I.

EXECUTIVE SUMMARY

The Cupcake Paradise will be a small entrepreneurial bakery situated in Pagudpud, Ilocos Norte.

Cupcakes will be baked with different and plenty of flavors, style, sizes, frostings, trappings, as well as

decorations. The bakery will entail a comfy seating place allowing consumers to check-in at sit down

while they enjoy their cupcake. The cupcake land will also involve a catering service that can fill big

orders for events, giving consumers greater convenience. Cupcake will contain an extensive target

market. Since all ages from a child to adult or elderly enjoy a cupcake, therefore target market will

include all of them. Cupcakes are nearly a low-price product. They are obtained by anybody regardless

of the varying income. Meaning the target market for a cupcake is simply huge. With the numerous

product options, a broad target market, convenient services, this product will attain the needs of a

broad spectrum of consumers.

 II. Mission Statement

The mission is to enthusiastically re-invent the way the customers enjoy the collaborative expression of

unique, eloquent, and “outside the box” thinking in bakery designs allowing to exceed the customer

expectations. The goal, provide supreme product and customer experience using quality ingredients and

new techniques to create a product truly superior in taste and design. Provide appreciation to each

guest for the opportunity to serve them and provide happiness and joy through the art of food.
 III. Marketing Objectives

The cupcake business operates on a business model similar to a bakery in terms of production and

product turnaround. The cupcake business, however, targets specific niches and requires a focused

approach to sales. Setting marketing and sales goals that will drive revenue and that will encourage

repeat business will set the stage for a successful business. Anyone can make a cupcake for a reasonably

low cost. What makes your cupcakes special enough to differentiate them from your competitors? Set a

goal to create better recipes that will give your cupcakes an edge. The wow factor really plays out in the

gourmet cupcake business. Focus on unique flavors and toppings that have shelf appeal. Building

marketing objectives to introduce new flavors to your existing customer base, along with potential new

customers, will drive business.

 IV. SWOT Analysis

The swot analysis provides us with an apportunity to examine the internal strength and weaknesses of

Cupcakes Paradise must address.It also allows us to examine the apportunities presented to Cupcake as

we Paradise as potential threats.

STRENGTH WEAKNESSES OPPORTUNITIES THREATS

 High customer  Large  New flavors  Reaching

loyalty competitive  Brand greater and
 Superior market with ambassadors new markets
service difficulties in  Seasonal can be difficult
offerings survival. promotion because of
 Excellent staff  The struggle to  Social media specialty of
who are highly build brand and e- products.
trained and equity. commerce  Competition
very customer  A limited marketing from similar
attentive marketing  Growing providers in
 Guarantees a budget to population of Ilocos Norte
quality product develop brand daily internet  A slump in the
through awareness. users economy that
providing a  The difficulty  Media based will decrease
consistent finding promotions customer’s
product with someone budget for
high quality enough baking parties
ingredients and skills to
the best cakes support in
making making.
techniques.
 V. Market Research

Although Cupcake Paradise will not be the only cupcake shop in Pagudpud, other bakeries and

cake decorating businesses will offer competition. Two other locally owned bakeries are in the

same town along with a city market that contains a bakery. A couple of other bakeries and cake

decors also exist in the neighboring towns.

Despite the similar business in the area, Cupcake Paradise will contain a few beneficial strengths

to make it more desirable than it’s competitors. Cupcake Paradise will be capable of meeting the

needs of consumers requesting specific modifications to satisfy particular health and diet needs,

including gluten-free, organic, naturally sweetened, reduced-fat, and vegan. The central location

of Cupcake Paradise will be an additional valuable aspect of the company, allowing it to be

accessible to a large market. Finally, the convenient catering service and the comfortable lounge

for customers to relax in as they indulge in their delicious delights will be major advantages of

Cupcake Paradise.

Part of the target market of Cupcake Paradise includes tourists. Unfortunately, these consumers

are only present during part of the year, decreasing the company’s business during the off

seasons. Another weakness of this bakery will possibly include it’s competition with businesses

which have been open for many years. Local often choose to support the local businesses. With

these habits created, it may be difficult for Cupcake Paradise to receive the business of locals

who already have a favorite or preferred bakery.

The growth of Cupcake Paradise may be limited based on the location of the business. Being in a

small town, the market size is much lower than if the business were located in a large city.

Likewise, although it is in a tourist area, the town in which it will be located has fewer tourist

attractions, and therefore a smaller tourist rate, than the nearby towns. However, the growing

cupcake trend is very promising for the success of Cupcake Paradise.

 VI. Market Strategy

1. Market Segmentation

A more diverse market segment is desired. This includes young diverse Americans. Asian

market is important but the company feels fulfilled in this quota. The current market

consists of Asians, multiple economic backgrounds, and multiple age groups, most notably

the teen and young adult age group.

2. Differentiation

New flavors are offered and should continue to be offered. The newest flavors are Crème

de Banana, and Dragon fruit cupcake. This will help expand the market by introducing new

flavors of the same quality product. Seasonal and Promotional flavors test well in the past

and are being marketed currently. The Brand ambassador program will also expand the

market by reaching further areas

3. Positioning

Cupcake Paradise already had a strong presence on the internet but could stand from more

exposure by both staff and customers. Positioning themselves in the media more

aggressively will help with exposure and will at as advertising as well. The Instagram page
 is a huge tool for the target consumer group. The company is positioned as moderately

priced and with great and high-quality products.

VII. Budget

We have a startup budget of 1,000,000 pesos for buying equipments, tools, materials,

ingredients and other expenses in making the product.