Case Study: Ranata

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Considering the status of Ranata after following business plan, company will gain competitive advantages in reaching to variety of affordable customer groups, which will enhance the chances of purchasing the products because of its points of sale situated in popular locations. Company will also create the new market for Portuguese egg tarts in Manchester by providing real authentic natas with high quality in beautiful and unique packaging compared to its existing competitors. Ranata will be the first bakery shop that delivers various values to meet customers’ demands such as healthy and novel appearances of natas. With high sales volume, Ranata can take benefits from economy of scale, such as lower costs of ingredients and higher bargaining…show more content…
This form of legal protection enhances competitive capabilities to the firm. Industrial property can be used as a tool to prohibit the others to imitate recipe of natas, company’s logo and name by registering patent, trademark, trade name, and trade secret. This instrument makes Ranata became the only brand owner and differentiates itself from regular shop for long term. (Confidentiality agreement with staff about the recipe???) 4.2.2 Marketing Strategy First of all, in order to make Ranata became the brand specialising in Portuguese egg tarts in customers’ perception, it is neededs to redesign its the logo and packaging that refers to the country it came from and use colouring in natural tones which implies authenticity. The style of these two physical components should be used in a long term so as to embed Ranata in consumer’s subconscious. In addition, founders should create story of Ranata to reinforce its brand…show more content…
After launching three Tuk-Tuk cafés in year 1 to 2, Ranata will employ three bakers to support production of 1,200 Natas a day and 3 distributors. Each distributor is responsible for driving, selling and being cashier per one Tuk-Tuk café. All employees work in shifts to provide operations seven days per week during seven hours per day for sales operators and four hours per day for bakers. As minimum wage in the UK is £6.50 per hour and average rate for baker is £7.55, Ranata plans to pay a bit higher rate for attract good employees by £8 for a baker and £7 for a

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