2.1 Background of the Company
BreadTalk Group was founded in Singapore in April 2000 and listed on the SGX in 2003. It is founded by George Quek (Chairman) and his wife, Katherine Lee (Deputy Chairman), when he saw an opportunity for starting a bakery selling freshly baked breads and buns that are visually creative and attractive.
2.2 Mission and Vision
Their vision is to establish BreadTalk to be an international trend-setting lifestyle brand. And the mission is to lead lifestyle culture with new, innovative changes and creative differentiation to craft products with passion and vibrancy.
The first BreadTalk retail outlet opened on 1st July 2000 at Parco Bugis Junction. They introduce their signature Flosss bun, and causes spiraling long queues. The second outlet was open within 5 months, in December 2000, Novena Square, followed by the first HDB heartlands outlet in Bishan. By 2001, they expanded the operations by opening another five outlets, and rapidly expanded to become a distinctive household brand owner that has established its mark on the world stage with its bakery, restaurant and food atrium footprints.
When they first started, the whole baking process (from preparation of dough to the final topping of the bakery items) was done at each individual retail outlet. As the business grows and preparing for franchising plans, they set up a central kitchen and shifted our corporate headquarters to the present premises at KA FoodLink, Kampong Ampat in September 2001. To cater for high production capacity, they acquired more space, machinery and equipment in 2002. The expansion of the central kitchen was completed by November 2002
Today, BreadTalk has become a distinctive household brand owner that has established its mark on the world stage with its bakery, restaurant and food atrium footprints. Its brand portfolio comprises BreadTalk®, Toast Box, Food Republic, Din Tai Fung, The Icing Room, RamenPlay, Thye Moh Chan and Carl’s Jr. in China. With a global staff strength of 7,000 employees, the Group has a network of over 600 bakery outlets in 16 territories such as Singapore, China, Hong Kong and the Middle East. It also operates more than 10 Michelin Star Din Tai Fung restaurants in Singapore and Thailand, as well as 50 award-winning Food Republic food atrium in Singapore, China, Hong Kong, Malaysia, Taiwan and Thailand.
2. SWOT Analysis
* Experienced Management Team * Strong Finance * Specialized R&D Team * Wide Range of Products * Strong Partnership Network in Asia * Wide Range of Target Market * Brand Concept| * Difficult to have Loyal Customer Base * No Halal Certification * Low barriers to enter F&B industry| OPPORTUNITY| THREAT|
* Growth of Technology * Expanding of Business * Creative Ideas * Delivery Services| * Globalization * Inflation * Natural disaster|
* Experienced Management Team
BreadTalk is led by Dr George Quek who has 30 years’ experience in F&B industry. Together with the assistance from vastly experienced senior managers, it brought unprecedented commercial success to the company.
* Strong Finance
Figure [ 1 ]- Revenue and Profit obtain from Annual Report 2011
Looking at the Annual Report 2011, the revenue and profit chart (Figure 1) have shown that despite of the global uncertainty in 2011, the BreadTalk have done a great job and produce credible performance.
Figure [ 2 ] - Pie Chart of Business Segment and Geographical Segment obtain from Annual Report 2011 Figure [ 2 ] - Pie Chart of Business Segment and Geographical Segment obtain from Annual Report 2011
Future more, the pie chart of business segment and geographical segment (Figure 2) have clearly shown that half of the sales are from Bakery (BreadTalk). And Singapore stand half the sales (52.3%) compare to Hong Kong, China and rest of...