Cake Box: UK Based Marketing Plan, Objectives, and Strategies

This report provides a comprehensive marketing plan for Cake Box, a UK-based company specializing in cakes and desserts, including egg-free options. It begins with an introduction to the business and a marketing audit, examining internal factors like value systems and organizational structure, and external factors such as political, economic, social, and technological influences. A SWOT analysis is presented to identify strengths, weaknesses, opportunities, and threats. The report outlines business and social media objectives, targeting a specific audience based on demographics and social media usage. It details social media zones and vehicles, including relationship building and publishing, using Facebook and Instagram to promote products. An experience strategy is formulated to leverage these platforms, along with an activation plan involving campaigns, pricing strategies, and sample offerings. Finally, the report discusses budget allocation and performance measurement methods for the social media marketing efforts.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Introduction to business..............................................................................................................3
Marketing audit to acknowledge current market situation..........................................................3
Objectives of business organisation............................................................................................5
Gather insight into target audience.............................................................................................6
Social media zones and vehicles.................................................................................................6
Formulation of experience strategy by using selected zones......................................................7
Formulation of an activation plan...............................................................................................7
Manage and measuring ..............................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is defined as a tactic and activity which is performed by a company so that
selling of products or service can be enhanced considerably. Marketing involves different aspects
such as selling, advertising or delivering products to the customer-base (Kotler and et. al., 2015).
Marketing plan is defined as an important part of overall business plan. It is comprehensive
blueprint which outlines the marketing or advertising efforts for upcoming year. This assignment
is based on Cake Box which is a UK based small company, operating in London. This report is
going to cover about market audit and business objectives so that insight into target audience can
be achieved. Information about social media zones, vehicles, activation plan, budgets is also
discussed.
MAIN BODY
Introduction to business
Cake Box is a Britain based small organisation which offers different kind of cakes and
desserts to their customers. The speciality of company is that they also offer Egg-free cake so
that maximum number of people can buy them. This company came into existence in 2008 and
till now it is operating successfully. But as people are becoming technologically savvy, they
prefer to acknowledge about the services or products of company in a time efficient and
simplified manner (Lovelock and Patterson, 2015). company has also created a online website.
In this context, company is going to prepare a social media marketing plan so that specific needs
of company can be identified in a proper manner. This will benefits the company in achieving
high revenues and profits, as right customers will be given right product as per their demand.
Marketing audit to acknowledge current market situation
Marketing audit is defined as a systematic and comprehensive evaluation of the market
environment associated with business. In involves both internal and external business
environment. It is essential for Cake Box to carry out a marketing audit so that they can
understand market situation in a clear manner. In context with Cake Box, internal and external
factors effecting business are mentioned below:

Internal factors
Internal factors are related with an organisation and impacts business in a considerable
manner. In respect with Cake Box, internal factors and their influence on business is discussed
below:
 Value system: It involves ethical opinion and beliefs of a business firm which guides
them in attaining its objectives and mission in a desired manner. Appropriate value
system of a firm assures that expectations of customers and employees are fulfilled
properly. In case of Cake Box, employees are given proper training and monthly rewards
according to their performance so that they feel positive and motivated while working. In
case of customers, company provides egg-free cakes also so that religious sentiments of
people do not get hurt (Kerin and Hartley, 2015).
 Organisational structure: It involves composition and positional structure of employers
and employees working in a business organisation. Cake Box is a small firm which is
employing seven employees. Business owner of the company works as manager too.
Company follows flat structure where each employee is given same power and authority.
In Cake Box, opinions and decisions of employees are given consideration so that
effective decisions can be taken.
External factors
External factors include all those aspects which can impacts the external business
business environment. In case of Cake Box, these factors are listed below:
 Political factor: UK is a politically stable nation and after Brexit, government is
supporting SMEs in a considerable manner so that people can earn a healthy livelihood
and remain unaffected due to exit of Britain from European union. Government in UK is
offering around 30 million to every business person which is planning to start a new
business. This factor is in favour of Cake Box.
 Economic factor: These aspects are concerned with GDP, growth rate, inflation, tax
and interest rate in UK. GDP in UK is high which is a positive factor for Cake Box as
people will like to spend on cakes and desserts. But past some months, inflation rate in
UK is high which can impact business of Cake Box in a negative manner (Shaw, 2016).
 Social factor: People in UK are modern and open minded due to which they prefer to
spend time with their dear one by going in cafes, restaurant or lounges. In the year of

