ecommerce project report sweet delights bakery

Executive Summary:Sweet Delights Bakery is an innovative e-commerce platform specializing in multi-culturalbaked goods, with a mission to deliver fresh, handcrafted treats from around th

Foreign Trade University

E - COMMERCE GROUP REPORT

SWEET DELIGHTS - ONLINE BAKERY SHOP

September, 2023

I Introduction 3

1 Executive Summary: 3

2 Business Description: 3

II Business plan 4

1 8 elements of a business plan 4

2 STP (Segmentation, Targeting, Positioning) Strategy: 6

3 4Ps (Product, Price, Place, Promotion): 7

4 SWOT Analysis: 7

5 5Fs 8

6 Unique Selling Propositions (USPs): 9

III Web presence 10

1 Facebook 10

2 Wixsite 10

3 Shopee 13

4 Gmail 17

5 Instagram 18

IV Limitations 21

V Work evaluation 22

VI References 23

I Introduction

1 Executive Summary:

Sweet Delights Bakery is an innovative e-commerce platform specializing in multi-culturalbaked goods, with a mission to deliver fresh, handcrafted treats from around the world directly toour customers' doorsteps We pride ourselves on using top-quality ingredients and traditionalbaking methods to provide a diverse and authentic range of products, making us the ultimatedestination for those seeking delightful treats for any occasion

● Customized Cakes: Perfect for birthdays, weddings, and special celebrations, tailored to

our customers' desires

● Gourmet Pastries: From buttery croissants and Danish pastries to delectable tarts.

● Classic and Specialty Cookies: Including gluten-free and vegan options to cater to diversetastes

● Traditional Delicacies: We proudly offer traditional Vietnamese cakes, providing a taste

of authentic heritage

II Business plan

1 8 elements of a business plan

1.1 Customer Segmentation (CS):

● Segment 1: Urban Professionals

- Demographics: Age 25-45, urban dwellers, diverse backgrounds

- Psychographics: Busy lifestyles, value convenience, appreciate premium quality

- Behavior: Frequent online shoppers, seek unique culinary experiences

● Segment 2: Families

- Demographics: Parents aged 30-55, with children

- Psychographics: Family-oriented, seek special treats for celebrations

- Behavior: Frequent online shoppers, prioritize convenience and freshness

1.2 Value Proposition (VP):

Sweet Delights Bakery offers a global culinary journey, combining traditional baking techniqueswith creative innovation We deliver handcrafted, culturally diverse baked goods right to yourdoorstep Our commitment to authenticity, personalization, and top-quality ingredients ensuresevery bite is a masterpiece

1.3 Channel Selection and Distribution (CH):

● E-commerce Website: Our primary sales channel will be our user-friendly website,

offering a seamless shopping experience

● Third-Party Delivery Services: Partner with reliable courier services to ensure timely

and secure delivery

● Physical Bakery Location (Future): Consider establishing a physical bakery store in a

strategic location

1.4 Customer Relationship Management (CR):

● Personalized Communications: Utilize customer data to send personalized email offers,

promotions, and product recommendations

● Customer Feedback: Encourage and respond to customer reviews and feedback to

continuously improve our products and service

● Loyalty Program: Implement a loyalty rewards program to incentivize repeat purchases.

● Baking Facilities: Certified commercial kitchens for baking.

● Skilled Bakers: Expertise in traditional and innovative baking techniques.

● Online Platform: User-friendly website and secure payment gateways.

● Supplier Relationships: Establish strong relationships with ingredient suppliers.

● Marketing and Customer Service Teams.

1.7 Key Activities (KA):

● Product Development: Continuously innovate and develop new recipes and designs.

● Marketing and Promotion: Execute marketing campaigns, collaborations with

influencers, email marketing, and loyalty programs

● Order Processing and Packaging: Efficiently process orders and package products

securely

● Customer Support: Provide attentive customer service to address inquiries and issues.

1.8 Key Partnerships (KP):

● Suppliers: Maintain strong relationships with ingredient suppliers to ensure the quality

and consistency of raw materials

● Delivery Services: Partner with reliable courier services to guarantee on-time and safe

deliveries

● Influencers: Collaborate with influencers and food bloggers to expand brand visibility.

2 STP (Segmentation, Targeting, Positioning) Strategy:

● Segmentation:

- Segment 1: Urban Professionals seeking convenience and quality

- Segment 2: Families looking for special treats and celebration cakes

3 4Ps (Product, Price, Place, Promotion):

- Primary sales channel: E-commerce website.

