Feasibility Study
The Layer Cake Bakery
By Helene Hoeg Kroeger & Mie Sunke
Course: Franchising and Small Business
Instructor: Anthony Grace
Student no.: S2960125 & S2960789
Date: 14th of October 2014
Executive summary
The Layer Cake Bakery is a company that daily sells cakes, breads or sandwich in every possible occasion of the day. The Layer Cake Bakery is one of Denmark’s biggest and most popular bakeries. The reason for the company’s big success is their ability to make their products of the best quality at reasonable prices. The company’s target market are wide, but its buyers are mostly defined by having a good sense of quality while they at the same time are looking a bit exclusive and unique wearing the bags from the shop.
The Layer Cake Bakery’s competition in Denmark is relatively large, which is mostly by bakeries that sell similar products with similar quality and price. But when this is said, there is also a lot of supermarkets that sells products that are similar to the Layer Cake Bakery’s products, and there are many ordinary people who are satisfied enough with their range of products because it’s so close to each other.
Going into a bigger strategically analysis, it is clarified that the Layer cake Bakery’s potential to franchise is huge. They already have a great brand, good image, fantastic reputation among the consumers in Denmark, so why shouldn’t people in other countries like their products? Needless to say they have to think about every possible advantage and disadvantages they perceive they have, before making any kind of decision, but they also need to do market research to verify if it is at all possible to franchise the company in other countries.
To franchise the Layer Cake Bakery, there is a lot of formality there has to be done, and the company has to take that into consideration since it takes a lot of energy and time to settle it all and get all the legal aspects to fit as well. They need to organize a
By Helene Hoeg Kroeger & Mie Sunke
Course: Franchising and Small Business
Instructor: Anthony Grace
Student no.: S2960125 & S2960789
Date: 14th of October 2014
Executive summary
The Layer Cake Bakery is a company that daily sells cakes, breads or sandwich in every possible occasion of the day. The Layer Cake Bakery is one of Denmark’s biggest and most popular bakeries. The reason for the company’s big success is their ability to make their products of the best quality at reasonable prices. The company’s target market are wide, but its buyers are mostly defined by having a good sense of quality while they at the same time are looking a bit exclusive and unique wearing the bags from the shop.
The Layer Cake Bakery’s competition in Denmark is relatively large, which is mostly by bakeries that sell similar products with similar quality and price. But when this is said, there is also a lot of supermarkets that sells products that are similar to the Layer Cake Bakery’s products, and there are many ordinary people who are satisfied enough with their range of products because it’s so close to each other.
Going into a bigger strategically analysis, it is clarified that the Layer cake Bakery’s potential to franchise is huge. They already have a great brand, good image, fantastic reputation among the consumers in Denmark, so why shouldn’t people in other countries like their products? Needless to say they have to think about every possible advantage and disadvantages they perceive they have, before making any kind of decision, but they also need to do market research to verify if it is at all possible to franchise the company in other countries.
To franchise the Layer Cake Bakery, there is a lot of formality there has to be done, and the company has to take that into consideration since it takes a lot of energy and time to settle it all and get all the legal aspects to fit as well. They need to organize a
References: Kolby, M, Berlinske Business, (2009) retrived 24th September 2014 http://www.business.dk/ledelse/her-er-manden-bag-lagkagehuset Schaper, M., Volery, T., Weber, P. and Gibson, B. (2014), Entrepreneurship and small business. 4th Asia-Pacific Edition, Wiley Griffith University, Impacts of franchisee field support services, viewed 20th September 2014