LSC UoS BA Business: Movable Confectionery Business Plan Project

This assignment presents a detailed business plan for Movable Confectionery, a mobile confectionery business. The plan begins with the rationale for launching the business, its vision and mission, followed by an in-depth review of the confectionery industry and market, including macro and micro analyses. A competitor analysis is conducted to assess the competitive landscape. The plan outlines the reasons for the business's anticipated success, emphasizing its mobile nature and quality products. The STP (Segmentation, Targeting, Positioning) framework is applied to define the target market and positioning strategy. The marketing strategy covers product, price, place, and promotion. Market growth strategies are also explored. The plan details the resources required, sources of finance, and a comprehensive risk analysis. The business aims to provide innovative and trendy confectionery products through door-step services. The plan also includes an introduction, a conclusion, and a reference section. The project aims to assess the entrepreneurial skills in developing and managing a business idea.

Entrepreneurship and
Business Development

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Rationale for launching the business and its vision and mission-..........................................3
Review of the industry and market-.......................................................................................3
Competitor analysis-...............................................................................................................4
Reasons why Bakery on Wheels will be successful in the market-.......................................5
STP framework- ....................................................................................................................6
Marketing strategy-................................................................................................................7
Market Growth Strategy-........................................................................................................8
Resources required for the venture-.......................................................................................9
Sources of finance-.................................................................................................................9
Risk analysis-........................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCE.................................................................................................................................12

INTRODUCTION
Entrepreneurship and business development is the process of developing and managing
the innovative plane for new business idea. It involves the huge functional and operational
responsibilities which can aid to grow the business along with the growth of individual success
who's is planing for it as a entrepreneur. Business development is the important which involves
the management of all the necessary activities, functional, operations and its strategy's
(Nambisan 2017). So if the individual want to run a new business then person have to go with
the consideration of entrepreneurship and development processes in order to get success of their
objectives. This report is about developing the new and innovative business idea along with
analysis and implementation of all the business plan management strategies and tools. The
selected business idea is about confectionery, it is the creative business idea as their in the
market, peoples are looking for the variety of Confectionery such as chocolates, sweets and
cakes. So the name of the company will be Movable Confectionery.
MAIN BODY
Rationale for launching the business and its vision and mission-
Movable Confectionery is creative and innovative business objective or idea which will
involve the variety's of chocolates, sweets, pastries, pudding and cake. The principles and
reasons of launching and developing this business is that there in the competitive market every
entrepreneur should need to come with the innovative and strong business plane in order to
survive and grow at this market and confectionery is some thing which is giving the multiple
opportunists and options for the business launching. As there are the developing customers

demand and trend for different types of confectionery, along with this developing technology's
aid to accomplish that objective (Zahra 2020). So this is the rational behind this business project.
Vision- Movable Confectionery vision is to provide the innovative and trendy
confectionery throughout the different location at customers door step.
Mission- Movable Confectionery mission is to offer the best quality, safe and innovative
product to their customers on the basis of their preference and needs.
Review of the industry and market-
Confectionery is belong to the food industry and in that field there are the multiple types
of opportunists for entrepreneurs. Food industry is further divided according to the variety of
food categories (Meyer, Meyer and Molefe 2016). So it offers the influencing business
opportunity, which have the scope in themselves for the achievement of higher profit and brand
value in the market area. Movable Confectionery is targetting confectionery product and it is
essential to analyses the macro and micro variables which can effect its the business.
Macro analysis-
 Higher-level of demand of the customers- The factor which can aid to get success in
the market and which is influencing for the business idea is. Customers demanded for
new variety of confectionery products and their preference for different creative variety.
 Higher-level of profitability- Higher demand of the customer's for confectionery is
making the opportunity for the earning of higher profit and in the market there is the
different groups of consumers such as age group , sex group, etc. this can aid to segment
the business and its product for numbers of customers. Increased numbers of customers
helps to earn the higher profitability.
 Technological development- At present technological field is developing very fast and
aid the all of other sectors to facilitate their production and servicing techniques. So
Movable Confectionery can use it as a one of the best opportunity for business
development. As they can select the different techniques for the production of creative
products along with prevention of raw material west and labour cost.
Micro analysis-
 Convenience for the customers- This is one of the best factor which can aid the
Movable Confectionery to grow. As now a days every one want the facilities at their door
step, on their personally chosen place they do not want to move here and there for

