The Artisan Bakery Marketing Analysis

The Artisan Bakery focuses on local markets, with a special focus on baked goods and pastry shop
customers. The baking industry provides necessities to the population in terms of bread, cookies, and
cake products. In a 2013 Annual Survey of Philippine Business and Industry published in 2016, the
Philippine Statistics Authority reported that bread, cakes, pastries, pies, and similar 'perishable' bakery
items accounted for 6,618 establishments or 26.3 percent of the total 25,149 number of production
facilities in the formal economy sector. Trends in the baking industry are dictated by millennials, as
millennials get more and more health-conscious, they tend to consume vegan and gluten-free food, they
like their food to be fresh as possible, no preservatives, and opt to consume more organic products.
They are also particular in the variety and exotic flavors that bakeries can offer, they welcome
experimentation and trying out exotic cuisines or pastries. And lastly, convenience, millennials tend to
decide what to eat at the last minute, ready-to-eat food is the most popular in this age group.
The Artisan Bakery will focus on Quezon City and its nearby areas. We have three markets that
represent the millennial age group which dictates the food trend in the industry, makes up one-third
(33.33%) of our population, and mostly in the working group as well. Statista, an online market research
firm, also estimated that the market is expected to expand by 5.4 % annually (compounded annual
growth rate from 2018 to 2021). We offer a wide range of flavors in our bread and pastries and there are
a variety of flavors for the customizability of the baked goods. The customers can also pre-order and
customize diabetic-friendly, gluten-free, and keto-friendly cakes, cupcakes, cookies, and bread for any
occasion; we assure you that our service is fast and always prepared for on-the-go orders. Our bakery
will have a relaxing and friendly atmosphere for the customers to enjoy and relax, we also make sure
that the bakery is always clean and tidy and it will have aesthetic view and decorations to attract
millennials and bloggers. Aside from fast service, a wide range of flavors in our food, and a great place,
we also offer kind and friendly employees. We will also have opening promos and occasional promos to
attract customers and also, we will offer loyalty programs. We will have a social media account for our
customers to check the latest products we cater and the promos we will have in this way they are up-to-
date about our bakery.
The Artisan Bakery target market are the Health Conscious/individual with dietary restrictions, they are
individuals who want and likes pastries and baked goods but on a strict diet or conscious in gaining
weight, they are also individuals who have dietary restrictions; for example, a diabetic customer. They
can pre-order and customize diabetic-friendly, gluten-free, and keto-friendly cakes, cupcakes, cookies,
and bread for any occasion. We also market Comfort Creatures, they are mostly white-collar workers
who are motivated by achievement and prestige but miss their childhood home-made comfort foods.
They can stop in for a gourmet dessert experience on their own or bring their clients in. Millennial
Bloggers are individuals who enjoy baked goods and pastries but also enjoy taking Instagrammable
pictures of products and aesthetic places. They are the customers that can bring more customers and
promote the bakery. We offer a wide range of flavors in our bread and pastries and there are a variety of
flavors for the customizability of the baked goods. We make sure that the place and our products are
unique and eye-catching or millennials call it “Instagrammable”.
While a new niche in the baking industry is being opened up by The Artisan Bakery, there is no question
that we are competing with several similar businesses around Quezon City and nearby areas. We need
to compete against the notion that baked goods are fattening and bad to our body and are something
that only follows a specific dinner or occasion or is considered as a snack. Without any hurdles, we want
every day to be a reason to celebrate and people to enjoy our pastries and bread. That is why we offer
customizable pastries and bread, they can be keto-friendly, diabetic-friendly, and gluten-free, you are
eating baked goods without damaging your health or weight. And being able to see our baked goods
coming out of the oven freshly baked and our head baker preparing them is a treat that we think
appeals to everyone. Although price can be a consideration when competing against other bakeries and
coffee shops, a better-quality product is already known to these same customers who are willing to pay
200 pesos for a latte. We assume that in a warm and friendly setting, they would be just as happy to
spend a little extra on exceptional (customize) bread and pastries but all other original baked goods cost
a reasonable price range and we make sure it is made from high-quality products. In customer decisions
regarding sweets, the comfort factor also plays an important role. The environment and the employees
of The Artisan Bakery are both warm and welcoming. And as opposed to daunting baked goods that
mimic architectural colossi, the menu will reflect "comfort food" baked goods. We will use items of the
highest quality; often we parallel the ordinary with the exotic, but we will still show our desserts in an
unintimidating way.

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The Artisan Bakery focuses on local markets, with a special focus on baked goods and pastry shop

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