Marketing (Situational analysis of artisan bread)
New Paltz, a city in the New York currently has a restaurant serving it in the region and in several products ranging from breakfast to heavy meals and also offers quite a conducive atmosphere for those who wish to spend some time within the environment. However, the current products in the market are majorly mass produced and as such very similar in several aspects. When we talk of artisan bread, we hereby refer to bread that has been prepared by an expert to meet a particular taste and design of the consumer. Introducing this kind of bread is thus a very worthy and viable business idea and which would be readily accepted in the market.
For this particular new baker, the main market of operation will be up and around the region of New Paltz and the uphill task is to be able to break through the current monotony enjoyed by the only existing bakery in the region. It is however advisable that as a new baker, the product distribution and advertisement be kept high especially based on the needs of particular people with their tastes in high consideration. It is always almost obvious that when a consumer identifies exactly what he needs versus what he has always used in its place, he would probably go for he likes. Market research has already revealed that the market is one that enjoys the consumption of bread so much that artisan bread is thus expected to receive a warm welcome.
It has also been noticed that the current bakery in the market only supplies to major shops and consumers in the region. It is therefore necessary that once the production of artisan bread begins, the mode of distribution be on a one on one to the consumers. This will not only help establish their presence but will also allow interactive involvement with the customers from whom the specific design and tastes may be acquired and worked on for marketing and more sales.(Adcock, 2001).
As already stated, there main existing competitor has been dealing in mass production and as such will only serve as a threat due to its long reliability to the consumers. However, once into the market, the artisan bread can also be baked in small sizes as samples and used for enticement at very low cost which will then counter the existence of the competitor.
Financially as the bakery picks up, it will have to invest most of its own finances into the business as capital both in the purchase of the necessary items and products to be used and also for transportation, delivery and marketing. However, once the people are informed of its existence, they shall be sending their own order with given specifications and the cost of operation is expected to reduce. It is also expected that once the products are well known in the region, the market shall become favorable enough for the bakery to even receive invitations for very big functions and institutions. (Guiltinan et al 1996)
With time it is expected that the bakery will get established and that any new entry into the market will really find it hard to operate given the extensive of artisan expertise that shall have been elaborated. This will also be countered by the one on one touch that shall have been established with the community and the trust thereby developed.
Adcock, D. (2001). Marketing: principles and practice retrieved from http://books.google.com/books?id=hQ8XfLd1cGwC&lpg=PP1&pg=PA16#v=onepage&q=&f=true.
Guiltinan et al (1996) . Marketing Management: Strategies and Programs” London: McGraw Hill/Irwin,