Marketing Plan for French Bakery's Diplomat Cake in the UK Market

This report presents a marketing plan for French Bakery, focusing on the introduction of their Diplomat Cake in the UK market. The report outlines the company's aims and objectives, including sales targets for the first three years. It details the use of SWOT and PESTLE analyses to assess the internal strengths and weaknesses, as well as external opportunities and threats, and the political, economic, social, technological, legal, and environmental factors. The report also covers market strategy, including segmentation, targeting, and positioning, along with the marketing mix and ethical considerations. Implementation and control mechanisms are also discussed, including budget allocation and promotional strategies such as social media advertising and discount coupons. The overall aim is to expand the business and attract customers in the UK market. The report concludes with a summary of the key findings and recommendations for the successful launch and marketing of the Diplomat Cake.

Management and
Leadership

Executive Summary
In the following report, there is a discussion on Marketing Plan of French Bakery, as it is
very important for the organisation to have effective plans and procedure. In this report, it has
been discussed that there is a new product named as Diplomat Cake is introduced at the
marketplace of UK. With this product, company decides to expand its business operations and
attract large number of customers through offering them discounts and coupons. Apart from this,
it is very important for the companies to do SWOT and PESTLE analysis before business
expansion. It has been defined that this is the product which will highly satisfy the requirements
and demands of customers.

Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Aims.................................................................................................................................................4
Objectives........................................................................................................................................4
State the Business Portfolio ............................................................................................................6
Situational Analysis.........................................................................................................................6
Market Strategy................................................................................................................................8
Marketing Mix...............................................................................................................................10
Ethical Considerations...................................................................................................................10
Implementation and Control..........................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Books & Journals.................................................................................................................12

Introduction
Marketing refers to a comprehensive written document or a blue print which is adopted
by every manager as it will aid in defining future goals and marketing efforts for coming years.
An effective marketing plan also assist the management team of the company in gaining
competitive advantages at the marketplace. It has been identified that marketing is based on the
way of thinking so that requirements as well as satisfaction of customers might be fulfilled in an
effective manner (Renz and Herman, 2016). In the present report, Diplomat Cake is chosen as
the base product which is a Romania product. It is one of the biggest and high rated French
bakery which deals in bakery products such as cake, bread, cookies, pies and many more. Apart
from this, it has been identified that in the present report aim as well as objectives of the
company are going to be prepared in an effective manner. Along with this, before expanding the
product it is required to examine the current market situations. For this, managers of the
company adopt SWOT as well as PESTLE analysis.
Aims
Before expanding business activities at the competitive marketplace, it is very important
to decide aims and objectives of the company. It is very required to have defined aims, so that
they will be able to work accordingly and gain competitive advantages at the marketplace. In this
context, French Bakery have defined its aims which are as follows:
 Year 1 sales: In the first year, it is decided by the management team to sell around
250,000 cakes.
 Year 2 sales: In the second year, company wants to sell approximately 280,000 cakes in
both domestic as well as in international marketplace.
 Year 3 sales: At last, it is decided by company to sell around 300,000 cakes and gain
competitive advantages.
Objectives
In order to achieve the above mentioned aims, it is essential for the management team of
French Bakery to take effective steps for attaining the desired task (Bush, Bell and Middlewood,
2019). For this, there are various methods which will aid the company in order to accomplish
there pre defined aims. For this, company should decide to keep the price of Diplomat Cake
affordable. Along with this, it is also very important to provide products to every customers

effectively and easily. Apart from this, it is essential to attract large number of customers
towards their products and services, so that company can enhance its performance as well as
productivity at the competitive marketplace. For this, company adopt various promotional tools
and techniques which includes magazines, social media, billboards and many more. In addition
to this, company adopt sales promotion technique in which they provide discounts and offers to
those customers who visit regularly to their stores (Conger, 2015). With the help of this,
business functions can be expanded across the whole wide world in an effective manner.
DIPLOMAT CAKE
1 Define goals 7/1 1 7/8 8 8 0 100%
2 Determine Budget 7/8 8 7/15 8 6.4 1.6 80%
3 Contribution to National Adds(Artwork) 7/16 16 7/30 15 9 6 60%
4 POS-material 7/16 16 8/28 44 17.6 26.4 40%
5 Brochure -Buyer/consumer 7/16 16 8/28 44 8.8 35.2 20%
6 Staff training 8/28 28 9/11 15 15 0 100%
7 Social Media Advertise 9/12 12 9/26 15 12 3 80%
8 Monitor Campaign results 9/27 27 11/19 54 32.4 21.6 60%
PERCENT
COMPLETE
DURATION*
(WORK DAYS)
START DATETASK NAME DAYS
COMPLETE*
DAYS
REMAINING*
DAY OF
MONTH* END DATE
Contribution to National A
Month 4Month 3Month 2Month 1
0 10 20 30 40 50 60 70 80 90
Define goals
Determine Budget
Contribution to National Adds(Artwork )
POS-m aterial
Brochure -Buyer/consumer
Staff training
Social M edia Advertise
Monitor Cam paign results
Days of the Month

