Marshfield Bakery: Developing a Social Media Marketing Strategy Report

This report provides a comprehensive marketing analysis of Marshfield Bakery, a UK-based handmade goods provider. It begins with an introduction to the business and then conducts a thorough marketing audit, examining internal and external factors influencing the company. The report outlines specific, measurable, achievable, relevant, and time-bound (SMART) objectives for a social media marketing plan, including increasing followers and sales through platforms like Facebook and Instagram. It delves into the target audience, employing demographic segmentation and identifying social media millennials as key customers. The report details social media zones and vehicles, emphasizing relationship building and social publishing via Facebook and Instagram. An experience strategy is crafted to enhance customer satisfaction. The report also includes an activation plan involving promotional campaigns and a methodology for managing and measuring the success of the marketing initiatives. The conclusion emphasizes the importance of social media for business growth.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Introduction to business..............................................................................................................3
Marketing Audit .........................................................................................................................3
Objectives for social media marketing plan................................................................................6
Gather insight into target audience.............................................................................................6
Social media zones and vehicles.................................................................................................6
Create an experience strategy......................................................................................................7
Establish activation plan.............................................................................................................7
Manage and measure ..................................................................................................................8
CONCLUSION ...............................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Marketing is considered as continuous plan which is performed with the motive of
increasing sale and profitability. This is done by formulating plans and strategies for selling the
products and services in the best possible manner. There are various kinds of aspects which are
inter- connected with marketing. These generally include- selling, advertising, promoting, etc.
Marketing plan is very much important for overall development of the business. As with the help
of this long and short term goals can be easily achieved by the organisation(Armstrong and et.
al., 2018). The company chosen for this report is Marshfield Bakery which is operating its
business at small scale in UK. This report will majorly cover marketing audit, objectives of plan
will be formulated, selection of social media zones and vehicles. Appropriate methods will
selected for the activation and establishment of marketing plan. With the help of this
organisation will be able to achieve its goals and objectives in the best possible manner.
MAIN BODY
Introduction to business
Marshfield Bakery is a UK based organisation which deals in providing handmade goods
to its potential customers. The organisation is famous for its home made cakes and pastries to the
customers of UK and Europe. The needs and demands of its customers are uncertain, so keeping
this factor in mind organisation is planning to implement new and innovative strategies for the
same. Marshfield Bakery is planning to expand its business on social media. For this different
social media plan will be formulated in the systematic manner. It will directly lead to increase in
sale and profitability of the organisation within limited period of time(Carlseand Andersson,
2011).
Marketing Audit
Marketing audit is considered as the systematic plan which is basically formulated for
evaluating and managing the market environment. In this type of plan internal as well as external
factors related to business are analysed in the systematic manner. With the help of marketing
audit organisation will be able to implement better strategies and plans for the future course of
action. Situations of the market can also be understand for the attainment of goals. The internal
and external factors which affect the business of Marshfield Bakery are discussed below
Internal factors

These are those factors which affects the working of business internally. This means
work of Marshfield Bakery can be affected form the factors which are internal to the
organisation. These include-
 Value system: It is concerned with the beliefs of employee's and management working
in the organisation. With the help of these values focus is emphasised on achieving the
objectives within limited period of time. If there is appropriate values in the organisation
than expectations of potential customer's and workforce can fulfilled in the proper
manner. Management of Marshfield Bakery tries to maintain its value system by
motivating its employee's and also be fulfilling their demands. Customer's value are
maintained by offering them handmade products(Jasiulewicz-Kaczmarek, 2016).
 Organisational structure: It is concerned with formulating strategies for the benefit of
each and every employee working in Marshfield Bakery. Since the organisation operates
its business at small level so it becomes easy for its owner to manage the activities in the
best possible manner. For this organisation aims at using flat organisation structure. With
the help of this it employee's can easily get power and authority for completing the
activities. This means its employee's are liable to take decisions for well functioning of
organisation.
External factors
These are those factors which are external to the organisation. Some of the major external
factors in context to Marshfield Bakery are mentioned below-
 Political factor: The political conditions in UK is quite stable, and its government is also
focusing on supporting small scale organisations after the entry of Brexit. The major
motive behind this is to improve living standard of individuals in UK. So the political
conditions is stable and favourable for Marshfield Bakery. As they are getting equal
chances of growth and development.
 Economic factor: It is concerned with inflation and deflation rate of the particular
economy. The GDP of the country is high and appropriate. This means individuals of UK
like to spend their income on handmade cakes and pastries(Kotler and et. al., 2015). But
if there is any change in the inflation rate than business of Marshfield Bakery will be
affected negatively.

