MANAGERIAL COMMUNICATIONS ASSIGNMENT

Scenario: A sole trader is planning to open his first cupcake shop in Brighton. The shop will also have a small cafe. He has 5 staff and only a limited budget to advertise.The opening day is in 4 weeks. Develop a communications plan for the opening day. Think about the key stakeholders; the messages that need to be communicated;which communication channels would be most appropriate for each message and audience. You should also outline any potential barriers to the communicationand how these barriers could be overcome.

The cupcake shop is to be established in Brighton which is a coastal tourist town near London.It is also host to a lot of big companies. So the target market comprises of tourists as well as working class people with expendable incomes.

We will emphasize on the quality of the cupcakes with interesting taglines like ‘Everything you need in a bite’. The patissier also houses a café that serves freshly brewed gourmet coffee. Inaugral week is a time when combo offers and coupons that provide mouthwatering cupcakes and coffee at a reasonable price will be up for grabs. Free home delivery within a 3 km radius. Also famous food bloggers Ms Anita McKinsey and Shaw Matthew will be present to inaugurate the event.

Uniquely designed pamphlets will be circulated in newspapers and weekly magazines.Social media platforms like facebook ,twitter, whatsapp,instagram can be used. Connect with famous cupcake bloggers and ask them to interview us and mention our cake store inaugural day in their blogs.Create our own blog with cupcake baking videos and interesting pictures would provide an interesting insight into the world of confectionary. Invite these famous bloggers to the event and show this information on pamphlets and social media to attract their fans to the store. Keeping the toursist’s interests in mind, we can conduct baking classes and sample tastings, which will give them an opportunity to experience Brighton’s food culture.This will hopefully compel them to attend the inaugural event . Also cupcake and coffee stall near beach during peak hours to advertise our store. Advertising on popular radio shows will create more awareness.

The most apparent hindrance to our plan is our limited budget.

Hindrances Possible solutionsLimited budget for pamphlets Using recyclable paper for the hand designed

pamphletsCreating customer awareness as we are a new enterprise

Coupons and special discounts on combo offers.

Permits for food stall near beach Apply for a permit and get recommendations from

important people (chefs) in the community. Radio advertising requires expenditure Promise to promote their channel by playing their

station music in the store.

By overcoming the hindrances we believe that we will be able to establish a basic market and attract customers across the region and expand to greater extent in the future.