As per the above mentioned, it has been identified that in order to fulfil the aim in an
effective manner, management team of the company required various elements (Kotler, Bowen,
Makens and Baloglu, 2017). These elements includes budget, cost, time duration and many
more. For this, overall Budget is decided which is around £72.000. French Bakery decides to
promote their products through social media which includes approximately £1000. Direct sales
techniques includes £ 1000 as well as contribution of Tesco includes £ 20.000. company decides
to provide various discounts and offers to their potential customers as well as to attract large
number of new customers. For this company decides to provide 25% discounts to their
consumers.
State the Business Portfolio
In the present case of French Bakery stores, management team of the company adopt
Market development strategy as they are a Romanian company and wants to expand its business
services at UK (Lidstone and MacLennan, 2017). In market development strategy, company
decides to sell their existing products and services to the new market place. This factor includes
huge investment as it is quite risky for the company.
Situational Analysis
SWOT analysis
It is very essential for the management team of French Bakery to examine internal
Strength and Weakness along with external Opportunities and Threats. With the help of this,
company can easily overcomes their weakness and threats. Along with this, company will be
able to enhance their strength and grab new opportunities arise within the competitive
marketplace. In context of French Bakery, SWOT analysis are as follows:
Strengths Weakness
 In context of French Bakery, biggest
strength of the company is that their
environment is quite hygienic which
will aid them in attracting large number
of customers towards their store
(Lamband, Crompton, 2017).
 In case of French Bakery, one of the
biggest weakness is that there are large
number of competition available at the
marketplace. All these rival companies
provide similar products to their
customers which create high

 On the other hand, present bakery store
offer delicious cakes to their customers
which includes all age group people.
competition.
 Staff members are semi skilled which
affects the products quality and reduces
the overall profitability.
Opportunity Threats
 There are various opportunities which
can help the French Bakery store in an
effective manner. According to the taste
and preference of customers, company
can make different flavours cake.
 Apart from this, with the the help of
high tech technology, French Bakery
store can provide high quality products
to their customers. It will help in
attracting large number of customers
towards their company.
 One of the biggest threat for French
Bakery store is that there is highly
competitive environment.
 Bakery's who give high competition to
French Bakery store includes, Aran,
Earth’s Crust, Cookie Jar and many
more (Paley, 2017).
PESTLE analysis
Political: It means all those political factors which affects the working environment of
the company. In this element, various factors are going to be included such as foreign trade
policy, environmental law, government policy, tax policies and many more. In this regards, Tax
concession plays very important role in the growth of a company. French Bakery stores start
their business functions at the market of UK, where UK government provide tax deductions to
those companies who are at the growth stage. Therefore it will reduce their overall taxes and
enhance the profitability of company (Macarthy, 2018).
Economical: It includes various factors such as inflation rates, unemployment rate,
economic growth and many more. All these factors highly affect the performance of company in
both direct as well as indirect manner. In case of French Bakery stores, government of UK highly
support the new business entities by providing them infrastructure support. Government helps

the individuals by increasing their living standard of people as there is high employment
opportunities arise within the country.
Social: In this element various factors are involved such as age, income distribution,
gender as well as population growth rate. It is required for French Bakery stores, to develop
products according to the requirements of customers. Sometimes, companies distinguish their
customers on the basis of occasion, requirements and demand of customers. Along with this,
company provide discounts to their regular customers, so that they can retain them for a longer
period of time.
Technological: According to this factors, companies adopted various high technology in
order to attract large number of customers as well as to provide high quality products and
services. This is the factor which highly affects the performance and profitability of company at
the competitive marketplace. French Bakery adopt online order facilities and give them discounts
when then made payment through online platform (Islam and Mamun, 2017). Along with this,
they provide free Wi-Fi facilities to their customers in their outlets.
Legal: It is quite overlap with the political factors and involves various laws and
legislations. Some of these laws are as consumer protection laws, discrimination law, minimum
pay act and many more. In case of French Bakery, managers of the company adopt all these laws
in an effective manner. While they expand their business activities at the market of UK,
managers provide minimum pay scale to their employees as well as provide holiday packages
and other benefits to retain their potential staff members.
Environmental: It includes all those factors which affect the whole working environment
of the company. If any staff member, work on a public holiday should get extra payments. In
addition to this, it is very important to provide payments to those workers who are doing part
time job and for casual employee it is required to pay 1.5 times payment (Li, 2015).
Market Strategy
Segmentation, Targeting and Positioning is a process of marketing strategy which is used
to identify most valuable customer and the effective market for product and services that suits
them. The top management of the French Bakery follows STP approach, this contributes in
making product marketing strategy and also identify the effective market segment.
Segmentation

