Sample Essay on Dessert Marketing Plan

1. Project Overview

(1) Project Background Today’s young people are very pursuing creativity, and everyone is interested in novelty. We are curious about things, and most of our friends in their 80s and 90s lack the ability to do things on their own. We can provide you with a hands-on platform and give you spiritual satisfaction! (2) Project Introduction: This Dessert The owner mainly sells Western-style desserts in a DIY manner and encourages customers to do it themselves. Variety: chocolate, various milk teas, juices, various Western cakes, ice cream, shaved ice, etc. DIY desserts, more than the taste, are more important for customers to give full play to their creativity during the production process and enjoy it. You can go DIY with your family, lovers, and friends. This is a good way to communicate feelings. 2. Product Introduction With the advancement of science and technology, product technology is becoming more and more complex, and consumers are becoming more and more dependent on enterprises. When they buy a product, they not only buy the product itself, but also hope to receive reliable and thoughtful service after purchasing the product. An enterprise's quality assurance, service commitment, service attitude and service efficiency have become an important condition for consumers to judge product quality and decide whether to purchase. For service companies, it is particularly important to do a good job in product and service work, which can improve the company's competitiveness and win repeat purchase opportunities. (1) The time brand name of dessert is catchy, easy to remember and easy to promote and broadcast. Its industry characteristics are clear at a glance. Its precise positioning gives people a comfortable and relaxed consumption feeling, which means enjoying desserts and enjoying time. As a leader in fashionable catering, Dessert Fashion is broadcasting healthy fashion, low-carbon consumption concepts and high-quality product technology resources in terms of image, service and quality. (2) We continue to develop new products to ensure product competitiveness. In terms of production technology, we break the traditional production method and constantly improve the production method based on the principle of innovation, efficiency, energy saving and labor cost reduction, striving to maximize profits, consistent with dessert time and taste, and production standards. consistent. 3. Market Analysis (1) Industry Analysis With the development of the times, young people’s lives are becoming more and more enriched, their consumption levels are constantly improving, and while consumer demand continues to expand, young people are increasingly inclined to emotional consumption. Especially in this period of youth excitement, the emotional life of young people is becoming more and more abundant. Various emotions such as love, friendship, family affection, teacher-student relationship are rampant, and college students need more ways to express themselves. emotion. Between lovers, between friends, between family members, and between teachers and students, it is always necessary to give gifts to each other. With the development of the times and the improvement of living standards, more and more people will frown before giving gifts. , many people face difficulties in how to give gifts that are meaningful and within their financial capabilities. We are committed to launching a series of warm and humane products to solve the problems of young people. And with the continuous development of desserts at home and abroad, desserts have an increasing influence in people's lives. Desserts have attracted the needs of many young people with their unique shapes and special meanings. Young people's demand for them is The volume shows an increasing trend year by year. ? (2) Consumption trends 1. Fierce price competition: popular prices, mainly mid- to low-end consumption 2. Healthy and low-fat demand: advocating health concepts, paying attention to health needs while delicious food, low-fat intake, balanced nutrition 3. Strengthening of brand quality : It is more reasonable for consumers to choose brands. Excellent brands are the guarantee of the quality of desserts. (3) Demand analysis: Desserts are a favorite food of many girls. Because desserts have health-preserving, health-care and nourishing effects, there is a huge demand for desserts. (4) PEST analysis: analysis of the policy and legal environment. In recent years, college students’ entrepreneurship has been supported by many preferential policies from the state and governments at all levels. The Chongqing Municipal Government has issued a series of policies for college students. Entrepreneurship college students can enjoy the benefits of the Western Development, High-tech Tax incentives for technology, energy conservation and environmental protection, etc.? Economic environment analysis: As people's income levels increase and people's living standards improve, more and more people are pursuing dessert foods.

Social environment analysis: The social environment is stable, people pursue desserts, and there are many people who like desserts. Science and technology environment analysis: With the improvement of science and technology, there are many varieties of desserts that attract consumers to buy them, and there are also many dessert recipes. (5) Target customer analysis: People between 18 and 25 years old like desserts the most, followed by children, and finally the elderly. Most consumers have an income of 2,000-3,000 yuan and spend 100 yuan a month on desserts. (6) Five Forces Model Analysis 4. Company Management (1) Company Name: ELDIY Dessert House? (2) Company Founder: .... (3) Company Culture: Dreams, Love, and Us (4) Company Purpose: Use love to produce "healthy, nutritious, green, safe and delicious" loving products and high-quality services for consumers (5) Company scale: According to the development situation, the dessert shop will be based on Yongchuan, a vocational education city in Chongqing. Starting point, look at Chongqing. According to the strategy of gradually expanding from small and medium-sized cities to large cities, we will gradually develop into regional chain enterprises. Specifically, it is divided into the following three steps: 1. (Preliminary stage) Based on the market, occupy a certain share to fill the gap in the market, make the enterprise professional, standardized, and develop steadily. 2. (Mid-term) Occupy the market and establish a chain mechanism. After the corporate image is accepted and people start to like it, chain stores will be opened according to demand. Learn business management experience in actual operations. 3. (Later stage) To move towards a wider market, the open franchise operation can be well controlled and operated normally in the Shanghai market, have a certain amount of liquidity, have a certain reputation in the region, master a certain market operation system theory and operational experience, and apply for product independent knowledge After obtaining the property rights, we will expand chain stores across the country and open franchise operations. (6) Organization structure: The company consists of store manager, purchasing, cashier, and designer. Store manager: Responsible for the overall operation of the store. Purchasing: Responsible for purchasing materials for the daily operation of the store. Cashier: Responsible for all funds and real estate of the store. Management designer: Responsible for the design of new cakes, biscuits, and chocolates? (7) Nature of the company: 80% of product research and development is developed by the pastry chefs of the store themselves, and 20% is improved by imitating popular desserts at home and abroad. , focusing on customers doing their own work, with the purpose of creating a warm scene; (8) Company location selection: Do not open in an overly prosperous area, and the store area should not be too small. It should be more than 30 square meters and can accommodate a A larger workbench is suitable. (9) Company operation and management