4. marketing concepts... marketing strategy report (baxter's bakery) [bch comm. & media +...

… 14 April 2014 …… 26 May 2014 …

MARKETING STRATEGY REPORT…for Artisanal Baxter Bakery in Beachside Brighton, SA

Prepared byAngela p. genders

For Baxter Bakeries23 Flinders LaneBrighton, 5048South AustraliaAustralia

Table of Contents

(i). Business & Product Concept …page 1

(ii). Our Location …page 2

1.0. Executive Summary …page 3

2.0. Introduction …page 4

3.0. Market Analysis …page 5

- 3.1. Buyer Behaviour …page 5ϗ (Table 1: Overview of Buyer Behaviour) …page 6

- 3.2. Microenvironment …page 11ϗ (Table 2: Overview of Stakeholders) …page 11

- 3.3. Macroenvironment …page 14ϗ (Table 3: Macroenvironment Analysis) …page 14

4.0. Marketing Strategy …page 17

- 4.1. Target Market …page 17ϗ (Table 4: Market Segment for Baked Goods) …page 18

- 4.2. Positioning & Competitive Advantage …page 21

5.0. Marketing Mix …page 23

- 5.1. Product Strategy …page 23

- 5.2. Pricing Strategy …page 27

- 5.3. Distribution Strategy …page 28

6.0. Summary of Recommendations …page 29ϗ (Table 5: Summary of Recommendations) …page 29

7.0. Conclusions …page 33

8.0. Reference List …page 34

Assessment 2BMarketing Strategy Report

Swinburne UniversityBch Comm. (Media) & Bch Bus. (PR)

[MKT10002] Marketing Concepts

Angela p. gendersStudent ID: 7588690

eLA: Fiona FowlerDate: 26 May 2014

… Baxter Bakeries …

(i). Business & Product Concept:

Baxter Bakery may be a newly formed bakery, yet it exudesan old world rustic charm of a Parisian-Bakery decades old.We bring to your home an Artisanal Bakery, producingancient-seeded; vitamin and mineral; free-from and soughdough breads, all made fresh from scratch daily with wholly grown and producedSouth Australian produce.

Stop in and enjoy our bucolic charm with a cup of our finest teas and coffees, madeby industry experienced and professional baristas. All whilst enjoying one of oursweet and savoury artistic delicacies, such as an apple galette, with pastry perfectlycrispy and buttery, with the perfect level of sweetness in the apple tart filling, or oneof our personal favourites, the pork and fennel sausage roll, or one of our divineselections of quiches.

Baxter Bakery is blazing a trail in cosmopolitan dinning and pastry goods that bothsupport your healthy lifestyle choices, and breathtakingly spoils for afternoon coffeewith the girls.

Located at 23 Flinders Lane, Brighton, we are only a short walk from the beach, andon your way home from the school-run.

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Baxter Bakeries -business & product concept

(ii). Our Location:

We are here…

Җ Brighton is a coastal suburb close to Adelaide CBDҖ Pristine beach awarded “least hazardous” in South Australia by the SLC, 2013Җ Located within walking distance of the beach.Җ The Esplanade, running along the coast, is an area of prime real-estate, with

houses averaging $2,000,000.Җ Flinders Lane is nestled between North Brighton, home to the Brighton Jetty; the

Seacliff Yacht Club; Brighton Surf Lifesaving Club; Marion Golf Club and TheWindsor Theatre, constructed in 1925.

Җ And South Brighton, home to Marino Conservation Park; Seacliff Surf LifesavingClub; the Brighton Aged-Care Facility; Brighton Caravan park; Brighton Oval andBrighton Train Station.

Җ Baxter Bakery is also located close to the main thoroughfare that runs through toBrighton Secondary School, the local Shopping Centre; and the Esplanade.

[Brighton Real Estate. 2014.]

View of Adelaide-Skyline & Brighton Beach-Boxes at Sunset

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Baxter Bakeries -location

1.0. Executive Summary:Baxter Artisanal Baker, is the interlaced intricacies of both high-quality service,atmospheric experience; and unmatched-standard of coffee; breads; sweet andsavoury delicacies to which will undoubtedly become an infamous affordable-luxuryhaunt for locals; tourists; and visitors to Brighton alike.

James Baxter offers an extensive variety of seeded; grain; vitamin and mineral; free-from; and cancer prevention loaves; rolls; baggets and muffins, to which no one elsewithin the Brighton and immediate surrounding area can equal nor surpass.

This is what makes Baxter’s Bakery unique, its ability to provide unmatched product,service and atmosphere, to which will draw the customer in, and see them leavinghours later as family, with plans to return again as soon as possible.

No competitor can hold a candle to that of this exceptional artisanal experience, fullyutilising and supporting that of the global-standard local produce and people within itsproduct chain, from that of the organic farmer, to his warm and invaluable baristas.

As such, Baxter’s Artisanal Bakery’s exclusive breads and cakes will also soon befound amongst the pages of menus along the prestigious Esplanade. Within yourchildren’s school lunch-boxes; upon your family dinner table; and displayed withprominence at your daughter’s wedding.

South Australia is your beloved family, and Baxter’s Bakery your warm andwelcoming home.

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Baxter Bakeries -executive summary

2.0. Introduction:The Marketing Strategy Report, is that of a follow-on from the Market EnvironmentalAnalysis. Whereas the Environmental Analysis gave insight into the Brighton, SouthAustralian District, and the competitive, supplier, and situational environmentsurrounding that of a newly-formed business. The following Marketing Strategy,provides insight, and recommendation into exactly “how” Baxter Artisanal Bakeryfits within the chosen location, the demographic of clientele to whom will be crossingthe threshold of the business; and how statistics reflect the choices made within theformation of the Company.

The Marketing Strategy Report will also show how Baxter’s is differentiated from itscompetitors, recommendations into expansion of the business, and reinforcement oftheme; choice; menu; and ranges to which will ensure the long-standing nature of asuccessful, flourishing Bakery, perfectly positioned to thrive within the ArtisanalIndustry and become infamously popular amongst local-residents.

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Market Analysis -introduction

3.0. Market Analysis:As a newborn company, Baxter Artisanal Bakery’s success is extremely dependentupon the relationships built with that of suppliers and intermediaries, and those of theCompany’s publics. The combination of the Business being brilliantly positioned totake full advantage of the wonderful natural South Australian produce, including thevalue delivery network and support of Baxter’s publics wants and needs, behold thepower of the Company’s success. Therefore, whom these peoples/companies are, isbriefly outlined within the following, along with the necessary understanding ofwhom Baxter’s competitors are, and those he wishes to emulate, to position ourselvesaccordingly.

