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Introduction. Marketing plan. Summary. Assessment of the business environment. zzzzzzzzz. ELAX BAKERY. Introduction.
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Introduction Marketing plan Summary Assessment of the business environment
zzzzzzzzz ELAX BAKERY Introduction Elax House is a company which specializes in high-quality cakes. Elax Cakes offers fresh and innovative bakery products and strives to provide the best quality products and service to customers. It will mainly establish its bakery plant and flagship outlets in Guangzhou and Shenzhen, bringing the finest bakery products to South China region. “Choose Elax, enjoy life” is the slogan of Elax.
Business Environment Global Environment First let’s view the situation of foreign bakery industry. As one of the birthplaces of bakery industry, European bakery industry is always catching the world’s eyes. Its technology, products and raw materials are leading the trends of the world’s bakery industry all the time. However, with international baking brands keeping entering into Chinese market, the local baking brands will be confronted with serious challenges. Most domestic enterprises are still using traditional production technology while western countries have already applied new technology and new equipments facilitate to the bakery industry.
Business Environment Global Environment In addition, the quantity of bakery enterprises are reducing and expansion in economies of scales. Along with the lunch of the European market and Euro, industrial bakery industry has gradually occupied the market, shaping trans-regional and international enterprises and branding products. Although the quantity of bakery shop reduces obviously, the superiority of producing in central factories, selling format of chain stores, and franchisee system is more distinct. Above all, we view that there will be a potential market, so we are going to seize the chance and establish a brand of bakery in China by adopting advanced technology .
Business Environment Economic Environment Bakery industry produces biscuits, Chinese or Western style cakes and pastries (moon cake, cake), bread and part of instant foods. In recent years the prosperity of national economy and the improvement of common people’s life style lead to the increasing demand for bakery food. Especially in the modern cities and coastal areas, where the economic development speeds, the standard of living is high, holding the broader market. In addition, in order to the inheritance of our open policy, not only many domestic private enterprises have developed the bakery, but also the sole proprietorship or joint venture overseas enterprises enter the domestic market. On the one hand, they brought advanced baking food; on the other hand, it makes the domestic market more competitive. After comprehensive analysis of the market, our company decided to establish a brand of bakery。
Business Environment Industry Environment In China，the chain industry of baking was in the early 80 century, and it has been experienced nearly 30 years of development,。There is a phenomenon showing the higher degree of marketization and the fierce competition。Nowadays the industry competition is more regional and centralized. Baking chain industry presents a regional rather than a national competition model. According to the analysis, our company will more focus on opening stores in Beijing, Shanghai and Guangzhou cities in order to occupy these regional market. As there are great differences in eating habits, and the development of the industry is not mature, at present our country market face a situation that there are almost no leading bakery shop in China. Instead, there are some bakery brands that are famous in some degree like Bread Talk food group and Taiwan 85 degree C . Therefore, our company developed the region sales strategy, producing according to the local eating habits. The first thing we do is to be based on a core area, concentrating on the establishment of the leading position in the region, and then we decide to move to the surrounding areas and continue to expand.
Business Environment Industry Environment Besides, baking chain industry is as a form of the retail industry, owing the common features of the retail industry, which is the scale of operation to achieve "low cost, high profit" business model. Take Taiwan 85 degrees C for example, in 2008 the brand landed in Shanghai, and in 2010 it had more than 100 chain stores in the country. Obviously, it adopted the idea of "low cost, high profit". At the same time, the domestic enterprises will continue to grow in the international competition, expanding the scale of chain operation. Therefore, the market share of the entire industry is raising, and the industry concentration continues to improve. According to the analysis, we will gradually implement the scale management, improve product technology and establish a brand image, gradually from Beijing, Shanghai and Guangzhou to other areas.
SURVEY GRADE MONTH COST
SURVEY How often do you buy some cakes to enjoy your time?
SURVEY What’s the purpose of buying cakes? (Blank means other reasons)
SURVEY The price of the cakes you often afford
SURVEY What are the important elements when you choose a cake?
SURVEY What will affect you to buy a cake?
SURVEY What kind of sales promotions do you prefer to?
SURVEY Comparing the Maxim and Qiu Ji Cakes shops, the advantages of Maxim
SURVEY The complaint from the customers 1、sanitation 2、price 3、limited choice and the flavors is not so good 4、Just a small amount of cake shops 5、Open more special cake shops and hold some activities 6、The lack of competitiveness 7、Propaganda 8、The promotion of service
Target market Marketing plan Distribution Pricing Promotion Product characteristics
Target market Consumers located in the stylish young people.
Product characteristics • Selection of fine quality • Packing nice • Series：spring summer autumn winter
Price • Superior materials, delicious taste and exquisite packaging determines the price of our products will be higher. • But we would have you believe, this is definitely good value for money.
Distribution Our consumer can buy our goods directly from our franchising.
promotion Advertising • Television: Slogan（Choose Elax, enjoy life） • Newspaper • Specialty ads: Shopping bags, cups, calendars Sales Promotion • Coupons and trade stamps • Micro blog :http://Elax_House.blog.163.com • VIP cards: you can get a VIP card if you cost 200yuan once. Afterwards, you can enjoy 10% discount. • Weibo: Elax_House
Summary Summary Elax House, a company which aims at providing the best quality cakes. Though the price may be a little bit high, we will spare no effort to make our products worth. Besides, not only will we release a series of four seasons cakes, but also we will continue to release different kinds of themes of our cakes to attract our costumers. From the marketing analysis, the competitors like Maxim, Queen’s Cake Shop, Bread Talk and so on, they all sell their cakes in a high-end fashion. However, the cakes of their shops are not in a series of the designated themes, that’s one of our competitive advantages. And we have a certain target market---young people, while their target market is too general. Besides, we will do some customer feedback to mater the new trend of our products and promote what we produce. Deciding the prices in a proper position, designing new series, promoting the service and quality, satisfying what we customers needs, to provide: Choose Elax, enjoy your life.
Contact us Tel:020-36637880 E-mail: Elax_House@yahoo.com Micro blog: http://Elax_House.blog.163.com Weibo: Elax_House Address: Ti Yu Xi Lu 201, Tianhe District, Guangzhou, China BUSINESS
