Mint’s kitchen – Bakery

E-commerce report
Members: Trần Đức Chí Kiên 1511150070

Đặng Minh Thúy 1517150122

Đặng Bùi Quỳnh Anh 1511150007

Đỗ Thu Giang 1516150036

Vũ Nhật Anh 1511150020

Intructor: Mrs. Nguyen Thi Hong Van

Hanoi, September, 2018

Contents
INTRODUCTION ............................................................................................................................................. 1
I. Business plan......................................................................................................................................... 2
I.1. SWOT analysis ..................................................................................................................................... 2
I.2. The Business Model Canvas ................................................................................................................ 3
I.3. Marketing strategy (4PS) .................................................................................................................... 4
I.4. STP analysis ......................................................................................................................................... 6
I.5. Milestone ............................................................................................................................................ 8
I.6. Financial plan ...................................................................................................................................... 9
II. Web presence ..................................................................................................................................... 10
II.1. Facebook .......................................................................................................................................... 10
II.2. Wordpress ........................................................................................................................................ 12
II.3. Wixsite.............................................................................................................................................. 17
III. Limitation ........................................................................................................................................ 19
IV. Work evaluation .............................................................................................................................. 20
References .................................................................................................................................................. 21
INTRODUCTION
Mint’s Kitchen is a start-up bakery retail establishment located in southwest
Hanoi. Mint’s Kitchen expects to catch the interest of a regular loyal customer base with
its broad variety of pastry products. Our plan is to build a strong market position in the
area. Mint’s Kitchen offers a broad range of cake products, all from high quality
ingredient. The bakery provides freshly prepared bakery and pastry products at all times
during business operations. Six to eight moderate batches of bakery and pastry products
are prepared during the day to assure fresh baked goods are always available.

Although having put a lot of efforts, we surely still make mistakes and errors in
this report due to our lack of knowledge and time. We would like to give a special thanks
to our lecturer Mrs. Nguyen Thi Hong Van for her valuable instructions and hope that
you will give us comments on this report to make it more completed.

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I. Business plan

I.1. SWOT analysis

Strengths
 New, different and healthy
varieties of cakes have been
introduced which shall give us
benefit of product differentiation.
 Location of our bakery will be
placed in such an area where
there are many universities with
great demand of students and
local people.
 Experienced staff is hired who is
expertise staff and help us in
providing quality and healthy
sweets to our customers
 Ambience of place and the
feeling of being in their native
place while enjoying their food is
itself a pleasure experience that
give us an advantage over others
Weakness
 Bakery products are perishable
items hence needs to be sold as
soon as possible to gain
maximum profit. The customer
will also prefer fresh products.
 Our bakery has introduced few
bakery items from the possible
product lines. This limited menu
can be seen as a weakness.
 Lack of experience: Bakery is a
start-up and the odds are laced
against it, therefore we will face a
stiff competition.

Opportunities Threats
 Expansion of the product line in  Competition
the future  External changes
 Scope of expansion with the  Price war
establishment of our outlets  Products substitution
 Growing market: bakery industry
is growing at a fast speed and
demand for quality items is never
ending.
 Potential to become the premier
sweets providers
 Use of technology

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I.2. The Business Model Canvas

Key partners Local farms

We only bake with seasonal ingredients, local spices and
herbs sourced from 5 farms based in Ba Vi.

Marketing partners
• Social media (Facebook, Twitter, Google, Instagram..)

Key products Baked Goods

Daily baked cakes, sweet and savoury goods. Made to order
cakes. Catering items, large scale production for events
hosting up to 500 guests.

Value Proposition We make healthy and beautiful cakes at affordable prices

Founder and bakery chef Wendy Moss designs and bakes
every cake that is served to her customers. She uses the best
and seasonal ingredients, bakes only to sell all. Nothing goes
to waste. More importantly Mint’s Kitchen always keeps its
prices at affordable rates. With its growing prestige, Mint’s
Kitchen gives back to the community in education, training
and employment opportunities.

Customer Loyalty first

Relationship Our primary focus is to serve and nurture our own
neighbourhood first. Our prestige and press coverage attracts
visitors and passers-by from other areas.

