Emma’s Bakery’s: Ground Brand Analysis

Emma’s Bakery, is a registered company engaged in the production of organic, healthy and premium foods in Abuja and environs. The company focuses on providing nicely healthy baked and pastries food nationwide.

Emma’s Bakery will served healthy baked pastries food including bread, croissant, local chips, cookies, cakes, etc, to its esteem customers. All the ingredient of our products will be 100% organic and natural. Our products will have different variety of regular and low fat. In addition to the product offer by the company, we intend to engage in catering service and promoting of local spice. Target Customer Emma’s Bakery aim to serve resident within Abuja and expand to neighbouring state in the near future. The demography of the customer focus are as follows:

• 195,000 residents
• Average monthly income of N50, 000
• 60% of both married and single• 50.5% in paid and self-employed job
• Age bracket of 18years – 48 years. Apart from the demography indicated above, the company intend to target the nearby notable schools in the community. The student from this school will be guarantee superb and frequent pastries and food from Emma Bakery.

Management Team

The company is led by Emma Osita, a food and culinary expert with 15 years’ experience. He is the Managing Director. He will be assisted by Mrs. Ebuehi Roland who has 10 years’ experience in Culinary Training locally and internationally. She has an in-depth theoretical and practical knowledge of baking and catering services.

Emma’s Bakery, Catering & Spice Company is destined to succeed due to the following reasons:» The management staff are well grounded and known to have successful run bakery business for over 10 years’.» The location of the bakery is central to both residential and commercial activities such as government institutions, schools and estates;» We focus on healthy and organic bakery food production» Our community service program will be effective as it address simple but critical environmental issues.

Financial Highlight

The company is for seeking for ten million naira (N10, 000, 000. 00) to launch its operation. The fund will specifically use for the following transactions:

• Structural design of the bakery - N3, 000, 000 .00• Working capital: N500, 000 to pay for Marketing, staff salaries, and rent until Emma’s Bakery break-even to build her own building structure. The main projections over the next five years are as follows: FY1 FY2 FY3 FY4 FY5Revenue Total

Emma’s Bakery is a registered Nigeria company to specialize in production of upscale healthy and organic bakery food ranging from Bread, snacks, small chops, cakes and sandwich. We also sell breakfast and lunch and eatery service to our customers. Our business expand to provision of coffee and drinks to our prospective customers. The company was established by Emmanuel Osita, He has been in bakery business for 15 years working for local and international bakery companies. It is this experience that will be bring to fore in running the business. He has learnt a lot from the bakery business management of successful company within and outside the country. Mr. Emmauel Osita is supported by Mrs. Nneka Roland, who has vast knowledge of experience in teaching culinary and bakery course in the university. She will be her knowledge in theoretical and practical skills from the class to the progress of the business. She is a sound personality, she managed and coordinate the department of Culinary at the University of Abuja.

The company adopted a demographics and competitive situations in the Wuse area of Abuja and the location of the company serve as competitive advantage to the company because of the population density of area. The selection of this location is based on painstaking survey conducted for three (3) months.

After several years’ experience in working for both local and International bakery company, Mr. Emmanuel decided to start a bakery business that will focus in producing healthy, organic and locally spiced bakery food for prospective customers. The company aim to start operation in the population density area of Wuse, Abuja, because of the increase level of commercial activities and residential advantage. The decision to start the business came as a result of the active involvement of Mr. Emmanuel in running a lot of successful bakery company in Nigeria and several part of Europe when he was studying in the London.

The company aim to establish the following activities within the first six month of operations:

• Create a unique Bakery Menu
• Locate a strategic office location in the heart of Abuja specifically, Wuse.
• Proper branding of the company with simple and purposeful logo, and website
• Purchase cutting edge baking technologies
• Employ key administrative and supportive staff that will guarantee smooth operation of the business.

Emma’s Bakery Products

The company has developed a clear menu base on prospective customer demand. All the products are organic and naturally based. The products are categorise on under the following heading:

1. Breakfast Sandwiches
2. Croissants
3. Bageis
4. Muffins
5. Cookies and Desert
6. Sandwiches and Wraps

Breakfast Sandwiches:

• Sausage, Egg Roll and Cheddar on Bagel
• Smoked Salmon & Cream Cheese on Bagel Croissants & Danish
• Chocolate croissant
• Apple croissant
• Cherry Danish
• Lemon Danish Bagies
• Plain Bagies
• Cinnamon Raisin BagelMuffins
• Chocolate Chip Muffin
• Orange scone
• Corn Muffin
• Blueberry
• Cranberry Walnut Muffin Cookies & Desert
• Crumb cake
• Shortbread Cookies
• Chocolate Chip Brownie
• Chocolate Chip Cookie Sandwiches & Wraps
• Chicken Pesto Sandwich
• Mediterranean Wrap
• Roast Beef Caesar Sandwich

Others

• Bread
• Cinnamon Roll
• Cake
• Burger Buns
• Chin – chin
• French Stick (Baguettee)
• Doughnut
• Egg Roll
• Meat, Fish and Chicken Pies

The company will be built on 3, 000 hectares of land with the following facilities:

• Kitchen Area
• Change over room for staff
• Cash Point
• Self Service coffee point
• Warehouse to store raw materials
• Mini Hall for eateries that accommodate 55 customers
• A Playground area equipped with toys for children
• Restrooms
• Spacious car park that can contain 75 Cars

Emma’s Bakery will compete directly or indirectly with nearby food chain businesses in Wuse axis. The competitor will come from food services provider offering organic and natural food including supermarkets, restaurants, and coffee shops.

