Assignment Cover Sheet

STUDENT DETAILS
ID

25890654

Phone no.

Family name
Given names

Zhang
Lanxi

Monash email address this is the only email

address the College will use to communicate with you.

INSTRUCTIONS FOR SUBMISSION OF HARD COPY (PRINT) ASSIGNMENTS

1.
Read and sign your cover sheet
2.
Staple this sheet to the front of your assignment
3.
Your assignment should be placed in the appropriate assignment box on your campus, unless other arrangements has been approved by the Unit
Coordinator
4.
For group assignments each student must attach their own signed cover sheet to the assignment.
INSTRUCTIONS FOR SUBMISSION OF ELECTRONIC ASSIGNMENTS (electronic submission is only permitted if stated in the unit guide or with lecturers
approval)
1.
Make an electronic copy of the cover sheet and attach to electronic assignment.
2.
Submit assignment (with attached cover sheet) electronically as per the MUSO instructions in Unit Outline.
3.
The cover sheet does not need to be signed if you submit it via MUSO or from your official Monash email address.
ASSIGNMENT DETAILS
Unit name
Marketing

Unit code

2050

Tutors name

Vishwa Mehta

Assignment title
Lecturers name
Tutorial day
Due date

Monday, Friday
Tuesday, December 16,
2014

Tutorial time
Date submitted

12:30p.m.-2:00p.m.; 1:30p.m.3:00p.m.
Tuesday, December 16, 2014

All work must be submitted by the due date. An application to extend the due date on the basis of special consideration must be lodged with the
Unit Coordinator
on the form Application for Special Consideration. If granted, you must attach a copy of the confirmation.
Extension granted until (date)

Confirmation attached (tick)

DISTRIBUTION OF ASSIGNMENT RESULTS

Your marked assignment will be returned to you per the information given in the unit outline. If you do not want your assignment returned in this way,
please contact the lecturer/tutor named below on or before the assignment due date and complete the following approval.
Alternative mode of assignment return has been arranged
Details of arrangement
Date

Students Signature

Lecturers name

Lecturers Signature

Cheating and Assisting to Cheat are offences under the Monash College regulations as stated in Section 6 of the Assessment Policy.
Cheating involves any means by which a student seeks to obtain an unfair advantage in the work submitted for assessment. Assisting to cheat involves
any means by which a student helps another to gain an unfair advantage. Collaboration involves working with another person or persons, and in order to
prevent any unfair advantage is only allowed where the relevant lecturer has specifically permitted it. Plagiarism is a form of cheating, and involves the
presentation of some or all of another students work, or material from any other source such as the Internet, published books, or periodicals, without due
acknowledgment given in the text. If students present as their own work that is the work of another person, is copied from another source, has been
presented by a previous student, has been presented by a student at another institution, or has been presented for assessment at another time in a course or
at any time in another course, this may be interpreted as cheating. Plagiarism detection software may be used to check your assignment for plagiarism.
Where work submitted for assessment by two or more persons is the same or substantially the same, the work so submitted is prima facie evidence of
cheating by those persons. It may also be that one student has assisted another to cheat, which is also an offence. Where there are reasonable grounds for

believing that cheating or assisting to cheat has occurred, the teacher will refer the matter to the Unit Coordinator, who will follow the procedures as outlined
in Section 6 of the Monash College Assessment Policy.
Privacy Statement
The information on this form is collected for the primary purpose of assessing your assignment. Other purposes of collection include recording your
plagiarism and collusion declaration, attending to administrative matters, and statistical analyses. If you choose not to complete all the questions on this
form Monash College may disallow the submission of your assignment. You have a right to access personal information that Monash College holds about
you, subject to any exceptions in relevant legislation. If you wish to seek access to your personal information or inquire about the handling of your
personal information, please contact the University Privacy Officer on 9905 6011.
Students Statement
I have read and understood the information provided on this assignment cover sheet and in the Monash College Assessment Policy Section 6 relating to
cheating and assisting to cheat, collusion, collaboration and plagiarism. I certify that: the attached work is entirely my own except where work quoted is duly
acknowledged in the text; that I have not worked with another person or persons except where specifically permitted by the lecturer; and that this work has
not been submitted for assessment by myself or any other person at any other time. I have retained a copy of my work.
Signature

