Your friend Alex Is in the process of starting his own bakery in your city. Through market research,

Alex has determined that the best target market for his bakery is 18-25 year old university students/young professionals. This target market is time poor and have a strong demand for takeaway food while on the go. They are somewhat health conscious but also enjoy sweet pastries/treats on occasion, They use public transport and spend 'at least 2 hours on social media each day. Finally, while they have limited budgets, they do not have a lot of life expenses. Hence, they can afford regular takeaway food purchases. Before officially launching his new bakery, Alex wants to develop clear marketing strategy, and has come to you for advice.

First, outline the importance of Alex's bakery having a clear marketing strategy.

Next, provide comprehensive recommendations to Alex for each of the bakery's APs.

Finally, conclude your essay by outlining how market research could be used to help Alex evaluate the effectiveness of the bakery's marketing strategy (4Ps).

Ensure your answer illustrates definitions, explanations, examples, theoretical justification and application to the case wherever possible.