Customer Neighbours and their friends

segments - 50% Dong Da District Residents who come back
- 30% One-time visitors
- 20% Catering and parties
Customer profiles
- Students
- Busy officers
- Families with young children

Key resources Energy

We produce our own electricity and heat water with solar
panels.

Assets

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 Own commercial bakery real estate, and equipment

Channels Word of mouth and social.

Cost structure  Operation/HR
 Marketing and sale cost
 Maintaining the platform
 Purchasing inventories
Revenue stream Walk-ins and catering
Our day to day walk-in sales cover all our costs and make up
80% of our revenue. Catering and event organizations are
more profitable, but seasonal. They make up 20% of our
revenue and up to 50% surplus.

This revenue stream has not gained consistency and strain our
bandwidth. We plan to grow this part of the business while
maintaining the sustainable principles of the company. Online
sales and careful expansion of operations will be the key.

I.3. Marketing strategy (4PS)

Product

Mint’s Kitchen sells many home-baked desserts, including Cookies, Squares,

Cakes, and Cupcakes. For a cake to be really good, we want the ingredients to be
absolutely fresh to have great flavor. In this connection, Mint’s Kitchen will seek to
identify reputable suppliers; whose products are known to be fresh and of credible
quality. As a result we will be enabled to avail fresh and delicious cake to the customer
that will have not brought negative consequences to their health. Apart from
strengthening the product brand, we target to produce high quality products and to
package the products carefully in order to appeal to customers. Warranties relating to
maintenance of standards should be given to the customers in order to promote customer
loyalty.

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 Place

The most strategic place for Mint’s Kitchen should have a large volume of people
on daily basis, preferably a shopping Centre. This is necessary for convenience on the
side of the customer as they can easily frequent, and the realization of increased volume
of sales for the proprietor. Sales are expected to be high basis due to many people who
are employed at the Centre who will be interested to search for lunch. Drawing from
experience and observation, it is clear that people many people have made it a habit to eat
cakes throughout the day. Therefore we would like to set up our premise in Chua Lang
street which is just 5 minute walking from Vincom mall.

The strategy behind locating business in a shopping center is that most shopping
areas have high traffic and most food spots in these areas are costly. High population,
coupled with the strategy of setting prices comparatively lower than competition, more
sales than those of an average restaurant in a normal location can be made.

Price

When searching for a good cake it can be hard to find one that is good at a decent
price. Considering that the besides taste, price is one of the most important factors in the
driving force of the success, price determination for the product requires a careful
consideration. The price set should enable the Mint’s Kitchen to make profit and at the
same time remain competitive in the market therefore we use penetration pricing
strategy. Our goal is to have fresh delicious cake at the prices that almost compare to
those of a normal fast food restaurant. The proposed price range for Mint’s Kitchen
would be from VND 200.000 to VND 500.000 depending on the size and the customer
preference in the cake. The expectation held is that the combined effect of quality food
and the comparatively low prices for the products will result in increased sales and
widened customer base, which translates to increased profits and customer loyalty.
Besides setting a competitive price, the use of price in marketing can be gainful to the
company. The pricing strategy include developing a list price, offering discounts ,

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bundling , giving flexible payment terms and financing options such as use of credit
cards.

Promotion

Promotions are the most important factor in the marketing mix. This is what
because it is the means through which the soon to be customers know the business and
the products to be offered. Without promotions, it will take long for the business to be
known, a situation that may increase the time the business takes before it is profitable.

In opening our Mint’s Kitchen store, commercials might be a bit overboard. In

designing the best marketing plan for this product, the cost effectiveness of the promotion
method is critical. The main activities that will be involved in the promotion of the
product include neon signs that will be placed on the business premise for night
advertising and registration to participate in the next business exhibition shortly after the
launch of Mint’s Kitchen. Other promotion initiatives will include brochure printing,
coupons in the online newspaper, or coupon websites, door hangers with coupons, and
commercials and most importantly online marketing on platform such as: Facebook,
Twitter, Pinterest, Instagram, Youtube…

I.4. STP analysis

Market Segmentation and Market targeting

Mint’s Kitchen will serve all its customers lower, middle and upper income by
providing its products with affordable prices and by rendering services that will put a
smile on the faces of its customers. It will make no discrimination between its customers.