 Social factor: The individuals in UK generally prefer to have to handmade cakes and
pastries so that their satisfaction level is increased. They also like to spend quality time
with their loved ones in different cafes and restaurants. Due to this factor it will be high
opportunity for Marshfield Bakery to increase and expand their business by offering
customer's what they actually want.
 Technological factors: It is concerned with make best use of latest tools and techniques
for enhancing the satisfaction level of customer's. For this management of Marshfield
Bakery will be required to implement innovative strategies for its social media
promotion. As by doing this organisation will be able to increase its business.
SWOT Framework - It is the tool which is generally used for identifying and evaluating
strength and weakness of particular business(Manteghi and Zohrabi, 2011). With the help of this
method Marshfield Bakery will be able to increase its market share after knowing the
opportunities available to them.
Strengths Weaknesses
 Organisation provides handmade and
home-made products for its customer's.
 Prices of the cakes and pastries is
decided as per the paying capacity of its
potential customer's.
 There are many people who are not
aware about the products and services
of Marshfield because organisation is
operating its business at low scale
 Innovative and latest techniques are not
being used by Marshfield Bakery.
Opportunities Threats
 Different type of products can be
launched for heath conscious
customer's. This is Marshfield can
offer them sugar free handmade cakes
and pastries.
 Social networking tools can be used for
attracting large number of customer's.
These include- Facebook, Instagram,
etc.
 There are various other organisations
who are focusing on enhancing their
presence in the market.
 Organisation can face high competition
from large and medium scale firms.

Objectives for social media marketing plan.
Every organisation in the market generally work for achieving their targeted objectives
within limited period of time. The major objective of Marshfield Bakery is to promote its
products and services by formulating appropriate social media marketing plan. For this
organisation will make SMART objectives. These include- specific, measurable, accessible,
reliable and time bound. The main objective is to achieve target of 200 followers on Instagram
within the period of 4 months.
Business objectives :
 To increase the sale of organisation by 30 percent within the period of 4 months.
 To increase the sale through website and social media by 15 percent in 4 months.
Social media objectives :
 To enhances Facebook fans by 5 percent within 4 months.
 To maximise the share of Twitter involvement by 10 percent by the end of 4 months of
2019. To increase involvement of individuals on Twitter by 9 percent within the period
of 4 months.
 To create awareness of among customer's on Instagram within the period of 4 months.
Gather insight into target audience.
In this customer will be segmented on different basis for the overall development of the
organisation within limited period of time.
Demographic segmentation : In this type of segmentation market will be divided into
income, gender and location of the customer's. Individuals belonging between the age of 12 to 40
generally prefer to have cakes and pastries. These type of individuals also spend their most of the
time on various social media networking sites. So with the help of this segmentation organisation
will be able to target its customer's(McDaniel and Gates,2013).
Social media millennials: These are those individuals who end up buying certain
product and services after watching advertisements. So the management of Marshfield Bakery
can promote its products through Facebook and Instagram.