3.1. Buyer Behaviour:Brighton, SA, is middle to upper-class demographic area, consisting primarilyof 40-65+ year old professionals and younger-retirees. Hence, three market-segments can be distinguished within the stated demographic:

1. Hipster-Singles/Cosmopolitan Inner-City Families…35-45 years of age (40% of residents are single)

2. Upper-class… 40-59 years of age (61% of residents have aHigher-Education and the median-price for housing is$600,000-$1,000,000)

3. Families/Retirees… 40-60+ years of age (60% of residents are married)

Therefore, as the figures reflect, these are the three predominant marketsegments within Brighton, with that of Families and Retirees being Baxter’sprimary demographic.

If Baxter Bakery creates a demand for itself within the café and restaurantscene along the infamous, beachfront cosmopolitan Esplanade, as a result ofstrategic marketing and networking of the Company’s high-standard,innovative, and artistic parisian segment of the bakery for the more exotic and“artisanal” pastry items. We effectively have created franchises within theprimary-traffic area of the urbane and tourism scene for Brighton, hencesufficiently covering numbers 1 and 2 of the above market-segments, bybecoming sub-contactors to pre-established and positioned businesses, withoutthe overhead outlay.

Numbers 2 and 3, then, of the Market-segment, becomes the focus “in-house”demographic, due to the fact that “Australia is the largest single market forlocally manufactured bread, and Australians have traditionally been largeconsumers of bread goods with an estimated 90.0% of all householdspurchasing bread”. [Zac. 2008.]

As bread-items are traditionally the foundation upon which any Bakery

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Market Analysis -buyer behaviour

operates, this is where the Company needs to pay the most attention, withinproduction and promotion encircling local publics.

Hence, with health-awareness of ‘free-from’ foods; widespread gluten-intolerance’s; mother’s seeking to hide nutrition within a daily pantry-staple.Retirees also seek low and light, organic, gluten-free, etc. and active (calcium,protein, fibre, etc.); and those which promotion of specific benefits such as hearthealth or digestive health (ancient-grains & naturalness).

All of which have all changed the face and shape of buyer behaviour, andelevated those of Artisanal-Bakeries to a new-found level of health-benefitwithin the standard Australian Pantry Staple-Item such as bread; rolls; loaves;etc.

Please refer to the below segmentation of buyer behaviour within theBrighton, South Australia demographic-region, which forms and supports theabove recommendations.

Table 1: Overview of Buyer Behaviour

Influences Characteristics ofConsumers

Importance

Co

nsu

mer

Cu

ltu

re…

- 90% ofBrightonresidents areAustralian bornAnglo-Saxons

- “Australia is thelargest singlemarket for locallymanufacturedbread, estimatedthat 90.0% of allhouseholdspurchase bread”.[Zac. 2008.]

- the cornerstone ofany bakery is thatof “bread”, thusthis is thefoundation of thebusiness within theAustralian PantryStaple-Item.

Cu

ltu

ral

Co

nsu

mer

Su

bcu

ltu

re…

- artists/ hipsters

- gen-y/gen-x-singles/ beach-goers

- foodies (social-media/ reality-tv)

- mother’s/families

- retirees

- “due to demand, thepositioning of breadhas changed tofocus more on agenerally healthyand nutritiousimage, rather thanmaking specificclaims”. [Langley.2014.]

- Innova MarketInsights dividedhealth claims andpositioning intotwo types:

- low & light,organic, gluten-free, etc. and active(calcium, protein,fibre, etc.)

- (ii.) the promotion

… Page 6 …




of specific benefitssuch as heart healthor digestive health(ancient-grains &naturalness)

- …this covers allmarket-segmentstargeted within thebusinessfundamental

Cu

ltu

ral

Co

nsu

mer

So

cia

l-C

lass

…

- Brighton is abeachsideinner-citysuburb rangingin price fromthe highermiddle-incomeearner to theupper-class.

- “higher incomesfacilitate thepurchase of higherquality, morenutritiousfoodstuffs”. [Zac.2008.]

- high-incomeearners are one ofthe ‘primary’market-segments,due to Baxter’spositioning to thatof The Esplanade,wherein thebusiness planincludes sub-contracting to thehigh-end cafes andrestaurants.

Ref

eren

ce/A

spir

ati

on

alG

rou

ps…

- realitytelevision haschanged theshape ofmodern-daybakeries,thanks to thelikes ofMasterchef.

- “television cookingshows have helpedchange food cultureaway from being anelitist exercise. Thisin turn, makespeople comfortableto seek out goodproduce, includingbread”. [Stuart.2013.]

- not as high animportance asbread is placedupon thispositioning, yet itmust beremembered thathigh-end socialitesnow seek to‘impress’ and be‘recognised’ bytheir “Zumbo-Like” creations atsocial-events.

Soc

ial

Ro

les

&S

tatu

s - middle toupper-classresidents seek“status”throughimpressing

- artisanal parisiandelicacies areindicative of theevolvingexhibitionism ofmiddle to upper-

- as mentionedabove within“reference groups”,food has become amodern-day statussymbol, and hence

… Page 7 …




friends withartisanalgourmetcreations

class status-symbols. an important aspectof the food industrywhich needs to beappropriatelyserviced.

Soc

ial

Fa

mil

y…

- 60% ofresidents arewithin adefacto/marriedrelationship

- 40% ofresidents areeitherunmarried orsingle.

- mothers are seeking“innovative newproducts,incorporatingnatural ingredientssuch as nuts,raisins, pumpkin,barley andvegetables, andintroducing breadwith functionalqualities enrichedwith fibre andvitamins”. [Zac.2008.]

- two of our three-primary marketsegments, those of“mothers” and“retirees” allwithin the familysocial-category.Again, the “health-benefits” within‘bread’ cannot beunderestimated,and henceextended into thoseof the likes ofmuffins; rolls; loaf-cakes; etc.

Ag

e/L

ifes

tyle

-Sta

ge…

- the averageage-range forBrighton is thatof 45 years.

- 33.88% ofresidents aged40-59 years.

- 28.62% ofresidents aged60+ years.

- “increasingawareness of thelinks betweencertain foods anddiseases such ascancer and heartdisease has resultedin much greaterawareness of theimportance of high-fibre diets. This hasencouraged theconsumption ofwholemeal andmixed grainbreads”. [Zac.2008.]

- today’s retirees arehighly-concernedand aware of thefoods they eat,giving rise to suchterminologies as“super-foods” and“cancer-preventer’s”. Withsuch a high-percentage ofretirees within thearea, clearlyseeking therelaxed, healthylifestyle of abeachside suburb,this is mostdefinitely a primedemographic towhich we cantarget.

