Determine the
customers needs
and existing
product choices
for analysing the
success
probability and
scope of product
(Andaleeb and
Hasan, 2016).
Marketing team February The marketing
plan and
strategies must
be formulated in
alignment and
response of
survey
outcomes.
Market
research survey
Addresses the
need to identify
the taste,
preferences and
requirements of
population.
Marketing team March The elements of
marketing mix
and product
launch events
must be adjusted
and modified as

per the market
research (Kotler
and et.al., 2018).
Market
Research and
survey analysis
Integrates the
survey outcomes
and market
research for
developing
appropriate
strategies for
marketing mix
and other
operational
strategies.
Marketing team March Marketing
strategies must
provide accurate
analysis of Sri
Lankan market
so that Baker's
Delight can
capture the
market and fulfil
its objectives.
Sourcing local
manufacturers
Identify the
potential
manufactures
which can
collaborate with
Baker's Delight
so that its
operational
processes can be
enhanced.
Marketing team April Sourcing must
establish a
balance between
financial
constraints of
products and
marketing
objectives.
Sourcing local
suppliers
Identify the
appropriate
choices for the
supply chain
network (Canel,
Marketing team April Supply chain
must be highly
productive for
ensuring the
optimum levels

Bejou and
Khumawala,
2015).
of profitability.
Production
sampling
To produce
sample products
so that they can
be validated in
terms of product
quality and
customer
requirements
Production and
marketing team
May Products
produced and
involved process
must be safe,
healthy and
follow high
standards of
quality.
Analysing the
sample result
Providing a
comparative
analysis of
planned products
and actual
products
generated in the
destination
market.
Production and
marketing team
May Sample results
must
demonstrate the
actual outcomes
so that necessary
improvements
can be
incorporated.
Market
analysis
In depth analysis
of marketing
trends, market
growth and
buyers potential
in the targeted
segment.
Marketing team June Assist in
formulating
suitable
marketing plans
and strategy for
actions.
Competitors
analysis
Determines the
existing
competitive
Marketing team June The product and
service
specifications

vulnerabilities in
Sri Lanka for
Baker's Delight
must be able to
gain competitive
advantage.
Sourcing
effective local
distributors
Develops
effective
distribution
channel for the
organisation to
assure the timely
delivery of
products and
services.
Marketing team September Strong
distribution
channel make it
more convenient
to achieve
marketing goals
(Chonko and
Hunt, 2018).
Local employee
recruitment
Determines all
employment
legislations which
must be taken
into account
while recruiting.
Also determine
the possible skill
gaps which can
affect goal
achievement
objectives for
Baker's Delight.
HR team November Effective
recruitment
practices will
enhances the
brand value and
customer
satisfaction.
Training Assures that
highly skilled
human resources
are employed
which are capable
HR team December Training
programs must
enhance the
efficiency of
employees and

to deliver quality
and safe services.
service quality
standards.
Market plan
for event
sponsor, social
media and sale
promotion
Describes the
marketing
strategy such as
target audience,
promotional
methods for
promoting sales
and encouraging
event sponsors
(De Mooij, 2018).
Marketing team June The plan must
encourage the
large scale
participation of
the public so
that event can be
made successful.
Budgeting Explains the
financial
constraints for
each and every
activity so that
profitability and
operational
quality can be
assured.
Marketing and
financial team
August Budget must be
followed to
eliminate the
possibilities of
over and
unnecessary
expenditure.
Pricing Analyses suitable
pricing technique
so that price
strategy can be
decided which
guarantees
optimum
profitability.
Marketing and
financial team
October Pricing strategy
must be able to
attract the
customers which
can help
organisation to
achieve its
objectives (Rao-
Nicholson and

Khan, 2017).
Product launch Instantly prepared
bakery products
by Baker's
Delight are
launched whose
response provides
the expected
success of
business
Production and
marketing team
November The factors
affecting success
of event must be
implemented
precisely and
carefully.
Collecting
feedback
Help Baker's
Delight to
identify its
operational and
management
deficiency which
are caused by
unsatisfactory
services and
product attributes
(Cateora, Gilly
and Graham,
2015).
Marketing team December Accurate
feedbacks must
be collected and
action plan must
be developed to
bring them into
actions.
4.3 Contingency plans
Activity Possible Issue Prospect of
occurrence
Modification
Sourcing
local
manufacturer
s
In context to bakery
products Sri Lanka does
not provide a supportive
GDP of Sri Lanka has
been growing and thus
there are very less
Baker's Delight must
have collaboration with
strong manufacturers so