2018, estimated spending of UK population on restaurant and cafes was around 89 billion
which will continue to expand in further years. Due to this, products offered by Cake Box
are going to be accepted by people in a positive manner (Consumers spending on
restaurant and cafes in UK). In his context, a graph is also stated beneath which denotes
the spending of UK population in cafes and restaurants.
 Technological factors: UK is one of the most advanced nation where people prefer to do
online shopping rather than going stores on regular basis. Cake Box is needed to update
their technology on regular basis and adopt tactics such as social media marketing so that
attention of customers can be gained desirably.
Source: (Statistics, 2019)
SWOT Framework
SWOT tool is a framework which will benefits Cake Box in identifying their strengths
and weaknesses so that they can improve their operational activities as per market requirements.
Illustration 1: Statistics, 2019

Beside this, it will tell about potential threats and opportunities that can impact business
considerably.
Strengths Weaknesses
 Company provides cakes and desserts
in genuine price.
 Firm offers Egg-less cakes for specific
occasion so that maximum number of
people can buy them.
 Company operates at small scale due to
which people are not familiar with their
offerings.
 Cake Box do not have robust marketing
tactics.
Opportunities Threats
 This company can offer sugar free
cakes and desserts so that health
conscious people can also buy them.
 Company can enhance their online
presence via Facebook, Twitter or
Instagram.
 Other small firms are also increasing
their market presence through social
media advertisings (Chaffey and Ellis-
Chadwick, 2019).
 Competition from big firms is high.
Objectives of business organisation
Business objectives and social media objective of Cake Box organisation are mentioned below:
Business objectives
 To enhance overall sale of firm by 15% in upcoming four months by social media
advertising.
 To increase website sales by 20% in next four months.
 To enhance the Facebook following up to 10,000 within 4 month.
 To formulate an Instagram Profile so that maximum number of people can be
acknowledged about the products of company.
Gather insight into target audience
In order to target audience in a proper manner, it is important for the business owner of
company to segment it in a proper manner. This will help the company in deciding which

customers they are going to target. Company can target customers in accordance with
demography and social media millennials.
 Demography: Company is going to target customers in accordance with age. People
between fifteen years to thirty five years age prefers to eat cakes and deserts. These
customers are also mostly active on social media. Due to this, company will easily attract
their attention through social media promotions and advertisings (Erevelles, Fukawa and
Swayne, 2016).
 Social media millennials: These are those people which buys a product or service after
watching its advertisement on social media platforms. Owner of Cake Box can promote
their products on Twitter, Facebook and Instagram so that maximum customers can buy
them.
Social media zones and vehicles
Different kinds of social media zones will be used by the management of Cake Box for
increasing the sale and profitability in the effective manner. Some of the major techniques are
discussed below-
Relationship- The management of Cake Box will focus on maintaining better
relationship with its customer's. This will be done by providing different kinds of benefits and
offers to the potential customer's. Price of the product will also be decided as per the paying
capacity of customer's, so that their overall experience is increased. If the management of
organisation is successful in maintaining better relationship with customer's than chances of loss
and failure to Cake Box will be reduced.
Publishing- The management of Cake Box will make use of different publishing sources.
As with the help of this customer's can be easily make aware about the products and services
offered by the organisation. In this each and every information related to the product will be
given to customer's so that they can have appropriate set of knowledge. With the help of this
customer's will be able to decide and make better plans before buying any product.
Facebook- The organisation will try to attract large number of customer's through its
Facebook page also. In this Cake Box will share information regarding its products and services
to 10,000 followers. Management of organisation will post different information and will also
try to know the need and preferences of customer's. With the help of this organisation will be

