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Business Positioning

Purple Yam aims to become the best bakery in the city by continuing to innovate and prepare products from scratch on-site. Its goals are to expand to other cities. Its strengths are affordable ube cakes and a variety of unique ube products. However, its weaknesses include fluctuating consumer prices and competition from established brands. Currently expanding in Ozamiz, Purple Yam plans to enter neighboring cities while developing new products.

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Haki Tozaki
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204 views5 pages

Business Positioning

Purple Yam aims to become the best bakery in the city by continuing to innovate and prepare products from scratch on-site. Its goals are to expand to other cities. Its strengths are affordable ube cakes and a variety of unique ube products. However, its weaknesses include fluctuating consumer prices and competition from established brands. Currently expanding in Ozamiz, Purple Yam plans to enter neighboring cities while developing new products.

Uploaded by

Haki Tozaki
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Business Positioning(Purple Yam)

Customer Analysis

A cake is always present whenever there is a celebration, from weddings, birthdays, parties,
and other yearly occasions. These are the drives that makes people buy cakes, for our products
to sell, we will be offer cakes for separate occasions. Offering personalized cakes. The target
market for our business reaches across all genders and ages.

Competitor Analysis

Goldilocks

Product

Goldilocks sells a wide variety of baked goods, confectionery, and native Philippine products.
Bread, desserts, chocolate goods, muffins, salads, pastries, cakes, and other items are available.
They also create personalized greeting cards and luxury cakes to make birthday parties and
other special events even more enjoyable.

Price

Customers of various ages and income levels are targeted by Goldilocks. For its products,
Goldilocks maintains a competitive price policy. Customers can get their baked items and
desserts with affordable price. The company strives to make its products sweeter in everyone's
life. Prices, on the other hand, vary depending on the exclusive products and their sizes.

Place

Goldilocks has been delighting people in the Philippines and worldwide with items that respect
Filipino tradition. It has recently entered the Southeast Asian market, including Hong Kong and
Singapore.
Promotion

Goldilocks connects with the public by using digital channels to display promotional
commercials for Filipino pride foods. It also continues to improve the packaging of its products
to attract more customers.

Red Ribbon

Products

Red Ribbon offers a wide variety of products from cakes, rolls, pastries, meals, and beverages.

Price

Red Ribbon offers competitive pricing on their items, although the price fluctuates depending
on the size of the item.

Place

Red Ribbon also has a lot of branches nationwide, a number one competitor of Goldilocks. Red
ribbon also put branches in big cities like Cebu and Davao.

Promotion

Red Ribbon promotes their business using digital channels like social media, and television.
They also offer discounts for special occasion like Christmas.
Own Business Analysis(Purple Yam)

Goals

To become the best bakery in the city. Continue to innovate in the baking industry while
preparing everything from scratch on-site. Expand the business in other cities.

Strength

Purple Yam strives to cater the people their favorite ube cakes in affordable prices. Make a
wide variety of products that are made from ube that suits the taste of the people. Offering
unique ingredients that are cost effective that generate large profit for the business.

Weakness

The weakness of purple yam is the bargaining power of consumer wherein the prices of the
products fluctuate depending on how customers are willing for the product. Competitors is
also a big obstacle for the business, facing well known business in the market will be hard.

Current Position

Purple Yam is in the expanding stage right now, the business is successful in Ozamiz wherein,
aiming for expansion in neighboring cities will be the current mission of the business. Research
and Development is also in progress in which the business creates new products to sell in the
market.
High Quality

Red Ribbon

Goldilocks
Purple Yam

High Price
Low Price

Low Quality

Positioning Map
Positioning Strategies Selected

Purple Yam offers unique products that will make people remember the business when they think about
cake. Something purple to be precise.

Based on benefits for customers – Purple Yam will offer products that are unique to the taste of the
consumers.

Based on customers themselves – The business will also offer personalize products wherein customers
can choose what kind of product do they want to have that will also depend on their willingness to buy.

Based on comparison – Purple Yam will offer competitive product that will compete with other
competitors’ products. Offer quality products that are affordable to the customers.

Purple Yam will use mass media in advertising the products including social media, and offer discounts
for customers for special occasion.

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