Marketing Principles and Techniques: A Report on Bakery Shop Analysis

This report provides a comprehensive analysis of marketing principles and techniques applied to a bakery shop. It begins with an introduction to marketing concepts and market segmentation, explaining geographic, demographic, behavioral, and psychographic segmentation strategies. The report then delves into primary research methods, including surveys, focus groups, and interviews, emphasizing their role in gathering customer insights. Market analysis techniques such as SWOT and PESTLE analyses are used to evaluate the internal strengths and weaknesses, and external opportunities and threats, as well as the political, economic, social, technological, legal, and environmental factors influencing the bakery's operations. The report concludes with an overview of the market research process and the application of the 4Ps of marketing to make effective marketing decisions. The report aims to provide a detailed overview of marketing principles and techniques to improve the business of the bakery shop.

Marketing Principles and
Techniques
`1

Table of Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
Concept of marketing and market segmentation....................................................................................3
TASK 2..........................................................................................................................................................5
Primary research and its tools.................................................................................................................5
TASK 4..........................................................................................................................................................8
Market research......................................................................................................................................8
TASK 3........................................................................................................................................................24
Use of marketing analysis techniques to research.....................................................................................24
CONCLUSION.............................................................................................................................................25
REFERENCES..............................................................................................................................................26
`2

INTRODUCTION
Marketing is one of the vital aspects for every business concern in order to increase
productivity as well as growth of the company. All essential aspects related with the product or
services delivery as per the mentioned detail information in the case. There are different segment
which should be targeted by business in order to fulfill their needs and requirements in an
effective and efficient manner. Management plan This project is all about various marketing
concept and appropriate research which is done in an organization to increase the productivity of
the company. The SWOT and PESTLE analysis shall required to be conducted to analyses
internal as well as external environment so that proper actions are implemented in order to
achieve better result. Role of E-marketing in increasing profitability of the company is being
determine in effective manner. With the use of innovative ideas and learning ability how small
business can enhance their goodwill in various parts of the nation is being mentioned in the
report more effectively. (Graber and et. Al., 2016).
TASK 1
Concept of marketing and market segmentation
In nowadays, it has been seen that marketing is an essential aspect for an organization
lead to make appropriate business in coming period of time. As per the mentioned case study, a
“Bakery Shop” that is being run for 6 months is not able to operate in more reliable manner. The
main motive of the departments is to products is to satisfy various needs and wants of the people
by providing specific product to them.
Definition: As per the marketing association, the activity set of institutions and processes
for creating, communicating and exchanging demand that are having certain value for customers,
partners and other communities. In other words, it is referring as the activity of a company
related with buying and selling of products that are being serve by the company to various
customers. It consists of advertising, selling and delivering goods to numerous people (Lees-
Marshment, 2014). The marketing department used to play a dominant role in promoting
business and aims of an organization. It seems to serves as the face of company, coordinating
and producing all material representing of business. These are depending upon various aspects
such as:
`3

 Defining and managing their brand: This is associated with managing their resources
in reliable manner so that their brand can be enhances in faster rate in coming period of
time. This can be done by conducting campaign administration for marketing initiatives
within a specific period of time.
 Producing internal communication: Employees need to determine their companies
value and aims those are being set by the company within an organization. These are
more vital for effective communication to get more reliable outcome is coming time.
 Planning activity: It is considering as one of the reliable executive set which is being
related with marketing objectives. It will increase marketing share with certain
percentage in order to meet those objectives.
 Research Activity: It is essential need of every business to carry out appropriate research
to determine reliable opportunities to get better profit during the coming time.
Market segmentation
It is known as one of the crucial break down of a company’s total target market into smaller
unit which is manageable by all group. It enables companies to be better serves customers
through identifying and marketing various products and services to different types of customers.
It need to be more valuable market segmentation of customer markets into various homogeneous
products. It is categories into four equal parts (Gordon, 2012). Such as:
 Geographic segmentation: It is known as dividing market as per the geographic criteria.
In current market it can be segmented as widely as continents and more narrowly or
reliable manner. It consists of country, region, population density and climatic. Under
this, the population is divided on the basis of their location where the targeted customers
are located. As Bakery shop is operated its business in London city thus they need to
locate targeted customers which are mostly young people and kids in different places of
London City.
 Demographic segmentation: These type of demographic division is based on consumer
variables such as age, income, family size and socio-economic status. It assumes that
consumers with similar demographic profiles will exhibit more buying patterns and
`4