able to make its products as per the actual need of its potential customer's (Homburg, Jozić and
Kuehnl, 2017).
Instagram- Cake Box will also try to make best use of its Instagram profile. As with the
help of this organisation will promote its different products to the customer's. Since this social
networking site is used by most of the customer's. So it will not be difficult for Cake Box to
make its customer's aware about their products and services. By using this platform organisation
will be able to analyse changes in the need and preferences of customer's within limited period of
time.
Formulation of experience strategy by using selected zones
In order to promote and advertise their products, company is going to use Facebook and
Instagram as their business expansion strategy. In this context, firm is going to create a profile
and adds their pictures, contact details, addresses, videos etc. This will help them in specifying
their customers about the cakes and desserts they sell. Due to regular post sharing and offering
discount to online customers, company will be able to enhance their sales and customer base in a
considerable manner. This will help the company in sustaining a strong presence in marketplace
against rivals (Felix, Rauschnabel and Hinsch, 2017).
Formulation of an activation plan
For implementing the plan different set of strategies and tactics will be used by the
management of Cake Box. Plans and strategies in this will be made after analysing the current
and past demand of the potential customer's. This means organisation is planning to organise
different campaign programmes so that its customer's can have appropriate knowledge about the
product and services of the organisation. As the organisation is planning to offer its product at
lowest possible price. This will increase the sale and profitability of the organisation in the
effective and efficient manner (Fortenberry Jr and McGoldrick, 2016). Organisation will also
offer its products as free samples so that large number of customer's be attracted towards its
product and service. Different kinds of discount offers will also be provided to the customer's for
formulating the action plan in the best possible manner.
Manage and measuring
In order to manage their social media adverting and plans, Cake Box is needed an amount
of 1000 pounds. Under this money, they can asks different pages on social media sites to

popularise their products in front of customers. They can create their own accounts and pages
which will be free of cost. To measure their performance on social media, checking their sales
due to online orders within four months. Also, company will measure their performance through
Facebook and Instagram fan following and their reviews about the services or products of
company by the end of next four months (Feng, Morgan and Rego, 2015).
CONCLUSION
From above mentioned report, it is concluded that in present time, it is essential for a
company to perform social media marketing so that attention of maximum numbers of customers
can be gained. With the help of business objectives, targeting right people, preparing an
activation plan, sales of company can be enhanced. This will results in increased popularity and
profitability. By managing and measuring business performance, required improvements can be
carried out on regular basis.

REFERENCES
Books and Journals
Kotler, P. and et. al., 2015. Marketing. Pearson Higher Education AU.
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Kerin, R. and Hartley, S., 2015. Marketing: the core. McGraw-Hill.
Shaw, S., 2016. Airline marketing and management. Routledge.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Erevelles, S., Fukawa, N. and Swayne, L., 2016. Big Data consumer analytics and the
transformation of marketing. Journal of Business Research. 69(2). pp.897-904.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Felix, R., Rauschnabel, P. A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research. 70. pp.118-126.
Fortenberry Jr, J. L. and McGoldrick, P. J., 2016. Internal marketing: A pathway for healthcare
facilities to improve the patient experience. International Journal of Healthcare
Management. 9(1). pp.28-33.
Feng, H., Morgan, N. A. and Rego, L. L., 2015. Marketing department power and firm
performance. Journal of Marketing. 79(5). pp.1-20.
Online
Consumers spending on restaurant and cafes in UK. 2019. [Online]. Available
through:<https://www.statista.com/statistics/476637/restaurants-and-cafes-consumer-
spending-uk/>
Ways government is assisting in SMEs grwoth. 2019. [Online]. Available
through:<https://www.growthbusiness.co.uk/five-ways-government-is-assisting-sme-
growth-2475152/>
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