Social Media Strategy and Marketing Plan for Warrens Bakery (MKT3025)

This report presents a social media marketing plan for Warrens Bakery, a UK-based bakery chain. It begins with an introduction to the business, followed by a marketing audit that examines internal and external factors, including a SWOT analysis. The report outlines specific business objectives, such as increasing sales and social media engagement. It identifies the target audience and discusses suitable social media zones and vehicles, formulating an experience strategy using social relationship and publishing zones (e.g., Facebook, Instagram, BlogSpot, and YouTube). An activation plan is developed, detailing social media campaigns with a budget allocation from June to September 2020. The report concludes with a measurement plan based on objectives and cost analysis to evaluate the effectiveness of the marketing efforts.

MKT3025
Entrepreneurial
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
Introduction to business..........................................................................................................1
Marketing audit to acknowledge current market situation.....................................................2
Objectives of business organisation.......................................................................................4
Gather insight into target audience.........................................................................................5
Social media zones and vehicles............................................................................................5
Formulation of experience strategy by using selected zones.................................................6
Formulation of an activation plan...........................................................................................6
Manage and measuring...........................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is defined as one of the most important activity for every organisation
irrespective of their size and scope which aid them to ensure connectivity with large number of
consumers (Amjad, Rani and Sa'atar, 2020). This has been identified that in context with
entrepreneurial venture marketing expect play key essential role and is a roadmap through which
they can ensure your success in time effective framework. With magnificent emergence of
digitalization it has been evaluated that social media turned out to be most important tool for
organisation through which they can ensure more economic advantage, as it is a low cost
platform in which entrepreneurial ventures can conduct their marketing activities and can satisfy
large number of consumer satisfaction with attractive marketing.
Present report has been conducted on Warrens Bakery, company was founded in 1860 and
is oldest Cornish pastry maker operating the services in the provinces of United Kingdom. This
company provide different type of baked items through their outlet chain spread across the
country. In this report formative discussion has been made on social media plan for Warrens
Bakery to maximize their reach among large number of consumers. In addition to this report
include organisation marketing audit in addition with their objectives to evaluate target audience.
Furthermore project includes discussion made up on social media zones as well as vehicles.
Along with this, their experience strategy is being developed by leveraging social media zone
which further lead towards execution of activation plan. In addition to this measurement media
plan is also covered in this report.
Introduction to business
Present organisation Warden Bakery operates their business functioning as a small bakery
in the confines of United Kingdom. They offer wide range of bakery items to consumers and
attract their attention with high quality offerings. It has been evaluated that organisation is
mainly known for their sugar free products that they offer to all age group individuals. Company
management is looking forward to reach maximum number of consumers, for this social media
can prove to be an effective measure. Entity developed a social media plan that aim towards
maximizing consumer base and increasing organisational financial performance in effective
manner.
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Marketing audit to acknowledge current market situation
Marketing is mainly termed as a process in which screening of market is done as to grab
maximum number of opportunities prevailing in marketplace (Ardley, Taylor and Hardwick,
2020). In context with this, marketing audit is being conducted by Warrens Bakery:
Internal factors
It includes elements that are prevailing in organisation internal environment and have
significant capability to impact upon organisational functioning. Mentioned below Warrens
Bakery internal audit is being defined:
Corporate culture:
It involves combination of different aspects like beliefs, philosophies, values and
ideologies that organisation exercise in order to ensure long-term sustainability (Yusendra,
Paramitasari and Rahmawati, 2020). This has been evaluated that Warrens Bakery corporate
culture is mainly based upon certain principles like transparency, honesty and equality. Company
serves satisfaction to their customers at heart in order to satisfy them with best services and
ensure their sustainability with organisation for long time period. Entity mainly works towards
creating a positive working culture in order to provide employees with immense motivation to
work.
Organizational structure:
It is determine as a system that creates an outline of the manner in which organisation
business activities and functioning directed in order to accomplish business goals and objectives
in timely manner. In context with this has been evaluated that Warrens Bakery mainly follow flat
organisational culture in which 10 employees perform their business operations with cooperation
and coordination towards company goals.
