Report on Marketing Mix and External Factors for Orti's Organic Bakery

This report provides a comprehensive marketing analysis of Orti's Organic Bakery, examining its marketing mix, external business environment, and strategic planning. The report details the company's objectives, product offerings (cakes, cookies, healthy biscuits), target customers (22-40 age group near union station), pricing strategies (premium pricing), promotional methods (advertisements, social media), and distribution channels (direct and online). It also explores factors impacting the external business environment such as economic conditions, social responsibility, competition, and technological advancements. Furthermore, the report includes a case study on Michael's Cafe, analyzing its failures and successes related to marketing strategies, product diversification, and market planning challenges. The report concludes with a SWOT analysis and budget considerations for Orti's Organic Bakery, offering valuable insights into marketing strategies and their impact on business performance. This report is contributed by a student to be published on the website Desklib.

BUSINESS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
ASSESSMENT TASK 2.................................................................................................................1
1 Report based on the marketing mix of Orti's organic bakery...................................................1
2 Factors affecting external business environment.....................................................................2
3 marketing report for the Orti's organic bakery company.........................................................3
ASSESSMENT 3.............................................................................................................................4
1 Failure faced by Michael's cafe................................................................................................4
2 Success from advertising campaign to the company...............................................................4
3 existing product planning with making changes in marketing mix.........................................5
4 monitoring of the marketing mix.............................................................................................5
5 impact of challenges faced by Michael's cafe in market planning...........................................5
6 Budget......................................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES ...............................................................................................................................7

INTRODUCTION
For overall achievement of the business success the business will have to enter the market
and analysis the hurdle that the company is facing to achieve the future goals where the business
wants to stand in the competitive market. With this thought the company wants to overcome the
hurdles for which the company prepares the market plan. In market plan the company makes the
blueprints of the strategies that company can bring in and stand on the point where the business
has dreamed. Orti's organic bakery is the company which bakes cakes, cookies, biscuits it
manufacturer of the bakery items. The company organic bakery makes marketing plan for the
customers which provides healthy breakfast and with the different varieties of recipes having
good taste. The report will discuss how marketing plan can be made for the company to achieve
its objective. Further the study will include the case study on the company to over come the
failure with the help of marketing plan.
ASSESSMENT TASK 2
1 Report based on the marketing mix of Orti's organic bakery.
With the help of different marketing strategies the Orti's organic bakery company can
develop the marketing mix report to achieve its objective. The marketing mix will help the
company to analysis the market condition and the research will make the company to understand
where it stands in the market(Thornley, 2018).
OBJECTIVE: Defined objective of the company is to provide healthy and tasty food for
the customers with different varieties which are nutritious and build the loyalty for the company
in the minds of the customers. The company will make expansion of its business in other areas.
With the help of marketing planing.
PRODUCT: The product is the significant part for the company for growth of the
business. Company can provide the quality product to the customers which will increase the
customer attraction towards the product and able to satisfy the customers. The products that
company offers to its customers is cakes, pastries, healthy biscuits made of wheat grains, etc.
TARGET CUSTOMERS: company targets to the customers who prefer to eat on the
street foods. The company can make awareness among the customers about the healthy food that
the company is going to serve its customers(Quon, Kansal and Stern, 2018). The focus of the
company is on the people between age group of 22-40 years who are near the union station and
having professional jobs.
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PRICING: the premium pricing policy introduced by the company. The company
believes to charge 15% extra from the bakeries that are exiting in the market. Raw ingredients
that are provided to the customer will be expensive for the company and the customer will get
healthy and fresh food.
PROMOTIONAL: The company uses different promotional strategies which can be
through advertisement by hoardings, boarding, banners, pamphlets, etc. or it can be social media
marketing, web plan, poster ads, etc. introduction of schemes and discounting policies to create
new customers(Wu, 2018).
DISTRIBUTION: The company serves its customers by taking online orders making it
direct distribution channel to the customers which eliminates the mediator and the cost remain
the same for the product. The company prefers that customer should visit the store.
POSITIONING: The goal of the company is to provide healthy, delicious and Eco-
friendly product to its customers. The company gives 90% capacity from Monday to Friday time
between 7:30 to 9:30 am. And serves 300 on an averages orders on weekday with 15% extra
price charges( Bent and et.al., 2018).