interest. Under this segment, the population is divided on the basis of characteristics of an
individual such as gender, religion, income level etc. Therefore, due to dealing in bakery
business, the company has targeted medium and higher income group people due to
having more demand by such income group group people.
 Behaviours segmentation: As per the attitude and behaviour of consumers it is divided
into various group in respect to determine observed behaviour of various customers. the
marketer believes that all variables are more superior to demographic formulation of
market. This segment is related with buying behaviour, usage and decision-making
pattern of people therefore the “Delight Bakery” shop focuses mainly on the teenagers
and kids as they are mostly preferred to buy bakery products such as chocolates, cakes,
drinks items etc.
 Psycho graphic segmentation: These are based on lifestyle of segmentation which is
being measured by studying all activities, interest and opinion of customers. It is used to
make into consideration about various attitude of people those are spending certain
issues. As the main targeted customers of “Delight Bakery” are teenagers and kids thus
the members of such business are required to focus on their interest with an objective of
fulfilling through offering wide variety of bakery products at an effective prices.
TASK 2
Primary research and its tools
The primary objective of this particular research is to increase the business base by using
various innovative ideas for their product that are being produced by the company. By the help
of this, researcher would be able to determine purchasing habit, advertising recalls and product
packaging are considering some possible elements.
Market Analysis is used to examine the crucial aspects of a market and to determine
various opportunities and threats associated with the firm. It consists of some common aspects
such as:
 Market size: It is mostly related with overall size of sales and potential sales done by the
company in order to expand their work in effective manner. Some vital sources for
`5

determining market size are government data, trade association and financial data from
wide players. It is smaller for the cited company.
 Market growth rate: It is more simple aspects that is used for forecasting the market
growth rate those are based on historical data into the future. As per the mention situation
of bakery shop is also not so effective. They are not able to predict important turning
point.
 Market profitability: It has been seen that in a market which will have various levels of
profitability, the average profit for the bakery shop is need for knowing how hard it is to
make money in market (Reynolds, 2013). These are analyses by using five force model.
Marketing research method:
In order to get more reliable outcomes about the current demand of customers. it is
necessary for the marketing manages to make use of research methods. The most basic
classification of market research is primary and secondary research:
Secondary market research: It is more common act of seeking out present research and
data of the company. The main think about this particular research is that often free and can be
done in more quickly (Market Research, 2018). The existing data that are applicable to the
present project are taken into account.
Primary market research: These are considering more reliable research methods which will
be helpful for the business to collect fresh data by using various means. Such as:
 Survey: These are more largely known method that is used for the market research.
These are more effective as some sorts of questionnaire is being design to get more
reliable information about the perception of customers regarding bakery business (Batini
and Scannapieco, 2016). Using such tool, there is no travel expense, no interview bias,
and it can be sent to a targeted group of people. There is some advantages as well by
using such tool such as there are response rate of 3% and it can be lengthy process as well
if respondents wait to return the survey.
 Focus group: It involves in getting more valuable amount of information can be gather
from the selected group of people. Professional target group will have one-way mirror to
`6

attain valuable amount of opportunities in coming time. Therefore, it is must required for
“Delight Bakery” to publish advertisements or ask the customers to try their products at
once and give their opinion accordingly. This will help “Delight Bakery” in achieving
loyalty of targeted customers i.e. teenagers which support them to sustain in market for
longer period of time.
 Interview: It is considered as an effective primary research tool in which relevant
questions has been asked to the targeted customers in order to identify their interest and
perception towards the price and quality of products and services offered in market.
Through using such tool, “Delight Bakery” can able to collect reliable and accurate
information due to which the chances of making an effective decisions are more. This
will help in achieving growth and expansion of business and capture huge market share.
The most reliable market research for the family business is to look for primary research as it
will lead to provide more fresh and real information about the market.
Market analysis tools and techniques
The main tools which will be used in this particular process is mentioned underneath:
SWOT Analysis:
It is a tool which is more useful to conduct in order to identify the internal strengths and
weaknesses as well as external opportunities and threats. Getting information from such analysis
facilitate “Delight Bakery” to make an effective plans and policies so as to achieve its desired
goals and objectives within limited period of time. For example, offering discounts on chocolate
items brings more attention of targeted customers towards their products and services.
PESTLE Analysis:
It is another tool which is more useful to adopt by “Delight Bakery” in order to analyse
external environment consisting several factors such as political, economical, social,
technological etc. This will enable member of “Delight Bakery” to make corrective actions and
competitive strategies so as to deal with challenges comes due to such factors. This will help
company in expanding their business and capture huge market share of UK. For example,
offering healthy and branded products so as to maximise the health of their targeted customers.
`7

