CB2300 Management
CB2300 Management
Discovery Projects (individual)
Name: Sin Lee Ki, Angela
SID: 53095274
Content
Introduction 3
Main Resources and Capabilities 4-6
Competitive Strategies 7-8
Target Customers 9
Strength of the Internal Environment &
Effectiveness of the Competitive Strategy 10
References 11
Introduction
Arome Bakery is one of the famous bakery brands in Hong Kong. It is founded in 1985 as a Japanese style bakery, by now there are over 50 shops in Hong Kong located in stores ranging from MTR stations to shopping malls. In 2008, it was acquired by the Hong Kong’s largest food and beverage corporation, Maxim’s Catering.
This report focuses on the Arome Bakery in the lane in Hang Hau, Hong Kong. Observations and internal environment analysis on Arome Bakery’s main resources and capabilities and competitive strategies would firstly be made, followed by the analysis of target customers and the strength of the internal environment and effectiveness of its competitive strategies.
Main resources and capabilities
Arome Bakery has a unique business model. It core concept is to provide high quality breads and cakes with affordable price. Arome Bakery emphasizes it is a Hong Kong based Japanese style chain bakery, which differentiate from other Hong Kong based bakery. Arome Bakery also has three fundamental success elements involved in business: Capable of tracking the customers’ preference, extensive variety of products very season and heavy investment in communication and information technology.
Location in the mall
The store locates at the first floor of no. 143 of the mall, which is the concentration of the shopping mall. This is a strong distribution channel supporting high and constant flow of the population distribution. With these benefits, customers’ attention can easily be grasped and attract them to the store.
Customer Service
Accepting different payment methods
Discovery Projects (individual)
Name: Sin Lee Ki, Angela
SID: 53095274
Content
Introduction 3
Main Resources and Capabilities 4-6
Competitive Strategies 7-8
Target Customers 9
Strength of the Internal Environment &
Effectiveness of the Competitive Strategy 10
References 11
Introduction
Arome Bakery is one of the famous bakery brands in Hong Kong. It is founded in 1985 as a Japanese style bakery, by now there are over 50 shops in Hong Kong located in stores ranging from MTR stations to shopping malls. In 2008, it was acquired by the Hong Kong’s largest food and beverage corporation, Maxim’s Catering.
This report focuses on the Arome Bakery in the lane in Hang Hau, Hong Kong. Observations and internal environment analysis on Arome Bakery’s main resources and capabilities and competitive strategies would firstly be made, followed by the analysis of target customers and the strength of the internal environment and effectiveness of its competitive strategies.
Main resources and capabilities
Arome Bakery has a unique business model. It core concept is to provide high quality breads and cakes with affordable price. Arome Bakery emphasizes it is a Hong Kong based Japanese style chain bakery, which differentiate from other Hong Kong based bakery. Arome Bakery also has three fundamental success elements involved in business: Capable of tracking the customers’ preference, extensive variety of products very season and heavy investment in communication and information technology.
Location in the mall
The store locates at the first floor of no. 143 of the mall, which is the concentration of the shopping mall. This is a strong distribution channel supporting high and constant flow of the population distribution. With these benefits, customers’ attention can easily be grasped and attract them to the store.
Customer Service
Accepting different payment methods
References: 1. Jim Riley, 23 September 2012, Competitive Advantage http://www.tutor2u.net/business/strategy/competitive_advantage.htm 2. Market Entry Strategy: Case Study of Zara Internationalization in China http://ivythesis.typepad.com/term_paper_topics/2009/11/market-entry-strategy-case-study-zara-internationalisation-in-china.html 3. Zara Official Website http://www.zara.com/webapp/wcs/stores/servlet/home/hk/zt/