Break Talk Swot Analysis

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Table of Contents
1.0Executive summary……………………………………………………………………………1 2.0Situation Analysis………………………………………………………………………………1
2.1Market Summary………………………………………………………………………………1

Company Background
Established in 1956, Old Chang Kee best known for its Hainanese style Curry Puffs grew from a small stall along McKenzie Road in Singapore to one of the World’s 20 Best Fast-Food Chains as voted by a U.S based Travel and Leisure Magazine in May 2012. The pivotal moment occurred in 1986 when the business was bought over and revamped. By modernizing, re-engineering and implementing strict quality standards, Old Chang Kee’s franchise model has since expanded to over 80 outlets strategically located across the island with expansion into countries such as Australia, China, Indonesia and Malaysia. Adding to the current manufacturing and distribution facility in Singapore, a second was purchased in Johor, Malaysia to cope with the high demand and to further support both local and overseas expansion plans. Through product innovation, Old Chang Kee’s menu now consist of more than 30 affordable and delectable food products such as fishballs, chicken nuggets, chicken wings, spring rolls, yam cakes and new variants of puff products to name a few. Their marketing efforts combined with their high accessibility and visibility has positioned Old Chang Kee as offering consumers with accessible, quick, delectable and consistent food products at an affordable rate. Over the years, similar food chains selling curry puffs / puff products and other food products have cropped up, namely “A1 Crispy Puffs’ and “Tip Top Puff Factory”. At the same time, the food industry has seen the emergence of “mom and pop” shops with similar product offerings jumping on the bandwagon. Despite the competition level, Old Chang Kee’s annual turnover was S$58.5 million last year with a year-on-year improvement of almost 10%. Its signature puff products accounted for approximately 33.7% of its revenue....
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