Social media zones and vehicles.
The various social media zones which will be used by the management of Marshfield
Bakery are mentioned below-
Relationship : The management of Marshfield Bakery will promote its products on various
social media sites as with the help of this goals and target will be easily achieved. Better
relationship with customer's will be formed by gathering feedback from customer's and also by
knowing their views about the taste of its products. With the help of this plans will be made for
increasing the growth rate of their business.
Social publishing : With the help of this tool information will be provided to customer's
for knowing their review on a particular product. By using this tool Marshfield Bakery will be
able to directly contact with its potential customer's. Major changes in the social media
marketing plan can also be made after analysing the feedback of customer's(Sarsby, 2016).
Facebook- It is one the most famous social media tool through which large number of
customer's can be attracted. With the help of this Marshfield Bakery will be able to connect with
its customer's. This means organisation will post different information related to product and
service of organisation. The motive is to increase sale within 4 months.
Instagram : Most of the individual nowadays prefers using Instagram, so with the help
of this sale will also be increased.
Create an experience strategy.
Marshfield Bakery will make use of new and innovative strategies for increasing the sale
in the best possible manner. For this Facebook and Instagram will be used by the management of
Marshfield Bakery. Organisation will share information through videos and pictures of its
products and services. With the help of these strategies actual need and preferences of the
customer's can also be known. It will lead to increase in satisfaction and experience level of
customer's. As tactics will be planned as per the current situation of the market.
Establish activation plan.
For activating the plan organisation will organise campaign programmes. In this program
management of Marshfield Bakery will offer its handmade cakes and pastries to customer's at
free of cost. This means customer's can taste the product before buying it. With the help of this
organisation will be able to retain its customer's for longer period of time. The objectives of

increase in sale within the period of 4 months will also be achieved. As in this plan customer's
will be satisfied with the services and products offered by Marshfield Bakery.
Manage and measure
Measurement of business objectives
The planned objective and target will be measured by evaluating the sales received from
websites. The goal was to increase sale of organisation by 30 percent within the period of 4
months. Focus will also be emphasised on increasing the sale through website and social media
by 15 percent in 4 months(Wilson and Gilligan, 2012).
Measurement of social media objectives
The objective will be measured by analysing the Facebook account and also by
evaluating the comments of customer's on a particular post. The objectives were to increase to
enhances Facebook fans by 5 percent within 4 months, to enhance involvement of customer's on
Twitter by 9 percent within the period of 4 months and to create awareness of among clients on
Instagram within the period of 4 months.
CONCLUSION
From the above given report it has been concluded that it is very much essential for the
organisation to best use of social media for increasing their business within limited period of
time. As with the help of this tool customer can be made aware about products and services of
the organisation. By formulating business objectives right set of customers can be targetd so that
sale can be enhanced. New and better techniques can be also used by the organisation for
sustaining in the market for longer period of time. As with the help of these better competition
can be given to the competitors of the organisation.

REFERENCES
Books and Journals
Armstrong, G.M., and et. al., 2018. Marketing: an introduction. Pearson UK.
Carlsen, J. and Andersson, T.D., 2011. Strategic SWOT analysis of public, private and not-for-
profit festival organisations. International Journal of Event and Festival Management.
2(1). pp.83-97.
Jasiulewicz-Kaczmarek, M., 2016. SWOT analysis for Planned Maintenance strategy-a case
study. IFAC-PapersOnLine. 49(12). pp.674-679.
Kotler, P., and et. al., 2015. Marketing. Pearson Higher Education AU.
Manteghi, N. and Zohrabi, A., 2011. A proposed comprehensive framework for formulating
strategy: a Hybrid of balanced scorecard, SWOT analysis, porter‘s generic strategies and
Fuzzy quality function deployment. Procedia-Social and Behavioral Sciences. 15.
pp.2068-2073.
McDaniel, C. and Gates, R., 2013. Marketing research. Singapore.
Sarsby, A., 2016. SWOT analysis. Lulu. Com.
Wilson, R.M. and Gilligan, C., 2012. Strategic marketing management. Routledge.