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Marketing Plan

In: Business and Management

Submitted By fondalou
Words 1916
Pages 8
Katherine’s Creations~ Homemade Sweets & Treats

A Marketing Plan Presented by:
Fonda Dawkins

1. Executive Summary
This marketing plan shows the goals and aspirations of Katherine’s Creations and the plan we have set up to make sure that those goals are attained and that the company is not only successful be thrives.
2. Company Description
Katherine’s Creations, LLC, was started in 2011 by Willie Dawkins to produce high quality, great tasting homemade cookies. The original line of cookies which included 4 varieties was introduced in Dayton, OH. They were sold by word of mouth and made on request only. Due to increased demand a website was established to showcase product offerings and to take orders.
Within the eighteen months after opening, Katherine’s Creations has grown to include 12 varieties of cookies, breads, several varieties of candy and fudge, as well specialty cakes. The products are now carried at six retail stores in the Dayton area. Sales have quadrupled during that time period.
Katherine’s Creations believes that its high quality, homemade taste strategy has proven successful as shown by the company’s growth and its broad base of satisfied and repeat customers. This marketing plan outlines how the Company will increase its market share by increasing the number of retail stores carrying the product to 20, and extend its geographic coverage from the Dayton OH area to include Ohio, Indiana, and Kentucky by 2015.

3. Strategic Focus and Plan
This section covers three aspects of corporate strategy that influence the marketing plan: (1) the mission, (2) the goals, and (3) core competence/sustainable competitive advantage of Katherine’s Creations.
Mission
The mission of Katherine’s Creations is to market high quality sweets and treats that satisfy consumer’s desire for a great tasting, homemade baked goods for the fast growing segment…...

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