2 Factors affecting external business environment.
While making the business planning the company needs to understand the external
environment which affects the business in many ways and customers needs can get affected from
it.
Economic condition for the company is influenced by the external environment which
concludes the economy of the country in which the income of the individual are seen as the
purchasing power of the individual increase the person will be able to spend more on the other
necessities of the life. Customers will be able to spend more on the high quality food.
Social responsibility of the company includes that eco-friendly products is being
preferred and the customer should not get any health issues that harm the customers' health due
to the product which is served by the company(Fforde, 2019).
Competitive level in the market is higher for the company as the company has launched
its product with higher price than the existing companies in the market. Customers needs will be
affected when the product costs more than other bakery which will attract fewer customers.
Technological advancement is another factor which the rival company may adapt to
increase its productivity which will able the company to increase its sales in the market. The
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customers need is to be fulfilled by the giving them highly hygienic food and avail the food in
the storage for the customers(Scott and et.al., 2018).
3 marketing report for the Orti's organic bakery company.
overview
The objective of the company is to provide healthy and hygienic food to the customers.
The company will expand its business by setting up stores in more localities(Marketing Plan,
2019) The company aims to position at the morning time when the breakfast is served to the
customers. In weekends the company increases its capacity to serve order at 90%. The company
aims to target the 22-40 age group people professional job persons who passes through the union
station.
Product
Product is significant in the terms of the providing healthy nutrition food to the customers
and with proper hygienic and eco-friendly product services will be provided to the customers.
The product is aiming to attract the customers who are near the union station and who are willing
to spend more money on hygienic and healthy food(Fischer, 2018).
price
Price policy that company aims to enter the bakery market by putting extra 15% charges
on its products. This will affect the consumer demand as the company will get less attention from
the customers and the customer may not be willing to pay extra for the services.
promotional
Promotional tools in the company are mainly through social medial, advertisement or
posters and banners. The company introduces the new way to promote its services by Brochures.
Business cards, digital marketing, etc.
place
Place: in present the company decides to distribute its services through direct distribution
from its stores. Company can use other distribution methods also like online services,
introducing the mediator. The best way for the company is take online orders and deliver the
food to the customer at their homes(Ngazimbi and Powell, 2019).
Customer services
Customer services the target is the customers who are working in the professional jobs.
Target is to get 22-40 age group people. The potential customers can be the high income group
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people who aims for healthy food. Customer approach to the company may face difficulties for
the service delivered.
IMPACT AND IMPORTANCE
Promotional method are significant for the company growth it creates knowledge
for the customer towards the product. Its impact brings awareness among the people about the
healthy and hygienic food Channel of distribution can be adopted both by the company that is
direct and indirect distribution(Boettke, 2018). Its impact on the customers will increase demand
for product in market. Customers services will increase the product values. The impact on the
customers will give them satisfaction of the product.
SWOT ANALYSIS
STRENGTHS
 expertise employee in bakery
 Unique and different varieties of
bakery products organic and healthy
WEAKNESSES
 competition with high price margin on
the product
 less brand reputation in the market
OPPORTUNITIES
 online taking of orders
 tie-up the brand with the other hotel
industries
THREATS
 exiting bakeries in the market with the
brand reputation
 consumer is not rational the tastes of
consumer changes
Bakery can be recommended to keep the product for the all the age groups and tie-up
with the hotels.
ASSESSMENT 3
1 Failure faced by Michael's cafe.
The company will face failure when it shifted it main business occupation to exotic
coffee beans which was low standard and non organic product offered to the costumers. Through
this the loyal customer will not attract towards the company product because it promises the
customer to provide gluten free product(Needham, Buitelaar and Hartmann, 2018).
2 Success from advertising campaign to the company.
Through advertisement the company builds the customer relation and give them the
knowledge of the exotic coffee that is provided by the company. Advertisement creates the
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beneficial points for the product through which the customers easily gets attracted toward the
product. Michael's cafe company is providing the exotic coffee at low cost and promising to
increase the metabolism which cause weight lose to the customer. Through this the demand for
the product in the customer will be increased and company will earn revenue and increase brand
image(Coyne and Hall, 2018).
3 existing product planning with making changes in marketing mix.
Product: the company can make product diversification and introduce new products to the
customers like coffee with exotic ice cream. Coffee can be served with the complementary item
like biscuits, chocolates, etc.