Per

son

al

- 55.68% ofBrighton

- higher-educationalhouseholds, mean

- this market-segmentation is

… Page 8 …




Ed

uca

tio

n…

residents hold aminimum of aYear 12 toGraduate Degreeeducation level.

higher-incomehouseholds, whomexpect higher-levelsof quality produceand grocery items.

that to which will betargeted through thepositioning ofBaxter Bakery as aSub-Contractor tothe elitecosmopolitan caféand restaurant scenealong that of TheEsplanade.

Per

son

al

Occ

up

ati

on

…

- Brightonresidents areprimarilycorporateprofessionalsand businessowners/operators.

- this demographic,being time-poor,have the tendencyto eat out moreoften than most.

- the “take-out’culture of urban-livingprofessionals tapinto all threemarket-segments.Capturing thecasual to elegantdining experiencessought through theproposedexpansion intoestablished local-businesses, as wellas providing high-quality in-houseproducts andservices.

Psy

chol

ogic

al

Ha

bit

s&

Act

ivit

ies…

- Brighton is acosmopolitan,café culture,beachsidesuburb formiddle-agedprofessionalsand younger-retirees.

- “a bakery in anupscaleneighbourhood maydecide to offermore pastries andcustom cakes in itsstores than breadsand rolls”. [Basu.2014.]

- see ‘education’…if we endureourselves as a‘supplier’ to that ofthe business centrealong TheEsplanade, plustake advantage ofthe “lunch-time”crowd seekingsmall pastries andsweets withincafes. And moreexotic delicacieswithin eveningrestaurants for theirdesert-menu’s.

… Page 9 …




Bel

iefs

an

dV

alu

es…

- this social- andlife-stage-demographic isinclined tohealthy living;vegan; gluten-free; atkin’sdiet’s; etc., aswell asextremely‘health’conscious withcancer-prevention/digestion-assistingproducts.

- as the Australianpopulus is slowlyaging, more andmore are those ofgeneration-x and thebaby-boomersbecome consciouslyaware of their healthrequirements andneeds, including thatof diet, and food-sourcing/knowledge.

- the beliefs andvalues of thosewithin the Brightoncommunity are thatwhich will form thefoundation of thecompany-market. Itis the “health”choices of modern-day mother’s andretirees within free-from, ancient-grain,vitamin, etc., foodswhich will driveour profit-market.

Psy

chol

ogic

al

Att

itu

des

…

- being acosmopolitansuburb inclusiveof the middle toupper-class,residents seek“status” throughimpressingfriends withartisanalgourmetcreations asgifts; birthdaysand events; plussocial-media“kodak-moments”.

- “a bakery in anupscaleneighbourhood maydecide to offer morepastries and customcakes in its storesthan breads androlls”. [Basu. 2014.]

- see also ‘roles andstatus’… only afew short years agono one knew thename “AdrianoZumbo”, and yettoday, thanks to thelike of realitytelevision, he is anAustralianhousehold name.The flow-on effectof this social-phenomenon is thatconsumer attitudestowards food haveshifted to be that ofa more ‘refined’one. Seeking notonly flavour, yetalso artisticcreation, beauty,and detail.Although this is notour ‘primary’market segment, itis our highestprofit-marginrevenue.

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3.2. Microenvironment:One of the key marketing strategies is that of “locals, supporting, organicallylocally grown and produced ingredients”. Thus, the Adelaide-Hills Marketsare not only the jewel in the hills in which to source all required elements andconstituents, yet short-term contracts can also be made with the farmersthemselves, therein cutting out the complexities of finding alternativeintermediaries to go between the farmers and the company.

Morality and consciousness is a concept which is seeping more and more intothat of food production and consumption. People are more aware andconcerned with the treatment of animals, use of pesticides within produce andmake dietary choices accordingly.

Food is no longer simply a ‘source of survival’, thanks to media and socialtrends; it has now become a vehicle of self-expression, creativity and emotion.Therefore, is a need to be aware of, and provide to those of the Company’sPublics, not only the desired “health-conscious” bakery goods within Baxter’sfree-froms and vitamin lines, yet also adhere to the “indulgence” aspect ofconsumers natures having risen within recent ‘foodie-culture’.

One of Baxter’s marketing goals is also to gain the respect and demand offellow small business owners, and hence create a demand for the Company’shigh-standard of breads and pastries within the surrounding restaurants andcafés. These are imperative business publics to which need to be expanded forboth the company and their reputation within the community. Due to the factthat this is the preferred expansion choice to that of ‘franchises’, due to bothoverhead cost; supply; and time factors.

Table 2: Overview of Stakeholders

Micro FactorTrend

Who are the likelystakeholders?

What opportunities andrisks do they present?

Suppliers/Intermediaries

Supply Industries:- grain growing- sugar manufacturing- tea, coffee and other food

manufacturing

Key Economic Drivers:- domestic price of wheat- demand from bread

production

- South Australia is infamous forits variety of high-quality,globally renowned produce;condiments; wines and coffee.To this, many, larger than thehobby-farmer, take full andcomplete advantage of that ofthe various “Farmers-Markets”scattered about the region.

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Market Analysis -microenvironment

Suppliers/Intermediaries

- demand from supermarketand grocery stores

- real household disposableincome

- demand from cafes,restaurants and takeawayfood services

- health consciousness

Demand Industries:- cafes and restaurants- consumers

- This also presents an idealmarketing-opportunity toappeal to the publics’ sense of“community” loyalty andsupport. What betteradvertising appeal than…locally grown, owned,operated, and made, for that ofAdelaide’s finest localmarket?!

Publics

- Cafes on the esplanade -artisanal

- Beach goers (locals) -variety

- Hipsters -vegans; glutenfree; seed breads

- Mother’s/School-run -vitamin and mineral; and

- free-from- Retirees -health &

digestion- Retirement village -health

& digestion

- The lines between “wants” and“needs” are slowly becomingblurred, therein, as shownwithin the below table, theboundaries of ‘Maslow’sHierarchy’ are starting to blurinto that of each other. Publicsnow “want” their healthbenefits, and flavours withintheir “required” foods and dailyconsumptions.

- The publics whom make upthat of the Brighton, SouthAustralia District are those ofmiddle to high-income earners,ranging from singles through toretirees, and expanding intothat of the plethora of sub-cultural groups of beachgoers;vegans; hipsters; mother’s; andthe health conscious.

- To this however, one cannotalso neglect those of thepublics of fellow small-business owners, specificallyalong that of the exclusiveEsplanade, to whom are futurepotential retailers.