environment for raw
materials. Thus while
sourcing local
manufacturers it is
possible that Baker's
Delight may face
challenges in assuring the
availability of raw
material of desired
quality. The lack of
suitable raw material can
affect the quality, pricing
and effectiveness of
services (Morgan, Feng
and Whitler, 2018).
possibilities that the
issue may occur.
that raw material
supplies and sourcing is
not influenced in the
future.
Sourcing
local
suppliers
Baker's Delight may not
get suppliers who are
able to provide supply in
planned cost. The timely
supply can also be one
the critical issue for the
organisation.
The issue can be
considered to have
highest possibility of
occurrence. The local
suppliers may not find
international brand of
Baker's Delight as safe
for investment or
partnership. Thus the
organisation may
receive less support.
Baker's Delight must
use effective strategies
and supply
management plan so
that it can build strong
supplier network in Sri
Lanka.
Production
sampling
Due to lack of skills there
are chances that product
may not meet quality
standards (Beck,
Chapman and Palmatier,
The regular occurrence
of this issue can make it
challenging for Baker's
Delight to retain
customers or to
The modification
strategy for resolving
this issue is that
Baker's Delight must
strongly emphasis on

2015). In such situations
resource wastage and
assurance of timely
delivery of quality
products can be huge
challenge for the service
provider.
establish its brand in Sri
Lanka market.
employee training and
quality monitoring and
control methods. The
organisation can also
use advanced kitchen
equipments and
techniques for
innovative products so
that production
sampling related issues
does not take place on
frequent basis (Canel,
Bejou and Khumawala,
2015).
Local
employee
recruitment
The recruitment may
suffer from the issue of
skill gap. It is possible
that organisation may not
find suitable candidate
who are able to meet the
desired selection criteria.
The employee retention
cost can also be increased
affecting overall
expenses.
Baker's Delight may not
face recruitment related
issues to great extent.
Thus the issue has
lower probability of
occurrence. Being one
of the popular tourist
destinations it may not
be much difficult for
organisation to seek
talented and skilled
human resources.
For the instances when
issues related to
recruitment occur
organisation can
employ effective
training programs to
overcome the skill gaps
among individuals. The
improvement in work
place culture, flexibility
and employment
legislations, effective
motivation factors can
also assist Baker's
Delight to attract the
most skilled human
resources in the

recruitment process. It
will also help to reduce
the cost involved in
training and recruitment
process.
Training Inappropriate training
programs may not deliver
expected benefits. It can
also lead to additional
burden of training
expenses.
Training programs may
not be effective to
establish a balance
between professional
needs of individuals and
organisational goals. It
can occur very
frequently and thus
appropriate planning
and strategies are
required to solve the
issue (Cateora, Gilly
and Graham, 2015).
Baker's Delight must
design its training
framework in a way
such that all individuals
can be trained as per
the desired standards of
organisation. It will
effectively fill the skill
gaps.
Budgeting Inventory and other
operational aspects may
not meet the planned
budget criteria. The price
hikes, economic
instability in the country
can affect supplies and
thus overall budget of the
product.
Being a food service
provider Baker's
Delight may experience
higher extent of
inventory issues. The
degrading product
quality of stored food
ingredients is also very
common aspect of the
organisation.
Baker's Delight must
analyse the preference
of customers and then
suitable inventory tools
must be used to assure
that budgeting
considerations are
effectively taken into
account. The
organisation must also
analyse and update its
budget plan as per the
market changes taking

place in Sri Lanka.
Product
launch
The product launch may
not receive as much
success as analysed.
Pricing, local situations
of destination country at
the time of launch and
product quality may be
one of the factor for this
issue.
The organisation has
conducted in depth
market analysis. The
product launch event
must be planned in
innovative way to
eliminate this
possibility.
Baker's Delight must
execute its product
launch through grand
level promotion,
attractive discounts or
gift vouchers and
innovative launch
event.
Exit
Strategy
The merger and
acquisition is one of the
most suitable exit strategy
for the Baker's delight.
However there are
possibilities that
organisation may not find
suitable partners and
value for the merger and
acquisition.
The successful
execution of the
business and strong
brand value and market
share in Sri Lankan
market can minimise
the occurrence of issue.
Baker's Delight must
focus on enhancing its
market share and
customer loyalty so that
it does not find any
significant challenges
in opting for acquisition
and mergers.

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