Market Trends and Statistics

Bread and other bakery products are basic staple food in Nigeria. They are easily access than any other food by the poor and rich in the country. With over 190 million Nigeria population, there’s a huge market for the bakery products. The Premium Breadmakers Association of Nigeria (PBAN, 2018) stated that its members alone has gainfully created seven hundred thousand (700, 000) direct and indirect jobs in Nigeria. Klyveld Peat Marwick Goerdeler (KPMG, 2016) report revel that the bakery industry in Nigeria is growing at 72% rate and with market value of $621 million dollars and this is expected to grow with pari passu the population. Euromonitor (2017) report indicates that baked goods in Nigeria is expected to increase in sales over the stated forecast period with a value of CAGR 6% at constant in 2017.

Emma’s Bakery will serve Wuse and the entire of Abuja FCT resident. The company will serve the corporate and government agencies around the Federal Capital Territory through mobile delivery system. The area will aim to serve is dominated by the affluent and close to local market where we can easily access organic and natural ingredient for our bakery production. The demographic status to be cover is as follows:

General Characteristics

Total Population Number Male 90, 000

Female 130, 000

Age Bracket

Under 10 years 40, 00011

Under 29 years 68, 00030

Under 45 years 75, 000

Above 46 years 25, 000

Focus Group

Private Firm 256

Government Agencies 109

Cooperative Society 47NGO’s 34

Income Level

Low income 40, 000

Medium 79, 000

High income 157, 000

School Category

Primary 45 Secondary 65Training Institutions 34Emma’s Bakery primary target is categorized into four namely:

Conservative Stay At Home Residents: These group of people are always indoor either watching television or reading books or magazines. We aim to reach this group by advertising on the community websites and providing home delivery services. This will encourage by collecting money on delivery options.

Early Morning Commuters: This category of people leave their house for office early. We intend to target these people by offering them breakfast.

Private and Public company workers: We aim to provide lunch and dinner for these category of individual. There are approximately 10, 000 workers working in both private and public agency in Wuse Area of Abuja.

Schools: There are over 50 private and public schools in Wuse. The company aim to target the students, teachers and non-teaching staff of these schools by given them friendly and pocket attractive bakery products.

Emma’s Bakery identified the following retailers and stores located within a 3 mile away from our proposed factory location. These retail businesses will serve as direct and indirect competitors to our company.

The Oceanic Bakery is strategically located in the central area of Wuse Zone 4. The company is a leader in grocery and bakery product business in Abuja, with 15 years’ experience. Oceanic Bakery offers a wide range of bakery products. Despite been successful, the bakery 15% of its product are made with organic and natural ingredient. They also offer limited variety of bakery items including 2 types of bread, 2 types of cookies, 1 form of Cake. However, Emma’s bakery aim to offer numerous items in different categories of its menu.

Amigo Supermarket is a retail store with facility for bakery related products. They specifically focuses on bread and desserts. However, they have more advantage than Oceanic bakery because of their nearness to many corporate office workers who lovers of bakery products. This is evidence in the number of customers that patronize the bakery.

BON Supermarket is located three stores away to the West of our bakery. BON bakery has been operating for over 10 years and the business has been successful primary due to central location of the business across busy business area of Wuse. They offer breakfast and Croissant as well as Bagies to their customer. Although the company continue to grow due to their strong customer base and relationship. We hope to obtain some customers with a strong base on providing quality healthy and organic bakery products to our prospective customers.

Competitive Advantage

Emma’s Bakery had a great competitive advantages to its competitors in the following area:

• The bakery aim to offer fresh, organic and natural based bakery products to our customer. This is not fully offer by our competitors and we hope to make this our unique selling point and hope to sustain this, with strategic partnership with local bakery associations.
• The location of our bakery is central to many private, and public agencies as well as high number of residential area. The number of school in this area is also an advantage to our company.
• The management board possess the theoretical and practical knowledge of bakery production and management. They have work in private, public and international bakery organization and this knowledge will come handy.
• The company intends to build strong relationship with customers using online and offline approach and several loyalty packages and strong customer relationship strategy to keep the customers.

Emma’s Bakery have a cutting edge marketing plan that will guarantee the success of the business. This strategy has been tested and deliver effectively. It is customized to fit the characteristics of the environment where we operate.

The company has developed a success proof unique value prepositions based on the following model:

• Offering 100% organic bakery products including baked bread, cakes, sandwich and many more.
• Provide spacious location that can allow customers for both eat-in and take-away.
• Ensure client and attractive business environment.
• Offers friendly and great customer service
• Leverage on the power of social media for product promotion.

Emma’s Bakery target market include individuals, corporate organization and government institutions that are 6 mile away from the business location. The strategy to be adopted to reach these categories of customers will be combine online and offline strategy which include:

Offline Promotion Strategy

• The company will conduct a street survey to ascertain what customers want from their bakery.
• Emma’s Bakery will develop a flyer and brochure that will educate the customers from the perspective of taken organic baked food products.
• A referral system will be used to attract new customers to the business.
• A loyalty card will be granted to customers who patronize the bakery regularly.
• The company will promote the business on newspaper and community trade journals in Wuse.
• Sponsoring of local events will be taken serious by the company• The social responsibility of the company will be focus on promoting education and the environment of the local community.

Online Promotion Strategy

• Emma’s will create social media account on popularly sites like Facebook, Instagram, Twitter, Blogs, SnapChat and more.
• The company will conduct regular online poll to seek customer opinion on bakery products.
• Emma’s bakery will create weekly EMBakeChallenge on popularly.