Competitors

- Bakers Delight HoldingsLtd.

- Coles Supermarket- Eric’s Patisserie- Brighton Jetty Bakery

- Thankfully, competition withinthe direct geographical area ofBrighton is limited to a fewlarge, franchise-ownedbakeries, such as Coles, Bakers

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Competitors(…cont.)

Delight and Brumby’s.- As such, large franchises, and

‘in-house’ bakeries do not havethe capability to hand-maketheir products from scratch ona daily basis, they must at thevery least, partially “par-bake”some ingredients, to then betopped and finished off for salein-store.

- Therefore, these outlets canonly be considered any form ofviable ‘threat’ due to the buyer-behaviour of convenience andhabit. Yet statistics support thefact that consumers will go outof their way to purchasesuperior merchandise, hence“advertising” for BaxterBakery is imperative withinthis function.

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3.3. Macroenvironment:There are 6 primary categories. “Even the most dominant companies can bevulnerable to the often turbulent and changing forces in the marketingenvironment. Some of these forces are unforeseeable and uncontrollable.Others can be predicted and handled through skillful management”. [Kotler.2014. Pp. 96.]

These categories were more intrinsically covered within the afore provided“Marketing Environment Analysis”, please feel free to reference the report forcomparison to this section.

The following are the recommendations upon how to utilise the primaryfactors of the Macroenvironment to the benefit and advantage of BaxterBakery.

Table 3: Macroenvironment Analysis

Micro FactorTrend

Definition of FactorExplanation of

Trends/Events Relevant toBaked Goods

Demographic

- 34% 40-59yrs

- 29% 60-70yrs

- 60% families

- 40% singles

- 90% Anglo-Saxon

- 90% of Australianhouseholds use bread, andhence people stilltraditionally send theirchildren off to school witha packed lunch consistingof a sandwich. As well asolder retirees preferring asandwich or roll for theirlunches, and freezer staplesfor toast.

Economic

- 38% year 12 middle-income.

- 56% university-levelhigh-income.

- higher-income earners,have higher disposable-incomes, and thus chooseto eat out more, andindulge in pastries andother such food items fromcasual social occasions tosingle Sunday-Rituals.

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Market Analysis -macroenvironment

Natural

- geographical/environmentalfactors.

- green movement.

- health.

- althoughenvironmental/climatefactors cannot becontrolled, they can beplanned for. and thusfurther research into SouthAustralia’s climacteric-history is suggested withinthe farming districtssusceptibilities to flood;fire; and drought.

Technological

- social-media.

- marketing strategies.

- it is recommended thatfurther outsourcing bemade for the developmentof social-media sites for theCompany to be establishedfor Facebook; Twitter;Instagram; and a Blog,which can be run andmaintained in-house tokeep out publics up-to-dateof events and products, aswell as establishing arelationship with thecompany’s clientele andfood.

Political

- local and nationalgovernment.

- further research isrecommended into local-government laws regarding“organic” farmers and theiruse of pesticides andstandards. The communityawareness of independentresearch of ‘humane-farming’ and ‘between-the-lines-laws’ have never beenat their highest. Hence it isrecommended that BaxterBakery is aware of thesestandards to ensure nounforseen moral and ethicalobstacles attached to local-agriculture can occur.

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Cultural - socially responsiblecitizens.

- food-culture has become afundamental aspect ofAustralian-Culture, and asa by-product the posting ofones “meal” to social-media. If James Baxterencourages competitionsfor the “best-food-selfie”,set-up small in-housecooking classes for basicsimple-recipes, he can startto build a relationship withhis customers which will asa by-product extend toonline-advertising andword-of-mouth marketingto which no outlay of costother than the initial set-upis necessary.

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4.0. Marketing Strategy:In order for Baxter Artisanal Bakery to better provide a high-quality product andservice, first they need to understand to whom their clientele exactly are. Thereforethe following is a brief overview of the general demographic beholdant within that ofBrighton, South Australia, and to whom the specific target-market of concern andeffort should thus be.

4.1. Target Market:Three market-segments residing within the boarders of Brighton to whom willcross the threshold of Baxter Artisanal Bakery have been identified.

The first is the 18-30 year old; the young-millennial, most of whom still livingwith mum-and-dad so as to have more of an expendable-income.Symbiotically attached to their electronic-devices, and living a life of still-photography upon social-media, the likes of instagram; facebook and twitter.This demographic will inhabit the premises of a rustic, cosmopolitan, hipster-bakery, and order a latte and crispy, buttery apple galette with lemon-curd andvelvet-cream, in order to take the perfect “food-selfie” to instantly upload totheir respective accounts and impress their friends and bask in the comments.

The second market segment is the 30-50 year old; the gen-x mum and dad,either raising their young families together, or within separate co-parentingsituations. This is the identifiable “primary target-market’ within Brighton;highly-educated, in most cases dual income, still young enough to care abouttheir physical-appearances, hence the development of ‘free-froms’ withmum’s tendency to partake in the “atkin’s diet”, go “gluten free”, and stillparticipate in social-ritual within cosmopolitan places that make them feelyoung, pampered and comfortable. Yet to this also is the concerned-parent,those whom have been trained by media-chefs, that “in order to get your kidsto eat healthy, you must HIDE the healthy, and there is no better place thanwithin that of the pantry-staple food item, bread”. Hence the rise in popularitywithin ancient-grain and seeded breads, vitamin and mineral, the likes ofpumpkin and carrot breads, and so on.

And lastly, the third-demographic, the baby-boomer 60+ age-range. These arethe ones to whom still religiously sleep-in on a Sunday morning, wander outmid-morning for the Sunday paper, and settle in to a comfortable café for acouple of hours to enjoy a lazy-brunch whilst reading every sentence of thelatest headlines. However, it must also be noted that this is the generation towhom more than half have had a “cancer-scare”, and have consequentlybecome increasingly aware of their health and food choices. Thus, not unlikethose mothers hiding the healthy for their children, are also seeking theircancer-preventers, multi-grains and vitamin super-foods, all whilst still

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Market Analysis -marketing strategy

maintaining the pleasure and appreciation for that of the favoured lunch-timechoice within bread, and ever so obsessed with the habits and movements oftheir own and each-others internal organs and functions.

Below you will find a brief break-down, backed up by fact and evidence, ofthe three identifiable consumer market-segments to whom will be crossing thethresholds of Baxter Artisanal Bakery. These are the Company’s customers;regulars; friends; and family, and thus need to be intimately understood andcatered to and for.