Market demographics:

Geographic: Mint’s Kitchen will focus on Chua Lang Street and its nearby areas.
Some other bakeries are already established in Chua Lang Street but they are not
providing most of the products which Mint’s Kitchen will be providing.

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 Demographics: Mint’s Kitchen will strongly focus on the priorities of children
and young people.

MARKET NEEDS:

- Wants variety and flavor in its food.

- Looks for speed of service
- Wants an entertaining and fun experience
- Insists upon a clean, friendly and attractive environment.

Positioning

Mint’s Kitchen will position itself as a high quality, innovative cakes business.
The members of the society will recognize the high quality and unique service/product
offerings of the store. Our competitive edge will be founded in its customer inventive and
customer approach to members of the society. We aim at making customer satisfaction
our priority, and through this, local clients will come to be pleased about the attention
given to their need and establish long-term relationships with us. The main objective is to
position Mint’s Kitchen as the premier, nutritious Cakes business within the area. The
marketing strategy will aim first at creating customer awareness concerning its products,
build up a customer base, and focus on building customer referrals and loyalty.

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 I.5. Milestone

Task Name Start Finish

Store leasing 1/9/2018 30/9/2018

Business Registration 10/9/2018 30/9/2018

Application for business license and 10/9/2018 30/9/2018

permit
Leasing and remodeling the facility to 8/9/2018 20/9/2018
fit into a standard bakery
Recruitment of employees 15/9/2018 30/9/2018

Purchase of the needed furniture, 8/9/2018 25/9/2018

racks, shelves, computers, electronic
appliances, office appliances and
CCTV

Creating Official Website for the 30/9/2018 3/10/2018

bakery
Creating Online channel for the 30/9/2018 3/10/2018
bakery on social media

Opening party / launching party 5/10/2018 5/10/2018

planning
Compilation of our list of products 1/10/2018 4/10/2018
that will be available in our shop

Reach first 300 orders 5/10/2018 30/11/2018

Reach next 700 orders 1/12/2018 30/3/2019

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I.6. Financial plan
Mint’s kitchen financial plans for the year ended on 20/9/2019 are as followed:

(Noted that the Material cost include the cost of ingredient and bakery machine)

COST FIXED COST VARIABLE COST

Material cost $2000

Decoration cost $500

Rent $12000
Salary $12000 / 5 employees

Wage $3000 / 5 employees

Insurance $75 / 5 employees

Advertising on $1000
website
Advertising on social $1200
media

Selling expenses $300

Commission $900

Total $24875 8100

Unit: US Dolar

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 II. Web presence
We choose Facebook, Wordpress and Wix as three main websites to market our cakes.

Admin account Password Link

Facebook naqabiki@gmail.com kiennhomtruong https://www.facebook.com/min
tslittlecorner/
Wordpress naqabiki@gmail.com kiennhomtruong https://mintmintskitchen.wordp
ress.com/
Wix naqabiki@gmail.com kiennhomtruong https://naqabiki.wixsite.com/mi
ntskitchen
Instagram naqabiki@gmail.com kiennhomtruong https://www.instagram.com/be
pcuamint/
Twitter naqabiki@gmail.com kiennhomtruong https://twitter.com/Mint690050
92
Pinterest naqabiki@gmail.com kiennhomtruong https://www.pinterest.co.uk/mi
ntskitchen/

II.1. Facebook
Step 1: Create the facebook fanpage – Local business type is our best choice as we
Could gain the trust and ensure to deliver our products to customers in a nick of
time.

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Step 2: Design the avatar and cover for Facebook fanpage

Step 3: Sign up
Category: Cupcake Store
Name: Mint’s Kitchen
Username: @mintslittleconner
Address: 91 Chua Lang, Dong Da, Hanoi
Opening hours: 9am to 9pm everyday

Step 4: We optimize the shop utilization as we updated the shop every day for
customer’s needs and wants as well as the album for each collection.

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Step 5:
We upload pictures of our products with the stories of us. Our purpose is to create
the similarities, curiosity and love from our customers. Not only attract them with
the beautiful pictures, we also want to arouse their passion with cupcakes, especially
our cupcakes.

Step 6: We receive the messages of orders

II.2. Wordpress
Step 1:
Sign up for an account on Wordpress.com.

