Yong’s Donuts and Cookies

EXECUTIVE SUMMARY

Yong’s Donuts and Cookies is a small, family-owned business in the city of Fountain Valley. They are most known for their classic-style bakery goods and cheap coffee drinks.

We plan to increase market exposure of the donut shop by implementing more modern practices such as starting a larger online presence, new branding, and community outreach. More specifically, we want to market towards the middle-class Asian-American community that already exists inside Fountain Valley.

Our goals and objectives are to increase customer retention, number of in-store visits, and sales by 12% over a year through the usage of online advertising, community outreach, establishing a stronger online presence, increasing brand awareness by creating an official website, claiming Facebook and Yelp pages, utilizing Google Adwords, Facebook Ads, establishing partnerships, and sales promotion.

Our S.W.O.T. analysis defines both internal strengths and weaknesses and external opportunities and threats. In terms of strengths, we included the low costs yet high quality items Yong’s Donuts offers, and for weaknesses, we addressed concerns regarding inconsistent customer service, absence of updated technology, lack of name recognition, labor, and revenue loss. Our opportunities discuss cultural and industrial options to take advantage of, as well as the threats of competitors, a negative online presence, and an increasing health conscious attitude.

The situational analysis explains the economic factors that can drive Yong’s Donuts into popularity, as well as an industrial analysis through Porter’s 5 forces. We explain our target market, which is made