The University of Northampton: Marshfield Bakery Marketing Plan

This report details a social media marketing plan for Marshfield Bakery, a UK-based SME. It begins with an executive summary, followed by a marketing audit examining internal and external factors, and a SWOT analysis. The plan outlines marketing objectives, identifies the target audience, and selects social media zones like relationship and commerce. It proposes an experience strategy, along with an activation plan spanning four months, detailing specific actions for Facebook, Instagram, Twitter, and YouTube. The plan includes budget considerations and recommendations for managing and measuring the marketing campaign's impact. The report aims to enhance the bakery's customer base, gain a competitive advantage, and facilitate market expansion.

Entrepreneurial Marketing

EXECUTIVE SUMMARY
Marshfield Bakery sells handmade cakes, biscuits, snack bars and seasonal items to the
customers. The is located in the Wiltshire, United Kingdom. This bakery firm is comes under the
small and medium enterprises. The bakery was started in 1984, and form beginning to date it is
working on the full customer satisfactory. There are included a social media marketing plan for
the Marshfield Bakery under the entrepreneurial marketing. This marketing plan will help to the
bakery to gain more customers in the bakery market. In the United Kingdom people are crazy for
buy bakery goods to fulfil their food needs. In this case there are huge opportunity for this bakery
to expand their business across the United Kingdom and in the international market too.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Entrepreneurial marketing is the specific bundle of marketing methods and practices
which are used by start-ups, small businesses, and entrepreneurs. These methods are really
helpful for entrepreneurs to introduce their business in the market. The entrepreneurial marketing
includes some major terms called; risk taking, innovation, and proactive. Entrepreneurs are run
these marketing campaigns in the market to boost their business in the starting stage, and also try
to take attention from the people towards business through these campaigns. These are discusses
the entrepreneurial marketing of the Marshfield Bakery. The bakery was established in 1984 in
the Wiltshire, United Kingdom, which is offer handmade cake, biscuits, snack bar, seasonal
goods, etc. to the customers in specific market segment.
MAIN BODY
Internal factors of the Marshfield Bakery
The Marshfield Bakery is an award-winning bakery firm which is believes in provide
quality bakery goods or items to the customer. From establishment to date the management of
the bakery is focusing on the customer satisfaction. The employees are also skilful in innovate
new flavours of the bakery goods (Mirzaei, Micheels and Boecker, 2016). This bakery is
generally a family owed business. Currently it is manufacturing their bakery items on three sites.
Management is always working to introduce different varieties of biscuits and cakes in the
market. Marshfield bakery's marketing strategy is good enough for cover small market segment,
but if management want to expand it, in this case this need to improve their current marketing
strategies.
External factors of the Marshfield Bakery
To describe the external factors of the Marshfield Bakery, these are included the use of
PESTLE analysis which is help to show what kind of the external factors impact the business
environment of the firm.
1. Political factors: This is the first factor which impact the bakery's business environment
in the United Kingdom's bakery market. Suppose government of the United Kingdom is
change the taxation policy in the food and beverage industry. So, this taxation change
will truly impact the Marshfield bakery. Many time government also introduce labour
updated pay scale which is bakery necessarily need to follow in their business
environment.

2. Economic factors: The united kingdom is one of the richest countries in the world. So,
according to this the economic condition is very good of the country (Smith and
Jambulingam, 2018). People of the UK has high leaving standard. Locals are too
interested in consume the bakery items and goods for fulfil food need. In this case this is
impact the Marshfield bakery positively.
3. Social factor: The people have their own beliefs and attitude to consider anything. Large
number of the population in UK have highly literate, and ready to pay any cost for quality
products. These are also following their local culture with heart, and the bakery goods are
comes under their cultural food. So, it is good for the Marshfield bakery to run their
business activities on the progressive path.
4. Technological factor: The Marshfield bakery firm is able to take huge advantages from
the UK's high technological aspect, because the UK has hi-fi technological equipments
and machineries in any type of industries. The United Kingdom is too high at research
and innovation (Cacciolatti and Lee, 2015). So, this is helpful for the bakery to use the
latest technological gadgets and machineries in their manufacturing process.
5. Legal factors: There are various laws and regularity terms which the bakery hardly need
to adhere in their business environment. Suppose the UK government is too active and
enthusiastic about healthcare. In which it runs their food standard organization in the UK
to control on the food quality. So, the Marshfield bakery need to adhere this law, and
there are some other laws are also firm need to follow, like; consumer protection law,
safety and security law, etc.
6. Environmental factors: The bakery need to follow some environmental protection laws
also during their business operations. The UK government is too strict for environment
protection. In which if any business not follow the environmental law properly, in this
case it will face the court hearing (Cheng, Lourenço and Resnick, 2016). So this factor is
also impact the business environment of the Marshfield bakery.
SWOT analysis of the Marshfield Bakery
Strength: The Marshfield bakery is providing their products and services in the market for past
many years. So, establishment to date the firm has gained high goodwill in the market. The
bakery has good reputation in the local market.