Lanxi

Date

Zhang

Cover Page

Student Name: Lanxi Zhang

Student Number: 25890654
Assignment: Marketing Assignment 2 - Major
Assignment
Teacher: Vishwa Mehta
Word count: 1922
Table of Contents

Executive Summary
5
Introduction
6
Background Information
Industry
7
Micro environment
7
Macro environment
8
Competitors
9
Product
10
Classification of Product
10
Three Levels
10
Target Segment
12
Evaluation of Offer
12
Recommendations
13
Conclusion
13

Executive Summary
For the trend of bread and cake retailing industry, it seems like struggling. However, in this
report, it focus on the Breadtop which is the one of popular bakery store, Breadtop has more than
60 stores cover Australia and it major products include Chinese traditional bread and western
traditional food. The competitors of Breadtop are Michels Patisserie and The Cupcake Bakery.
On the other hand, economic and cultural environment will impact on Breadtop. The three lecel
of the cheese cake are, core customer value is satisfy the a carving for good food, and actual
product is the brand- Breadtop, feature of product, the augmented product is the additional
service. The recommendation of the product is advice from the promotion and the product.

1.0. Introduction
1.1. Purpose:
The purpose of this report is to collect and analysis data of the cheese cake market for young
adults in Australia from 1970 to 2014.

1.2. Background Information

Breadtop opened the first store in the suburb of Boxhill in the year 2002(Breadtop, 2014).
However, in 2014, Breadtop has more than 60 stores

1.3. Scope
This report will concern on a bakery company named Breadtop, to analysis and identify the
cheese cake market in Australia. 2011-2014

1.4. Assumptions
In this marketing report, the data and information from segmentation are assumed.

1.5. Limitations
The limitation of this report is it only focuses on the cheese cake market. Additionally, the
statistic of segmentation is not accuracy because it is the assumption.

2.0. Background Information

2.1. Industry
According to IBIS world, the definition of industry is Retailers in this industry sell a range of
bakery items including bread, cakes, pastries and biscuits. Industry players may operate
independently or as part of a franchise network. Products are made off-premises, purchased from
wholesalers or supplied by franchise parents. (IBIS world, 2014)
The Bread and Cake Retailing industry seems like to be struggling. Through 2009 to 2014, in
this five years industry annual revenue is growth of just 0.4%.

IBIS World 2014

The major companies of Bread and Cake Retailing market, such as Retail Food Group Limited,
(market share: 26.4%) Breadtop(market share: 4.8%) and Cupcake Bakery(market share less
than 1.0%). (IBIS World, 2014)

2.2. Micro environment

2.2.1. Organisation
Nowadays, Breadtop occupied approximately 4.8% market share in Australian Bread
and Cake Retailing market (IBIS World, 2014).It growth rapidly in last 12 years.

Breadtop has been established for 12 years and the first store was opened in
Boxhill, its rapid growth over the past five years makes them operate lots of
franchise stores (IBIS World, 2014). Breadtops product ranges focus on Asian
bakery such as sweet buns, BBQ pork buns. Stores also sells product of cake, such
as cheese cake. (Breadtop, 2014). However, Breadtop focuses on the Asian
customers, not only their major product, but also their location of the first store.

2.2.2. Suppliers
The key input of bread and cakes are wheat sugar and eggs, therefore the price of them will
influence the production cost and profit. From the graph shows as below domestic price of sugar
are increasing with fluctuate from year 06 to year 20(IBIS World). When suppliers increases the
prices of raw materials, bakery store also need to raise their price for ensure their profit.
Additionally, in 2011, Australian Bureau of Statistics showed the price of bread and cakes tend to
increases.

2.2.3. Customers
Customers are the most important actors in the companys micro environment (Kolter et al,
2013). There are five types of customer markets; Breadtop is customer market, which individuals
buy goods and services for personal consumption. For example, when customer feels hungry, she
would buy bread or cake for eating.

2.3. Macro Environment

2.3.1. Economic Environment
In 2014, Australian average weekly income has changed 2.4 per cent construct with
2013(Australian Bureau of Statistics 2014), this shows that Australian income has increased.

When the income increases, they would have more choice of buying bread and cakes, therefore,
the sales of cake would also increases.

2.3.2 Natural Environment

In 2013, Australian weather had reached the highest temperature which is 49.6. It is not
suitable for the cropper growth in this condition (The Cop Site, 2014) which made the shortage
of raw materials. When the production of wheat decreases, companies need to purchase high
price of wheat or import the wheat from other country. When the input increases, the cost of
product also increases. This causes the price of cake and bread increases.

