MKT101A: Marketing Fundamentals Assignment

Running head: MARKETING PLAN OF BOURKE STREET BAKERY
Marketing Plan of Bourke Street Bakery
Name of the university
Name of the student
Author note

MARKETING PLAN OF BOURKE STREET BAKERY
1
Table of Contents
Introduction................................................................................................................................2
Identification of consumer buyer characteristics.......................................................................2
Level of involvement of consumers.......................................................................................2
Influences on the buying decision process.............................................................................3
Segmentation..............................................................................................................................4
Target market.........................................................................................................................5
Buyer persona:.......................................................................................................................5
Positioning statement.................................................................................................................6
Positioning map: As per market competition.............................................................................6
Conclusion..................................................................................................................................6
References..................................................................................................................................7
Appendix....................................................................................................................................8

MARKETING PLAN OF BOURKE STREET BAKERY
2
Introduction
The purpose of this report is to present an analysis of customer base to determine the
market position of the Australian cake shop, Bourke Street Bakery
(bourkestreetbakery.com.au, 2018). It will discuss the consumers’ involvement into the
newly proposed business plan by evaluating situational, psychological and social influences
on their purchasing behaviour. From the first part of the assessment, a clear idea of the
market has been obtained. According to Andreasson and Johansson (2014), the bakery wants
to include soy protein as the main ingredient of bread making, considering the increased
consciousness of people towards health and fitness. This report intends to analyse consumer
behaviour creating one buyer persona at least and will talk about different segmentation
variables. Besides, a positioning map will be included along with a distinct positioning
statement.
Identification of consumer buyer characteristics
Level of involvement of consumers
Purchase decision is directly connected with the consumer involvement. There comes
product involvement, which can be increased by advertising campaigns. In this case, the
unhealthy lifestyle of Australian population and global issue of obesity and heart diseases are
responsible for consumers’ preference over consuming healthy foods [kindly find the
appendix].
People consider normal decision-making process when it serves basic needs of daily life.
In order to understand the consumers’ attitude towards the newly planned product, as
described in Dewey (2013), it must be understood that purchase cannot occur without
recognising the requirement of the target market. The focus is to treat global issue of obesity
and several health hazards like diabetes and high cholesterol. Breads with soy protein will