Marketing Management of Bakery Industry in Sydney, Australia Report

This report offers a comprehensive analysis of the marketing management practices of Sydney Cake Shop Ltd., a prominent bakery in Sydney, Australia. It delves into the company's marketing mix, including product, price, place, and promotion strategies, and evaluates their impact on the business. The report highlights the company's expansion strategies, such as franchising, and examines the potential challenges the company faces, including competition and market dynamics. It also provides an overview of the competitive landscape, identifying key rivals and assessing the threats they pose. The report concludes with recommendations for enhancing marketing effectiveness and ensuring sustainable growth within the competitive bakery industry. The report also includes an executive summary, table of contents, and references.

Running head: MARKETING MANAGEMENT OF BAKERY INDUSTRY IN SYDNEY
MARKETING MANAGEMENT OF BAKERY INDUSTRY IN SYDNEY
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Executive Summary
The report shed light on the marketing management of Sydney Cake Shop Ltd. and also
highlighted the marketing mix that has impacted over their products and demographical
conditions. The growth of the company depends on the franchise strategy and market divisional
strategy that will impose by the company for the better market development. In that case, it is
also important to validate the potential threats to the company so that company can secure their
sustainability by applying the innovative strategy in business. Hence, it can be concluded that
strategic marketing policy can enhance their business market for the better market orientation in
cake and confectionaries business in Sydney, Australia.

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Table of Contents
Introduction......................................................................................................................................3
Marketing Mix of Sydney Cake Shop Ltd.......................................................................................3
Strategies used for the expansion of company................................................................................4
Potential challenges.........................................................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

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Introduction
Sydney Cake Shop Ltd. is the one of the reputable cake and bakery shop in Sydney.
Australian consume mixed bakery product every year and microbiological potential risk has
assimilated into those products. Most of the ingredients and chemical profile that are used for the
making of those bakery products are good and healthy for the people and for that reason
customers trust and believe a particular company or manufacturer organization. Australia New
Zealand Food Standards Code is maintained by all the organization and the adequate use of
ingredients makes those products healthier (Chuang and Hu 2017).
Marketing Mix of Sydney Cake Shop Ltd
At an organization level marketing mix is basically a framework of an organization, a
framework that helps marketers’ to believe all aspect needed to satisfy customers. The
commonly made marketing mix framework has four segments like the place, price and product,
and Promotion. This 4-P has declared for satisfying of the customers and for that reason it can be
stated as controllable variables (Chiu and Hwang 2015). For the understanding of the 4-P's of
marketing, the first and foremost determination is the target market. All the promotion,
geographical assimilations, product quality attract people and for that process, the business can
enhance in a fundamental way.
In case of Sydney Cake Shop Ltd. (SCS), all those employees are satisfied in their
working conditions and as they are satisfied with their work so that happiness also reflect by the
time of customer dealing. SCS has current products like cupcakes and cakes and those have
improved their range in case of quality enhancement in this competitive business scenario. In

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case of the place measurement demographical condition of that place, people nature towards
those confections is important and only when the business should start over that place (Stacey
and Wilson 2014). There are internet and advertisement promotions or even in the promotions
like flex or banners will also encourage the company. People want to grab their products by the
innovative advertisements produced by the company. The pricing of those products are very
reasonable and for that reason, the company can expand their business in not so rich areas.
Strategies used for the expansion of company
In case of market penetration in another market, SCS has to choose different franchises
for a different location for expanding their business. Most of the companies located their
franchise in different places supply food from origin hub (Fahad et al. 2017). SCS has to do the
same to follow the classic route of franchise management where the business owner is ventured
by the parent company and franchises have particular agreement to run the business. Franchises
are also responsible for the same debt or the cost equity and that allows the parent company to
allow more investment in the business. The revenue has come from different sections and that
also mitigated the risk of collapsing the business. There is some situation analysis like the budget
setting, demographical research of that place, finance agreement, controlling over the place and
customer satisfaction are the key issue that will be incorporated into the parental company
(Kruglikova 2017).
SCS are doing their business since 2001 so the organization has already passed several years so
they have quite a few strategies that they have implemented at past for their sustainable
development. 45% of the industry revenue has come from this cakes and confectionary selling so
more fragmented version of their business and enhance confectionary options are important in