External factors
This involves factors that exist in organisation external environment and further have
competence to impact upon company market positioning. Mentioned below Warrens Bakery
external marketing audit with the assistance of PEST evaluation is given:
Political factor:
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United Kingdom political condition is developed as well as stable that provide number of
opportunities for Warrens Bakery to perform their organisational activities. By taking advantage
of this external environment aspect allow organisation to expand their business services and
ensure their existence for long period of time. In addition with this with the help of number of
United Kingdom government Policies, company can take use of grants and subsidies to
maximize their profitability.
Economic factor:
UK is economically advanced area and offer number of opportunities to companies like
Warren Bakery to effectively post their financial performance at great extent.
Social factor:
This has been evaluated that individuals in United Kingdom is mainly tend towards
health consciousness. By evaluating this Warrens Bakery mainly emphasize upon offering sugar
free range of product as to ensure effective maximization in their revenue generation capability.
In addition with this by engaging in constant market research respective organisation can gain
opportunity to disturb market with innovative products through which they can ensure maximum
market share holding.
Technological factors:
United Kingdom is technological advanced nation that provides different type of
opportunities to Warrens Bakery with the help of which company can conduct their business
performance with latest and high- tech tools and technology to make and pack their bakery items.
It not only allows entity to conduct their services in time effective manner but also aid them to
save their unnecessary coast. Along with this, with the assistance of technological trends like
social media respective organisation can serve large number of consumers and can gain
maximum profitability.
SWOT Framework
SWOT analysis is a strategic tool that allow business organisation to evaluate their
strength and weaknesses and further gain opportunities by overcoming threat. With the
assistance of this tool Warrens Bakery can significantly able to gain knowledge related to taking
use of social media strategy in forthcoming time.
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Strengths Weaknesses
 Warrens Bakery operates their business
services with efficient technological
expertise that acts as their major
strength (Mahrous, Genedy and
Kalliny, 2020).
 Warrens Bakery offers their products
after conducting extensive market
research that effectively aid them to
satisfy customers with according to
their actual need and demand. Thus,
social media can prove to be effective
for organisation to maximise their
growth and development at great
extent.
 It has been identified that from past
many years entity did not undertake
efficient measures to promote their
products in marketplace that allow their
rivals to gain more strategic edge.
Opportunities Threats
 By taking assistance of social media
plan Warrens Bakery can have
significant opportunity to maximise
their market reach and serve large
number of customers.
 This has been determined that company
conduct their services in small segment,
thus entity is facing major threat from
top leading entities in respective market
segment those who use aggressive
marketing strategies and effectively
leverage social media platforms.
Objectives of business organisation
Business objectives is one of the most important aspect form an organisation that aid them to
devise business plan in order to accomplish business objectives in a well defined and effective
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manner (Chen, 2020). In relation with this, Warrens Bakery is looking forward towards social
media plan for the time period of June 2020 to September 2020. Mentioned below business
objectives in context with this is defined:
 To increase organisation sales by 18.5% by the end of 5 months by undertaking use of
social media advertising.
 To maximise the number of followers of company on Facebook by 10% by the end of 5
months.
 To boost the number of followers on Instagram by 15% in the next 5 months.
Gather insight into target audience
It has been identified that for social media plan respective organisation will segment target
group of consumers and marketing as per according to demographics. In addition with this,
respective organisation will target market by undertaking age demographics aspect into
consideration (Gyanwali and Bunchapattanasakda, 2020). Further this has been evaluated that
company will target individuals for the age group between 16-37 years, it has been determined
that they spend most of their time on social media platform and are also tend towards bakery
products. In addition to this marketing activities on different platform will undertaken
accordingly so that information about company’s product range can especially reach to the
selected target audience.
Social media zones and vehicles
It has been evaluated that there are different type of social media zone as well as vehicles
through which organisation can effectively able to achieve success in time effective manner
(Kowalik, 2020). In context with Warrens Bakery some of the certain social media zone and
vehicles defined below:
Social commerce:
With the assistance of the social media zone entity can effectively able to buy or sell
product or services online. In this entity can take advantage of different type of channels to
purchase and sell goods in easy manner. For instance, TripAdvisor, Groupon and more.