services (Kazibudzki and Trojanowski, 2020). So Movable Confectionery can make the
advantage of this factor and provide their customer's the door step services.
 Taste of the customers- customers are became very trendy now and they always
chasing for innovative things and food and this can be a opportunity for Movable
Confectionery to develop the business.
Competitor analysis-
Rinkoff Bakery- It was funded in 1911 and continuously updating their business with
innovative and quality products. They offer their customers with the variety of sweets and
snakes. It is located at 224 Jubilee St, Stepney green, London E1 3BS, UK. This can be a one of
the competitor, so Movable Confectionery have to analyse their marketing strategy's and work
effectively by getting the knowledge of their quality and variety's products. They are providing
the healthy product too along with the best test.
Dunn's Bakery- Its a very old and popular bakery of UK, located at 6 The Broadway,
Crouch End, London N8 UK. They offer their customers with the quality products like,
sandwiches, traditional pastries, cakes and bread. Their historical success and strategy's analysis
will help the Movable Confectionery to take the right step for business operational and
functional management. They are one of the competitor of the bakery industry's but not for all
types of confectionery so this can be a strong point for Movable Confectionery.
Reasons why Bakery on Wheels will be successful in the market-
 Mobile Confectionery- As it is moveable and innovative type of business which can
provide the customers services to their door step in interactive and testy variety's. And
this proves that business will get successful in their goals and brand value development.
 Quality products- The developing techniques and Movable Confectionery concern for
quality product will provide the types of creative, testy and quality product to their
customers which will definitely aid them to survive in the market and become successful
confectionery provider.
 Reasonable rates- Again the new techniques of production will help the company to
produce quality product at reasonable price by reducing the row material waste and time.
So Movable Confectionery will provide their customers the best quality products at
reasonable price, which will highly attract numbers of customer's. And through this

company will get the competitive advantages over their competitor, will be helpful for the
company to sustain at the competitive market.
 Innovative idea- Confectionery services on wheels and creative confectionery verity is
the factors which will highly attract the customers to try the services and this can also
work as a mouth promotional factor. So all this factors combinationally for as a business
growth influencer.
STP framework-
This is very useful tool which helps in the development of businesses plane and strategies in well
organize manner. The STP is divided into three part describing below (Lawande and Singhal
2018).
Segmentation- This is the method of developing the business opportunity's by the segmentation
of target market on the basis of different segmentation elements and the customer's segmentation
of the Movable Confectionery is as follow.
 Geographic segmentation- Movable Confectionery is the store which is mobile and it
cane move to serve the product to their customer's throughout the Loudoun so it can
cover the different areas throughout the city and provide the customer with the best
quality and fresh products.

 Demographic segmentation- Movable Confectionery will target the occasions and age
group of children's and young ones. Because there is the highest need of the
confectionery during occasions, and children's along with the young one are very crazy
about sweets confectionery products. Which will help the company to get highest order
and profit.
 Behavioural segmentation- Movable Confectionery will target the customers on the
basis of their liability to purchases the product and their satisfaction for money valuable
product. They will provide the quality product to their customer which can justify their
investment of money. Movable Confectionery will try to interact and develop
relationship between customers which will aid them to identify the Confectionery
lovers, who want to by their products. And the Confectionery lovers will be the target
consumers of company.
 Psychographic segmentation- Movable Confectionery will target the consumers how
give the priority to their convenience and comfort and the consumer how want the
creative taste of Confectionery at their door step.
Targeting- Movable Confectionery should target one of the most effective and
profitable segment for target market and business plane. Segmentation process is consider in
order to identify one of the best market segment, which will give the multiple opportunity's and
profitability to the Confectionery truck. So Movable Confectionery is selecting the geographical
segment and age group segment, because it is will provide the product throughout the different
areas, with the multiple variety's.
Positioning- As Movable Confectionery is movable business and its purpose is to target
the self convenience customer's how want services at their home and on their selected place, so
the positioning will be functional for serving their target market or customers (Kryukova,
Bodneva, Sribnaya, 2019). This strategical positioning will be very helpful for business growth
as there are the numbers of customers who prefer self convenience. All of the STP strategical
planing aid to achieve the business objectives and goals.
Marketing strategy-
Products: Moving Confectionery will provide their consumers with a number of different
confectionery products to their consumers. Their product offerings will include a variety of
different sweets, chocolates and bakery products. They are conducting market research to decide

upon various flavours they will be including in their products (Katz, 2018). It will help to only
produce the products that can benefit them and help them to gain huge consumer base. The
business will keep on adding various products to their product portfolio in order to deal with
changing needs of consumers in the market.
Price: There are a number of different pricing strategy that can be used by the
organisation while launching their products and services in market. Moving Confectionery is
choosing to focus upon penetrative pricing method while they launch their services in market.
There are a number of competitors present for business in market. Therefore, the organisation is
reducing their prices in order to make sure that consumers are buying their products. They will
also identify different markets and market segment through it which will help them in
understanding the needs of consumer and the prices at which consumer are willing to buy their
products. The profitability margin will be kept low by business in the beginning because it is
necessary that organisation is attaining consumers before earning profits. However the profit
margin needs to be enough to meet the operational requirements of business.
Place: There will be a huge range of area covered by Moving Confectionery in market.
The reason behind this is the mobility of business. They will not be staying at a fix location and
the distribution method by them will be providing convenience to their consumers as consumers
do not need to go to shops and confectioneries to buy their products. However after a while
business will enhance their visit to the areas where the demand of their products is high. It will
help the business in enhancing their revenues along with profits they are earning from the
business.
Promotion: The Moving Confectionery will successfully use traditional as well as
modern tools of promotion in order to make sure that they are targeting major part of population
with these tools, the use of social media and digital marketing is kept high in order to make sure
that vast population is targeted at once by Moving Confectionery. They will also provide various
offers, sampling of products and free products in order to enhance their revenues. All this will
help the organisation to attain maximum number of consumers possible while they are launching
their business in London.
Market Growth Strategy-
Below mentioned are strategies for growth that will be used by the organisation in future in order
to expand their business:

