Marketing Management for Universal Bakery in Sydney, Australia

The report analyses the marketing plan of Universal Bakery in Sydney, Australia. It includes a SWOT analysis, PEST analysis, marketing goals and objectives, and marketing mix. The report also provides insights into the internal and external environment of the bakery.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Executive Summary
The report has helped in analysis of the different kind of marketing plan for Universal bakery
that is based in Sydney, Australia. The proper analysis of the company such as marketing mix
along with the marketing strategies has been analysed that has helped the company in gaining
competitive advantage in the entire market.
Proper analysis of the company is required in order to understand the issues in such a manner
that will help in understanding the marketing implementation and control effectively.
Furthermore, the PEST analysis has been conducted in an effective manner to understand and
analyse the different kind of issues faced by the company effectively. It has been seen that the
evaluation plan has helped in understanding the gross sales that can be gained by the
company in the future.
Furthermore, the sales are required to be increased to $10000 as this will gain more
competitive advantage in the entire competitive market. It has been noticed that the SWOT
analysis has been identified to analyse the threats and make them their opportunities and
strengths. It has been seen that the brand lifting has to be performed by the company in order
to increase the sales and the presence of the customers in the entire economy that is
competitive in nature.
Lastly, the different kinds of product cost and quality has to be maintained by the respective
organization in such a manner that this will help the company in managing the different
issues and conflicts in an appropriate manner as well. The different kind of KPIs has to be
considered effectively as to solve the issues effectively in an effectual manner with proper
ascertainment of objectives.

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Table of Contents
Introduction................................................................................................................................3
Background of the Case.............................................................................................................3
Overview of Universal Bakery...............................................................................................3
Products and Services............................................................................................................3
Situation Analysis..................................................................................................................4
Identification of current market and major segments........................................................4
Financial Analysis of Foodworks Supermarket.................................................................5
PEST Analysis...........................................................................................................................6
Internal Marketing Analysis of Universal Bakery.....................................................................7
Marketing Goals and Objectives................................................................................................9
Segmentation, Targeting and Positioning................................................................................11
Marketing Mix of Universal Bakery........................................................................................11
Implementation of Marketing Plan..........................................................................................12
Evaluation of Market Plan.......................................................................................................13
Conclusion................................................................................................................................13
References................................................................................................................................15

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Introduction
The report helps in analysing the entire marketing plan of Universal Bakery that is
based in Sydney, Australia. Proper analysis has been done in order to understand the internal
and external environment analysis as this will help in understanding the external threats along
with the different weaknesses. The entire marketing mix along with marketing segmentation,
targeting and positioning is required to be done on the respective bakery that will help in
understanding the operational plan of the company effectually as well. The main aim and
purpose of the report is to understand the products and services sold by the company along
with analysis of the marketing objectives and strategies of the bakery to compete with the
other competitors in the market.
Background of the Case
Overview of Universal Bakery
Universal Bakery is one of the Australian café along with a bakery that is located in
Sydney, Australia. It was built in order to provide their customers with healthy and delicious
pastries along with different variety cakes that will create a positive impact on the choice of
the customers (Universalbakery.com.au, 2018). The respective bakery named Universal
Bakery believes that the different target customers create different baked foods that are
healthy and organic in nature as well.
Products and Services
The main goal of the Universal Bakery is to provide the customers with broad variety
of the coffee, cakes, pastries along with other various products. The services that will be
provided by the respective bakery to their customers such as providing them free home
delivery along with providing them different discounts and offers on a specific amount of
purchases as this will help them in attracting more customers in the organization as well

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(Adams, Gabler and Landers 2017). These kind of offering of products and services will
assist them in building strong position in the entire city and offering the products at a
competitive pricing will help them in delivering quality products in an appropriate manner.
Situation Analysis
Identification of current market and major segments
The Universal Bakery has to analyse the entire condition of the present bakery market
as this will assist them in understanding their offerings that will be provided by them to the
different customers effectively. The main market or the target market will serve the
customers from lower, middle and higher income group individuals with charging affordable
prices along with rendering different services that will help in putting smile on the faces of
the target customers (McDONALD 2016). The respective bakery Universal Bakery will not
be discriminating among the different customers in the market.
The different objectives of the Universal Bakery are as follows:
To have different pastries along with breads in the different retail stores in Sydney
To have different kind of brands of breads for the customers in comparison to the
other competitors in the market (Hsu 2016)
To create and have more outlets in the future in different parts of the world
To constantly increase the clientele, base up to 50% in the next five years as this will
assist them in increasing their business successfully
Following are the marketing efforts that has to be analysed and attained by Universal Bakery
are as follows:
To achieve the sustainable growth at 25% annual sales growth
To attract the entire avalanche of the consumers in Sydney