Table 4: Market Segments for Baked Goods

CharacteristicsSegment 1…

18-30 year olds

Segment 2…

30-50 year olds

Segment 3…

60+ year olds

Geographic

- The younger-generations arebeing raised to“know whereyour foodcomes from”.And hencequestions themorals, ethics,pesticides andnutrientssurroundingwhat they eat.

- “Consumersareincreasinglyconcernedabout thecalorificcontent ofbread andbread products.However, thereis an evenhigherawareness of

- This is primarilythe “mother’s”demographic,now due toallergies and life-styleawareness/choices seeking to feedtheir familieshealthier choices.

- “The mostpopular healthclaims in thebread marketoverall referredto ‘naturalness’,with one-fifth of2013 launchesusing one ormore claimsrelating to‘naturalness’, anadditive- orpreservative-freeformulation or anorganic

- Loyalties rundeep within thisdemographic,towards theirfamily, theirfriends, theirjobs, and theirhome. Hence,by extension,SouthAustralians areinfamous forsupporting theirlocal-produce

- “SouthAustralia isknownthroughout theworld as aproducer ofexceptionallyhigh qualityproducts.Spanning eightregions, ourwine,

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Geographic

where their foodcomes from andthe moral andethical treatmentsurrounding it”.[Zac. 2008.]

positioning.Nearly 17 percent used either‘high-in-/source-of-fibre’claims or a‘wholegrain’positioning”.[Langley. 2014.]

aquaculture,fisheries, food,grains,horticulture,forestry, andlivestockindustries are theepitome of thepremium and‘clean’ productssought after byconsumers”.[PIRSA. 2010.]

Psychographic

- social-mediaforums such as‘instagram’have given riseto the social-phenomena ofthe “food-selfie”(photographingand postingyour meal), andwhat better wayto gain the envyof your friendsthan “lunch atan ArtisanalBakery with aneight-layeredchocolate andcaramel cupcakewith lemoncurd?!).

- 56% university-level high-income.

- “The expandingmiddle classand rising foodprices are set to“dramaticallyandpermanently”reshape theconsumerlandscape,according toglobal marketresearchorganisationNielson”.[Langley.2013.]

- “Innova MarketInsights dividedhealth claimsand positioninginto two types:such as low andlight, organic,gluten-free, etc.and active,which involvethe addition ofparticularingredients, suchas calcium,protein, fibre,etc., or thepromotion ofspecific benefitssuch as hearthealth ordigestivehealth”.[Langley. 2014.]

Demographic

- 40% singles

- “Televisioncooking showshave helped

- 34% 40-59yrs

- 60% families

- Research and

- 29% 60-70yrs

- Brighton issituated in aneconomically-

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Demographic

change foodculture awayfrom being anelitist exercise.This in turn,makes peoplecomfortable toseek out goodproduce,includingbread”. [Stuart.2013]

statistics supportthe fact that thisdemographic isthe highest-consumers ofwhite-sliced;whole-wheat;and seededbreads.

stable andprosperouslocation,beholding ofpublics withhigher‘disposableincomes’ thanthe norm.

Behavioural

- “Nielson’srecent findingsrevealed thatspendingflexibility wasdriven more byaspirations andcultural normsthan by incomealone”.[Langley.2013.]

- “One of thebiggest threatscurrently facingthe BreadManufacturingindustry is therising popularityof low-carbohydratediets. The U.S.bread industryhas alreadyrecorded lowersales due to themedia publicitysurroundingpopular fadssuch as theAtkins Diet”.[Zac. 2008.]

- “Australia is thelargest singlemarket forlocallymanufacturedbread, andAustralianshavetraditionallybeen largeconsumers ofbread goods. Itis estimated thatat least 90.0%of allhouseholdspurchasebread”. [Zac.2008.]

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4.2. Positioning and Competitive Advantage:The Market Differentiation and Positioning to which Baxter Artisanal Bakeryholds, is within both its premises and its product.

First, this is a small, rustic, cosmopolitan, welcoming café to which one can sitback within the cushioned chairs and while away an afternoon in comfort withease, sipping on their coffee, biting-down upon a luxurious small pastry, andreading their latest novel, scanning the web with the free wi-fi, or catching upon reports and emails for work.

It is the atmospheric, parisian nature of Baxter’s Bakery to whichdifferentiates him from all others within the area, and positions the premises atthe top of the Bakery-Tower.

The second aspect of Baxter’s bakery which gives it leading differentiationand positioning, is the high-quality, daily-baked breads and pastries. Thestandard to which James Baxter holds, is one which stands above all otherswithin the region, and as statistics have shown, people will travel out of theirway, and pay slightly higher prices for.

Whether the customer of Baxter Artisanal Bakery has that of a yeast/glutenintolerance, is currently on a diet, or simply looking to indulge their sweettooth. Baxter’s caters for everyone with their extensive ranges and lines; high-standard service and product and generous portion sizes.

And having examined the direct bakery-competitors within the immediateBrighton area, to these are larger, mass-production businesses the likes ofColes; Brumby’s and Baker’s Delight. As such, these company, despite theirattempts to introduce new artisanal product lines within the likes of seeded andfree-from breads, they have no choice but to partially ‘par-bake’ off-site, andhave even recently faced court-actions as a result of their attempts to layclaims to “freshly-baked” titles.

As such, the competitive advantage to which Baxter Artisanal Bakery holds,other than the environmental experience, is that of a “high-quality” standard ofproduct. Here the differentiation is that Baxter’s makes their bread “on-site”;“fresh-daily from scratch”; and utilise “locally grown and operated produce”.And as well as providing operational excellence, Baxter’s Bakery offerscustomer-intimacy, this is the small Artisanal Bakery to which the customercan regularly patron, and become known by name as family, unlike that of thesterile, uninviting bakery-section of ones local supermarket.

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Therefore, as long as people see and know of Baxter’s Artisanal Bakery withinthe Brighton area, competitive advantage is already positioned strongly andobviously, hence, no explicate differentiation marketing strategy needs to beapplied, this is moreso an ‘advertising’ and ‘word-of-mouth’ area whichshould be addressed.

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5.0. Marketing Mix:The marketing-mix consists of how Baxter Bakery will market its product; developingits prices; expand through placement; and eventually turn to promotion after thesethree things have been discussed, decided, and implemented by that of management.

The following are the recommendations for the specified requirements of aCosmopolitan, Rustic Artisanal Bakery such as that of Baxter Bakery, with vast andvaried product-lines, ranging from those of the fundamental and foundational range ofbreads and rolls, to the more creative and artistic sweet-delicacies within the lines ofpastries and cakes.