Social entertainment:
In this zone diverse range of social media channel is included that are mainly used for
playing, enjoyment and entertainment purpose. Come2play, Myspace and more are some of the
certain channels that are involved in social entertainment zone.
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Social entertainment:
In this entity can undertake use of content related aspect like BlogSpot, Tumblr and
YouTube through which company can target their audience in effective manner.
Social Relationship:
This zone effectively aid organisation to develop short long term relationship with their
customers with the assistance of different communication tool like LinkedIn, Facebook, Twitter
etc.
Formulation of experience strategy by using selected zones
It has been evaluated that Warrens Bakery decided to formulate effective strategy that
would be a combination of certain form of social media zones that bakery selected from
available alternatives in order to effectively reach to large base audience in time effective
framework. In context with this has been determined that Warrens Bakery selected s social
media zone that are social relationship and social publishing zones. In context with social
publishing zone company is looking forward to target BlogSpot and YouTube to influence large
number of users. While in terms with social relationship Zones Company will target Instagram
and Facebook to reach large number of individuals. With the help of these zones entity can
effectively able to capture wide range of individual attention and can further encourage their
purchasing behaviour towards organisational products as well as services.
Formulation of an activation plan
In order to fulfil set objectives or outcomes in context with social media strategy Warrens
Bakery comes up with an activation plan (Rezvani and Fathollahzadeh, 2020). In this it has been
evaluated that respective organisation will conduct number of social media campaigns from June
2020 to September 2020. Main aim of this is to reach maximum number of individual in order to
maximize organisational per financial performance at great extent and ensure company long term
sustainable growth in respective industrial sector. In addition with this company also aim
towards increasing their followers on social media pages like Facebook and Instagram through
which they can influence their attention towards company products.
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Manage and measuring
Particulars June £ July £ August £ September £
Market Research 5000 8000 13000 15500
Owned Media (Blog) 4000 7500 8500 12000
Video Adverting
(Youtube)
18000 17500 18000 4500
Social Media
(Facebook)
20000 15000 20500 14000
Marketing Platform 15000 9500 12000 5500
Creative Design
Software
8000 9000 7500 6500
Recruitment 5000 4500 7000 10000
Hardware 7000 3500 5500 11500
Total 82000 74500 94000 79500
This has been identified and marketing as well as promotion activities in social media
plan of Warrens Bakery will undertake place as per according to the above mentioned laid down
budget. It has been evaluated that outcome measurements will be judged as per according to two
different parameters that are achievement of objectives as well as cost. In this the cost that has
been mentioned in budget and the actual cost accrued will be effectively get compare as to find
out differences, if there any. In addition with it has been identified that result of the social media
plan get compared to the laid down in objectives of plan as to effectively determine the extent to
which social media plan prove to be effective for respective organisation in terms of increasing
followers of Warrens Bakery on Facebook and Instagram and maximizing overall sales of entity.
CONCLUSION
As per the above mentioned report it has been concluded that, social media is one of the
most effective and crucial aspect for entrepreneurial strategies as it provide them low cost
marketing activities through which they can maximize their market share holding and increase
overall sales at great extent with small investment. In addition to this has been evaluated that
social media zones as well as vehicles prove to be an effective tool for organisation that
determine their growth in upcoming future. Along with this with assistance of social media plan
organisation can effectively able to compare their laid down objectives with actual objectives.
With the assistants of effective social media plan organisation can effectively able to maximize
their financial performance and can further maximise their sales for long term sustainability.
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REFERENCES
Books and Journals
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Developments and Future Research Agenda. SEISENSE Journal of Management, 3(1),
pp.27-46.
Kowalik, I., 2020. Entrepreneurial Marketing and International New Ventures: Antecedents,
Elements and Outcomes.
Shiratina, A., Ramli, Y., Wardhani, N.K. and Limakrisna, N., 2020. MODEL OF
ENTREPRENEURIAL MARKETING ON WOMENPRENEUR. Dinasti International
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Business Performance Using Entrepreneurial Marketing and Collaborative Business
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Chen, M., 2020. Entrepreneurial Marketing as a Way for Chinese SMEs to Operate Effectively
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