Market Research

Paper Summary:

The paper defines the market opportunities for a bakery and party shop in British Columbia, using all available secondary research and completing primary research on which brands are selling, at what price, and what consumers' attitudes are regarding a retail shop that could deliver on each of these characteristics. The paper is well illustrated with tables and comments that the unique value proposition of including both bakery and party supplies in the same retail business is what is specifically being researched in this report.

Outline:
Introduction
Hidden Risks

From the Paper:

"Lack of differentiation for specific types of celebrations and parties could also lead to market failure. It would not be a good idea to launch this business specifically to focus on broad, larger parties. Instead, it would be better to focus on ethnically-themed parties for the Chinese community for example. Having the bakery concentrate only on cakes and desserts that are for a specific ethnic background, along with the party supplies that were specific to the ethnic group would assure higher levels of differentiation and increase the potential for success."

Sample of Sources Used:

• Burroughs, R, & Harper , D (2002). An Analysis of Profits within the Agricultural Industry .Ottawa, Ontario: Statistics Canada, Agriculture Division.

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