SWOT Analysis

Marry Ramirez
BUS/210
Due 8/12/12
Shakira Questelles

The business plan that I chose for the SWOT analysis is for a dessert bakery called Rutabaga Sweets. It is a gourmet bakery located in the Washington DC area. It specializes in high ends baked goods, comfort desserts and cooking lessons for the white collar locals in the area. They will offer the unique prospective of having desserts made as you watch at a bar type setting. They offer a group area for special occasions and other party events, as well as outside catering. The strengths of the business plan are its well thought out points. They have picked an ideal location in a new and upcoming business district in the Washington DC area. They have taken into account the nearby traffic of the MCI Center. Their research into the spending habits of the local market area found the population spends much of their income on eating out. They have done in depth research into the market segment they are targeting and what products will appeal to that market. The plan targets white collar workers willing to spend more on a quality product. They also appeal to need for those that want the homemade comfort type desserts from their childhood. They have also looked at ways to offset the slower times of the year that are not target dessert periods such as Mother’s Day, Christmas and Valentine’s Day. In addition to the gourmet desserts they have cooking lessons for Food Network type of customer. They will have an afterschool cookie club that will appeal to the mothers and children, where they can learn to prepare and bake their own cookies. They also will have afternoon teas for the soccer mom set to have a quiet social time while children are at school. They have a good plan to for future expansion, by opening additional stores. The plan to expand and incorporate with the chefs from