5.1. Product Strategy:Baxter Bakery is an Artisanal Cosmopolitan Local-Business to which offersnot only a high-quality of Rustic-Loaves & Bread; Parisian-Delicate Sweetsand Savouries; and Artistic Speciality Cakes & Creations, yet also provides forits clientele a cosmopolitan experience which will leave you feeling as thoughyou were actually sitting inside a small, cobblestone street café within theexcusive areas of Paris.

Although this place is barely a year old, it somehow exudes old-world charmin large doses. From the cursive iron ‘boulangerie’ sign above the door to neatlittle rows of pastries by the windows, it is hard to believe that you are actuallyin flamboyant Brighton, Adelaide.

This is what set us apart from those within the Brighton and Adelaide area andmakes us unique… Baxter Bakery not only appeals to the senses of smell;taste; luxury; and style, yet also provides the emotional experience of pleasure;indulgence; warmth; friendliness and home.

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Market Analysis -marketing mix

Strategies for Service… Baxter Artisanal Bakery is not simply selling a ‘product’, they are selling a‘service and a ‘lifestyle’. This company differentiates itself from its competitors by proving a relaxed;

cosmopolitan; rustic environment in which to enjoy theSunday-Paper alone over brunch, or meet the girls for anindulgent afternoon-tea whilst the kids are in school.

To this, Baxter Bakery can also lay claim to being a“member of the community”. a place which provides awarm friendly high-standard of service, and you can beassured to be greeted by your first-name as a member of theBB-Family in no time at all.

In this day and age, where customer-service within largercorporations are beginning to dwindle due to thedecreasing of over-head costs, Baxter’s Bakery placescustomer-service at the top of the list with quality-products for providing their loyal customers with theirBakery needs; wants; anddesires.

What this Company provides is a “specialityservice”. Hence a ‘Core-Customer Value’,Baxter Artisanal Bakery Clientele are notsimply purchasing an exclusive ‘product’,they are purchasing an “exclusiveexperience”.

The predominant competitors of Baxter’s withinthe local area are those of Coles; Baker’sDelight; and Brumby’s. And to this, despite theirattempts at introducing seeded and free-frombreads into their line-ranges, it is to the uniqueand undefinable “experience” of Baxter’sArtisanal Bakery, as well as the superior fresh-

baked product, to which the Company’s competitors cannot hold a candle, andcustomers will go out of their way for, as shown within the previous “MarketingEnvironment Analysis”.

Product Strategies… Baxter Artisanal Bakery’s product isinclusive of both service and bakery-goods. The intangible and thetangible; both of which superior to those of the Company’scompetitors.

The product range offered by that of James Baxter is vast and varied,however, the Bakery’s staple item, to which 90% of Australianhomes utilise, is that of the extensive range of Artisanal-Breads. Tothis, the most basic level of ‘core customer value’ is fulfilled. Everyhome within the Brighton area will have the ability to take advantage

of the fresh, daily-baked high-quality, loaves; rolls; baggets;etc., with everything from our extensive range of free-fromloaves to ancient-grain, and everything in between

This therein brings us to the second-tier of the productmarketing process within that of ‘actual product’. To this itmust be remembered that the Bakery is not simply sellingan exclusive high-quality ‘product’, they are also selling an“experience”. And hence, to fit in with the ‘Artisanal-RusticBakery Concept’, it is recommended that packaging be keptto the simplicity of brown paper bags and boxes, with everyitem purchased, either including upon the top (wherepossible) or hence within the paper-bag (such as bread), a

simple, elegant Company Card beholding the Business logo and name. (…see below/left)

Within the Bakery’s ‘productdevelopment’, not only are in-housebreads and rolls offered; small cakes;biscuits and indulgences; as well as asavoury, high-quality lunch-menu,beholdant of the like of quiches;croissants and sandwiches. Yet also arethose of an exclusive-range of“specialty cakes”; a small range of

course pre-made for display purposes, and freshly-baked for pre-ordered special-events.Intricate pieces of food-art, purchased for occasions such as birthdays; weddings; parties;etc., and of course part of the range to which will be networked for the exclusive café’sand restaurants along The Esplanade, to which the Company plans to sub-contact for,interwoven into their desert-menu choices. (Finer detail will be shown as to this aspect ofthe Business within latter pages)

Therefore, the augmented product of BaxterArtisanal Bakery, is the interlaced intricacies ofboth high-quality service, atmospheric experience;and unmatched-standard of coffee; breads; sweetand savoury delicacies to which will undoubtedlybecome an infamous affordable-luxury haunt forlocals; tourists; and visitors to Brighton alike.

5.2. Pricing Strategy:Baxter Artisanal Bakery sits somewhere between fast-food and fine-dining, assuch, figures support the fact that people will pay a higher-price for a quality-product and quality-environment. The company is not simple selling that of arange of Bakery items, they are selling an “experience”, and to this, evenduring economic-recessive periods, time has proven that if standard andquality remains high, then customer loyalty remains strong and true, despitepurse-string awareness.

To this then, it is recommended that although it would be foolish not to keepan eye upon that of the competition, Baxter Bakery needs to run his own race.Ergo, the quality and standard of this Artisanal Bakery cannot be successfullycompared to the likes of Brumby’s Bakery, Coles Bakery, and others withinthe local surrounding Bakery-Business District. Hence price comparisoncannot also be successfully made. Whereas the competition par-bakes andmass-produces, their product range does not compare to that provided byJames Baxter.

Hence, it is recommended that pricing-strategy be made upon the basis of“product-lines”, for example: breads; quiches; small-pastries; occasion-cakes;etc. Price differentiation reflective of ‘ingredient components’ and ‘time-factors’.

Of course, all factors within the product chain, farmer; supplier; ingredients;etc., need to be taken into account when assigning a pricing-point, abenchmark comparison for the setting of said fundamental and profit-marginsare best distinguished through research and investigation into the price-structures of similar Artisanal-Bakeries, the like of “Bourke Street Bakery” inSydney, and “Adriano Zumbo Patisserie” within Melbourne.

And although “loyalty-cards” are a somewhat arguable area as to whether ornot they are successful and encourage people to shop at their owners’ store.Such price-saving rewards systems tend to be beholdant of more foundationand strength when utilised as a “side-benefit” within a customers favouredlocal-small business. Therefore it is also recommended that this system beutilised and tracked upon a 12 month trial-basis.

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5.3. Distribution Strategy:The Distribution aspect of Baxter Artisanal Bakery is the “placement” phaseto the Company’s marketing-strategy.

The first-step in this process was the conscious positioning of the Businesswithin a high-end, cosmopolitan, beach-side, inner-city suburb, along the mainthoroughfare taken by residents to that of the Brighton School-District andShopping-Centre.

