Morningstar Bakery Case Study

27/7/2011(Wed)

MM&P&C - Assignment Outline

 Executive Summary

Brief situation analysis, marketing strategy, financial investment, payback period, rate of return, implementation & control.

 Table of Content

1. Situation Analysis

1.1 Introduction

1.2 Parent Co.

1.3 New Product/Service  New Company

1.4 PESTLE Analysis  Have to assess to the real market correspondently

1.4.1 Political

1.4.2 Economic

1.4.3 Socio-cultural

1.4.4 Technological

1.4.5 Legal

1.4.6 Environmental

1.5 SWOT Analysis

1.5.1 Strength

1.5.2 Weakness

1.5.3 Opportunities (relative to your business, present situation)

1.5.4 Threats

1.6 Optional Analysis

1.6.1 * Competitive Environment

(eg. What are those market positions of your competitors?Morningstar Bakery aims to be a cornerstone in the community creating a neighborhood atmosphere where customers feel comfortable and become instant regulars. We are sensitive to the often over-looked population of allergy sufferers and cater to their needs for healthy, delicious baked goods. We seek fair and responsible profit, enough to keep the company financially healthy for the long term and to fairly compensate owners and investors for their money and risk.

3.3. Target Market

Our target market includes people who are health conscious and/or have common food allergies. This is a niche market since most bakeries do not cater to these needs with the exception of high-fiber diets.

3.3.Market Segmentation

3.31. Geographic

3.32. Demographic

3.33. Psychographic

3.34. Behavioral

3.4. Market positioning

Morningstar bakery competes in the Food Services Industry. In addition to competing with other organic and non-wheat bakeries, it competes with all restaurants, delis, bakeries and supermarkets for a share of its customers's food dollar. Morningstar is most concerned with competitors who differentiate their products and services with a healthy, organic focus. Because this group is so large, Morningstar has chosen to limit its analysis to other gluten-free bakeries

3.5. Value Proposition

Orti's Organic Bakery's message of its value, promoted through all of its marketing and its service experience, differentiates it from its competitors. This message is that Orti's Organic Bakery is a local bakery that chooses the most nutritious, organic ingredients to make its own delicious baked goods every day.

The daily choice of breakfast has an incredible, cumulative impact on an individual's health and the environment where these ingredients come from. Customers will be reminded through signage at our bakery of the results of this impact, and come to see that they need not give up great taste to be part of the organic movement.

3.6. Marketing Mix Strategy

3.61. Product

Morningstar Bakery provides non-gluten baked goods and pastries to diet-conscious and wheat-allergic consumers. Special considerations are made for all common food allergies such as dairy, yeast, wheat, and eggs.

Example