Mkt380 U2 Ip

Running Head: SITUATIONAL ANALYSIS 1

SITUATIONAL ANALYSIS 5

Olena Spears

Professor Maloff

MKT380-1901A U2IP

10 January 2019

Situational Analysis

A situational analysis aims at analyzing the internal and external factors that surround the operations of the business. It is an essential part of a business plan because it gives a clear description of the business’ customers, potential customers, capabilities, and the general business environment. In the case of Ono Kine Bakeries, the situational analysis of the new business will be covering situations like competitions, distributions, products, the environment, and the company’s SWOT analysis (Lake, 2018). Comment by Joel Maloff: Where is the Table of Contents? Where is the Unit 1 Material? The assignment explicitly requested the following: Review the first part of your marketing plan from last week. (That means go through and improve it based on my comments!) To be as precise as possible, understanding the company’s competition is essential. The marketing plan also includes a situational analysis. This week, write your competitive analysis to add to the plan. You did not add this to your plan but rather provided a stand-alone document. That is not correct! Comment by Joel Maloff: These assignments really require you to select a large automotive manufacturer so that all of our future assignments can be addressed. A small or fictitious organization does not meet those requirements.

Product Situation

Ono Kine Bakery aims at producing high quality bread and cakes to their target market. They mainly aim at satisfying the consumer needs of their target market since people have to take foods which are basic needs. The cakes and breads are intended to be availed in various sizes, decorations, prices, tastes, and flavors so that all customers are catered for irrespective of their religion or race. The prices are set in accordance of the quantity, flavor, and décor. The cakes coming in 24 different flavors are aimed at meeting the needs of various persons. The bread is to be made as brown and white types. Taking into account that there are consumers who require bread with little sugar content, the brown one will be advantageous for them. Various consumers in the market tend to take bread during breakfast hence selling bread will help the company create more income. Many people celebrate occasions using cakes hence it becomes a benefit to the bakery since the cakes are also likely to be ordered on a daily basis and in large quantities.

Competitive Situation

The bakery aims at producing higher quality cakes and bread so as to have a competitive advantage over their bakery competitors in the market. There are several bakeries that have earned a larger popularity in the market, however, Ono Kine Bakery aims at producing new types of cakes for birthdays, graduations, and meals with amazing new designs and flavors such as vanilla and chocolate that are captivating to the targeted market. The décor is aimed to be as per the order instead of already made ones to ensure that the cakes are designed as per the customer’s desire. The prices are also set to be put in place according to the order and is taken to be slightly lower than that of other bakeries thus will be more affordable to the high income and middle income individuals in South Virginia. The bakery aims at incorporating high levels of reliable technology to maintain consistency in operations and communications with customers on social media platforms like Facebook and Twitter.

Distribution analysis

The bakery aims at distributing the breads and cakes to various shops, coffee joints, supermarkets, and malls in time. It aims at working in conjunction with coffee joints in South Virginia. This partnership will enable customers to consider purchasing an additional complimentary good that is the bread and cakes thus enabling the business to raise more income. The bakery aims at maintaining high levels of diligence when it comes to distribution quantities, quality, and time set for the bakery to deliver the products. This will help them to create a good relationship with their customers and hence improved customer loyalty thus the company will be able to maintain a stable number of orders (Bhasin, 2017).

Environment Situation

The company aims at hiring highly professional chefs so that the cakes and breads are made of high quality and with maximum professionalism. To motivate these employees, The Company aims at paying highly competitive wages to them. The bakery is also set to achieve maximum operation efficiency by incorporating highly advanced technology in its operations, communications, security, and management. The business is expected to excel given its location which away from political instability and war. This is because South Virginia is peaceful. The company aims at maintaining high levels of competence in ensuring that consumers get highly risk-free baked food by ensuring high levels of hygiene and correct ingredient mixing are maintained hence making the cakes and bread safe for consumption.

The Opportunities and Threats Situation Comment by Joel Maloff: This section is inadequate. Please see the SWOT models referenced in our assignment.

In this case we analyze the strengths, weaknesses, opportunities, and threats of the business. The business being new, it tends to have strengths such as the new and attractive designs that will be used in decorating cakes for specified events and the slightly low prices that may attract more customers to the bakery. Some of the weaknesses that the bakery might have are that it is new in the market thus they cannot be sure whether they would make any major sales since they are still unpopular to consumers (Giri, 2018). Another weakness is that the company might not have enough funds to set up the business. Some of the opportunities that the bakery may encounter might be as a result of the new bakery products in the region, the low charges of high quality bread and cakes, and having professional bakers. The bakery might also face much threats from their competitors who are more experienced and also having insufficient funds to maintain the operations of the businesses.

References : Comment by Joel Maloff: All new sections including references must start on a new page. References must be sorted alphabetically.

Giri, D. A. (2018). Hurdles and Barriers in the Development of Bakery Business. Idea Publishing.

Nindiani, A., Hamsal, M., & Purba, H. H. (2018). Product and Service Quality Analysis: An Empirical Study of Customer Satisfaction in a Bakery. Binus Business Review, 9(2), 95.doi:10.21512/bbr.v9i2.4257

Bhasin, H. (2017, December 28). Situation Analysis. Retrieved from https://www.marketing91.com/situation-analysis/

Lake, L. (2018). The Purpose and Elements of Situation Analysis. https://www.thebalancesmb.com/purpose-and-elements-of-a-situational-analysis-2295754