Business Plan for Health and Fresh Bakery: Company Description, Vision and Mission, SWOT and PESTLE Analysis, STP Segmentation, Targeting, and Positioning

This report outlines the business plan for Health and Fresh Bakery, a new venture offering sugar-free and healthy products. It includes the company description, vision and mission, process of idea generation, products and services offered, attractiveness of the bakery industry, and feasibility studies conducted. The report also covers the STP segmentation, targeting, and positioning, as well as the SWOT and PESTLE analysis of the company.

ENTERPRISE AND
ENTERPRENUERSHIP

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Company Description-.................................................................................................................3
Vision and mission of the company-...........................................................................................3
Process of Generation of the idea-...............................................................................................3
Products and services offered-.....................................................................................................3
Attractiveness of the bakery industry-.........................................................................................4
Feasibility studies conducted-......................................................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Business plan helps in outlining the operations of the new business and how this new venture
will work in the market (Candraningrat, 2019). It provides the visual map of the company from
the marketing to its operations. The main purpose of the business plan is describing, analysing
the opportunities and examining the business how it will work. Health and fresh bakery is the
new business coming up with the new ideas of selling the sugar free and healthy products to the
customers. This report will outline the overall business operations of the new venture of in the
market. This will include the company description, market analysis and the operation plan.
MAIN BODY
Company Description-
Health and fresh bakery is the new strategic coming up with the new ideas of producing
the products which are very healthy that is the sugar free cookies, cakes, biscuits as well as the
chocolates. These products offered by this company will be diet free that is every age of the
people can consume.
Vision and mission of the company-
Health and fresh bakery is offering the food products to the customers, so the main vision
of the Company is to grow the business by achieving the goals and objectives of the business.
The main aim of the business is to provide the healthy food to the customers by considering the
diet free food for them because nowadays people are more prone to the diseases causing from the
fast food (David, 2020).
Process of Generation of the idea-
This business idea was generated by seeing the people suffering from the diseases
because of the healthy and fresh food is not provided to the customers. The brainstorming
process was used to generate this business idea. So this business came up with the new idea of
providing the healthy and fresh food to the customers (Ferrandina and Carriero, 2022).
Products and services offered-
The products and services offered to the customers by the Healthy and Fresh food is the
diet free products like cookies, chocolates, biscuits and the cakes. The company provides the
service to the customers of the home delivery. It provides the customers with the good and great
taste which will help the company to achieve the attraction of the customers.

Attractiveness of the bakery industry-
Industry attractiveness helps the in identifying the potential profit of the industry in the
future. The bakery industry in UK is growing very rapidly and it is also contributing much to the
economy of the country. The bakery industry is considered as the largest food sector industry in
the country. This industry in UK is providing wider range of the products to the customers which
makes it highly competitive sector. The attractiveness of this industry is very high in the UK that
it will help the bakery business to earn high profits in the future.
Feasibility studies conducted-
Feasibility studies helps the organization to determine the viability of the new business
by analysing and identifying the factors which will help the business to stay ahead in the
competitive market. The factors can be identified using the swot analysis and the pestle analysis
(AlMarwani, 2020).
SWOT analysis-
Strengths:
The biggest strength of the Health and Fresh
bakery is that it provides wider range of the
products to the customers like chocolates,
cookies, biscuits as well as the cakes with the
diet free.
The designs on the cakes are very attractive
that the customers will easily get attracted
towards this bakery.
The equipments used in this business are not
much cost and provides the best outcome for
the customers are the strengths of the bakery.
Opportunities:
The biggest opport6unity for this bakery is that
it is providing the sugar free and diet free
product to the customers and the customers are
becoming very health conscious nowadays so
this will help the Health and Fresh bakery
company to attract the more customers towards
the company.
Weaknesses:
AS the Health and Fresh bakery is the new into
the market, they are not easily win the trust of
the customers.
Threats:
The competitors in this business will arrive
very quickly because the trends are
continuously changing towards the diet as they

The company must set the prices of the
products reasonable which will help them to
increase the sales of the company.
are becoming more health conscious.
As this company is engaged in the food sector
company, so they have to follow the
regulations in the company related to the fresh
and hygienic standards and many more.
These are the threats which the company may
face while running the business.
PESTLE analysis-
This analysis for the Health and Fresh company will help by identifying he factors which
will impact the working of the business. According to the identified factors the company can go
for taking action for them.
Political factors- It is very important to know that Health and Fresh bakery can have impact on
the long term profitability in the market (Tapayan, 2018). The Health and Fresh company is
offering the products which are diet free and sugar free cookies, biscuits, chocolates as well as
the cakes. The company before entering to the market must ensure about the political stability of
the country as this highly impacts the business working and this will also affect the Health and
Fresh bakery as well. For achieving the success in the market the company must conduct the
analysis of the political stability of the country.
Economic Factors- These are the factors which have the highest impact on the businesses
because they are related to the economy of the country. The factors such as inflation rate, savings
rate, foreign exchange rate and the overall economic cycle of the country can impact the working
of the business (Mishra and et.al. 2018). The Health and Fresh bakery should evaluate these
factors and the only they should enter into the market. They should consider the economic
systems of the country, exchanges rates and the stability of the country because when the
country's economy is not stable the businesses of that country has to suffer a lot.
Social Factors- The culture of the society has the impact on the business which leads to reduce
in the profitability of the company. The Healthy and Fresh bakery must evaluate the cultural
trends of the company as the company has generated the idea of the diet free food which is

