Running head: TIP TOP BAKERY PRODUCT OVERVIEW
MKT 113: Final Project Part I Final Submission
Tip Top Bakery Product Overview
Anastasia Bo
Southern New Hampshire University
EXAMI
TIP TOP BAKERY OVERVIEW
2
Tip Top Bakery has been in business for over 20 years and has five locations in New
Hampshire. It has a successful breakfast and lunch business making custom orders. To
accommodate its growing lunch business and respond to increased competition, the owner has
decided to start selling pre-packaged "to go" sandwiches. One of the primary target markets of
the bakery is businesspeople, so Tip Top hopes that the new offering will appeal to individuals
without time to have a sit-down lunch but who are still looking for a high-quality lunch product.
To help the Tip Top Bakery decide how to best market its new offering, a SWOT analysis
on the product is recommended. The bakery can use this to identify how it can leverage its
strengths to best take advantage of the opportunities in the market
Strengths
Weakness
Use local, fresh ingredients Good reputation of quality Competitive pricing strategy
New product is outside of company's established reputation Lacking necessary staff to make new product
Internal
Opportunities
Threats
Providing fresh and local food Providing fast and healthy options for lunch
High compettion Changes in neighborhood make-up
External
Positives
Negatives
Figure 1: SWOT analysis for Tip Top Bakery
The Tip Top Bakery has several strengths to highlight in its marketing activities. The bakery has
a good reputation for serving healthy and delicious sandwiches, its lunch items are priced in line
with competing bakeries, and it is known for using fresh, local ingredients. These strengths
TIP TOP BAKERY OVERVIEW
correlate well with the opportunities identified in the SWOT. The first opportunity is the trend to
eat healthy, local foods. Tip Top already has a reputation for serving this type of food and should
be able to transfer that to the new product. The second opportunity is the trend for shorter lunch
breaks. Tip Top has already noticed an increase in the number of people who ask for custom.
made sandwiches "to go." It can take advantage of this with its new product.
The primary target market for the new "to go" sandwiches is business professionals. This
makes sense given that the bakery already has locations in the business districts of Manchester,
Portsmouth, and Concord. For the new product, it is recommended that Tip Top begin by rolling
it out only in its locations in Manchester. If successful, it can expand to its other locations.
Manchester has over 11,000 businesses located within the city (Manta, 2015), and the bakery's
two locations are easily accessible by many of these businesses. Additionally, research shows
that more than two thirds of Americans buy their lunch every day (Wolters Kluwer Law &
Business, 2015), which also demonstrates a need for this new product. Further demographic
research reveals that according to the PRIZM segmentation, three of the five primary segments
in the Manchester area have professional jobs,