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Step 2:
Create the address for the site, which has to be unique and not similar to any
existent site address. We choose the address: mintmintskitchen.wordpress.com for
the free version.

Step 3:
We decided to chose the Free version only because this site is created just for a
learning purpose, not for real commercial purpose.

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Step 4:

Step 5:
Fill in the necessary information in the profile.

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Step 6:
Start to decorate the site to give it a stunning and attractive look.

Step 7:
Write the very first posts on the site to show visitors the ideas of the business, good
will of us – the bakers and to market the cakes.

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Page 16
II.3. Wixsite
Step 1: Create Web - Create an account in Wixsite by using email account and setting a
password - Choose Restaurants & Food template, which is suitable with our business’s
characteristics

Step 2: Plan website's design and content

- Devide our web into 5 main pages: Home, Menu, Our Workshops, Gallery, Contact Us
- Plan carefully content and images for each posts or products, which will attract
customers and bring our products to them.

Step 3: Design and build website

- Choose white and light colors as our main colors for website’s concept
- Upload image background and arrange layout for each page in the website
- Add necessary functions: chatbox, subcribe etc.

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Step 4: Choose domain and publish web
- After designing, we choose our domain for the web and publish it with just a click.

Step 5: Promote and maintain website

- Upload images of our packages, our workshops schedule and tutorial videos about
baking
- Frequently receive review from customers and fix our bugs in website
- Promote our website in facebook fanpage, instagram

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 III. Limitation
One of the biggest disadvantages of our team is that all of us have no prior experiences of
running a business or even creating and developing a website. This is our first time of
doing all of these things by ourselves. It took each of us a lot of time and effort to get to
know little by little how to draw a marketing plan and use these online tools to conduct it
effectively. No experience, limited time and budget, we think we have done our best to
have Mint’s Kitchen web pages looking stunning and attractive as it is right now.

However, if we had been given more time, we could have done more for Mint’s Kitchen.
For example, our information filled in the profile on the websites as well as provided in
our posts could be more detailed, because giving the visitors – who are considered as
potential customers – as much information as they expect to know about a new online
shop can help to gain their trust as well as good impression at the very first stage.
Another thing we could have done better if we have the second chance is optimizing all
the features displayed on the web. For example, we could have learnt how to use
advertising tools of Facebook so that our posts can reach a greater number of potential
customers. Last but not least, we did not have enough time to design a signature logo or
web theme representing for “Mint’s Kitchen” brand. Although they all display the same
information, our websites’ interfaces are now looking quite different from each other,
making it hard for the customers to remember or recognize us quickly when they visit the
sites.

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 IV. Work evaluation

Member Student ID Task Hour

Trần Đức Chí Kiên (Leader) 1511150070 - Assigned task 26
- Making STP analysis,
Marketing mix (4Ps),
Milestone and Financial
plan
- Completing the report

Đặng Minh Thúy 1517150122 - Building and managing 26

web presence on
Facebook and Wordpress
- Writing part II of the
report
Đặng Bùi Quỳnh Anh 1511150007 - Making SWOT analysis 26
and the business model
Canvas
- Building and managing
web presence on Wix
Đỗ Thu Giang 1516150036 - Making slide 24
- Building and Managing
web presence on twitter
and Pinterest
Vũ Nhật Anh 1511150020 - Building and managing 24
web presence on
Youtube
- Writing part II of the
report

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References
1. Laudon Kenneth, C. (2017). E-Commerce, Business, Technology, Society. 13th
Global ed. London: Pearson Education.
2. David, B. (2016). How to Use Situational Analysis and STP in Your Marketing
Plan | Segmenting, Targeting, and Positioning. Ashford. [Online] 5 Sep.
Available at: <https://www.ashford.edu/online-degrees/business/how-to-use-
situational-analysis-and-stp-in-your-marketing-plan-segmenting-targeting-and-
positioning > [Accessed 15 Sep 2018]
3. Blank, S. (2014). Business Model Canvas Explained. Enterprising Oxford.
[Online] 3 Apr.
Available at: < https://www.eship.ox.ac.uk/business-model-canvas-explained>
[Accessed 15 Sep 2018]

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