Marketing Study for a Bakery

Market Analysis for Baker’s Dozen Bakery

The target customers for the bakery and café consist of higher income consumers, in the upper middle class. A location near the downtown St. Petersburg area by the interstate will allow for easy access to our selected consumers. Even though this is a fairly small group of consumers to appeal to, we believe this area has seen recent extensive housing development for this demographic. In addition, we expect our customers to be younger, working class, with steady jobs and families. However, there has been a recent influx of retirees who will also add to the consumer base.

There are no other bakeries or cafés in this area other than larger supermarkets such as Publix and Walmart. We expect Baker’s Dozen to attract customers for not only your products, but also the experience that consumers will gain with the location and atmosphere of the store. By keeping a wide variety of products available and increasing the quality of the items you will be able to stand out among the few smaller competitors. On top of our daily baked normal bread goods, pastries, and selection of sweets, you should have gourmet coffees and teas available to complete the breakfast and lunch experience. In addition, a specialty cake design area in the store and on the website should be considered. This should differentiate you from any stores within miles as no one else provides this service with the use of technology to design cakes to your customers, and believe this gain you market share and additional consumers.

Prices should be set at slightly higher than those of your local competitors, due to the quality of your products. This is consistent with the marker demographics that you should plan to target, that of the upper middle class, and our higher income consumers. The actually cost of the particular products will vary according to each product type but we believe that consistency will be a key discriminator with your customer base. The primary...