Alamosa Funfetti enterprise Marketing Plan

Executive summary

Alamosa Funfetti enterprise is a small business that deals with baking cakes of different kinds. It has only lasted for only two years so far and so it is still along the pick-up line. Some of the cakes that lie in our line include birthday cakes, wedding cakes and gift cakes among others. Alamosa Funfetti enterprise has seven workers only who serve at different areas of our operation. The going has not been so friendly since we started because challenges have tried to uproot our efforts. However we are focused towards reaching greater heights in the near future. The little achievement we have realized within the short period is significant to us since it has formed the foundation of greater achievement in future. In our efforts to ensure that all these dreams come true, we have developed a plan that shall be our guiding star throughout the business operation. It focuses mostly on the improvement of the quality of our cakes, services and the satisfaction of our customers.

Environmental analysis

This enterprise was initiated by two entrepreneurs with only whose only customers were passersby. Its market has grown further from a regional level to a district level and now more customers have been reached. The enterprise has also cooperated with other bakeries, hotels and restaurants in the nearby vicinity. The number of workers has been increasing as the business expands its services to more and more customers. Indeed the enterprise is undergoing a positive and rapid transformation from one level to another each day.

Marketing environment

The marketing environment is dependent on several factors which include competitive, economic, political, legal and requirement, technological as well as social forces among others.

Competitive forces in this field of specialty have been so stiff especially at the local and regional level. This is contributed by the presence of similar adjacent businesses which dedicate all their efforts to ensure that their cakes stand out. Nationally the competition is fair but according to the future predictions, it shall be great in the near future.

Economic forces have affected the marketing environment especially at the national level. Various baking companies have suffered loss after the dollar depreciated drastically in the past year forcing them to cut off their budgets to a sustainable level. The economy has recently risen and we hope that everything will go on well.

Technological forces are also wanting. New and advanced utensils have formed the basis of success for most bakeries and catering units. PDAs are also very useful in keeping the progress reports of the enterprise. Alamosa Funfetti enterprise has a very big challenge when it comes to this aspect of marketing since other have embraced better online marketing methods that broaden the market. Most of our competitors have other improved methods of marketing hence making the marketing environment very hash on us. However this is a challenge to our improvement.

Legal and regulatory forces are also determinants on the nature of the marketing environment. Marketing has become hard in the recent years due to the government’s demand for a license from all who have advertising their commodities using posters and other awareness signs along the streets. Those who carry out the online advertising are also charge heavily for a single advert that is made. This is very costly especially to the small enterprises like ours. To us legislation is a big hindrance to our success unlike others who have dominated in the bakery department. This is a challenge to us to seek improvement for better results to be realized.

The climax of it all is marked by the social and cultural forces. Most people in our society have not embraced the consumption of cakes on regular basis. This has lowered the demand for our cakes making it costly to attract customers. Some communities around us are also discouraged from having too much of cakes. This calls for our dedication to invest large amount of funds in creating awareness and marketing our products to the locality. The local market is not so good considering most of these attitudes that dominate our local communities.

Target market

In the past two years, the target market has been the local residents of Alaska. This market plan is looking forward to expanding the market beyond the regional level whereby national restaurants, weddings of celebrities and other merchants will be the market target in the near future. We shall also consider ceremonies such as those of national holidays, graduation parties and other big events the target market. Through the online marketing, we shall be able to reach customers from far place both within and outside the country.

Current marketing objectives and performance

The enterprise has set various objectives that are to be accomplished within the span of five years. They include the expansion of the market to meet the national standard, minimizing the cost of production and marketing, improving the quality of services and cakes that we offer to our customers and laying out strategies that will help us to compete with our competitors. This shall be achieved by making various improvement of the current state that may not be the best to reach these goals. First we shall find workers who have expertise and professional knowledge of the bakery and catering unit to help us deliver the quality that is required in the larger market.  Having the skilled personnel, we shall introduce and invest our efforts in embracing the online marketing system. This will to a great extend minimize the need of paper work that was incurred in printing posters and placing them at various strategic points.

The other marketing plan that we are focused towards implementing it is buying the necessary tools and utensils. These machines will reduce the energy required to make a complete product. The new utensils will also assist in increase the total number of cakes we shall be making per day and this will help us double our profit.

SWOT ANALYSIS

Alamosa Funfetti enterprise have got strengths and weaknesses that faces it.

Strengths

The available markets are reliable and sustainable. This promises a great future to our objectives whereby having grounded on a good local market, we shall be able to realize all our goals. The enterprise has very committed workers. This is very important in our course since baking cakes requires the commitment of the workers to be of high degree. This has enabled us to work with combined efforts and with one accord to achieve the objectives that have been laid down in this market plan.

Weaknesses

Lack of capital has been the most challenging thing within us. On this knot, we had some debts that are yet to be paid from a financial institution. This has made the enterprise to feel threatened to a point of collapsing. Despite all of this, the enterprise has found several means to handle this problem.

The other problem is poor hygiene. Comparing the international standards that are required, ours is still low. The enterprise will also consider the package and safety of the cakes meets the international level so that as much as we advertise the cakes, the needs of our customers are met.

Opportunities

The labor that a bickering unit requires is little and hence the cost of production is considerably low.

The locals are already aware of our services and so they shall be our stronghold.

We can get funds from some sponsors who have promised to promote us during this business transformation.

Threats

 

 

Some of these utensils are very expensive

Hiring skilled professionals requires a lot of money

Safety of our distributors is not guaranteed because there has been several cases of theft as the transporters move the cakes to the interior.

There are so many dealers of cakes hence the market is divided.

Matching the strengths and weaknesses

The enterprise will uphold and improve its strengths and try as much as possible to convert the threats and weaknesses into strengths and opportunities. We shall create a competitive environment to the rest of our adjacent enterprises; seek to find funds from reliable sources after which a sustainable state will be reached.

Marketing mix

The cakes shall be sold at a considerable affordable cash to win customers to our side.