Segmentation means dividing market into different groups which having common
features. In other words dividing the heterogeneous market into homogeneous market.
segmentation makes the brand identifiable. The organizations segment market their according to
their product that is Diplomat Cake which is very famous in Romania and now segmenting their
market according to geographic area as thinking of expanding in UK, so that citizen of UK also
enjoy the different cakes and taste of Romania.
Targeting
The analysing and identifying the most effective and profitable segment of market and
the consumer which helps the organization to grab the market effectively and earn more and
more profit.. It follows the segmentation process of marketing strategy (Ambra, and et.al.,
2015). As the organization is focusing on targeting the customer for their product coming in
market of UK, and they target customer as family having 1 member or more that 4 members as
price of the product is fluctuating, they consider the different price segment and pricing policies
as based on consumer ability to pay, market condition, competitor action and different costs.
Positioning
Positioning refers to customer perception as well as brand image of product organization.
It helps in building the image and goodwill in all over market about the product and the brand
image of the company. This implants and creates the brand identity and also helps in creating the
different perception about the product in the customer mind as this affect the sale and brand
image. The top management develops the positioning strategy very effectively and efficiently as
this helps in gaining the competitive advantage against selected target market and product and
positioning strategy. This helps in developing the the positioning of target segment and also
develops the marketing mix for each segment. The organization set positioning of their product
Diplomat cake in different different retail outlet which are mane as Tesco extra, Tesco
superstore, Tesco express, Tesco metro (Conger, 2015). For the promotion of this product
Diplomat cake organization has used different promotion tool and strategy such as discount
coupons, social media advertising (Instagram, Facebook), self promotion, word of mouth
publicity, offer of buy one get one free and many more. As the French Bakery has differentiates
their product with unique logo and the different and attractive tag line that is “ Take a bite of
Romania”.

As per the above mention, it has been concluded that the organization has user marketing
strategy for their product. As the company segment their market according to geographical area
as they are expanding in UK and focuses on targeting family as their customer. As they also
considered the place of selling their product in various different retail outlet.
Marketing Mix
Marketing mix means a group of various actions used by companies in order to promote
their brand or products at the competitive marketplace. It includes 4Ps which refers to Product,
Price, Place and Promotion. These elements are further discussed in detail below:
Product: In context of French Bakery stores, managers or chef decides to provide small
and medium cakes to their customers. In addition to this, they provide 6 slices in small cake and
12 slices in large cake. In addition to this, as per the requirements of customers and
occasions,bakery stores provide cakes in different flavours, size, shape and designs. Occasions
includes weddings, anniversaries, birthdays and many more.
Price: In reference to French Bakery stores, management team of the company provide
low and affordable price to their customers (Bush, Bell and Middlewood, 2019). When company
decides to operates it business function at the market of UK, they should provide high quality
goods and services to their customers at very affordable price. It will help in attracting large
number of customers towards their products and services. Along with this, company can provide
discounts and offers to their regular visiting customers.
Place: In case of French Bakery stores, it is one of the famous Romania bakery and its
management team decides to expand its business functions at international level. They wants to
operate their business at the market of UK so that people of UK can get to enjoy new type of
cakes. There are different outlets where French Bakery sell their cakes includes Tesco Metro,
Tesco Extra, Tesco Express, Tesco Superstores.
Promotion: In order to promote goods and services at the new marketplace and to attract
large number of customers, it is required to adopt promotional tools and techniques (Renz and
Herman, 2016). For this there are various methods which will aid the company in order to
promote their products at the competitive marketplace. Some of the promotional tools includes
promotion on social media, discount coupons, offers and many more.

Ethical Considerations
Sustainability: As per the above mention report, it has been analysed that in order to
maintain the sustainability of the company at the competitive marketplace. For this managers
need to be adopt effective pricing techniques along with high quality products and services.
Environmentally friendly: Apart from all the other factors, it is very essential to have
eco-friendly technologies in the organisational premises. With the help of environmental friendly
technologies company will be able to attract large number of customers. Along with this,
company can retain their employees as well as customers for a long period of time.
Implementation and Control
Monitor, control and adjustment: In the present context of French Bakery stores, it is
very essential for the managers to monitor sales and profit within every three months. It is
because if there is any kind of problem arise within can easily be controlled by the management
team of the company (Ambra, and et.al., 2015). Along with this, if any kind of adjustment is
required then the managers will be capable of doing this in an effective manner.
CONCLUSION
As per the above stated report, it has been concluded that marketing plan is very
necessary for the companies before starting their business functions. It is a kind of blueprint and
written document which includes detail description of budget, time period, resources and many
more elements. Along with this it has also been identified that with the help of SWOT analysis,
managers will be able to know about their strength and weaknesses as well as threat and
opportunities. Apart from this, PESTLE analysis aid in examining the current marketing trends
and situations. At the end of this report, marketing mix is also going to be explained with the
help of product implementation.

REFERENCES
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