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Strategic Business Plan Assignment

   

Added on  2020-06-03

13 Pages3753 Words47 Views
Strategic Business plan

Table of ContentsINTRODUCTION...........................................................................................................................3Overview of the company:..........................................................................................................3Critical analysis of the situations:...............................................................................................4Competitors analysis: .................................................................................................................5Exploratory research...................................................................................................................5Evaluation of current brand plan.................................................................................................6Brand value chain........................................................................................................................7Reconsideration of strategies brand direction.............................................................................8Recommend strategies brand planning.......................................................................................8Marketing mix (Positioning).......................................................................................................9Budgetary consideration:..........................................................................................................10CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12

INTRODUCTIONBrand is one an essential aspects of an organisation. They use it as to distinguishes antheir product and services from its rivals in respect of the customers. It is identify with a name,term, design, symbol and other features. Brands are mainly used in business, marketing andpromoting its products into various marketplaces. Brand strategies is an effective plan thatencompasses with particular long term aims and objectives. It will help in attaining successfulbrand as the combination of various elements of a company's image that are determine in aproject. This report consists of different aspects of a brand that would represent a well organisebrand name, vision and mission and their respective goals. The present time position are analyseby conducting brand audit and compare with its close competitors. On the basis of properevaluation an effective suggestion is being discuss in order to provide direction to strategic brandplanning (Kapferer, 2012).Overview of the company:“Crosstown Doughnust” is an autonomous London based brand which is establish as amarket stall in 2014. It is founded by Adam Wills. They are proud itself on utilising the superiorquality ingredients that is responsible for making everything in house whether a compote, fillingor topping etc. after one year in 2015, cross-town has opened its initial permanent location in theheart of Soho and pairing doughnuts serving with special coffee. After that, crosstown haslaunched in four other sites as coffee bars in Shoreditch with more on the way. The business isalso operating over online store, providing regular coffee to offices across the London.Crosstown Doughunts can be identified at various marketplace through in London consistingSpitalfields E1, Kings cross as well as in Leather lane (Rosenbaum-Elliott, Percy and Pervan,2015). Vision: The primary vision of the company is to become one of the widest bakery shop inLondon marketplace.Mission: They are target to expand their market in every parts of nation by using their bestdoughnuts cakes. For this, they are continuously planning in order to reach to their set targets innext coming year.4

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