Business Plan: La Familia Bakery and Marketing Strategies

This report presents a comprehensive business plan for La Familia, a bakery aiming to offer a variety of cakes and sweets. The plan includes an overview of the business, outlining its mission to provide quality products at affordable prices and its vision to become a recognized brand. The situational analysis incorporates a SWOT analysis, identifying strengths like quality products and weaknesses such as limited resources, along with opportunities and threats. A PESTEL analysis assesses political, economic, social, technological, and environmental factors affecting the business. The report details the STP plan, including market segmentation based on demographics, targeting customers aged 18-24, and positioning La Familia as a provider of quality products. The marketing mix, encompassing product, price, place, promotion, people, physical evidence, and process, is elaborated upon. A competitive analysis compares La Familia with similar businesses, highlighting its unique selling points. The report concludes with monitoring and controlling methods such as 360-degree feedback and KPIs to assess performance, and overall conclusion, highlighting the key aspects of the business plan.

Starting a business and Fundamentals of
Marketing

Table of Contents
Business plan ..................................................................................................................................3
Overview .....................................................................................................................................3
Mission ........................................................................................................................................3
Vision ..........................................................................................................................................3
Objectives ...................................................................................................................................3
Situational Analysis.....................................................................................................................3
PESTEL ANALSIS.....................................................................................................................4
STP plan ......................................................................................................................................4
Marketing mix .............................................................................................................................5
Competitive Analysis ..................................................................................................................7
Monitoring and Controlling.........................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

Business plan
Overview
La Familia is the bakery business that will offer the varieties of product to their
customers. It will include cakes with diffraction different variants and flavour which will include
Batterberg Cake, Victoria Spong Fruit cake etc (Baines, Fill, Rosengren and Antonetti., 2017).
Along with those this cakes, La Familia will also provide range of sweets like Aero, Wine gums,
Jelly Babies etc.
Mission
Mission of the La Familia is To provide quality cake and sweet with affordable price
range and company's commitment is to provide best fast services to their customers.
Vision
La Familia vision is to never compromise with product quality and rise their brand
awareness among their customers.
Objectives
 To enhance their brand awareness on the global market till the end of 2021
 To increase sales of their product by 10 percent till the end of 2021
Situational Analysis
SWOT Analysis
Strength
 Quality cakes with varieties of flavour.
 Importance to Hygiene practices.
 Good interaction with customers by
staff
Weakness
 Small range of products and services.
 Resources are limited
 Lack of financial resources to expand
business on international level.
Opportunities
 Online store can create good
opportunity for the company.
 Company can find investors to expand
their business on international level.
Threats
 High competition
 Ineffective in complying with all the
laws.

PESTEL ANALSIS
Political There are various political factors that must have impact on the Business
of La Familia (DeNoble and Zoller., 2017). For examples changes in Tax
structure, new polices etc. It is necessary for the company to work
according to the polices made by the government to have positive
influence.
Economical Economical factors like rising in prices of commodities can have
negatives impact on the company because it will increase the prices of
product sell by the La Familia company but fall in prices of raw material
can have positive impact and company can provide cake in lower prices.
Social Customers trend change with the times and it is necessary for the
company to understand the trend among their customers, and they should
develop product accordingly. It Will helps to satisfy their needs and
demand and helps company to take competitive advantages.
Teleology New technology trend can be useful for the La Familia to take
competitive advantages. Their are various technology that can be use to
make cake and sweet and it will also improve the Speed of doing work
for the staff.
Environment Health and shifty laws should be followed by the La Familia to avoid
governmental interference. They will need to look for the Hygiene in the
place whee they are making the Cake and Sweets.
STP plan
Segmentation
Marketing team of the La Familia will find out the segments on the basis of the personal
characteristics of their target customers for examples- gender, occupation, age and their malarial
status etc. this all segment will be placed upon the expected revenue, it will generate and how
much it will be profitable and the factors affecting their willingness to buy the product.