suitable for the changing trends o the customers related to the food as they are going towards the
health conscious.
Technological Factors- AS the technology is increasing day by day the company must adopt the
technological changes which will help them to stay ahead in the competitive market. The Health
and Fresh bakery must do this analysis because it is the most rapidly changing and as they are
new they have to combat this change (Hans, 2018.). The company must consider the
technological analysis of what its competitors are using, terotechnological impact on the product
offered and many more.
Legal Factors- These factors must be ensured by the companies as it are the major things which
are followed by the company to stay in the market. The laws and regulations made by the legal
bodies are to be respected by the Health and Fresh bakery as well. The laws of the hygienic food
standards may affect the business if not followed by the company.
Environmental Factors- These are the factors which can impact the profitability of the
business. These factors include the climatic changes, laws regarding the environment pollution,
waste management and many more. The Health and Fresh bakery must ensure these factors
which will help them to adopt the changes happening in the environment.
STP-
Segmentation-
It is the process of the division of the target market of the company into the similar
groups of the consumer behaviour. This helps the company to pay attention towards the
customers using the strategies fir this (Deepak and Jeyakumar, 2019). Segmentation helps the
companies or businesses to focus on the most potential customers which helps in the profitable
business. The effective segmentation helps the companies to pay shaper attention to the
customers and making the more effective plans of marketing of the company. Healthy and fresh
company can do the segmentation through this process as it will help them in better focus on the
customers. These are of four types-
Demographic- This segmentation is considered as the one of the most Common form of
segment.
This heksp the companies to divide the customers on the basis of the family size, educational
level, income level and many more. This type of segmentation will be effective for Healthy and

fresh bakery because they can segment their customers on the basis of the age that is old age
people will be provided with the sugar free cookies and the other with the normal one.
Behavioural segmentation- This segmentation is done by the going through the changing
behaviours of the customers. These can be such as online shopping habits, usage rate, loyalty and
many more. AS this is the new business it will not prove as the effective form of segmentation
for them.
Geographic segmentation- This is the segmentation which is done on the basis of the location.
The Healthy and Fresh bakery is the new start-up and does not have at other locations so this
can't be done for this company.
Psycho graphic Segmentation- This segmentation is much similar to the demographic but it has
the minor difference that it is done on the basis of the mental and emotional characteristics. The
Healthy and Fresh company cannot go for this type of segment
because it will not be effective for the company.
Targeting-
It is the process of the picking the target customers by identifying what type of customers will be
suitable for the company. It is very important for the companies to target the customers as it
helps them to focus on the targeted customers (Rahmatullah, Priatini and Kusuma, M.). Health
and Fresh bakery is offering he products of the diet free and sugar free which will target the old
age people, residents and the children. The old age o people will also prefer these products as
they will provide them the sugar free chocolates, cakes, biscuits which will not harm their health.
Positioning-
This the process which tells where the product as compared to the similar products which are
offered by the company to the customers in the market as well as in the mind of the customers
(CRISTANCHO and et.al. 2019). The Health and Fresh bakery is the new company they have to
create a good brand image in the minds of the customer as it helps them to increase the sales of
the company. The good positioning of the company will help them to be unique in the market
and provides them of being different from its competitors. This company has attractive logo on
the packaging of the products, has unique visiting cards for the customers as well as the brand
stickers which will help them to be different and unique from the competitors.

CONCLUSION
This report has discussed has outlined the bakery business plan which includes the company
description and the products and services the company is going to offer its customers. Along
with this, it has also discussed the process of the generation of the ideas and the mission and
vision of the company. Further, it also considers the market analysis of the company which
includes the swot as well as the pestle analysis of the company which will help them to identify
the factors which will impact the business running of the company. This report has also included
the STP analysis which states the segmentation as well as the target customers for the bakery
business. And at last. It has discussed the attractiveness of the bakery industry which helps them
to identity the potential profit in the future and it has been identified that the bakery industry is
highly attractive in the UK.

REFERENCES
Books and journals
AlMarwani, M., 2020. Pedagogical potential of SWOT analysis: An approach to teaching critical
thinking. Thinking Skills and Creativity, 38, p.100741.
Candraningrat, C., 2019. Business Plan" a Simple Strategy To Grow A Remarkable Business".
CRISTANCHO, G.J., and et.al. 2019. Brand positioning as a factor in the choice of the candidate
for higher education. Revista Espacios, 40(41).
David, F.R., 2020. Analysis of Vision and Mission Statements Characteristics and their
Association with Organizational Performance: A Guide to Writing Effective Vision and
Mission Statements. Applied Studies in Agribusiness and Commerce, 14(1-2).
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Ferrandina, A. and Carriero, F., 2022. Business plan in Excel. IPSOA.
Hans, V.B., 2018. Business environment–conceptual framework and polices. International
Educational Scientific Research Journal, 4(3), pp.67-74.
Mishra, S., and et.al. 2018. Evaluating indicators for international manufacturing network under
circular economy. Management Decision.
Rahmatullah, H.R., Priatini, W. and Kusuma, M., Analysis of Procake Cake Shop Business
Development Strategy. The Journal Gastronomy Tourism, 6(1), pp.1-15.
Tapayan, A., 2018. Integrated marketing communications plan for a bakery.
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