The paper intends to provide an overview of an American bakery company, i.e. Georgetown Cupcake’s current status in the market, their history, along with the products and services they offer to satisfy the needs of the customers. The study also analyses the marketing strategies of Georgetown Cupcake. The study further concentrates on the weaknesses and threats of this organization with the intention to develop an effective market plan.
History of Georgetown Cupcake
Georgetown Cupcake was established by the two sisters, named Katherine Kallins and Sophie LaMontagne in Georgetown, Washington DC. These sisters are very passionate about preparing the cupcakes and designing them beautifully to turn them as artful and delicious as well. Both the sisters were encouraged and inspired by their grandmother to commence Georgetown Cupcake and hence they established it on February 2008 as decade’s first and the single cupcakery (Georgetown Cupcake, “The Cupcake Sisters”).
Georgetown Cupcake maintains a healthy relationship with their community participating in most of the events in their neighborhood. Georgetown Cupcake also supports the national charitable organizations and the local charitable organizations too. They have already earned sustainable goodwill in the US market as their products are also loved and praised by their consumers. Thus, the organization has also earned substantial customer satisfaction within its short-term performance (Georgetown Cupcake, “The Cupcake Sisters”). They have donated more than 10,000 pieces of cupcakes to charitable organizations and other charitable causes. Georgetown Cupcake assists the government in reducing the unemployment rate to an extent. They offer various facilities and benefits to the employees serving them with health insurance amenities, paid vacations and sick leaves, along with invitations to special occasions and events. Georgetown Cupcake also praises and gives awards to the employees on the basis of their performance and tends to encourage and motivates them for their better contribution to the productivity of the organization (Georgetown Cupcake, “The Cupcake Sisters”). The Market Scenario of Georgetown In Georgetown, Georgetown Cupcake faces competition from other well known bakery organizations. Some of the major competitors in its target market are Baker and Wired, Georgetown Scoops and Sprinkles. The community of Georgetown is observed to be enthusiastic cake lovers. At times, experts have also observed that the bakery market dominates other junk food markets. Moreover, the product seems to be cost effective to the consumers as well as easily available as stated by the residents of the Georgetown. Besides, another reason behind the growth of the market is that a standard cake consumes thirty five to forty minutes to be baked, whereas the cupcakes consume hardly ten to fifteen minutes to be baked. On the similar context, according to the bakers, the standard cakes requires a certain span of time, i.e. at least one hour to be decorated for final presentation, whereas cupcakes take only 20 minutes to be made consumable (Key, “Cupcake-Mania Sweeping the Streets of Georgetown”). Georgetown Cupcake has already acquired a large market share than the other competitors. For instance, in US, a huge amount of customers await in the queues in front of the shop to purchase the cupcakes. Georgetown Cupcake is well reputed as DC cupcakes among tourists visiting the city. However, Georgetown Cupcakes can also be observed to possess certain advantages along with few disadvantages in relation to its organizational operations. For instance, one of the competitors of the organization, i.e. Georgetown Scoops claims that they bake the best cupcakes in town. They have also applied a