2.3.3. Cultural Environment

Different people have different eating behaviour, Chinese like to eat rice, American like to eat
beef, and these are caused by their cultural. Breadtop focuses on Asians, their major product are
traditional Asian food, such as BBQ pork bums which are Chinese favourites. The Cupcake
Bakery and Michels Patisserie are more focuses on western people. Therefore, Asian would like
Breadtop more, and westerners would more interest in The Cupcake Bakery and Michels
Patisserie.

2.4. Competitors
2.4.1. Competitor 1: Michels Patisserie
A brief description of the organisation and the brand
Michels Patisserie is the one of the major competitors of Breadtop and occupied 24.6 per cent
market share. It began with a European pastry chef and started a small, baking cafes and
restaurants in 1982(Michels Patisserie, 2014). Apparently, it has 20 year history more than
Breadtop.

Competing offer: Cheese cake

A description of the cheese cake
Because of a European chef, it more focuses on western type of cheese cakes, such as
passionfruit cheesecake, Ricotta baked cheese cake. It has a large range of cheese cakes for
customers choose. And it flavours also satisfy western taste. Therefore, Michels Patisserie target
customers are leaning to western taste.

2.4.2. Competitor 2: The Cupcake Bakery

A brief description of the organisation and the brand

The Cupcake Bakery market share is estimated less than 1 per cent. It founded in 2006 by the
husband and wife team, and it first store are established in 2007.

Competing offer: Cupcake

A description of Cupcake
Cupcake is the major product of The Cupcake Bakery, they sells different flavours of cupcakes,
chilli chocolate, banana. Different from cheese cake, cup cake is smaller, and has more flavours
than cheese cake. It cannot divide into pieces to share with friends. Hence cup cakes are more
suitable for cupcake lovers (Cupcake Bakery, 2014).

3.0. Product
3.1. Classification of product
Convenience product:
Store usually will display some fresh cheese cakes with limit types, when customer wants to buy
the cheese cake without booking; they could buy the display cheese cake immediately, and with a
minimum of product comparison and buying effort (Kolter et al, 2013). Additionally, display
cheese cake usually will cheaper than booking cheese cake. Therefore, it is convenience product.
Shopping product:
Because customers usually buy cheese cake for celebration, therefore they need to book cheese
cake and designing appropriate cheese cake as they like. Cheese cake for celebration is not
purchase frequently; hence customers need to compare with different types of cheese cake, and
the price of cheese cake. They also need to consider different flavour of cheese cake. Then
finding out the suitability and quality cheese cake on their celebration, and this usually takes
time.

3.2. Three levels of the Product

3.2.1. Core:

The core custom

craves better fo

3.2.2. Actual:
The actual product consist of a products parts, styling, features, brand name and other attributes
that combine to deliver core product benefits (Kolter et al, 2013). The brand of cheese cake is
Breadtop which was named by Simon (the administrator of Breadtop). As the name show, the

purpose they select this brand is they wish their bread become the best, however, they almost did
it, they growth rapidly in last five years, and have a lot of loyal customers. The quality of cheese
cake in Breadtop is very high; they have use the fresh raw material to make the cheese cake. The
features of Breadtop cheese cake is that they have more fruit on the cake and have newfangled
shaped to attract customers. The packaging of cheese cake is very common compared with other
competitors.

3.2.3. Augmented:
An augmented product is a product with additional features and services that set it aside from
similar competitors (Kolter et al, 2013). Breadtop provides some special service. For example,
customers may require Breadtop to pack the cake as a giftand deliver it at a specific time. And
also it provides the candle, greeting card and disposable forks and plate inside the packaging to
convince the customers. On the other hand, customer also could design the cake by themselves
and let baker help them to do it, it not only make customer have special experience but also
provide customer value.

Satisfy a craving for good food

Brand: Breadtop
The packaging of cheese cake

Design the cheese cake

Delivery
Greeting Card

4.0. Target Segment

The target segment for the customer like to eat cheese cake as young adults.
This segment is aged between 20-30 years old and is within the couple life cycle stage. The price
of cheese cakes are at 30 to 50 dollars depending on size of the cake. The income range would be
between 15,000 and 45,000 dollars per annual. The occupation of this segment would range from
students in university, administrator and those professionals who have recently graduated from
university. It can be assumed that this segment live in the CBD of Australia. Cheese cake also is
the symbol of love, when couples want to celebrate their commemoration, they would buy the
cheese cake and have a nice dinner with each other, and also when friend have birthday, cheese
cake also is a good way to show the friendship. On the other hand customer could present cheese
cake as gift to improve the relationship.