Diversification: It is necessary that organisation is diversifying in different markets with
different products which will help them to expand their business and earn huge profits (Gabler,
and et. al., 2017). Businesses can look into various opportunities like providing different flavours
to consumers in different area which will be based upon the market research that organisation is
conducting in their new markets.
Identification of opportunities: It is required by business to keep tap on all the
opportunities that are coming their way while they are successfully running their business in the
area. It is necessary that they are looking for growth prospects which might include showcasing
their products in different fairs, exhibitions and food festivals occurring around London. They
can also take orders for some personal events like birthday parties and so on. This is a great way
in which the organisation can expand their functions and along with it they can also promote
their products and services to huge number of consumers.
Creativity and Innovation: Innovation is a necessary factor for Moving Confectionery in
order to stay in business longer. Bringing n new and creative ideas for the products as well as
processes through which these products are created will help business to fulfil all the
requirements of their consumers. It will also help Moving Confectionery to provide optimum
satisfaction to their consumers and retain their loyal consumers.
Resources required for the venture-
Financial resources- It is necessary for the entrepreneur to arrange for certain financial
requirements as they will require capital to arrange for machineries. There are a number of
options available including personal savings, bank loan, loan from relatives and so on that will
help the entrepreneur of Moving Confectionery to successfully set up their business.
Human resources- There is also requirement for human resources in order to make sure
that the Moving Confectionery is run successfully fulfilling the needs and requirements of
business. Requirement for chef, driver and serving staff are basic human resources that will be
required by business.
Operational resources- There are also operational resources that business will require to
function properly (TOMASSONI, 2019). This will include the equipment and vehicle on which
the confectionery will be running in lanes of London.

Sources of finance-
Personal Savings of the Entrepreneur- The entrepreneur can successfully use the
amount that is present with them as their savings in order to deal with the financial requirements
while setting up business successfully.
Bank Loan- Bank Loan can also be taken by taken by entrepreneur in order to make sure
that they have enough finance available for business. They will require to pay a fixed interest
rate to bank for the loans they have taken.
Risk analysis-
Below mentioned are various risks that business will face:
Compliance risk- It is the risk that organisation faces due to lack of policies and
procedures in an organisation. It is required by Moving Confectionery to make sure that the rules
and regulations of organisation are well communicated with all the employee. Strict actions are
required to be taken against employees not abiding by policies of the organisation that may lead
to risk of compliance for the business.
Financial risk- It is often seen that a business have to loses various opportunities present
in market due to lack of financial resources with the business. It is necessary for Moving
Confectionery to manage their financial resources in a manner that the business have enough
funds available whenever they require it (Jukova and et. al., 2019). They will also create reserves
for contingencies so that at time of some unexpected losses the business have enough funds
present to deal with those losses. Meeting the requirements for financial funds will save the
organisation from financial risk and also allow them with various chances to grab opportunities
in future.
Operational risk- It is often seen that a business faces operational risks when the
operations in business are not managed well by the entrepreneur. Thee are a number of
operations that will be included in Moving Confectionery such as driving the vehicle and
cooking the products while the vehicle is moving. It is the duty of operations manager to make
sure that all the operations in organisation are managed well. It will help them to deal with any
upcoming failure or problems in operation. The operational manager in organisation is also
required to continuously focus upon various aspects of operations in order to bring innovations
and keep upgrading along with technological advancements.

Reputation risk- It is the risk that will influence the goodwill and brand value of the
organisation in a negative manner. It is necessary that business is focusing on all the factors and
specially on the quality of products that is provided by them. It will help them to deal with a
number of issues and make sure that they do not loose their brand value in the market.
Competition risk- This is the risk that the organisation have to face due to a number of
competitors present for them in market (Business and Below, 2020). Moving Confectionery is
facing huge competition from the competitors ad there are number of well reputed
confectioneries already functioning in the areas whee they want to start their business. They have
to make sure that they are providing consumers better quality and prices than that of their
competitors to stay in market.
CONCLUSION
With the help of all the above mentioned resources it can be identified that there are a
number of entrepreneurs who are looking to execute their business plan so that they can earn
profits from it. All these business plans have risk attached to it that entrepreneurs take in order to
earn maximum possible profits. Business plan is a crucial step to be followed by entrepreneurs
that will help them to drive al the future steps they are required to take and ways in which they
will continue with their business. There are a number of factors included in Business Plan that
have to be looked upon by an entrepreneur. The financing requirements and risk attached to
business are necessary to be worked upon by entrepreneurs that will help them in determining
future steps they need to take in their business. Entrepreneurs also look for innovativeness and
creativity so that they can continuously develop advantages for their business.

REFERENCE
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