- Delivery: Utilize reliable courier services for prompt and secure delivery.

- Future expansion: Consider establishing a physical bakery store in a strategic location.

● Promotion:

- Marketing campaigns: Showcase visually appealing baked goods on social media and

our website

- Influencer collaborations: Partner with food influencers to reach a wider audience.

- Email marketing: Engage customers with promotions and seasonal offerings.

- Loyalty rewards program: Encourage repeat business through a rewards program.

- Discounts and promotions: Attract new customers through special offers.

● Innovative Flavors and Designs

● Online Market Growth

● Catering and Events

● Health and Dietary Trends

● Threat of New Entrants: The threat of new entrants into the online bakery market is

moderate While starting an e-commerce platform is more accessible, the baking industryrequires expertise However, the rise of home bakers and smaller online bakeries mayincrease competition Sweet Delights Bakery can mitigate this by leveraging itsreputation, product quality, and established customer base

● Bargaining Power of Suppliers: The bargaining power of suppliers in the baking

industry is moderate Suppliers provide ingredients such as flour, sugar, and specializedequipment While many suppliers exist, unique and high-quality ingredients may comefrom limited sources Maintaining strong supplier relationships and diversifying sourcingoptions can help manage this bargaining power

● Bargaining Power of Buyers: Buyers in the online bakery market have relatively high

bargaining power They have a wide range of choices and can easily switch betweendifferent online bakeries Price sensitivity is a factor, and customers can compare prices,quality, and offerings easily Sweet Delights Bakery must focus on differentiation,quality, and customer service to retain loyal customers and reduce the impact of buyerbargaining power

● Threat of Substitutes: The threat of substitutes is moderate to high Baked goods are a

staple, but various options are available, from mass-produced products to different snacksand desserts Sweet Delights Bakery can differentiate itself by emphasizing artisanal andgourmet quality, unique flavors, and specialty offerings, reducing susceptibility tosubstitution

● Industry Rivalry: The intensity of rivalry within the online bakery market is high The

market is saturated with numerous online bakeries offering similar products Competition

is based on factors like product quality, variety, pricing, and delivery efficiency SweetDelights Bakery can differentiate itself through innovative flavors and designs, excellentcustomer service, branding, and targeted marketing strategies

6 Unique Selling Propositions (USPs):

● Global Culinary Journey: Sweet Delights Bakery is your passport to a world of flavors.

Our USP lies in our ability to offer an array of international baked goods, allowingcustomers to explore and savor cultures through our treats

● Artistry in Every Bite: We blend traditional baking techniques with creative innovation,

ensuring that each bite is a masterpiece of flavor and design This commitment to artistrydistinguishes our offerings

● Personalization: Tailoring cakes and baked goods to customers' desires is a unique

aspect of our service Whether it's a birthday cake or a special event, we make it personal,reflecting individual tastes and preferences

● Local Authenticity: We take pride in offering traditional Vietnamese cakes, preserving

the authenticity of local flavors This cultural emphasis sets us apart and appeals to thoseseeking genuine culinary experiences

Sweet Delights Bakery is poised to become a global sensation, offering a diverse and flavorfuljourney through cultures and traditions via our delectable baked goods With our unwavering

commitment to quality, creativity, and customer satisfaction, we are confident in our ability tostand out and thrive in the online bakery industry.

III Web presence

1 Facebook

Facebook is the largest social network in the world with around three billion users Online Shop

on Facebook Opening an online store on Facebook has become easier than ever with businesssupport features on the Meta platform that allow business owners to manage their sales pagemore conveniently and professionally

- Facebook Shop Page:https://www.facebook.com/sweetdelights.bakeryhanoi/

Create Shop Page on Facebook:

Step 1: Create a Page on Facebook, Choose Bakery in Page Categories then add basic

information for the Bakery

Step 2: Link the Shop Email, Shopee, Website

Step 3: Create Post of Bakery’s new products, events and promotions

2 Wixsite

Wix or Wix.com is a Cloud web development platform that allows users to build online HTMLwebsites and mobile websites, through the use of a drag and drop tool With Wix, users caneasily add and remove features such as: Plugins, social networking, online marketing, emailmarketing, contact forms, e - commerce, forums, …

- Website’s Domain:https://wixsite.com/sweet-delights-baker

Step 1: Create account or log in Wix with Google Mail, getting access to the editing site screen

Figure 2.1 Create a Wix account

Step 2: Plan website, design and content

- After choosing the template and content of website, editing follows available template base onour customized website, which about bakery shop website