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To make sure that the hunger is busted in an appropriate manner by making bread
available in different manner (Armstrong et al. 2014)
Universal Bakery has to work appropriately as to satisfy the different requirements of
the customers in an operative manner. With the different current offerings, this is important to
improve the offerings along with being more competent in nature. The internal and external
environment analysis is required to be conducted successfully as this will analyse the
competitors in the entire market (Armstrong et al. 2014).
Financial Analysis of Foodworks Supermarket
Marketing Goals, Objectives and Strategies
In order to analyse the SWOT, it is essential in nature for Universal Bakery to
understand the different objectives of the other giant competitors in the entire market. The
respective bakery has to analyse the threats and make it their strengths and gain competitive
position in the market. Furthermore, the estimated sales of the company have been $10000
and this will help the company in gaining competitive advantage. The different costs such as
rent along with the different packaging costs of $20000 have been estimated to gain
competitive advantage in the entire economy.
The different marketing strategies along with goals of the company that has to be analysed by
Universal Bakery are as follows:
To identify the different kind of characteristics of the other bakeries that are operating
in the respective market (Sheth and Sisodia 2015)
To properly analyse and identify the business model along with other examination of
various types of features of the different products that are sold to them
To analyse the different major competencies that can be utilised by Universal Bakery
as to ensure their sustained growth in the future

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Brief Summary on External Environment
The external environmental analysis is essential in nature for Universal Bakery as this
helps in understanding the different bargaining power of the other substitutes along with the
different kind of threats from the substitutes as well. Furthermore, the Porter’s Five forces
model analysis can be done in such a manner that will assist the company in solving the
issues excellently and gain competitive advantage as well (Strauss and Frost 2016). The
entire external environment significantly impacts and influences the entire environment in
such a manner that this affects the business performance negatively and the goals are not
being accomplished as well.
With the implementation of the Porter’s Five Forces Model Analysis, the actual
analysis of the different suppliers along with the analysis of the various competitors is
essential in nature to solve the different issues successfully. The Porter’s Five Forces
Analysis will assist in understanding the various other factors that are essential and has to be
considered in order to take effective decisions in the future as well (Moutinho and Vargas-
Sanchez 2018).
PEST Analysis
Political Factors is one of the components that is relating to the sourcing of the raw
materials and the company has to adhere to environmental and social norms. The other
impact is the following of the different rules and regulations in different countries from
wherein the company will be purchasing different raw materials (Pride and Ferrell 2016).
There can be different kind of regulatory pressures within the home market in Sydney
and proper scrutiny is required to be done on analysing the entire process of the business in
an effective manner. There are different other factors that are required to be considered that

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includes tax policy along with different employment laws in the organization as well to
improve the business effectively.
Economic Factors is the other component and this is the other external economic
driver of the respective company as well. The respective organization has to deal with
different kind of operational costs along with different rising labour costs as well. The
inflationary environment along with falling profitability is causing lot of stress and this
affects the entire success of the organization as well. The different kind of economic factors
include local currency exchange rates along with analysis of the taxation level as well
(Gronroosn 2016).
Socio-Cultural Factors are the other component that has to be analysed in an
effective manner wherein the Starbucks can offer cheap products and this can require
sacrifice quality of the products. The company has to focus more on different other factors
such as changes in the lifestyle of the consumers along with changes in the value of the
population along with understanding the preferences of the consumers as well (Krishnan and
Malick 2015). The changes in the work pattern has to be analysed and identified in an
effective manner to understand the preferences effectively.
Technological Factors are the other factor that has to be analysed effectively wherein
the company has to majorly use the different kind of technologically implemented resources
as to gain competitive advantage in the entire market. Furthermore, the company has to
enable the usage of the mobile payments from the customers to gain more testing of the
different pin locations and solve the issues effectively (Krishnan and Malick 2015).
Internal Marketing Analysis of Universal Bakery
Proper SWOT analysis is required to be conducted by Universal bakery as to
understand and analyse the different strengths, weaknesses, opportunities and threats. It is