According to segmentation, the selected target customer segment will be the people of all age
group from kids to adults and for the middle to upper income level.
Targeting
Target will be all kind of age group but mostly company will target the customers
between the age group of 18 to 24 (Egerová, Eger and Mičík., 2017). their will be various
strategies will be used by the company to promote their product and services. They will offer
customers cakes to their customers also with the additional offers to attract the target group
customers.
Positioning
La Familia wants to show their presence and create their names within the market where
they are operating their business. Marketing team will use the strategies to highlight their USP of
the product and services to their target customers. By providing the quality product and services
to their customers they will rise their name within the market.
Marketing mix
Marketing mix of the La Familia covers 7 elements like Price, product, place,
promotion , physical evidence, process. It also covers the tactics and set of action which
company used to promote their product and services.
Product
La Familia offers varieties of the product and services to their customers that include
Sweets and cake. Their product is made up of high quality of ingredients, that attract customers
to buy product and services from them (Gilmore and et.al., 2020). La Familia will also add some
new cakes and they will also have pancakes with the different tastes, cookies, Muffins, jellies
for the children, main meals. The delicious traditional Moldavian pies and many other cooked
with much love. attractive packing will be designed so customers can attract thorough the cakes
and it Will look premium cake with the lower prices.
Priace
Currently La Familia is using the Penetration pricing strategy but now they will use the
competitive pricing strategy, so they can help customers to satisfy their needs and demand.
Company will provide their products in affordable price range with the premium quality and
packing.
Prices of the Drinks will be -

Coffee- 2.44
Tea- 2.46
Hot chocolate- 3.60 to 4.16
children drink- 1.85
price of the pastries and cakes will be
Large assortment of pancakes will be between £3.75 and £4.50
Muffins , Cakes and Bakes will be between £2.25 and £5.50
Biscuits and Snacks will be between £ 1.00 and £2.50
Main Meals will be between £2.50 and £4.50
Place
The new business plan of the La Familia will be initiate in the centre of the London east.
It will be small in size but with the times company will expand their business more within the
other part of the U. People in the London centre are like top eat the cake and related products.
Moreover, the objective of the institution are met in the next 3 years then it will assist to operate
the unit of La Familia within new country and as a result, brand image will be sustained.
Promotion
Marketing team of the La Familia will use various strategies and promotional tools like
social media platform, and they will also provide combo offers. Online social media strategy will
also be used by the company to attract customers (Grubor and Jakša., 2018). They will target the
customers in their area, so they can be aware about the La Familia and offers will help to attract
the customers. Happy hour offer will also be added by them where customers will get huge
discount and unlimited eating offers in limited price range. social media is cost effective ad
company can easily target the customers to buy their product and services and help them to
expand their business.
People
La Familia will need to manage the skills with their staff and for that they will provide
them skill based training so they can develop new skills and provide fast services to their
customers. Training session will be given every moth so staff will improve their skills more.
Physical evidence
La Familia is building a menu card, tables, uniforms and it can be considered as their
physical evidence and their website also an evidence of their presence within the market.

Process
La Familia will follow the smooth system to make their cake and other bakery items to
ensure the product quality.
Competitive Analysis
Particular La Familia The Little London Sapori cafe and
restaurant
Product La Familia offers their
customers rage of
cakes like, Walnet,
batterberg etc.
Additionally company
also provide Sweets
and drinks for the
adult and Children's
separately.
The Little London
company also provide
range of product and
services to their
customers like Coffee,
Pizza, sweets etc with
the best possible
quality.
Sapori cafe and
restaurant have
different range of
Coffee that does not
provided by the other
restaurant nearly and
along with it they also
offer fast food
products.
Price La Familia currently
using penetration
pricing strategy and
they will shift to the
competitive pricing
strategy.
The Little London also
follow the same
strategy that follows
by the La Familia.
Additionally
(Hämäläinen., 2018),
they are using Bundle
pricing style in order
to attract customers.
Sapori cafe use
competitive pricing
strategy to attract their
customer by offering
lower prices in their
product and services.
Promotion La Familia is using the
modern form of
marketing like digital
marketing to attract
customers to buy their
product and also
Little London cafe use
both traditional and
modern strategy to
attract customers and
plus point is their fast
services that is better
Sapori use the modern
promotional tools like
face book marketing,
Instagram marketing
etc.

