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Baked by Melissa

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Submitted By jannieville
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BAKED BY MELISSA MARKETING PLAN
May 2 , 2011 nd TABLE OF CONTENTS:
I. Executive Summary II. Situation Analysis o Market Summary  Target Market Demographics  Geographic  Demographics  Behavior Factors Market Needs Market Trends Market Growth o SWOT Analysis  Strengths  Weaknesses  Opportunities  Threats o Competition o Product Offering o Keys to Success o Critical Issues III. Marketing Strategy o Mission o Marketing Objectives o Financial Objectives o Target Markets o Positioning o Strategies o Marketing Mix o Marketing Research o Action Plan IV. Financials o o o V. Controls o o o VI. Summary Implementation Marketing Organization Contingency Planning Breakeven Analysis Sales Forecast Expense Forecast

2

Baked By Melissa Marketing Plan
Hamos . Peerbhoy . Villacorta

I. Executive Summary
The Cupcake and cupcake bakery business is one of the fastest growing industries in America with New York as the “cupcake capital”. Cupcake bakeries are recession-proof, was fueled by the 1 recession and, according to the Wall Street Journal , they‟re contributing more jobs to the labor 2 market than the restaurant industry. Known as the “Magnolia Effect” , cupcakes have come a long way with the latest micro trend being mini-cupcakes – culminating with the coming together of two of food‟s hottest trends - “mini desserts” and “cupcakes”. New York City-based cupcakery Baked by Melissa, opened by ex-media planner Melissa Bushell a week after she was let go from her job in 2008, specializes in providing dessert-lovers with guiltfree, bite-sized mini cupcakes (the size of a quarter) packed with a flavorful punch. Each mini cupcake is a unique combination of the four key essential elements - cake, frosting, topping and stuffing - giving customers the opportunity to taste a variety of options. Since its launch, Baked by Melissa has opened three new stores in prime,

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