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Phyllis “Denise” Brown
Summer 2018
MBA-687
Belhaven University – Jackson, Mississippi
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Case Four is the situation of Sift Cupcake and Dessert Bar. The case give the readers an
overview of the business history, challenges and future decision for the organization. The unique
based small business has differentiated itself by its branding position of operating under a
focused differentiation strategy. Specifically, it concentrates on a narrow buyer segment and has
outcompeted its competition with a product offering that meets the specific tastes and
requirements of niche member better than product offerings of the rivals (Thompson, Strickland
& Gamble 2014). The uniqueness of the company derives a smaller cake with immense taste. A
cupcake with various designs and specialize dessert bar. According to U.S. Annual Consumer
Spending on Bakery Products, the customer loyalty exist with customer 35.5% in the 23-34 years
of age group. The business function significantly in the high-end segment. 20.6% of customer
family income is $100,000 and over, and 35.8% of Sift’s customers do not have children.