provide addition offer
at their store.
among all other
restaurant.
Unique selling price La Familia use the
fresh and quality
indigents in the lower
price range to attract
customers.
Product offered by the
Little London cafe are
with higher quality
and fresh and also the
customer services
provided by them
helps to satisfy the
needs and demand of
the customers.
Unique presentation of
the customer services
and the best ambiance
s considers as USP of
the cafe and restraints
(Hong and Son.,
2017).
Financial sources
Finance manger of the La Familia will use different different sources of the finance like
bank loan and investors who can invest in their company. Other amount will be arranged by the
owner from their family and friends.
Monitoring and Controlling
There are various monitoring and controlling tools that can be used by the company like
360 feedback, KPI in a effective manner t measure the proses and progress of the business plan
by the La Familia company (Ike., 2018). Benchmark system can also be used by the company to
monitor and control their activities effectively and it will help them to get success in their
business plan.
360 feedback
Feedback is a system or process in which employees receive confidential, anonymous
feedback from the people who work around them. This typically includes the employee's
manager, peers, and direct reports. Feedback will help managers and leaders of the La Familia
how their business plan performing and if they get some weakness in the plan then thorough the
feedback company can do the improvement in their plan and implement new strategies. It will

help them to know their progress more better and company will able to achieve success in the
new business plan f the La Familia company. S
KPI
A key performance indicator is the measurable value that can be used by the La Familia
company and demonstrate how effectively company is achieving their business objectives
(Pavlák., 2018). La Familia can use the various level to evaluate their success at reaching their
set target in the business plan. There are different different indicator that will show that how
business plan of the La Familia is performing and what they need to add strategies so their
business plan can performance more better and they can take competitive advantages within the
market where they are operating their business.
CONCLUSION
As per the report ha been covered business plan of La Familia which is an Small cafe
located in Uk. It has been conducted internal and external business environmental analysis
SWOT and PESTEL Analysis. Furthermore, this plan has been concluded competitive analysis
and that included three competitors of the La Familia company, they compare different key
aspect with their competitors another to take future decision in favour to take competitive
advantage s. This report also has been analysis marketing mix 7 Ps to understand the strategies
relate to their product, price, promotion, Place etc has been concluded in the report. It also has
been implemented the monitoring and controlling techniques like key performance indicator and
360 feed\back. It will be used by the marketing team of the La Familia to monitor and control
the performance of their business plan. In the end of this report has been coved financial
resources. Financial resources that can be used by the company to expand their business and take
competitive advantages within their business, and they can show their presence in the market.

REFERENCES
Books and journal
Baines, P., Fill, C., Rosengren, S. and Antonetti, P., 2017. Fundamentals of marketing. Oxford
University Press.
DeNoble, A. F. and Zoller, T. D., 2017. Is the business plan really dead and should it be?: a case
for the lean start-up approach. In The Great Debates in Entrepreneurship. Emerald
Publishing Limited.
Egerová, D., Eger, L. and Mičík, M., 2017. Does entrepreneurship education matter? Business
students’ perspectives. Tertiary Education and Management.23(4). pp.319-333.\
Gilmore, A., and et.al., 2020. Four questions of entrepreneurial marketing education:
Perspectives of university educators. Journal of Business Research.113. pp.189-197.
Grubor, A. and Jakša, O., 2018. Internet marketing as a business necessity. Interdisciplinary
Description of Complex Systems: INDECS.16(2). pp.265-274.
Hämäläinen, M., 2018. Efficient business planning fundamentals within a manufacturing
company: case: Company X.
Hong, D. U. and Son, J. S., 2017. A Study on the Effects of Support Service of Gyeonggi-do
Cultural Contents Area Business Incubating Center on Corporate Performance: Focusing
on the Business Validity of Business Start-Up Items. Asia-Pacific Journal of Business
Venturing and Entrepreneurship.12(4). pp.47-60.
Ike, L., 2018. Marketing: Traditional, Digital and Integrated. Xlibris Corporation.
Pavlák, M., 2018. Aspects of a Business Competitive Advantage at Start-ups. of Business
Economics, Management and Marketing 2018. p.175.