The Key needs of the target segment

Customer needs, wants and demands is basic core concept in the marketing. However, needs are
the first consideration of the concept. According to Maslows hierarchy of needs (1970), needs
can be divided into physiological needs, safety needs, social needs, esteem needs, and selfactualization needs. For physiological needs, when customers feel hungry, they could buy the
cheese cake for satisfying their hunger, and easily meet the physiological needs. For social needs,
customer would have party or celebration, buying the cheese cake can make them have it
together and easily make friends.

5.0. Evaluation of Offer

Breadtop meet the requirement of key needs of target segments. The offer that Breadtop provides
is cheese cake. People need to eat and drink everyday to maintain their life, however, cheese
cake is a kind of food, and it would provide heat that people need to keep peoples life. On the
other hand, cheese cake also buy for celebration in society, no matter in wedding or birthday,
people need to buy it for the celebration.

6.0. Recommendations:
Promotion: Breadtop can do more advertising on cheese cake. Even Breadtops cheese cake is
very delicious, but their few advertisements on cheese cake make it is not popular as its
competitors. Advertising media is way of the sales promotion; it not only improves the
popularity of brand, but also increases the sales of the product (Shimp, 2000).
Product: Breadtop can provide different types of cheese cake, to satisfy different customer tastes.
Such as McDonald and KFC, they will promote new product seasonally to attract new customers
and retain old customers (Dan & Pilar 2007). Different people have different flavors, some
people like strawberry cheese cake, some like durian cheese cake. Promoting new product not
only for survival in market, but also make the become company unique. For example, Matcha is
new flavor and many people like it, hence, Breadtop can promote new flavor such as green tea
cheese cake to attract people who love Matcha.

7.0. Conclusion
Overall, this report describes industry of Bread and Cake retailing, and focuses on the Breadtop
Company to find out how micro and macro environment impact the customers and show the
understanding of its markets, customers and products. This reports also give details of product of
Breadtop provides. Except this, this report also evaluates Maslows hierarchy needs influence on
the products and customers, it takes important parts in targeting markets.

8.0. Reference List

ustralian Bureau

ustralian Bureau
Breadtop (2014). Retrieved from https://www.breadtop.com.au
upcake Bakery

an, M & Pilar, C

BIS World (Jun

otler, Burton, D
Maslow, A. (1970). Motivation and personality. (2nd ed) New York: Harper & Row
Michels Patisserie (2014). Retrieved from http://www.michels.com.au/about-us/
Shimp, T (2000). Advertising promotion: supplemental aspects of integrated marketing
communications (5th ed.)
The Crop Site (2014). Retrieved from http://www.thecropsite.com/categories/106/weather

homas H, D. Le

(End of the report)

MCD2050; Marketing 1
Assessment 2: Major Assignment: Business Report
Marking guide

CRITERIA

Ver
y
Poo
r

Poo
r

Avera
ge

Goo
d

Very
Goo
d

Content (50%)
Description of the industry ,micro and
macro environment, market
and product category

10
5

Identification and evaluation of major

competitors
Description of the specific offer with
reference to, the type of offer, the three
levels of the offer, the brand, packaging
and labeling
Description of the target segment
including their defining characteristics
and their needs and wants in relation to
this product category
Analysis of the current offer in
relation to the needs and wants
of the target market

10

Recommendations for
adjustment

10

10

Cognitive skills (30%)

Ability to judiciously apply
marketing theory, concepts and
models within the assignment

10

Ability to source appropriate

sources of information

10

Critical analysis of information

with relevance to the topic
area / model

10

Structure and Style (20%) 15% to be allocated to the other sections

Literacy standard
Develops clear argument and
direction
Follows suggested formatting including
executive summary & introduction
Referencing correctly, technical
accuracy
Appropriate and adequate use of
references Please note that using fewer
than 5 references from recognised
academic sources will prevent a
student from receiving a mark higher
than a Pass!
Evidence of wider reading

Comments

Grade:
Comments:

Marker:

Double Marker (if applicable):