Weakness: The weakness of the firm is, this is too slow at the expansion process. Company need
to expand their business in the new market to make firm more profitable and progressive.
Opportunities: The company has high opportunities to enter the new markets, because the firm
currently has powerful base in the local market. So, the risk factor is too law in the expansion.
Threats: There are currently huge competition in the bakery market of the UK (Hoque, Awang
and Salam, 2017). In which company need to provide some exclusive range of the products to
gain competitive advantage in the market.
Marketing objectives
There are many objectives of the marketing in the business environment of the
Marshfield bakery which are discusses below;
1. Build strong customer base: Build strong customer base is one of the major objectives
of the marketing. In which with the help of marketing the firm is able to aware people
about own products and services, and if firm provide quality products and services, then
it will able to gain strong customer base.
2. Gain competitive advantage: The another objective of the marketing is to take or gain
huge competitive advantage in the bakery market. This objective is necessary for the
company because there are high competition in the UK's bakery market.
3. Enter new markets: Marketing is also productive at enter new markets locally or
internationally (O’Leary, 2017). With the help of this the firm is able to start their
expansion process to be more profitable in the bakery industry.
Target audience
The Marshfield bakery need to take advantages from the social media marketing in the
entrepreneurial marketing term. The social media marketing is very helpful in the promotion of
products and services for target audience, because it is providing facility to choose the target
people and particular market segment to promote brand. Currently this bakery firm only working
in the Wiltshire, England, but firm also need to start their business activities in the new market
zone too called; Birmingham. This is an opportunity to the bakery to expand their business in the
new markets. In this case the social media marketing will help to the company to aware new or
target market audience about brand (Gross and Geiger, 2017). This term of the marketing will
influence positively to the people or audience of the new market zone to buy Marshfield bakery's
products and services.

Social media zones and vehicles
There are four major zones of the social media marketing which are described below;
Relationship: This is the first zone of the social media marketing which is describes the use of
social media in building social relationship. It gives facility to the company to interact with the
audience or customers to make strong relationship in market with the people.
Publishing: Publishing is another important zone which provide facility to the firm to publish
their fancy and attractive picture and video ads on the bakery's official social media pages.
People are too much influencing by see this type of content on the social media platforms.
Entertainment: The entertainment zone is offer the facility of enjoyment and play. It includes
the bundle of entertainment content which is helpful for the bakery firm to present a friendly
nature in the market (Al-Rawi, 2019). It is also helpful for Marshfield bakery to boost brand in
the market.
Commerce: This is the fourth important zone of the social media marketing which is includes
the facility to the firm to sell their products and services through e-commerce sites and social
media portals. This is too favourable to the company to gain more profit in the market.
Creation of experience strategy
Social relationship and social commerce zone are too favourable for the Marshfield
bakery in these four zone of the social media marketing. Other publishing and entertainment
zones are also good but not much in the comparison of relationship and commerce zones. The
management of the bakery need to highly follow the all terms of relationship zone and commerce
zone in their business environment. These both zones help the company to build strong customer
base in the market. The Marshfield need to post such effective tag lines related to the own brand
on their social media pages to gain huge attention from the audience or people. It is also needs to
use such communication skills on the social media platforms to put positive impression on the
audience. Other side the firm need to start sell bakery products on the e-commerce site and social
media portals to take high profit opportunities in the bakery market.
Activation plan
What to do When Timescale
In the first month the
Marshfield bakery firm need to
start social media marketing
through Facebook. It is helpful
1st January to 15th February 46 days