Step 3: Design and build website

Step 4: Choose domain and publish web

Step 5: Promote and maintain website

- Manage product uploads and keep product information up to date, including productnames, prices, discounted prices, and stock availability

- Continuously collect customer reviews and address any website issues or bugs promptly

- Implement strategies to engage and entice customers, ensuring they gain value from ourservices

Some of our website UX/UI:

● Menu updated frequently with price/pcs so that customers can track their order easily:

● Top Sellers to promote the best-selling cakes:

3 Shopee

Shopee has gained significant recognition as an emerging e-commerce channel in recent years

As an intermediary sales platform, it is crucial in connecting buyers and sellers, simplifyingonline shopping and business activities for users Unlike traditional brick-and-mortar stores,Shopee operates exclusively online, providing a virtual marketplace where sellers can showcasetheir products and services, and buyers can easily access and explore a wide array of offerings.With Shopee's user-friendly interface and intuitive features, buyers can conveniently browsethrough various categories, search for specific items, and examine detailed product informationwithout the need to physically visit stores This saves time and effort and offers a moreconvenient shopping experience

For sellers, Shopee is a valuable platform to promote their products and services They caneffectively present their offerings, highlight unique features, and attract potential customersthrough engaging product descriptions and visually appealing images Additionally, Shopeeprovides sellers with tools and resources to manage their online stores, track inventory, andcommunicate with buyers.

As Sweet Delights operates online, it greatly benefits from having a reliable sales channel likeShopee By leveraging Shopee's extensive reach and user base, Sweet Delights can effectivelyshowcase its thoughtful shipping service and exciting promotions to a wider audience This notonly helps in establishing a positive reputation among customers but also boosts sales andcustomer loyalty

Link Shopee:https://shp.ee/822v3mq

Step 1: Create a Shopee account and register all the shop’s information (Name, Address, PhoneNumber)

Step 2: Choose the preferred shipping method

For our shop, we offer only the “Instant” shipping method

Step 3: Post our products on Shopee

There are a few actions involved in this step:

3.1 Provide the basic descriptions of the products

This includes: Pictures, Name of the product, Product type, Product description

3.2 Provide the detailed information

This includes: Brand name, Weight, Origion, Expired date, …

After we have finished uploading the products, Shopee will then verify the products within 24hours.

Here is the example when the products have been uploaded:

This is how our Shopee account is viewed by the customers:

4 Gmail

- ID: sweetdelights.bakery123@gmail.com

- In order to create web presence, gmail is really crucial and necessary Since it can helpcreate accounts to register the web platforms

Figure 1: Gmail home page after account registration

5 Instagram

- Instagram is a social media platform that focuses on sharing photographs and videos,therefore it was created with the idea of producing stunning and eye-catching images.According to user choices, it also provides a variety of picture and video editing options

- Instagram Link:

https://instagram.com/sweetdelights.bakeryvn?igshid=MzRlODBiNWFlZA

- Step 1: Create gmail using facebook account:

https://www.facebook.com/sweetdelights.bakeryhanoias a business account andsynchronized with an Facebook account and linked with the Facebook Page to increasethe interaction with potential customers and fulfill as much as possible informationwithout wasting time

Step 2: Update products and information about the shop

NOTE: Using hashtag to categorizes the products according to types of topic in order tosave customers’ time and they can easily find the information about the products

IV Limitations

- Logistical Challenges: Ensuring the freshness and quality of baked goods during

delivery can be challenging, especially when catering to a wide customer base

Maintaining consistency in product quality across various locations can also poselogistical challenges

- Customer Acquisition Cost: Acquiring new customers through marketing efforts may

be costly, especially if competing with well-established competitors who have largermarketing budgets

- Negative Reviews: In the age of social media, a single negative customer experience can

quickly spread and damage the bakery's reputation Maintaining high-quality standardsand excellent customer service is essential to mitigate this risk

- Health and Safety Compliance: Complying with health and safety regulations,

especially in the food industry, can be complex and require ongoing efforts and

investments

- Seasonal Variability: The bakery industry often experiences seasonal demand variations.

Managing inventory and staffing to meet these fluctuations can be challenging

- Supply Chain Disruptions: Disruptions in the supply chain, such as ingredient shortages

or delivery delays, can impact production and lead to customer dissatisfaction

- Economic Factors: Economic downturns or fluctuations in consumer spending can

affect the bakery's revenue and growth prospects