Assingments % - Purpose of a Marketing Plan

This week, you will submit Part A of your Marketing Plan.
Prepare this part of the plan in a Word document, using APA style. This portion of the plan should be approximately 1-2 pages long, not including the cover page and references page.
Ensure you write in paragraph form and sufficiently elaborate on the topics to be covered. One or two brief sentences in each area will not be sufficient.
Opening in 2017, Barbara’s Bakery is a small business located in Hoboken, New Jersey. With a passion and love for baking throughout her entire life, owner Barbara Stevenson felt this would be the best time and place to establish a bakery since there aren’t many in town. The bakery is known for its muffins but has extensive experience in creating unique and tantalizing bakery products that are thoughtfully designed and created. Recently, the business has become so popular that customers are lining up down the street to buy its fresh baked goods. Based on the success of this location, Barbara has secured a second location in Lackawanna, NJ that will be opening soon. With this growth, Barbara has reached out to you to create a marketing plan that will provide a clear vision of the company’s organizational goals and marketing strategies.
Introduction Briefly discuss the main facts about the business.
Purpose of a Marketing PlanYou should write at least one to two paragraphs to explain this.
Explain the purpose of a marketing plan in general.
How will this marketing plan support this business’s organizational goals?
Mission StatementAccording to Stanford Professor Guy Kawasaki – your Mission Statement should be more like a Mantra than a long run-on sentence. Keep it short and sweet!
Given the facts in the vignette, create a short mission statement that you believe captures the essence of this business.
Explain why you have selected the specific wording that you did. In other words, why did you choose to phrase it in this particular way?
Discuss what you feel this statement would mean to the customers and how you feel that it would drive their behavior.
Discuss how employees of this company would interpret the Mission Statement and how you hope it would drive their behavior.
Competitive AdvantageOnce you have written a mission statement, you can write your competitive advantage statement. This statement takes what you have said in your Mission Statement and proves it. It brags about the specialness of your business in just a few words. It says what you do that’s better than anybody else. Be sure to explain why you think this Competitive advantage statement compliments your Mission Statement and does justice to the uniqueness of this business.

Struggling with where to start this assignment? Follow this guide to tackle your assignment easily!

Step 1: Introduction

Your introduction should provide an overview of the business based on the information provided in the vignette. Start by stating when the bakery was established and highlight its success and future plans.

For example:
“Barbara’s Bakery, located in Hoboken, New Jersey, opened its doors in 2017, founded by Barbara Stevenson, a passionate baker with a lifelong love for baking. Recognized for its exceptional muffins and unique baked goods, the bakery quickly became a local favorite. Its popularity has grown so much that customers now line up down the street to purchase fresh products. In response to the success of its first location, Barbara has expanded the business by securing a second location in Lackawanna, NJ, set to open soon.”

Step 2: Purpose of a Marketing Plan

The purpose of a marketing plan is crucial for defining the goals and strategic direction of a business. In your marketing plan section, explain how the plan will help Barbara’s Bakery.

Example of Purpose of a Marketing Plan: “A marketing plan is a strategic roadmap that outlines how a business will reach its target audience, create brand awareness, and achieve its goals. For Barbara’s Bakery, this marketing plan will serve as a comprehensive guide to enhance brand visibility, drive sales, and sustain long-term growth. By defining clear marketing strategies, Barbara’s Bakery can ensure consistency across both locations and better connect with its customer base, leading to improved market share and customer loyalty.”

Step 3: Mission Statement

Creating a mission statement is important for conveying the bakery’s core values and guiding its marketing strategies. Here’s an example based on the business details provided:

“To create delicious, high-quality baked goods with passion, care, and creativity, bringing a little sweetness to every community we serve.”

Explanation:

Why this phrasing: The mission statement is short and reflects Barbara’s passion for baking and the unique quality of the bakery’s offerings. It emphasizes creativity and high-quality products, which are at the heart of the bakery’s success.
What it means to customers: Customers will interpret this as a commitment to delicious, high-quality products made with passion. This promise can drive customer loyalty, as it reassures them that they are supporting a business that truly cares about what it provides.
What it means to employees: Employees will see this mission as a reminder of the importance of quality and customer care. It will guide them in how they approach their work, reinforcing the value of passion and creativity in their roles.

Step 4: Competitive Advantage

Barbara’s Bakery stands out due to its focus on high-quality, unique baked goods made with passion and creativity. This competitive advantage showcases the bakery’s commitment to exceptional products.

Example of Competitive Advantage: “Our competitive advantage is our unwavering dedication to creating unique, freshly baked products made with passion and care. Unlike larger chains, Barbara’s Bakery offers personalized customer service and a menu that features innovative, high-quality baked goods.”

Explanation:

Why it complements the mission statement: The competitive advantage ties directly into the bakery’s mission by emphasizing creativity, quality, and passion in every product. It builds on the idea that the bakery’s distinctiveness lies in the personal touch and exceptional quality that other larger, impersonal establishments can’t match.
What makes it special: The bakery’s competitive advantage is its ability to stand out in a competitive market by offering unique, high-quality products and excellent customer service. It emphasizes freshness, innovation, and a personalized experience, which are key reasons why customers keep returning.

Final Step: Review and Format

After completing the content:

Ensure your plan follows APA formatting guidelines.
Proofread to ensure clarity and coherence in your writing.
Add references in APA style if you used any external resources to support your plan.

This approach will help you create a clear and cohesive marketing plan for Barbara’s Bakery, ensuring that the mission and competitive advantage are clearly defined and aligned with the bakery’s goals and values