Marketing and Markets in a Digital Age

Marketing and
Markets in a Digital
Age

Table of Contents
CASE STUDY...................................................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Individual Business Report..............................................................................................................7
Executive Summary................................................................................................................7
INTRODUCTION..................................................................................................................7
MAIN REPORT...............................................................................................................................7
Identify new opportunity for Print Cakes which is presented by the external environment. This
could be a new product, service enhancement, or a technological innovation to enhance the
company’s marketing activity................................................................................................7
Critically identify and make recommendations on the organisations approach to STP. Identify
a relevant target group and develop a detailed ‘customer persona’. This should be supported
with a primary research/interview or appropriately referenced secondary research............10
With application to the marketing process and customer journey mapping theory, recommend
a value driven marketing strategy identifying how the business will engage with this customer
group. Support this section with a Customer Journey Map..................................................11
CONCLUSION..............................................................................................................................12
References:.....................................................................................................................................13

CASE STUDY
INTRODUCTION
Marketing is the activity in which companies uses various tools to attract the customers
towards their products. In a simple r way, marketing means the act of promoting, advertising or
branding the products and services in the markets. In today era marketing have become the
essential part of every business and with the development of technology this has become simple
but at the same time difficult also. As the time and technology have changes so also the demand
for digital marketing have also become important for the business to inform the customers about
their product and about the company.
MAIN BODY
Brief company overview and the mission statement
Overview-
Print cakes were initially started in 2011 but conducts small business making cupcakes
for occasions, birthdays and for other celebrations(Carah and Brodmerkel, 2021). Lately the
director Helena Harford of print cakes thought of expanding the business at larger scales and
developed the whole in 2017-18. Print cakes are a bakery which delivers its cupcakes, cookies
and chocolates to all over the country brands. It is north east family bakery which delivers the
cupcakes to the entire UK and their main focus and aim is to provide the material in good quality
with fresh ingredients which reflects good image of the brand.
The bakery is passionate about baking new and innovative things and in the year 2020 they have
baked for 1000s of brands which makes them specialists in baking cupcakes and cookies(Petre,
2018). The bakery works majorly on cupcakes providing the users personalised cupcakes
according to what they likes.The Print cakes has a deal with various brands and companies from
which they deliver their branded logos cupcakes to them which helps the companies to create
branding of the their company name. Print cakes gives the facility to the corporate to upload their
company logo, or other images which they wants in the cupcakes and add the message which
they want to deliver. The bakery provides the cupcakes not only to the corporate but also makes
the personalised cupcakes with the images or the message in good style and creativity and also
not just this Print cakes also provides the cupcake gift boxes. Print cakes is different than other
bakeries because of the creative ideas and other unique innovations which they make attracting
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many users and even the companies.Corporate makes the order withthem as this is used in their
event parties and office parties promoting their logo and barn not only with the customers but
atop also people.
Mission-
The main aim of the bakery is to expand its business to other countries also by new and
innovative ideas (Mishra and Triptahi, 2019). Delivering the goods with fresh quality to all their
clients and customers and provide creativity in such a way that people enjoy their every bit of
cupcakes and cookies. Print cakes will work hard to provide tasty and quality in every product in
such a way thus meeting customer expectations.
Assess the core offering, what are the customer ‘’needs and wants, ‘jobs to be done’, and how
are these currently satisfied through the provision of the marketing mix
Print cakes offers to its customer’s cupcakes, cookies and chocolates and branded logo
cupcakes to different corporate which use this for the promotions and branding about their
company and the business.Customer needs different taste and the styles which the cupcakes have
to be served to them and also it should be healthy and the businesses must offer them delicious
but healthy food.There are different buying behaviour of the customer which affects the purchase
of every cupcake of the Print Cakes which the business has to identify and have been explained
before-
 Psychological factors- Psychology is the main feature which affects the buying
behaviour of the consumers(Kasemsap, 2018). It involves the motivation of the consumer
to purchase the product and to identify whethertheir needs are being satisfied. In addition
with this it could be the perception about any product which is being offered to them
which might be resulted in good or bad. For purchasing cupcakes or some cookies people
have different perceptions and ideology for the same.
 Social factors- Social includes the family where the person is born affect a lot about
purchasing any product. If the person is health conscious they would not try the cupcakes
or cookies but at the same time may use it for celebrations.
 Cultural factors- These factors includes the ideology about any product or company
which is being offered in the market.If the culture of any community says for the
celebration or having parties then they would involve using cupcakes and cookies.
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