Sweet Treat Stores

I have included the paper that has been written up to this point as a guide. The sections that need to be continued have been highlighted, which is also included in the Assignment Instructions document. The order instructions page outlines what topics need to be covered in the paper.
• Outline ethical marketing techniques and approaches for your business.
• Identify marketing prospects.

ANSWER

MARKETING and SALES

5.1 Growth Strategy

Sweet Treat Stores will employ a market penetration strategy through product modification. Considering cookies made from the factory are cheaper and highly available, the most significant selling point to new customers is that cookies from STS will be fresh, locally produced and with high-quality ingredients. The product entry strategy will compete effectively by being homemade moulded, dropped, rolled, and pressed cookies and for both conventional and healthy cookies with low sugars and calories. As a growth strategy, STS will employ the tactic applied by KFC chicken, franchising in different locations but maintaining a trade recipe that offers a unique taste. STS will charge franchise fees for retail pastries that carry its brand. For distribution, the company will make use of both distributors and retailers. The distribution will be a store to home or office delivery through available online food delivery applications in each region. To reach customers, STS plans to have magical Thursdays and Treat Tuesdays with a buy one get one free offer for specific flavours.

5.2 Sales Strategy

STS will derive sales growth by raising the number of total sales in each quarter. A commission compensation system will be implemented for retailers where, in addition to their income incentives will be offered on the achievement of a particular number of sales per quarter. Considering the nature of the products provided by STS, sales will require strong relationships with customers. Salespeople will be tasked to undertake reviews from customers to ensure the best and most suitable product that assures customer satisfaction. For new customers, sales will focus on brand awareness where the company will be tasked to inform the outstanding qualities and health benefits of STS cookies in comparison to factory-made cookies.

5.3 Communication Strategy

5.3.1 Internet Strategy

There will be a pool of prospective STS customers online based on the fact that ordering and delivery will make use of an application like Uber Eats. As an internet strategy, STS will make use of online influencers who will get gift hampers from the company on selected offer days and in turn, create content on the products and offers on social media. Other older social media strategies such as a website with information about the products and social media accounts that keep customers engaged will also be applied.

5.3.2 Tracking ROI form website

To track the return on investments from the company’s website will require an initial established online campaign goal. ROI will track both brand awareness and boosted c-commerce sales. Sales will be easy to track because the gross amounts received from online sales will be a clear indication of the evaluation of performance. However, with brand awareness, tracking ROI will be a little more complicated. Nonetheless, new applications such as Google AdWords will track the website’s activity effectively and determine ROI based on the number of clicks and period online users are on the website.

5.3.3 Ethical Practices in Marketing and Selling.

STS promise to the customers is on quality products; therefore, the first ethical requirement for the company will be truthfulness in marketing communications. For instance, the number of calories on each pack must be accurate and well indicated. If the too much consumption of the cookies could lead to obesity, the company will be obligated to offer that information to customers before purchase. Endorsement from freelancers has to be transparent and clear. Lastly, government policy on issues such as public health regulations and standards of quality must be highly adhered to.