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that case to justify the demand of that market (Henryks et al. 2016). In Sydney, lots of economic
scopes are there in this particular market, that will provide better developmental market as well
as increase the product quality for sustain in the competitive market.
Potential challenges
Potential threats are coming from two-dimensional sectors. One has come from the new
entrants in the industry and another threat has come from the substitutes companies in this
industries. SCS has to beat other companies by enhancing the quality of their products and to
improve their market orientation so that they can sustain in this business market. There are high
numbers of the organization like Piece-a-Cake Bakery, Edible Art Bakery, Sweet Memories
Bakery and Cupcake shop bakery all these are the impactful competitors of SCS (Jung, Zhu and
Gruca 2016). Thus their competitors are also tried to produce the best quality in their product and
keep the price at a normal rate so that people can access those foods. This is the start of the
competition aggressiveness of business and low switching costs are the important issue to
compete for the best production in within same business. Competition becomes unique when the
new companies are come up with the low exit barrier and low cost to entry in business and that
provide a good competition to the existing business also. There is some moderate threat indicated
by the substitutes and new industries attractiveness will suppress those exiting initiatives for
some time (Pagotto and Halog 2016). For the mitigation of this situation determination of
possible threats, identification will be a responsible job that has to understand the company. The
company needs to maintain high-quality food at low price rate and increase their franchise
numbers so that revenue can be earned from the different section of the city.

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Conclusion
Therefore, from the above findings, it can be concluded that for the better management
and the sustainable business condition SCS has to organize their marketing framework and
realize the need of customers so that they can implement their business policies and introduce
new products in the business. There are lots of other companies in Sydney in an aspect of cakes
and confections; the competitive market is very strong over the place. So challenges can be
mitigated by the implementation of new strategies like franchises building of identifying the
positive aspect of the company so that progressive administration style imposed by the company
will ensure relief for employees. Thus the good amount of expansion in business and introducing
strategies are the key aspect of their business to create a proper sustainable condition in business.

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References
Chiu, C.H. and Hwang, L.Y., 2015. 85 C Bakery Café: Eastbound to USA. Management
Review, 34, pp.127-135.
Chuang, C.C. and Hu, F.L., 2017. Experiential Marketing Strategy: The Empirical Study of 85°
C Bakery Cafe. International Research Journal of Applied Finance, 8(3), pp.129-142.
Fahad, M., Naqvi, S.A.A., Atir, M., Zubair, M. and Shehzad, M.M., 2017. Energy Management
in a Manufacturing Industry through Layout Design. Procedia Manufacturing, 8, pp.168-174.
Henryks, J., Ecker, S., Turner, B., Denness, B. and Zobel-Zubrzycka, H., 2016. Agricultural
Show Awards: A Brief Exploration of Their Role Marketing Food Products. Journal of
International Food & Agribusiness Marketing, 28(4), pp.315-329.
Jung, S.U., Zhu, J. and Gruca, T.S., 2016. A meta-analysis of correlations between market share
and other brand performance metrics in FMCG markets. Journal of Business Research, 69(12),
pp.5901-5908.
Kruglikova, A., 2017. Evaluation of Russian market potential for developing positioning strategy
of food safety product.
Pagotto, M. and Halog, A., 2016. Towards a Circular Economy in Australian Agri‐food Industry:
An Application of Input‐Output Oriented Approaches for Analyzing Resource Efficiency and
Competitiveness Potential. Journal of Industrial Ecology, 20(5), pp.1176-1186.
Stacey, N. and Wilson, A., 2014. Industrial Marketing Research (RLE Marketing): Management
and Technique. Routledge.