Since its inception, a few members of staff have been on board and they include Corey Fanfa who joined the Sift team after quitting her career. She spent most of her childhood with Andrea, the baking business was not new to her either, and she quite enjoyed it. Sift has been enlisted on several Food networks including the cupcake wars where Andrea and Corey entered. This gave Sift the much edge that they needed and helped improve the skills of the business and learn what they needed to do to make the better cup cakes. For Sift, the business is just not a business but a passion for them as they are engaged in an activity that they love and are a passionate about. Sift has a wide market being in a college town and ensuring that the customer is satisfied with the product has seen the business grow in leaps and bounds to where it is today. Evaluation and Strategy Andrea, Her Husband, Jeff and Corey are the managers of the business and the key decision makers and they feel that is about time that the business expanded and became the premier cupcake business of choice in the Bay area of San Francisco. Cupcakes are an extremely popular product in the United States base on the fact that they are cheap and also very sweet and yummy. They are also easily accessible and when well made, they give the client a satisfying feel. The product was made popular by the movie Sex and the City and has since then grown to the extent of having a food channel Cup Cake Wars, which Sift occasionally, display their product offerings. The main problem facing the goal that Sift wants to achieve is their line of Credit. They needed to hire more staff that will help the business to rapidly expand and become the premier cup cake shop. The current line of credit that they have in the bank cannot be used as it will hamper the efforts that they have of seeking the small business loans which they badly need to ensure that they become the premier cupcake shop in san Francisco. To be able to achieve these goals, Sift needs to clearly map its goals and objectives as well as know what it wants to achieve as of now. What is important to them as of now is to acquire the capital through the loan and hence expand to become the premier cup cake shop. However, their efforts can be hampered by the lack of expertise as the three of them cannot quite manage to handle the bigger business and they will require more skills and competencies to be able to meander through it. The business has several factors working for them against those working against them. Firstly, there is a huge demand for cupcakes in the market. This means that in spite of the harsh times, there will always be demand for the cakes. The cost is relatively cheap which means the consumers can afford the product. The size of the cupcakes is small and hence not a big indulgence especially with everyone being weary of their health. The product is viewed as a snack for getting the much needed sugar fix as people watch what they are eating. The other success factor for the business is a market niche, which is already established. The business has a huge customer base in women who are high-income earners and are sure of what product they are looking for and what product they want. There is also a presence of a huge market online for the business. Sift has been able to grow to a large business since its
Name: Instructor: Introduction & Company Background In the year 2008, Andrea Ballus decided to open a Cupcake shop: Sift. The idea for Sift came, as she would not find creative cupcakes for her wedding. Andrea had a history of baking as her mother often baked and decorated her birthday cakes from when she was little…
The Table of Contents
History of Georgetown Cupcake 3
The Market Scenario of Georgetown 4
Marketing Plan Design 6
The Product Line of Georgetown Cupcake 7
Marketing Strategies 10
Marketing Plan Design 11
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