Chapter I

Executive Summary

Background

Sweet Bakes will be a small entrepreneurial bakery. Cakes and other pastries will

be offered with a variety of flavors, frostings, sizes, styles, toppings, and decorations.

Sweet Bakes bakery will also include a catering service to deliver large orders for big

events, providing greater convenience for consumers. The product of focus for this

business will be cakes but will be offering other pastries like cupcakes and cookies. To

differ from other competitors, Sweet Bakes will offer numerous options to satisfy

common health and diet needs of consumers. Whether it is allergies or simply a choice,

a desire for gluten-free, organic, naturally/reduced sweetened, and other wide range of

customizations. Our baked items will be available nearly to anyone, despite varying

incomes, again keeping the target market large. With the numerous product options,

convenient services, and a broad target market, this bakery will be able to meet the

needs of a wide spectrum of consumers.

Product quality is critical in the food industry. For that reason, Sweet Bakes will

ensure quality produce through the use of fresh ingredients, freshly baked pastries, and

will focus on quality and sanitation. Improvements are also a goal of the company. One

way of this will be, creating new flavors of cupcakes and frostings. This will allow the

business to test new products and determine which ones are preferred by the

consumers. Sweet Bakes will also provide pastries with flavors corresponding to the

season. Product quality and innovations will be a major focus of the business.
 Though Sweet Bakes will open as a single, small bakery, over time the business

will expand. Once the bakery proves to be a success, the business will open stores and

upgrades into café providing indoor dining with a wide array of choices. A company

website will be available to the market and allow them to view everything offered by the

bakery, as well as give them the option to place orders. These expansions will allow

Sweet Bakes to be accessed by a larger quantity of consumers. Prices at Sweet Bakes

will vary based on the competitors within the industry. Costs and expenses will be

carefully calculated to provide a minimum price option, preventing any losses. As long

as the industry prices are high enough to cover the calculated costs, Sweet Bakes will

choose prices similar to its competitors.

When Sweet Bakes opens, it will host a grand opening to gain consumer

awareness. We will offer free samples of the products offered to pique consumer

interest, which in turn will increase consumer purchases. Community involvement will

also greatly promote Sweet Bakes as the company shows its participation and intent to

contribute to the community. Such involvement will also increase consumer awareness

as community members are frequently exposed to the business name.

These plans for Sweet Bakes are intended to help the business grow more

successful and profitable. However, through the use of financial analysis, surveys, and

market comparisons, the company will be able to determine which of these strategies

truly are effective to help the business thrive. Evaluating the value of different methods

of marketing, Sweet Bakes will learn what is needed for the company to be an absolute

success.
Goals

We aim to serve the best quality and most interesting varieties of cakes and

other pastries at all times to everyone just like a myriad of bakery businesses; this is

why we are working tirelessly to see that we meet our goal. We aim to be a company

that would be an integral part in the life of our consumers, which provides quality

products and services and to cultivate a business and working environment where both

the customer and employee are treated with dignity and respect.

Objectives

General

Sweet bakes aims to become a top contender on the pastry industry by

providing competitive levels of prices, effective and efficient services, and good

quality products.

Specific

 Develop brand awareness through a steady, month to month increase of

new customers.

 Turn in profits from the first month of operations.

 Raise funding to expand or franchise in the fourth year of operation after

the concept and brand has been proven successful

 Achieve 99.5% customer satisfaction

Product Offerings/Description

In Sweet Bakes Bakery we deal on customizable themed cakes, cupcakes and

cookies ranging from your favorite sports team, movie characters, toys and Television

shows. Any of your choosing, with unique flavors to choose from such as chocolate

mousse cake, macha green tea cake, ginger spice cake, Almond hazelnut cake, lemon

zest cake and many more. Layers of decadent cake with delectable ingredients topped

with unique and extra-ordinary toppings unlike anywhere else.

Product Attributes

Sweet bakes product attributes that distinguish it from other products alike is its

unique take on its texture, unlike other competitors we give our full effort and attention in

every single detail of our cake especially the quality, consistency like high ratio

shortening, which emulsifies the bread giving the cake a smooth and tender texture, and

pound cakes which are equally measured to achieve a thick and exquisite flavor,

sponge or foam cakes that that provides an airy light texture.

