Assignment 1:Company Introduction, Market Segmentation, and Product Positioning

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Assignment 1: Company Introduction, Market Segmentation, and Product Positioning
Put My Foot In It Cakes
Lynda R. Gaston
Dr. David A. Holness
Strayer University
MKT 500 – Marketing Management
April 25, 2012

Write a detailed company background.
Family functions are always a great way to introduce my creativity by designing new homemade cakes. Made and created by Lynda Gaston in 1992, my company, Put My Foot In It Cakes was born. Featuring homemade cakes, cupcakes and other delectable only the finest ingredients are used.
Bringing my cakes to family functions and getting rave revues, thumbs up and the famous quote “Lynda, you put your foot in this cake”, a vision was born….Put My Foot In It Cakes.
Create a strategic mission statement.
Put My Foot In It Cakes strives to be the “I remember my grandmother’s cakes tasted exactly like this” in the Southern and Northern regions. Committed to bringing a personal touch to the palate, Put My Foot In It Cakes will bring joy and comfort in every bite. Everything we do reflects this mission and brings the values that make it possible.
Determine and decide upon at least one foreign market for the product and service. Provide your rationale for this market.
One foreign market that I have decided upon would be Canada. The reason I chose Canada is because they speak dual languages. There would be no large shipping costs and freight charges. Ground transportation can be used because Canada is a country in close proximity to America, traveling to and fro would be easy and economical.
It is important for my company to first develop a market entry strategy in order to investigate all details associated with expanding my business service and products to another country such as Canada. Some factors of vital importance are the ability to understand and analyze Canada’s potential customers, fierce competitors, along with…...

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