Storage space in bath plus tubs in four Luxurious towels and guest robes Feature found in individual guest rooms are detailed below. Name, Logo and Decor of the Inn The name Red Barron was chosen because it will be easy to remember and it contains a marketing "hook" i. A logo was designed that will subliminally promote the four seasons concept due to the year-round attractiveness of the area to visitors. This scheme is further reinforced by naming guest rooms for the seasons and even decorating each one in the colors and accessories appropriate to that time of year.
Products Cupcakes from Heaven Bakery offers a wide variety of unusual flavoured cupcakes, including: The bakery will provide a fresh batch of cupcakes at all times during business hours and will also bake to order for orders larger than 12 cupcakes.
Market Analysis Summary Our focus is on meeting the demand of our regular customer base, walk in customers and tourists. Market Segmentation Cupcakes from Heaven focuses on the middle- and upper-income markets.
Our target market consists of the following groups: The Parties Group This group orders in advance and will be targeted by word of mouth marketing and by advertising extensively. This will establish a healthy, consistent revenue base to ensure stability of the business.
Target Market Segment Strategy The main target market for Cupcakes from Heaven is the returning customer that lives in the neighbourhood. We will focus on offer a personal customer service to enhance customer satisfaction, and will aim to supply the best products on offer at a competitive price.
We believe that this is key to maintaining the local market share of this target market.
Service Business Analysis The retail bakery industry in Cape Town has recently experienced rapid growth. Customers have become accustomed to the supply of unusual speciality cakes of a high standard, and Cupcakes from Heaven will position itself to cater for this fastidious market.
Cupcakes from Heaven bakery competes in the Food Services Industry.
Competition and Buying Patterns Competition in Somerset West is fairly low and does not provide the same quality and good service that Cupcakes from Heaven does. The local customers are looking for a high quality product in a relaxing atmosphere, where they can meet friends and refer family to.
Currently there is one other bakery in Somerset West that provides cupcakes: Serendipity Cupcakes — they also have daily freshly baked cupcakes, but they offer more traditional flavours. Their biggest strength is that they also supply other baked goods such as tea time snacks. Strategy and Implementation Summary Cupcakes from Heaven will succeed by offering customers high quality cupcakes, with a quirky and fun approach.
We will supply visually attractive cupcakes which have unusual flavours. Competitive Edge Our competitive edge is our unique flavours of cupcakes.
We will invent new flavours and recipes regularly to keep our product offering fun and interesting and to motivate our customers to return to our bakery. Sales Strategy Our strategy focuses on building a customer base by providing good customer experience and with extensive advertising in the neighbourhood.
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