Target Market

As a bakery, sweet bakes will have a broad target market. Our market will be
divided into three segments; individuals, celebrators, and caterers/event organizers.

Individuals/Comfort Creatures: People of all ages and gender will be able to enjoy
our delicious products. Women appears more likely to crave sweets than men,
corresponding with their hormone fluctuations, says Alexei B. Kampov-Polevoi,
professor of psychiatry at the University of North Carolina. Children are more inclined to
like sweets, considering the calories needed for their growth. Senior will be able to enjoy
our products. Since, we will be offering healthy variants of our baked goods, related to
our customization policy.

Celebrators: Another target market will compose of people who likes to have
delicious dessert on special occasions, like Valentine’s Day, Mother’s Day, and
Graduation etc.

Caterers/Event Organizers: Caterers will represent the other segment of the

Positioning

Sweet Bakes will position itself as provider of innovative customizable pastries

Sweet Bakes will attempt to control this position to establish and solidify the
brand in the market. As a small company looking to establish itself, Sweet Bakes will be
attentive and flexible in meeting the customer's demands.

For Sweet Bakes other products, we have design features that will make the
business very competitive. In addition to these design features, Sweet Bakes will also
be competing on price to gain customers interest on the industry.

Competitors
 Chapter III
SWOT Analysis
Strengths

 Sweet bakes has a large target market, which caters people of all ages and

genders. Therefore, the amount of the target market allows a chance for a great

increase in revenue.

 Sweet Bakes products are made from fresh ingredients and are freshly baked

with great attention and love, to provide a good quality product to our customers.

 The business strengths also lie on its ability to offer customized baked products,

made with any type of design our consumer desires, there will be a wide choice

of cake varieties such as chocolate, different types of nuts, fruits, oatmeal, and

many more. Thus, satisfying our client’s ideal treat.

Weakness

 Advertisement on electronic media is not that much aggressive as the business

competitors do. So Sweet Bakes need to focus on this area in order to get the

maximum number of customers.

 The business is expected to have a high turnover rate, due to the ingredients

short shelf life and expiry date

 Since Sweet Bakes will be a new entrepreneurial business and in the market,

owners have little experience on production, ordering and inventory

management.
Opportunities

 Since the business offers customizations including the choice of organic

ingredients, the business will be able to cope up with the increasing demand for

organic food.

 Sweet Bakes products are versatile, suited for any occasions like Graduation,

Mother’s Day, Valentine’s Day, and Birthdays. Hence, there will be a great

chance in increase for potential customers.

 Tie-ups with wedding organizers and caterers would increase Sweet Bakes brand

awareness

Threat

 Sweet Bakes will be using fresh fruits, so there is a possibility that the availability

of the ingredients could decrease based on the climate and seasonal changes.

 Due to the inflation rate, “from 3.1% on January 2018 to 4.4% on January 2019”

(Philippine Statistics Authority). This could affect the customer financial

decisions.

 Since we are new in the market, major competitors could have the same

products that we are offering. Therefore, there will be a probability on choosing

them over our business.

Advertising

Personal Selling

The business aims to have constant connections to our customer so we can

inform them of what the business can offer and eventually encourage in buying our

baked pastries. For that to happen; We, at Sweet bakes plan to go around the

neighborhood going door to door showing what Sweet bakes can offer, sales pitching

on catering and wedding services, have charity events and seminar that will offer free

samples of each of our product to show what Sweet bakes is capable of as a new and

innovative bakeshop.

Sales Promotion
 Sweet Bakes sales plan is to create and maintain position with our local

customers. That is why we provide various sales promotion strategies to set brand

awareness on potential customers.

Grand Opening Free Taste: Free trial products will give the consumers the

chance to try the quality of the product we are offering that eventually will lead the

customers to buy our product

Discounted Prices: Sweet Bakes will provide a deal for cake lovers, every

Friday night starting at 8:00 and ends at 9:00 we will offer a 20% discount on every

Php1000 pastry purchases. This discount will be the strategy to attract customers to

visit our store.

Customer Loyalty Programs: Sweet bakes will offer loyalty cards for Php300

giving customers two free cupcakes for every box they order and give them a 10%

discount for every cake purchases. This will help the business on customer retention.

Public Relations/Publicity

The business

Direct Marketing