platform of social media which
provide facility to the firm to
spread brand's products and
services information.
Facebook give opportunity to
the firm to share their thoughts
and attractive tag-lines with
people to gain their attention.
In the second period the firm
need to start their marketing
campaigns on social media
through Instagram (Huang and
Cervone, 2016). This is one of
the popular fancy social sites
in the world. Marketing team
of the company need to make
such image and video ads for
posting on self owned official
Instagram page. These ads is
very effective in motivate
people to buy Marshfield's
products.
16th February to 15th March 28 days
In this time period the bakery
firm need to use Twitter social
site to promote bakery's
products and services. There
are large number of population
are using these social site to
share their thoughts and
imagination. In which it is
helpful for this firm to interact
with people, and aware them
about brand.
16th March to 10th April 26 days
In the four-month time period
at the last time period stage the
bakery firm need to start use of
YouTube to promote bakery
goods at the large scale. The
YouTube give facility to the
brands to run their marketing
campaigns. In which the
Marshfield bakery is also able
to take marketing advantages
from this site.
11th April to 30th April 20 days

Manage and measure (Budget, Controls)
During the social media marketing activation the Marshfield bakery need to invest some
fund in this process. The firm able to rise marketing fund from own savings and other financial
institutions. Effective preparation of the respective budget is very necessary for the company
(Lindle and Hampshire, 2017). Other side the bakery firm need to measure the real impact of this
marketing campaigns on the internal business environment. Management of the Marshfield
bakery is responsible to control all marketing aspect in the firm to achieve productive results
from the social media marketing campaign.
Recommendation
The social media marketing is very helpful for the Marshfield bakery, but there are the
management of the bakery need to follow some systematic ways to cover all activities under the
marketing campaigns. The firm need to hire such highly qualified people in the business
environment which deeply understand the all terms of the social media marketing. This step help
to the firm to control on wastage of time and resources of the business. The firm also need to
prepare specific work channel in the company to systematically conduct the social media
marketing campaign in the selected market segment.
CONCLUSION
It can be concluded that the social marketing is too effective and productive for the
Marshfield bakery business to gain attention from the people and also for build strong customer
base in the market. Its use is necessary for the firm to take competitive advantage in the market,
because there huge competition in the UK's bakery market. It is also included the various zones
of the social media marketing which are very important for the company to achieve respective
marketing objectives in the target market. Company also need to follow mentioned marketing
activation plan to motivate people in the market to purchase own bakery goods. The firm is
responsible to manage and measure the all aspect of the social media marketing during plan
activation period. Management of the firm need to prepare specific budget for this marketing
step, and the try to control the all marketing operations. These all are really helpful for the
Marshfield bakery business in the United Kingdom's bakery industry.

REFERENCES
Books and Journals
Mirzaei, O., Micheels, E. T. and Boecker, A., 2016. Product and marketing innovation in farm-
based businesses: the role of entrepreneurial orientation and market orientation.
International Food and Agribusiness Management Review. 19(1030-2016-83118),
pp.99-130.
Smith, B. and Jambulingam, T., 2018. Entrepreneurial orientation. International Journal of
Pharmaceutical and Healthcare Marketing.
Cacciolatti, L. and Lee, S. H., 2015. Entrepreneurial Cognition and Learning. In Entrepreneurial
Marketing for SMEs. (pp. 46-56). Palgrave Macmillan, London.
Cheng, R., Lourenço, F. and Resnick, S., 2016. Educating graduates for marketing in SMEs: An
update for the traditional marketing curriculum. Journal of small business and
enterprise development. 23(2) pp.495-513.
Hoque, A. S. M. M., Awang, Z. and Salam, S., 2017. The Effects of Relationship Marketing on
Firm Performance: Small and Medium Enterprises (SMEs) in Bangladesh. In 1st
International Conference on Business and Management (ICBM-2017), BRAC Business
School (BBS), BRAC University, Dhaka, Bangladesh, September. (pp. 21-22).
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pp.77-90.
Gross, N. and Geiger, S., 2017. Liminality and the entrepreneurial firm. International Journal of
Entrepreneurial Behavior & Research.
Al-Rawi, A., 2019. Viral news on social media. Digital journalism. 7(1), pp.63-79.
Huang, Q. and Cervone, G., 2016. Usage of social media and cloud computing during natural
hazards. In Cloud computing in ocean and atmospheric sciences.(pp. 297-324).
Academic Press.
Lindle, J. C. and Hampshire, E., 2017. South Carolina's Political and Educational Discourse:
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89.