Grandma’s Candy Shop
confectionery business in historic downtown
Turlock, California. The name of the company is
Grandma's Candy Shoppe to make the first
impression of a nostalgic pastry shop with
products, The Grandma's Candy Shop will
feature branded handmade confectionery
products, including fruits and nuts hand dipped
in chocolate, chocolate filled truffles, turtles,
divinity and original confectionery products
made from milk, dark, white chocolate and sugar-
free chocolate. Products will be priced by
weight so that customers can buy items within
their availability. The store will create a
nostalgic atmosphere that will lead the customer
to the “old shop of trendy sweets. Lessons on
making candy will be offered, share your
experience. and the skills of making candy, this
family of the author from generation to
generation.
Mission Statement The mission of Grandma’s Candy Shoppe is to be valued as the
neighborhood’s favorite candy store by bringing the nostalgic confections of yesteryear to the
customers of today. Grandma’s Candy Shoppe is dedicated to making available high quality
products valued for everyone to enjoy with a pleasant shopping experience.
Vision Statement Grandma’s Candy Shoppe will be a community-inspired establishment
that brings people together for a sweet experience. Grandma’s Candy Shoppe will reach out to
the community to share the passion that our family has had for over 100 years. We will reach,
teach, and grow in the community.
Target Market Description Turlock is the second largest city in Stanislaus County and is home to
a diverse population. Turlock features a large retirement community (55+) that accounts for 12%
of the city population; middle-class families account for over 30% of the population of 72,292;
middle-class families account for over 30% of the population (Turlock, California, 2017); and the
large CSU Stanislaus campus had 9,762 students enrolled in the Fall of 2016 with a staff
population of nearly 1,500. These demographics will allow the candy shop to reach the target
market with a large population. 6 There are no handmade confectionary stores in Turlock or the
surrounding area with the nostalgic feel and handmade candies that Grandma’s Candy Shoppe
will offer. Local competitors including See’s, a large confectionary chain; Edible Arrangements,
specializing in fresh fruit bouquets; Lisa’s Cookie Jar, which offers cookies and baked goods; and
Vintage Bakery, which specializes in bakery and custom decorated cakes. Chocolate products can
be purchased at the local grocery or convenience store, but these are the big name, mass produced
candy items, such as Hershey, Mars, and Nestlé that are sold in nearly every store..
The nearest similar candy shops are Nelson’s, located 57 miles from Turlock in Columbia, and a second
Nelson’s location is in Murphy’s, 66 miles from Turlock. Sacramento Sweets is located in Old
Sacramento, 89 miles from Turlock, and Shurra’s in Campbell which is the furthest, at 99 miles from
Turlock. If someone is seeking handmade, one-of-a-kind candy it would require driving over an hour to
purchase a similar item that could be purchased at Grandma’s Candy Shoppe. The target market can
expand 30 miles from Turlock to reach the local cities and still be worth a short drive compared to the
competitive candy shops. In the extended market, an even larger population can be served by
Grandma’s Candy Shoppe. Figure 1 shows population data of the extended market which includes
Turlock and several cities that are close in proximity. Turlock accounts for only 16% of the target
market which Grandma’s Candy Shoppe can reach. The local cities will also bring in customers with
the extensive advertising. 7 Figure 1. Target market populations. (Population Estimates, 2016)
Grandma’s Candy Shoppe will impress customers by providing the best quality nostalgic candies to
generate repeat purchases and create a solid customer base for future store and online shopping
Grandma’s Candy Shoppe will impress customers by providing the best
quality nostalgic candies to generate repeat purchases and create a solid
customer base for future store and online shopping.
Thank You!!
