Strategic Brand Management at the Sugar Plum Bakery

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Table of Contents

Introduction
Allergy
Competition
Macro Environment
Conclusion
Reference List

Introduction

Sugar Plum Bakery (SPB) is a bakery retail business established in Camarillo, California and targets regular and loyal customer with a passion for baked products. The company’s commitments are to provide delicious nut-free baked goods using high-quality ingredients at a reasonable cost to the consumer.

The company’s management has also evaluated and taken into consideration consumers allergic to nuts. To deal with this situation, Sugar Plum Bakery plans to provide delectable homemade treats in a safe environment for consumers allergic to nuts. The company’s goals and objectives are to build a strong and counterproductive market position in Camarillo. This can be achieved by positively benefiting its people in business partnership and improved competitive climate in the area.

Allergy

Allergy is an abnormal reaction of one’s body after contamination with allergens by inhalation, ingestion, injection or skin contact. There has been much research on food allergy in general but not much on peanut allergy alone.

Sugar plum bakery has evolutionary grown with the increased in demand of peanut by consumers globally. Scientist and health professions have defined a substance called allergen to be the primary course of allergy which contains proteins in the food we eat. Peanut allergy is common in children that vary from person to person according to ones immune system.

Allergy health professionals have established clinic all over the world to help diagnose allergic patients. In some countries like the US, the Federal Food Allergen and Consumer Protection Act (FALCPA) require that all packaged food must be labeled specifying ingredients contained in the package (Masi, 1995, 78).

A research has shown that food allergies are mostly coursed by the sensitivity of the peanut. Sugar Plum Bakery is determined to eliminate allergy problems to consumers at all cost. The cost of our company’s product will be affordable to all consumers with an equalized profit for the company’s management and development. Environmental management in Camarillo is in the interest of Sugar Plum Bakery.

Furthermore, the health of Camarillo residents is our main concern in partnership with the local business men. Our products will be freely distributed to local businesses at a minimum cost. Our business is strategically located and readily accessible from all corners of Camarillo with enough space for expansion (Joshi, 2005, 39).

Competition

Competitors are business rivals or one who is competing against the other. Sugar Plum Bakery business has been on the increase due to demand in its products i.e. peanut. This has lead to competition between businesses entrepreneurs involved in Sugar Plum Bakery.

However, the company has survived the competition and has been able to keep cat bay rigorous competitors. Sugar Plum Bakery is a competitive business in today’s market especially due to high consumption and demand of its product globally. The quality of a company’s product improves its demand by the consumers (Joshi, 2005, 34).

A companies’ share do not necessary mean how a company is performing relative to its competitors. Any change in business field like in sales affects market and economic situation. Market share can be defined by the hike in demands and high sale of products leading to competitive profits in comparison with other competitors.

Established customer distribution increases share distribution. Product matchup is the comparison of product from other companies for competition. Our company’s product will be of high quality to favor all consumers.

Macro Environment

A condition that exists in an economy that affects the company planning and performance, and is beyond its control. Business is sources of income that improves economic growth of any given country, city or society. Market is a place where buyers and seller make transaction directly or indirectly.

Marketing has evolved over the year where transaction of good to good in old age to today’s computer technology. History has defined exchange of good and product since the creation of the world which intern due to human intelligence has been made easer whereby you can buy product from wherever you maybe just by a click of the button (Lenskold, 2003, 78).

Companies all around the world have joined hands to improving the living standard of people. Sugar Plum Bakery products demand has extensively increased due to consumers. Products demand and retail supply, increase in import and marketing efforts. Supermarket retailer continues to strive for lower labor and capital cost.

Sugar Plum Bakery has large players who have continuously dominated the market but still small retail firms remain active. Small retail exists in the business trying their level best to compete with large volume firms (Keller, 2002, 67).

Conclusion

Sugar Plum Bakery (SPB) main target is the local people of Camarillo, the establishment of the company will create employment and improve the infrastructure, therefore leading to an improved economy in the area as noted by Clancy (2000,23).The company, further, has great potential for growth considering it is exploring many other avenues and coping with competition favorably.

Reference List

Clancy, Kevin. 2000. Counter Intuitive Marketing. London: Free Press.

Joshi, Rakesh Mohan. 2005. International Marketing. New Delhi and New York: Oxford University Press.

Keller, Kevin Lane. 2002. Strategic Brand Management. London: Prentice Hall.

Lenskold, James. 2003. The Path to Campaign, Customer and Corporate Profitability. New York: McGraw-Hill Professional.

Masi, Rachel. 1995. Organizational Culture, Distribution And Amount of Control, And Perceptions of Quality. New York: Prentice Hall.

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