Traditionally, the second-step of positioning refers to the distribution-strategyof formulating ‘outlets’ or ‘franchises’. The expansion of franchises into othermajor inner-city suburbs can in time be considered and explored. yet for now,from a marketing-strategy stand-point, for such an exclusive food-servicebusiness such as that of Baxter Bakery, the channel of distributionrecommended is that of “exclusive distribution” into the café’s and restaurantslocated along the beach-side Esplanade. These are pre-established businesses,with their own ascertained customer bases; customer reputation/loyalty; anddirect access to the seasonal beach-going tourist market.

Baxter-Bakery becomes the producer/wholesaler to the retailer within anessential horizontal marketing system, through networking, business meetings,and reputation. Providing a high-quality product to the retailer, without themhaving the expense and aggravation of developing their own-supply chains forproduce and ingredients, time and wastage costs and factors, plus qualitycontrol and market standard.

By providing this service to other cafes and restaurants, Baxter ArtisanalBakery essential develops franchises through pre-established business withlocation; clientele; and reputation already developed, without the high-costoverhead outlay of opening a new business.

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6.0. Summary of Recommendations:The following is a brief overview of the subjects; facts; recommendations; andobservations made within the afore Marketing Strategy Report.

Table 5: Summary of Recommendations

Strategy Area Identified RecommendedActions

WhyRecommendationShould Be Followed

TargetMarket

- 30-50 year old

- Middle-High-Income Earners

- This is the lion’s-share of thedemographic towhom willoccupy Baxter’spremises. Assuch, the nextstage within theMarketingStrategy isrecommended tobe that of“advertising”.

- Inner-City Suburbsare small-communities, and assuch word-of-mouthreaches further thanone can expect. Yetadvertising is a keyintegral componentwithin marketing toensure that thepublics are aware ofthe value; offering;and location of theproduct.

ValueProposition

- Baxter’s Bakery isan exclusive,artisanal, uniquefood-outlet store.

- Baxter’s varietiesand ranges, fromartisanal breads,to sweets andsavoury items, tointrinsic artisticcakes andcreations set ituniquely above allother Bakeriesand cafes withinthe region.

- Recommendedactions are theexpansion alongThe Esplanade

- James Baxter isuniquely andexclusivelypositioned within themarket, hence,expansion at thispoint can only comefrom integrating intoother localbusinesses andensuring public-awareness for theCompany.

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Market Analysis -recommendations

ValueProposition

and an AdvertisingCampaign

CompetitiveAdvantage

- Baxter’s is an“Artisanal”Bakery with daily-baked lines andranges of vitamin;mineral; free-fromand cancer-prevention breads.

- There are no otherBakeries withinthe same categoryas Baxter’s withinthe region. Assuch, therecommendationis to maintain ahigh-qualityproduct, withhigh-qualityservice.

- Never forget that“bread” is the veryfoundation andcorner-stone of theCompany. 90% ofthe market seek andconsume bread alone,and hence will go outof their way, payhigher prices, andhand-over theirloyalties to thosewhom provide thehealth and tasterequirements towhich they seek fortheir families andthemselves.

CoreProductStrategy

- Baxter’s is an“experience”.

- Baxter Bakery isan ArtisanalCosmopolitanLocal-Business towhich offers notonly a high-quality of Rustic-Loaves & Bread;Parisian-DelicateSweets andSavouries; andArtistic SpecialityCakes &Creations, yetalso provides forits clientele acosmopolitanexperience whichwill leave youfeeling as thoughyou were actually

- Address and appealto “all” the senses ofa customer, and thatis what will makeBaxter’s stand headand shoulders aboveeveryone else…sight; sound; smell;taste; emotion;happiness; beauty;warmth; comfort;home… Baxter’sprovides an“experience”, notsimply a “product”.

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sitting inside asmall, cobblestonestreet café withinthe excusive areasof Paris.

ActualProduct

- Bread. - Similar to whatgives Baxter’sArtisanal Bakeryits “competitiveadvantage”, high-quality, freshly-baked, specialtybreads aredifficult to find.This should“always” remainthe focus.

- It can be easy to getswept up in themomentum of abuilding, popularbusiness, seekingnew forms of foodexpression, art, andfad. The foundationof this company isthe bread, and assuch the companymust be planned“around” that ofbread, not have thebread planned as anafterthought “aroundthe business”.

AugmentedProduct

- the augmentedproduct of BaxterArtisanal Baker, isthe interlacedintricacies of bothhigh-qualityservice,atmosphericexperience; andunmatched-standard of coffee;breads; sweet andsavoury delicacies

- -Baxter’s not onlyoffers a product;it offers an“experience”,compounded byexceptionalservice.

- The “actual product”is what draws thecustomer through thedoor, the “augmentedproduct” is whatkeeps them therelonger, wantingmore, and planningto return again.

Pricing - Price-wars, andundercutting withthose within thelocal market arenot to be entered

- Benchmark pricescomparisonsshould beundertake toward“Bourke Street

- People are willing topay a higher-price fora higher-qualityproduct, even duringtimes of economic-

… Page 31 …




into. Prices reflectthe standard andquality of theproduct.

Bakery” inSydney, and“Adriano Zumbo’sPatisserie” withinMelbourne. This isthe standard ofArtisanal Bakeryto which Baxter’sstands amongst.

recession

Distribution - Baxter’s ArtisanalBakery becomesthe “wholesaler”to the retailer

- Baxter Bakery, asopposed toopening otherstores withinAdelaide, or otherCapital Cities,instead networksand integratesitself into that ofthe Restaurantand Café scenealong TheEsplanade.Taking advantageof their customerbase, within thelikes of bothlocals andseasonal-tourists.

- These are pre-establishedbusinesses with pre-establishedcustomers. Byintegrating thecompany’s productinto that of the caféand restaurant scene,it cuts the overheadsdown for those of theretailers, whileexpanding upon thereputation andknowledge ofBaxter’s products,without the overheadexpensive ofexpanding“physically” into thatof franchises.

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7.0. Conclusions:In conclusion, it should be noted that Baxter Artisanal Bakery, although just a youthwithin the local Market-Industry, already stands head and shoulders amongst all otherBakeries within the surrounding area, most especially due to its positioning ofdifferentiation as an “Artisanal, Rustic, and Cosmopolitan Bakery”.

As such, although it would be foolish not to keep an eye upon its competitors, yetJames Baxter is most certainly running his own race. Providing an exceptionally high-standard of specialty breads; sweet and savoury delicacies, and artistic culinarycreations to suit and impress at any event or party required.

