Cakes and buns Student Id- 102241623 Student Name- Manbir Singh 1. EXECUTIVE SUMMARY This business report demonstrates about the marketing strategy of Cakes and buns. An outline and analysis of both inner more an outmost was conducted which include insight of industry background, an outlook of the business model and environment and its value proposition, analysis of Cakes and Buns strengths, weakness, opportunities and threats and porters five forces which include: - Rivalry among industry competitors - Bargaining power of suppliers and customers - New vendors - Threat of substitution The Cakes and Buns need to create awareness about their offerings and services then need to design, build and promote digital platform where consumers can order, interact and engage with the business. The digital platform will need an interface user system with social media attraction. The use of social media and brand ambassadors will enhance the brand image and awareness. The digital platform will need to undertake by the management to ensure that all the staffs and team members are managing online digital platforms. TABLE OF CONTENT 1) Executive Summary 1
2) Introduction 2 3) Evaluation of the Business 3 3.1) Industry background 3 3.2) Business model and Environment 4 3.3) Value Proposition 4 3.4) SWOT Analysis 4 3.5) Porter's five forces analysis 5 4) Table creation and Trends Identification 8 5) Non-functional website information portal 11 5.1) Design Principals 13 5.2) Usability guidelines 14 6) Competitive advantage engagement tools 14 7) Conclusion 15 8) Appendix 15 9) References 16 2. INTRODUCTION The Cakes and Buns is a retail business in Melbourne which is currently operated in three stores situated in St Kilda, Carlton and Mornington. The first store was opened in 1990 where the business faces many challenges for first 3 years. They first started as stand at the local market in Inkerman St, St Kilda. The main motive of this business is to providing quality, preservative free products, best customer service, discounts and offers which differentiate themselves from other competitors by creating new shapes of cakes and new flavors. The company's innovative approach sees the business adopt a mission statement of the 'food with attitude' which is reflected through their customers appreciation. In addition, the Cakes and Buns company is also capable of catering marriage function and events as their whole products are produced in house which are attached to its shops. This report aims is provide a fully analysis of Cakes and Buns internal and external factors and its position in the market as well as its long-term sustainability and growth in the business. This report draws materials from the client's scenario, research from industry reports, from journal articles and from publicly available information. This evaluation includes the industry's
background, value proposition of the business model and environment, company's strengths, weakness, opportunities and threats and factors affecting business through porters five forces. This report will also illustrate the Cakes and Buns data and review of company's sales, non- functional website with specific emphasis, design principles, usability guidelines