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one of the tools that is the strategic planning tool and technique that is used by the companies
as to create situational analysis of the organization effectively.
With the help of proper SWOT analysis of Universal bakery, the strengths,
weaknesses, opportunities and threats in an appropriate manner. This is essential in nature as
to protect the share in market appropriately. The different kind of threats can affect the brand
image of the company in the competitive market that has to be handled effectively.
Strengths
Proper availability of different talented bakers in the bakery
Competitive kind of pricing along with different kind of marketing strategies
Weaknesses
The company is new in the market and this will become more competitive for them to
compete with the other competitors in the market (Baker 2014)
As it is a new set-up in the market, this will be problematic for the company as to gain
more competitive position in the respective market (Kotler, 2015)
There are existing competitors in the market that can create huge problems for
Universal Bakery in gaining their competitive position
Opportunities
They can introduce new kind of bakery products in their menu as this will help them
in making and creating their own position in the competitive market
Providing high quality products to the different customers with reasonable prices
The company will be introducing new, experienced and educated bakers in their
bakery as this will help the company in establishing their position
Threats

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Low price strategies have to be adopted by the company who are competitors in the
market
Experience of the different competitors is better than Universal bakery and this can
cause huge issue for the company as the advertising strategies are better that are used
by the other bakeries (Holliman and Rowley 2014)
From the SWOT analysis, it can be analysed that there are different threats that can
affect the entire performance of Universal bakery. It has been noticed that the organization
requires to utilise the threats as their strengths and weaknesses as their opportunities to gain
the competitive position in the entire market. There can be different kind of loyalty programs
that can be adopted by the company as this will work towards them in offering better quality
services and products to the company appropriately (Kotler, 2015).
Furthermore, it has been noticed that the operations costs are huge in nature and there
are different kind of other competing brands. Universal bakery has to start with the e-
commerce strategy wherein they will be delivering the different products to the customers
with an effective manner. Lastly, the organization named Universal bakery will be providing
better quality of the offerings to the customers by indulging themselves into more brand
awareness programs appropriately.
Marketing Goals and Objectives
There are different kind of marketing goals along with objectives that has to be
ascertained to identify the procedures to gain profitability in the market. This will assist the
company in gaining brand image and increase their market size effectively as well. The
SMART objectives that has to be ascertained by the respective bakery named Universal
bakery are as follows:
To be more competitive in nature in comparison to the other competitors

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To offer jobs to the different individuals who are bakers
To generate minimum 30% revenue in the market that will be suitable for the
company to become the leading bakery in the next five years successfully (Kotler,
2015)
To provide excellent quality bakery products and services to the target customers in
the entire market in an actual manner
To become a zero-debt bakery as this will assist the company in maintaining their
competitive position in the market
These are the different type of objectives that can be achieved by Universal bakery
and these are the specific objectives that has to be ascertained effectively. The different
objectives that has been set up by the bakery will be met by them within specific deadline and
this will help them in maintaining proper competitive value and advantage in the future as
well.
SMART
Specific: Proper building of sales along with making profit in the near future as this
assists them in gaining proper competitive value and advantage to increase the brand image.
Measurable: Proper building of different loyalty programs is essential in nature as
this helps them in managing and measuring the expectations of the customers and fulfilling
their demands effectively as well in the market.
Achievable: The strategy of pricing that has to be adopted by the bakery has to be
competitive and this will be easier for them to offer different discounts for the customers to
gain competitive position.
Realistic: Universal Bakery has to compete with different competitors in the market
with the different utilisation of various resources in the economy. The bakery has to utilise

