Desert Dreams
Joe Cake has been working in the food industry for 10 years. He has seen a trend toward more casual dining and he has seen the rise of Gelato shops. He thinks that there is an opportunity for healthy low fat deserts which can be enjoyed in groups after going to the cinema or before hitting the nightclubs. He has inherited some money and has asked a Marketing consultancy to prepare a Marketing plan for his new venture; he first would like a detailed overview of the industry and the factors of the uncontrollable environment that may impact on his business. He wants to know the major players and would like to know both direct and indirect competitors in this market, he also wants to have solid data in regards to consumers in Canberra and geo-demographic information that will enable him to choose a location for his shop. He then needs a detailed marketing mix strategy that takes account of the seasonal nature of the business.
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