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I have been commissioned to write a marketing plan for a Bakery.

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Introduction

Introduction I have been commissioned to write a marketing plan for a Bakery. This is because in my local area, which is Billericay, has a couple of bakeries in the high street, but both are fairly small and the demand for cakes is fairly high, so I think Billericay high street would benefit from another cake shop. This shop not only specialises in cakes, but it also sells and sandwiches and cold drinks. In order for this new business to do well though, a marketing plan needs to be drawn up which highlights exactly how the business is to be promoted, and what it is going to specialise in, and how it will try to meet the publics' demands and get more custom than the other bakeries in Billericay high street. The business environment in this area is fairly lively, because lots of people go down the high street daily. The shops in the highs street are all easily accessible so that won't be a problem. Action Plan Time Intended Action Resources Available Problems and Adjustments Made 25th October Consider lines of enquiry Myself 26th October Compile a questionnaire Computer 27th October Choose a sample of 50 people and do questionnaire Myself 28th October Process this data Computer 1st November Draw up tables and graphs Computer 13th November Hand in research section Myself 15th November Consider different promotional strategies for my business Myself Local Area Business Studies Textbook 16th November Write the above up Computer 20th November Hand in Marketing Techniques Myself 20th December Conclude the obtained evidence ...read more.

Middle

Type of Media Advantages of this Media Disadvantages of this Media General Suitability for this Business Television Lots of people watch television so the business will be known about widely. The business and the products it offers can actually be seen by people this way. Advertising space on television is very costly, and is really not necessary for a small business like a bakery. Advertising on television is really not very suitable for this business, because it's a fairly small business in a fairly small town, so doesn't need to be broadcast nationally. Newspapers Almost everyone buys a newspaper, so the existence of the business can be revealed to many people. Most people buy the main newspapers such as the Daily Mail or the Times, and advertising in these is fairly pointless as the business is only situated in a small area, and those papers are national. It would also be fairly costly. Advertising in newspapers is a fairly good idea, but it can only really be done in local papers in the area of the business, like Billericay in this case. A good bet would be the Billericay and Wickford Gazette. Posters Posters can be put in the most convenient place for advertising the business, and can be easily seen. They can catch peoples' eyes, and easily let them know of the business when they are already near it. The posters need to be designed very carefully to be eye catching, but informative. ...read more.

Conclusion

A television campaign is way too extreme because Billericay is a small place it doesn't need to be broadcast across the country. A radio campaign might be a bit more sensible, but it still isn't really required. The best bet for this bakery would be to put advertisements in local newspapers or magazines because they only apply to this area and they are widely read by people. The best method, however, would be to use posters I think. These do cost a fair bit to produce, but are generally more effective when used. They can be put anywhere, so can be put where more people are to notice them best. Also, they are more eye-catching then ads in the papers or magazines because they are larger and can be more colourful. They can also give more information than small adverts, due to the fact that they are bigger, obviously. In general, for this campaign, the best thing to do would be to produce a fair amount of posters, and put these up around place where lots of people go, so they can be easily seen, such as on the walls of Waitrose, the local supermarket. This is where many local people do there shopping, so would be a good bet. Another good bet would be in newsagents, because lots of people go there to buy little snacks, and newspapers and stuff. There should also be ads put in the local papers that get put through letterboxes, such as the Billericay and Wickford Gazette. Everyone gets these local papers, so that would be a great way to let people know about the business. Matthew Smith 11S Mr Slater 1 ...read more.

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