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the different resources effectively as to gain more competitive advantage in the economy and
they will be providing best quality bakery products to the customers within specific deadline.
Timed: Universal Bakery will achieve the different types of objectives in fulfilling the
different requirements of the customers as this will increase the offers and discounts after
being stable in the market that is competitive in nature. The Universal bakery will be
providing proper discounts after 3 years when they will be becoming stable.
Segmentation, Targeting and Positioning
Proper segmentation, targeting and positioning in nature for the different companies
for the different companies as this will help in targeting the customers along with segmenting
the market through demographical and behavioural approaches.
Furthermore, in case of Universal Bakery, this is essential in nature to create proper
STP of the company to gain competitive advantage in the entire market.
Segmentation: The respective Universal Bakery is essential to conduct the
segmentation of the customers in such a manner that will be done on the basis of needs that
are changing in nature. Universal bakery uses the demographic and psychographic approach
in their segmentation strategy to understand the customers psyche while offering the
customers with various kind of cakes and pastries at lowest possible prices.
Targeting: The main focus of the Universal bakery is on the different kind of
customers who are the travellers along with the young generation who are fond of cakes
along with breads. The target markets will help in focusing more on their preferences and this
will help them in gaining competitive advantage in the market effectively as well.
Positioning: It is the last strategy of the marketing mix that has to be ascertained
effectively by Universal bakery in order to position themselves as innovative and the

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customer centric approach is essential in nature to understand the different needs and they
will position themselves in such a manner wherein the different demands of the customers are
met effectively.
Marketing Mix of Universal Bakery
Marketing mix is essential in nature in different organizations as this is one of the
tactics to analyse the right kind of strategy through implementation with effective kind of
tactics. The marketing mix is analysed in a respective manner that is accordance to the needs
of the customers and this is convenient in nature as well. Furthermore, marketing mix of
Universal bakery is done in such a manner that includes:
Product: The different products that will be sold by Universal bakery includes the
home-made desserts along with different brownies, cupcakes along with cakes and cookies.
The entire selling price needs to include portion of the entire operating expenses in such a
manner that this will help them in generating profit effectively (McDonald and Wilson 2016).
It will be selling packaged products along with different breads along with home deliveries
with providing different offers.
Price: The pricing strategy that will be adopted by Universal Bakery will be
reasonable in nature in comparison to the other competitors in the entire market. There will
be different size of cakes along with various pricing for all such cakes as well.
Place: The Universal Bakery will be opening different stores in all over the world and
this will be helpful in gaining more promotion for selling such products in the market. There
are different kind of places wherein this will help the company in gaining more competitive
advantage in the market effectively (McDonald and Wilson 2016).
Promotion: Universal Bakery will be using different kind of advertising campaigns
such as different advertisements through radio and television along with promoting the

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products and services through newspaper as to gain competitive advantage in the entire
market effectively.
Implementation of Marketing Plan
From the implementation plan, it can be analysed that proper ascertainment is
required to be done by the respective bakery as this will assist them in improving the brand
awareness among the different customers. If the company uses this key performance
indicators, this will help them in increasing the sales and the number of customers in the
market as well. Furthermore, the number of customers will be increased when there will be
more increase in the entire marketing and sales of the products effectively. There are
different areas has to be ascertained effectively that are required to be monitored closely by
the bakery that are as follows:
Revenue- Annual and Monthly
Client feedback
Expenses- Annually and monthly
Improvement in different products and services
Evaluation of Market Plan
Objectives Time
frame
Resources Person
responsibl
e
KPI
To ensure sales of above
$10000 per month
3
month
s
Good sales
team
Sales
manager
Increasin
g sales
To encourage customers to
make regular purchases
3
month
s
Good sales
team
Employees Repetitiv
e
purchases
To improve the servings 6
month
s
Use of high
end technology
Head chef Produce
Quality
products
To ensure operational
efficiency
6
month
s
Introducing
automated
technology
employees Minimise
costs

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To improve the brand
awareness and improve
exposure of the brand
5
moths
social media
tools,
advertisements
Sales
manager
Brand lift
Conclusion
Therefore, it can be concluded that the marketing plan is essential in nature and this
has been done conducted for the bakery named Universal bakery that is situated in Sydney.
Furthermore, the marketing strategies along with mix has been conducted to understand the
position of the company in the entire market and solve the issues in an effective manner. The
implementation of the four Ps of the marketing has been conducted that has helped the
company in gaining competitive advantage and position in the entire market in an effective
manner and appropriately as well.

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