Case Study: Strategies for Bakery Business Growth and Development

This case study examines the expansion plans of a bakery owned by Martin and Amelia in London. The report outlines various strategies for business growth, including recruitment methods, such as local advertising and social media marketing, along with the importance of training and development for employees. It emphasizes the use of social media platforms to promote products and enhance customer engagement. The case study also highlights the benefits of product portfolio diversification, suggesting the addition of patisseries and cupcakes to increase the product range. Furthermore, it addresses the significance of payroll and pension systems for employee satisfaction and retention. The conclusion provides recommendations for effective implementation of these strategies, including the importance of addressing customer feedback and continuously enhancing the bakery's brand image.

Case study

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Recruitment..................................................................................................................................3
Training and development...........................................................................................................3
Marketing and Social media........................................................................................................4
Product portfolio..........................................................................................................................4
Payroll..........................................................................................................................................5
Pension.........................................................................................................................................5
Conclusion.......................................................................................................................................5
References........................................................................................................................................7

Introduction
Business plan refers to a document which contains all the goals of an organisation and the
methods which would be used in order to attain those goals. In the following case study Martin
and Amelia are running a bakery business. They want to expand the business in order to
effectively earn more profits. There are a number of steps that could be taken by them in order to
ensure better performance of their bakery in the market ( Tipu, 2019). They can develop a
product portfolio which would contain more than just bread along with some patisseries and
cupcakes. Going through this expansion would require them a number of steps including to set
up their own human resource function along with a number of different benefits for their
employs. It is necessary for them to actively participate in recruitment and training and
development of their employees along with giving them benefits like payroll and pensions. The
report consist of various steps that can be used in order to enhance their business along with
benefits from promotion through social media and digital marketing. Various recommendations
are also provided for Martin and Amelia‘s bakery to achieve all their goals and objectives.
Main Body
Recruitment
Recruitment refers to a process of identifying, attracting, screening in shortlisting suitable
candidates for a job opportunity present in an organisation. Martin and Amelia need to develop a
proper recruitment system as they would require help in their Bakery as they plan to expand the
business. There are a number of recruitment methods which can be used by them in order to
recruit new staff. Being a small organisation in a community Amelia and Martin can effectively
use local newspapers as a source to advertise their job offerings. This will help them in attracting
potential employees for their bakery. They can also advertise about job offerings on various
social media portals which is an effective way to reach out to a number of potential and skilled
employees with very limited cost required (Murillo and King, 2019). They can also use referrals
from their friends and families about employees which can help them in their bakery.

Training and development
Training and development refers to educational activities in an organisation in order to
enhance the skills and knowledge of employees by providing them various information and
instruction in order to perform better in an organisation. Training and development is helpful in
teaching specific skills along with development of employs personality and their management
skills. Amelia and Martin can effectively use on the job training in order to provide their human
resources with skills required to run the Bakery. On the job training is the process of training the
employees while they are performing their job in an organisation. Amelia and Martin are already
experienced in running the Bakery business so they can’t effectively mentor the employs through
their verbal instructions and demonstrations in order to enhance their knowledge and skills
effectively. They can also provide some sessions of expert training through taking help from
some expert chefs of Bakery who can teach their employees on methods to work and run a
bakery effectively. However they need to take care of the investment that would be required for
training methods as using experts for training and development of employs can be an expensive
method.Need to schedule training and development sessions for their employees along with their
work in Bakery.
Marketing and Social media
Social media marketing refers to using of social media platforms and different websites
in order to promote products and services of an organisation. Amelia and Martin can effectively
use social media platforms in order to reach out to a number of customers and promote their
bakery and products they sell in their bakery. There are a number of social media platforms such
as Facebook, Twitter, Instagram and so on which can be used by them in order to reach out to
their potential customers. They can effectively ask their loyal customers to post about their
experience at the bakery and create pages on different social media platforms sharing that post
from customers. It is a great way which would bring in more business for them. Social media
marketing is a cost-effective method of marketing rather than using a traditional method for
marketing. They can easily develop page for their bakery on different platforms and manage it
themselves which would require no cost (Wu, King and Guchait, 2020). However a lot of effort
is required and continuous development of page is necessary to make best use of social media
marketing platforms.

Product portfolio
There are a number of benefits that can be gained by an organisation which using product
portfolio effectively. It helps the organisation to improve their competitive positioning in the
market. It is a great way to maximize the investment in the products and also helps in assigning
the investments to their strong and weak products clearly identifying resource allocation. It is
also assuring that the product investment are aligned together with the business objectives and
prioritizes on product focus. In the following case of Bakery Martin have identified bread as
being the strong product of organisation. However they can generate a product portfolio by
adding Emily as idea of cock cake and patisseries in their bakery. This will effectively help in
bringing more customers towards the bakery and increasing its product range. Invest some part
of product investment in these new products in order to attain more customer base.
Payroll
Payroll signifies to the amount which is being paid to the employs for all the services
they are providing for organisation (Mothersbaugh, Hawkin and Kleiser, 2019). There are a
number of benefits which can be gained by am Ilia and Martin if they use payroll system in their
organisation such as it is time saving, helps in avoiding mistakes, helps in data security and is
also a cost-effective method.
Pension
Using pension will help Amelia and Martin to maintain productivity in their organisation
promising better financial health to their employees after retirement. It is also a great way for
them to attract employees and retain them in organisation for a longer period of time.
Conclusion
With the help of above report it can be concluded that a number of steps are required to be
taken by Amelia and Martin in order to expand their business of bakery. Below mentioned are
some of the recommendations which could be followed by them to make best use of options
available:

 They need to recruit more employees through effective recruitment methods. Using
referrals from friends and families is a great way to recruit employees in a small
community.
 In order to develop human resource operations Amelia and Martin required to incorporate
a number of different aspects including payroll and pension benefits for their employees.
They can also provide their employees with various benefits and bonuses based on their
performance.
 In order to enhance their product portfolio Amelia and Martin can include cupcakes and
some more products in their bakery which will increase their product range and customer
base along with it.
 They need to use social media marketing platform which is a great way to reach out to a
number of customers with less investment.
 Feedbacks of customer on their social media platforms needed to be addressed as soon as
they can in order to effectively enhance their brand image and retain customers for longer
period of time.

References
Books and Journals
Tipu, S.A.A., 2019. Business plan competitions in developed and emerging economies. Journal
of Entrepreneurship in Emerging Economies.
Murillo, E. and King, C., 2019. Why do employees respond to hospitality talent
management. International Journal of Contemporary Hospitality Management.
Wu, L., King, C.A. and Guchait, P., 2020. Hospitality aesthetic labor management: consumers’
and prospective employees’ perspectives of hospitality brands. International Journal
of Hospitality Management, 87, p.102373.
Mothersbaugh, D.L., Hawkin, D.I. and Kleiser, S.B., 2019. Consumer behavior: Building
marketing strategy. McGraw-Hill Higher Education.