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Little Bunny’s Factory - Carrot Cake Bakery - Owener : Debby 社會四 497630553 李上瑜 Romina 英四乙 597202173 吳孟盈 Meanna 英四乙 597202147 董慶瑩 Lisa 心理所 400196166 林異玉 Valentino 義文三 499150349 孫浩軒 1 Table of Contents I. Summary ...................................................................................................................... 1 II. ABOUT US ..................................................................................................................... 1 III. PRODUCTS .................................................................................................................... 2 IV. MARKETING STRATEGIES ............................................................................................. 3 V. CUSTOMER SERVICE .................................................................................................... 5 VI. Conclusion .................................................................................................................... 6 2 I. Summary Little Bunny’s Factory is a bakery with its unique product, carrot cake, founded by five college students who are carrot cake lover and established on January 1, 2012. The bakery is set up to be an online store, and is run under a small business scale with minimum cost but still offer organic carrot cake in a good quality. The aim of Little Bunny’s Factory is bring a delightful experience of tasting gourmet carrot cake to customers and support local carrot farmer at the same time. II. ABOUT US Introduction to Little Bunny’s Factory This is the story about our Carrot Cake store. In 2012, Little Bunny’s Factory was established on January 1 in Taipei city, Taiwan. We are five college students who are enthusiastic about carrot cakes. In the hoping to create the healthy and delicious carrot cake, all the cakes from our stores are hand-made. Every day we use the best materials to bake the fresh carrot cakes for our dear customers. The most important is that we make all the cakes with our hearts. We hope every customer can enjoy our carrot cakes! Vision In Little Bunny’s Factory, we hope our every customer will be able to gain a delightful experience of tasting a gourmet and organic carrot cake. What’s more, every purchase of carrot cake from our store can contribute to support local farmer’s business. Meet Our Staffs Five college students who are passionate about carrot cake and thus start up a carrot cake business online. Let’s get to know them! Debby Our chief of baker, a student double majoring in Sociology and French, carries her passion about social business and gourmet food. With Debby’s years of baking experience and accumulative skill, our carrot cake definitely is a must-eat. Meanna and Romina Both beauties take major in English and Literature who possess their own idea toward human resource and have made plan about product. Thus, Meanna is positioning HR manager while Romina is the product manager. 1 Valentino A student from Department of Italian and Literature, having a year-round overseas experience in Italy, Valentino obtained the know-how in marketing strategy. We are lucky to have him as our marketing manager. Lisa Lisa is proficient in communication and has an insight into consumer psychology. Since we are running our bakery as an online business, a customer service manager with good communicating skill is highly in need; then we have Lisa positioned this job. III. PRODUCTS Little Bunny’s favorite, Carrot Cake! Our carrot cake is 100% organic and full of juicy carrots. And they are made from the old recipe that has been passed down from one generation to another. Each of these carrot cakes with rich carrots and creamy cream. In Little Bunny’s Factory, customer can find two types of carrot cake, they are… 1. Sweet-girl Cupcake Size: cup cake Price: NT$50 Ingredients: 100% organic, including fresh carrot, flour, eggs, sugar and butter What’s more, it’s topped with yummy cream cheese icing. Each bite of this sour sweet cupcake makes you recall all the joyful memory from childhood! 2 2. Dreamland Cake Size: 8 inch Price: NTD$650 Ingredients: 100% organic, including fresh carrot, flour, eggs, sugar, butter and cream cheese Ever wonder where the dreamland is? Take a bite of our dreamland cake, leads you to a pleasant adventure! IV. MARKETING STRATEGIES ‘‘Product is carrot cake only?’’ this is a question that we have been often asked. Yet, it is no doubt that our main product is carrot cake. You may ask how it is going to work by solely selling carrot cake. Following, we are presenting our marketing strategies as our response. 1. Marketing Mix 1) Product In Little Bunny’s Factory, we offer two types of cake, carrot cake and carrot cupcake, which are not seldom to see in the Taiwanese cake market. Through providing only one flavor as our market segment, this is not only making us special but also enables us to support local carrot farmer. 2) Place In order to save the cost of renting a store, we open an online store. Our office and the bakery will be the same place which is going to one of ours kitchen so that we can save the expense on rental. 3) Pricing Since we use organic ingredients with fair price, the cost of a cake is higher than all the other cakes from the market. Yet, to meet our vision and to meet the balance between our interest and cost, we provide with an affordable retail price, based on our marketing strategy. 3 4) Promotion a. Fan page on the Internet Little Bunny’s Factory is run under a small scale business. Therefore, we would like to save the cost on advertising. We do not print any paper brochure or make a TV commercial; instead, we set up a fan page on Facebook and other social community websites to increase the visibility of Little Bunny’s Factory. b. Giving discount on shipping fee For an online shopper, the shipping fee usually could be a concern so we offer a discount via purchasing a dozen of cupcakes or two eight-inched cakes, the customers can have their cake to be delivered for free shipping fee. 2. SWOT Analysis In order to know better our company, the SWOT analysis is necessary and is able to point out the advantages and disadvantages. 1) Strength a. Our cakes are both delicious and healthy. b. All hand-made c. The idea of carrot cake bakery is creative and unique. 2) Weakness a. Our cakes are lack of diversity. b. High cost of ingredients c. Cakes cannot be conserved for a long time. 3) Opportunity a. Organic ingredients attract people to purchase our cake. b. Our online store is available all around Taiwan. For the customers, it is easy and convenient to buy. 4) Threat a. The business model might be copied easily. b. More and more innovative products are invented by other competitors in the market. 4 V. CUSTOMER SERVICE Customer service is a crucial part within online business. Down below is our sample FAQ (Frequently Asked Questions) which will be posted on our official website. Contact Us Not yet finding what you’re looking on our site? We suggest you look up our frequently asked questions. FAQ Q: How can I pick up my carrot cake? A: All the products are transported by home delivery. Q: How many days will I receive my goods? A: Once your order is confirmed, we will arrange the shipment as soon as we can. If you make a pre-order online, you are able to receive your goods the next day. Q: How do I pay? A: you can use an online payment via bank transfer or cash on delivery, but if you take the latter, please note when you order. Q: How many days will my cake expire when I receive it? A: Our carrot cakes do not contain any chemistry additives. They are all made with natural and fresh ingredients; for this reason, we strongly recommend you store them in the refrigerator no more than 3 days. Q: Can vegetarians eat your carrot cake? A: Our carrot cakes contain eggs and cheese so they are not dairy-free. If you are complete vegetarian, please do notice that before making order. If you still have any question, please write us a mail, we will immediately reply to you. Contact Info Customer Service Manager, Lisa Lin Email: [email protected] Phone number: +886 2 8777 2626 5 VI. Conclusion As a small scale business, Little Bunny’s Factory can offer delicious organic carrot cake by lowering the cost on promotion and place. Our strength is that our product makes a clear market segment. Also, we provide customer service which plays an important role in our online business. Furthermore, by using carrot from local farmer with a fair price, we are able to contribute to local farmer business positively. 6