Hannah Bakes Cakes is a stall situated in Union Square in Aberdeen. It specialises in cupcakes in various flavours. She currently has a Facebook page with 700 'likes', and a website. They charge £1.50 per cupcake and 50p packaging for every 6 cupcakes. Delivery is £2.
The biggest strength of Hannah Bakes Cakes is their location. As the stall is in such a busy place within the city centre, this poses a big threat to Cupcakes By Jo as much more people will be aware of the business and have the opportunity to have higher sales. This means that a lot has to be done to encourage people to go to Indoor Market instead.
Another strength of the business is their website which has pages including "About Us", "Our Cupcakes", "Delivery Area" and "Contact". As Cupcakes By Jo does not have a website yet, this is a potential threat, and means a priority of this campaign is to create an effective website.
The main weakness of Hannah Bakes Cakes is their lack of social media. They currently do not have Twitter, which is a key tool for small businesses, and this can be used to our advantage. It means that we can target people on through Twitter without competing with this business. Although they have a Facebook account, the number of followers is reasonably low compared to that of Cupcakes By Jo, giving us an advantage straight away.
BiBi's has a small shop located on Schoolhill in Aberdeen between the Bon Accord and St Nicolas shopping centres. They also have shops in Edinburgh and St Andrews. They have a strong brand image and are quite active with their social media having Facebook, Twitter and a website. They currently have 52 followers on Twitter and over 5000 'likes' on Facebook. They charge £1.75 per cupcake.
The main strengths of this company is their strong brand image and their central location in the city centre. The crossing between the two shopping centres is always extremely busy which means a large amount of local people will be aware of the business. Also, as they have an actual shop as opposed to a stall, this is obviously a big advantage for them as it looks very professional and inclines people to think the products will be of high quality. They will have a lot more resources - including budget and staff - than Cupcakes By Jo and Hannah Bakes Cakes as they are a chain of stores accross Scotland.
Another main strength of the business is their website which is very good. The layout, photography and animation used is very stylish and works extremely well. It also includes a vast amount of information about their business and gives customers the ability to book baking courses and order cupcakes. It also provides links to their blog, Facebook and Twitter.
However, even though BiBi's is a big company, they currently only have 52 followers on Twitter. As mentioned previously, this can be used to our advantage and reduces local competitors on the social netoworking site.
Blackbird Bakery
Blackbird Bakery is a shop located on Union Grove in Aberdeen. They currently have a website and a blog. Prices for their cupcakes vary and can be between £1.75 and £2.25 per cake.
The main strength of this business is that it is a traditional bakery with loyal customers. Like BiBi's they have an actual shop located in the city centre, portraying the products as high class.
As they do not have Facebook or Twitter, this is a major weakness. This means they are not targeting their customers as well as they could be, and leaves it open for competitors. Their website is basic with not a lot of information, and the colour scheme does not work well.
Overall, Blackbird Bakery does not pose a big threat to Cupcakes By Jo as we will be much more active on social media sites and target our audience better. Also, as their bakery is more traditional and owned by an older person, their target market is not the same as Cupcakes By Jo's and are less inclined to use social media.
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