Assignment 1: Company Introduction, Market Segmentation, and Product Positioning

Strayer University
MKT 500 Marketing Management
October 27, 2013

Flour and Fleur, LLC. is a local bakery located in Raleigh, North Carolina. It was formed in 2013 as a Limited Liability Corporation and currently operates one location in the heart of downtown Raleigh. The owner and operator of Flour and Fleur is Andy Vu. After years in the event and wedding industry he decided to expand and take on his passion for baking. He works closely in the bakery and can be found whipping up new flavors of macarons or decorating cupcakes. His passion is to create great baked goods with the highest quality possible. That is why the company’s mission statement is as follows:
“Our mission is to provide sweets, treats, and baked goods that are comprised of local quality ingredients to our customers with a quality, taste, and uniqueness that cannot be found elsewhere.”
Our menu consists of cupcakes, muffins, macarons, croissants, doughnuts, a variety of breads, cookies, brownies, and many other baked goods that change every day. We also take requests if there is not an item that you do not see on our menu. We post our menu for the next day every night and try our best to update the menu throughout the day based on availability. Our mission is to make sure that you get the baked goods you want. We want to provide whatever community we operate in a place to get delicious baked goods and treats. We only use local ingredients when possible and all of our goods are baked fresh daily. We offer competitive prices and are open every day of the year with limited hours on holidays.
In addition to our local shops we also cater for events and parties. We can make baked goods for any event of any size. We can provide wedding cakes, deconstructed dessert displays, candy bars, and many other