TASK 4
Market research
INTRODUCTION
Market research is an activity of gathering information about the taste and preferences of
targeted customers which are changing on frequent basis. It is the process of identifying the
changing market trends through using different market tools and techniques such as
questionnaire, survey, interview etc. “Delight Bakery” deals in offering bakery products such as
chocolates, parties, cakes, cold drinks etc. due to which their targeted customers are teenagers
and kids. The task includes the SWOT and PESTLE Analysis which are conducted to analyse
market environment which are complex and contingent in nature. The task also includes 4P's of
marketing in order to make an effective marketing decisions by “Delight Bakery”.
Title: To identify the scope for potential of the chocolate product in the market
Demographics:
Research work is based on various applications which are more helpful in giving suitable
direction to company in order to draw a valid conclusion. In the particular research work,
qualitative method will be preferred to adopt in order to get accurate and reliable data about the
market towards the products and services offered by “Delight Bakery”. The main objective of
conduct such research is to identify the perceptions and interest of targeted customers related
with the bakery products and services. The sample technique will be used which represent the
entire population. In the present research, data are collected through applying random sampling
technique as in this questionnaire is being conducted in which relevant questions has been asked
to targeted customers which are mostly teenagers. The sample size of particular investigation is
50 teenagers which are regularly buying bakery products.
Questionnaire
Name:
Age:
Gender:
Q1) Are you aware about “Delight Bakery” and its various bakery products?
`8

 Yes
 No
Q2) How you get to acquire knowledge about the offerings of “Delight Bakery”?
 Friends
 Family
 Social media
Q3) What is your perception towards the quality of handmade and baked products?
 Decent
 Should be Improved
Q4) Is any requirement of promotional programs to grab an attention of customers?
 Yes
 No
Q5) Are you satisfied with the pricing strategies followed by “Delight Bakery”?
 Yes
 No
Q6) Which is the most impressive tool company can use to grab an eye of customers?
 Low price products
 Discounting offers
 High quality product
Q7) Which are the customers mostly preferred to buy products of “Delight Bakery”?
 Kids
 Teenagers
Q8) What is the main reason which attracts you to buy bakery products from “Delight
Bakery”?
`9

 Quality of product
 Price of the product
Q9) In which area company segments its market?
 Geographical Segmentation
 Demographical Segmentation
 Psycho-graphic Segmentation
 Behavioural Segmentation
Q10) Is there any difficulties faced while reaching to “Delight Bakery”?
 Yes
 No
 Some Times
Q11) Which bakery items customers mostly preferred to buy?
 Chocolates
 Cakes
 Drink products
 Others
Q12) For how long have you been consumed bakery products?
 Daily
 Weekly
 6 Months
Q13) Is there any requirement of adding some products in current offerings?
 Yes
 No
Q14) What attracts you most towards “Delight Bakery”?
 Quality
 Advert
 Price
 Others
`10

Q15) Provide feedback about your satisfaction level while dealing with “Delight Bakery” ?
 Excellent
 Good
 Average
 Poor
Q1) Are you aware about “Delight Bakery”
and its various bakery products?
Frequency
 Yes 30
 No 20
Yes No
0
5
10
15
20
25
30
35
30
20
Interpretation – In order to identify the popularity of chosen brand 50 random respondent were
asked that weather they are aware about the brand or not. it was founded that more that 50% of
respondent are aware about delight bakery whereas very few were unaware about the same.
`11

Q2) How you get to acquire knowledge about
the offerings of “Delight Bakery”?
Frequency
 Friends 25
 Family 5
 Social media 20
Interpretation – To maximize sales it is required that effective marketing tool is used. For same
questions were asked from the respondents that how they get to know about the brand and it is
analyzed that peer marketing is the most effective one which is popularizing the brand. After this
comes the social media as 20 say that they found it on the advertisements.
Friends Family Social media
0
5
10
15
20
25
30
25
5
20
Q3) What is your perception towards the
quality of handmade and baked products?
Frequency
 Decent 35
 Should be Improved 15
`12