Time and statistics have shown and proven, that when it comes to that of a high-quality, hipster-environment Bakery, sitting comfortably between that of the fast-foodoutlet and high-end restaurant, clientele will always quite willingly and happily go outof their way and/or pay higher prices, leaving what would have been their regularlocal service prior provider, for the next level within Baked-Goods.

Figures also reflect, that positioning within a middle to high-income earning beach-side suburb, is beyond question the ideal location for such and Artisanal Store. Andwithin the day-and-age of food-selfies; health and humanitarian awareness; plus foodintolerances and allergies, the demographic, economic, and cultural aspects of theBrighton environment shown and recommended within this report will ensure theongoing growth and thriving-nature of Baxter’s.

The key recommendations however, are those of the expansion into that of the localcafé and restaurant area along The Esplanade, plus an advertising strategy should nextbe put in place to ensure the solidity of the roots in the ground to which James Baxterhas already formed.

Beyond this, there is nothing more to say than “keep doing what you are doing”.Baxter Artisanal Bakery offers an experience… a high-quality of service; anexceptional-standard of product, and an enchanting and inviting environment to whichJames Baxter and all his staff; suppliers and intermediaries should be extraordinarilyproud.

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Market Analysis -conclusions

8.0. Reference List:

• ABS. 2009. Household Expenditure on Goods and Services. Australian Bureau ofStatistics, Summary of Findings. ABS. 9 April 2014.http;//www/abs.gov.au/AUSSTATS/[email protected]/mf/6535.0/

• adrianozumbo.com. 2014. Rozelle. Adriano Zumbo Official Website. Netergy. 10April 2014. http://adrianozumbo.com/

• AHFM. 2013. AHFM Appendix 2, Allowable Product List. Pdf. AHFM. 9 April2014. http://ahfm.orf.au/wp-content/uploads/2013/10/AHFM_Appendix_2_Allowable_product_list_3.pdf

• Basu, C. 2014. What Is the Market Segment of a Bakery? Demand Media Article.Chron. 9 April 2014. http://smallbusiness.chron.com/market-segment-bakery-21308.html

• Fairfax Media. 2014 Property Research Report for North Brighton 5048.Domain.com. 9 April 2014.http://apm.domain.com.au/Research/?AddressLine=north%20brighton&LocationType=Suburb&State=SA&Suburdld=11235

• IBISWorld. 2013. Artisanal Bakery Product Manufacturing in Australia.IBISWorld Industry Report C1174. IBISWorld. 9 April 2014.http://clients1.ibisworld.com.au.ezproxy.lib.swin.edu.au/reports/au/industry/default.aspx?entid=4227

• IBISWorld. 2014. Major Companies. IBISWorld Industry Report. IBISWorld. 9April 2014.http://clients1.ibisworld.com.au.ezproxy.lib.swin.edu.au/reports/au/industry/majorcompanies.aspx?entid=4227#MP6594

• Kotler, P. 2014. Principles of Marketing. Fifteenth Edition. Pearson. England.• Langley, S. 2013. ACCC goes to Court to stop Coles for ‘false and misleading’

bakery claims. Australian Food News Article. AFN. 9 April 2014.http://www.ausfoodnews.com.au/2013/06/12/accc-goes-to-court-to-stop-coles-for-%e2%80%98false-and-misleading%e2%80%99-bakery-claims.html

• Langley, S. 2013. Food purchases driven by more than income, research. AustralianFood News Article. AFN. 9 April 2014.http://www.ausfoodnews.com.au/2013/10/23/food-purchases-driven-by-more-than-income-research.html

• Langley, S. 2014. Health claims in bread on the rise. Australian Food News Article.AFN. 9 April 2014. http://www.ausfoodnews.com.au/2014/02/19/health-claims-in-bread-on-the-rise.html

• Langley, S. 2014. Tip Top Foodservice launches Burgen Gluten Free Bread forcafes. Australian Food News Article. AFN. 9 April 2014.http://www.ausfoodnews.com.au/2014/03/31/tip-top-foodeservice-launches-burgen-gluten-free-bread-for-cafes.html

• MarketLine. 2013. Asia-Pacific-Bread & Rolls. Informa Business Pdf. 9 April2014.http://advantage.marketline.com.ezproxy.lib.swin.edu.au/Product?pid=MLIP1148-0001

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Market Analysis -references

http://www.ausfoodnews.com.au/2014/

• PIRSA. 2010. Market Overview of South Australian Grains. Government of SouthAustralia. Pdf. 10 April 2014. http://www.pir.sa.gov.au/valuechains/market_intelligence/market_summary_of_sa_grains

• PIRSA. 2013. Farming in South Australia. Government of South Australia. Pdf. 10April 2014. http://www.pir.sa.gov.au/_.../overviewDL.pdf

• Ross, J. 2010. South Australian Food Consumption and Consumers. Pdf. 11 April2014.http://www.pir.sa.gov.au/_data/assets/pdf_file/0005/165974/safood_consumers_report.pdf

• sa.gov.au. 2014. Brighton. South Australian Tourism Commission.southaustralia.com. 10 April 2014. http://www.tourism.sa.gov.au/

• Stuart, C. 2013. Bread queues hit hipster suburbs. Financial Review Article. FairfaxMedia. 9 April 2014.http://m.afr.com/p/national/bread_queues_hit_hipster_suburbs-vCaTEErEhQogS4viW1bcrO

• Zac, L. 2008. Breaking bread habits of Australia’s Manufacturers. Food MagazineArticle. Cirrus Media. 9 April 2014. http://www.foodmag.com.au/news/breaking-bread-habits-of-australia-s-manufacturers

Image References:• http://lh5.ggpht.com/_146OzsU2MhY/Shq2BoYEKII/AAAAAAAAEbc/-

dYIcFyhKyY/s800/None.jpg• http://www.theveryveryhungrycaterpilla.com• http://adrianozumbo.com.au/patisserie-menu/• http://www.theveryveryhungrycaterpilla.com

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Market Analysis -references

http://www.pir.sa.gov.au/valuechains/market_intelligence/market_summary_of_sa_grains

http://www.pir.sa.gov.au/_.../overviewDL.pdf

http://lh5.ggpht.com/_146OzsU2MhY/Shq2BoYEKII/AAAAAAAAEbc/-dYIcFyhKyY/s800/None.jpg

http://lh5.ggpht.com/_146OzsU2MhY/Shq2BoYEKII/AAAAAAAAEbc/-dYIcFyhKyY/s800/None.jpg

http://www.theveryveryhungrycaterpilla.com/

http://www.theveryveryhungrycaterpilla.com/

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