Strategy and Implementation Summary
Our strategy focuses on serving a niche market with quality goods. We are determined to become a part of the community – an establishment that becomes as much of the community as a church or local grocery store. To achieve these goals, we will provide the following:
- Friendly, neighborhood-feel atmosphere.
- Quality baked goods for everyone to enjoy at a fair price.
- Special diet menus in relation to the advice of local healthcare providers.
5.1 Sales Strategy
Our strategy focuses on building a customer base by providing good customer experience. With the addition of the coffee bar and lunch menu in early spring, we hope to have customers make the bakery their one-stop destination for breakfast or lunch. In the summer, when we open the outdoor patio, more and more customers will make the bakery a destination for their lunches more often since the atmosphere will be so pleasing.
We would also like to work closely with local doctors and elder care homes to bring in customers with health problems. We are already in negotiations with Dr. Goodman’s office to insure referrals to the bakery for his patients.
5.1.1 Sales Forecast
Our sales forecast assumes the following changes:
- Bread sales in the summer months will be slightly higher since more people will be having BBQs and picnics requiring items such as hamburger and hotdog buns.
- Bread and pastry sales will be higher in November and December because of the food-oriented holidays.
- Coffee sales will be higher in winter months, and for summer months sales of sodas and iced beverages will increase.
|Year 1||Year 2||Year 3|
|Lunch Items (Soups & Sandwiches)||$80,000||$96,000||$120,000|
|Direct Cost of Sales||Year 1||Year 2||Year 3|
|Lunch Items (Soups & Sandwiches)||$32,000||$38,400||$48,000|
|Subtotal Direct Cost of Sales||$89,450||$115,200||$142,000|
5.2 Competitive Edge
Our competitive edge is our quality of goods. We use only organic flours of the highest quality that create incredible non-gluten goods that can’t be matched anywhere else in town. We also focus mainly on non-gluten goods. The other bakeries in town focus on wheat goods and sometimes, as an afterthought, use alternative flours.
The table below displays the milestones that Morningstar Bakery would like to accomplish in the first three years. Emphasis in the first year will be on advertising to make the Morningstar Bakery an established business in town.
|Milestone||Start Date||End Date||Budget||Manager||Department|
|First Advertising Campaign||12/1/2001||3/1/2002||$5,000||Tara Juniper-Reid||Marketing|
|Full-Service Coffee Bar Integration||2/1/2002||2/28/2002||$5,000||Donna Sharp||Bakery|
|Establishing a Lunch Menu||3/1/2002||3/30/2002||$1,000||Donna Sharp||Bakery|
|Outdoor Cafe Seating||5/1/2002||9/30/2002||$10,000||Donna Sharp||Bakery|