Price: the company can make the competitive price in the market by keeping the price at
low level. The company can give discounts on some special occasions on the coffee.
Place: the company can operates its business by opening more store in the nearby
localities. Suitable localities can be public parks, stations, etc.
Promotional: the most beneficial tool in the marketing mix can the promotional strategies
the company can advertise its product through digital marketing online ads on websites etc. the
product will again be introduce in the market(Thornley, 2018).
4 monitoring of the marketing mix.
The Michael's cafe can survey its product capabilities in the market as the product is
compatible to other products in the market or not. Through monitoring of the marketing mix the
company can increase its sales and can generate higher revenue from its product. To check on
the objective of the company which will help to determine the growth of the company. The
company can take previous annual reports and analysis the financial data of the company. Which
helps the company to understand the company flexibility and the ratio of its assets and liabilities.
When the cash reserve ratio is higher the company can meet its daily meets to fulfil the demands
related to the cash traction by the company monitoring in the company is most beneficial tool to
operate the business for the long period of time(Quon, Kansal and Stern, 2018).
5 impact of challenges faced by Michael's cafe in market planning.
The customers of the company were negatively impacted by the marketing mix strategies.
The objective of the company made customers to move towards the non organic product which
harmed the customers health and decreases the brand loyalty in the minds of the customers.
Customers where demotivated to purchase the product. Which impacted the the company
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objective to increases its annual revenue and expand its business in other localities. The desired
position of the company cannot be achieved as the target market focused on the particular age
group it was not accessible to all customers impacted the company to create new customers in
market for the company(Wu, 2018).
6 Budget.
April May June July August September
SALES 30000 35000 40000 30000 33000 5000
TOTAL CASH 30000 35000 40000 30000 33000 7000
RENT 5000 5000 5000 5000 5000
SALARIES 8000 8000 8000 8000 7000
ADMINISTRATION 1500 1500 2000 2000 2000 2000
ADVERTISEMENT
EXP. 500 500 500 500 500 500
TOTAL CASH 15000 15000 15500 15500 14500 14500
NET PROFIT 15000 20000 24500 14500 18500 20500
CONCLUSION
From the above report it can be concluded that market planning is the most essential tool
for the company to grow its business in the market. With the help of marketing mix the company
can understand its compatibility in the market which will help the company to know its weak
points in the market. The company Orti's organic bakery introduces its product in the market by
analysing and researching with the help of market planning of the product. The company
promotes to sell the healthy and hygienic product to the customers by introducing it at premium
price which will attract the rich people. In Michael's cafe the company promotes its business by
switching to sell exotic coffee beans which are non organic product and effected on the health of
the customers.
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REFERENCES
Books and journals
Bent, R. and et.al., 2018. Joint electricity and natural gas transmission planning with endogenous
market feedbacks. IEEE Transactions on Power Systems.33(6). pp.6397-6409.
Boettke, P.J., 2018. Hayek and market socialism. In FA Hayek(pp. 119-139). Palgrave
Macmillan, London.
Coyne, C.J. and Hall, A., 2018. State-Provided Defense as Non-Comprehensive Planning.
Fforde, A., 2019. From plan to market: The economic transition in Vietnam. Routledge.
Fischer, A.G., 2018. Planning Your Way: How Humans Strategically Evaluate Prospective
Decisions. Neuron.99(5). pp.874-876.
Needham, B., Buitelaar, E. and Hartmann, T., 2018. Planning, Law and Economics: The rules we
make for using land. Routledge.
Ngazimbi, X. and Powell, M., 2019. Information and skills planning for the workplace: case
studies of firms in South Africa.
Quon, P.L., Kansal, A. and Stern, S., 2018. Clinical Trial Simulation in Early Market Access
Planning. Interview with Head of NICE Scientific Advice.p.37.
Scott, M. and et.al., 2018. Placing heritage in entrepreneurial urbanism: Planning, conservation
and crisis in Ireland. Planning Practice & Research. pp.1-18.
Thornley, A., 2018. Urban planning under Thatcherism: the challenge of the market. Routledge.
Wu, F., 2018. Planning centrality, market instruments: Governing Chinese urban transformation
under state entrepreneurialism. Urban studies.55(7). pp.1383-1399.
Online
Marketing Plan. 2019. [online]. Available through<https://www.thebalancesmb.com/what-is-a-
marketing-plan-1794426>
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