Gardenia Marketing

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MKT1003 GROUP PROJECT
Gardenia Ltd.

TABLE OF CONTENTS
1. INTRODUCTION3
1.1 History3
1.2 Management Structure3
1.3 Products and Services 4

2. RECENT PERFORMANCE 5

3. MACRO-ENVIRONMENTAL ANALYSIS 6
3.1 Political / Regulatory Factors6
3.2 Economic Factors6
3.3 Social Factors 7
3.4 Technology Factors7
3.5 Competitive Factors7

4. ANALYSIS BY COMPANY 8
4.1 Market Analysis8
4.2 Industry Analysis9
4.3 Competitive Analysis 9
4.4 Customer Analysis 10
4.5 Market – Product Analysis 10

5. MARKETING OBJECTIVES 11

6. MARKETING STRATEGIES 12
6.1 Target Market and Segmentation12
6.2 Points of Difference13
6.3 Positioning13
6.4 Marketing Mixes14

7. EVALUATION AND IMPROVEMENT 15
7.1 Evaluation of and Improvements to Marketing Analysis15
7.2 Evaluation of and Improvements to Marketing Strategy16
7.3 Evaluation of and Improvements to Marketing Mix16

8. REFERENCES 17
APPENDIX 18

1. INTRODUCTION

Mention the name “Gardenia” to anyone in Singapore and the person would say “bread”. Today, Gardenia has become a household name to all Singaporeans and it certainly has established itself in the commercial bakery industry. So how did Gardenia come about? How has it progressed over the years? What are some of its marketing objectives and strategies? Our group hopes to address these questions and more in a bid to analyse the success behind the household bread giant, Gardenia.

1.1 History

As shown from the timeline in Figure 1 below, Gardenia started its business from humble beginnings. In slightly more than two decades, it is now a renowned brand name in Singapore and neighbouring countries in Asia.

Figure 1: Timeline of Gardenia
Today, Gardenia continues in its efforts in ensuring that its products are above its competitors and invested in technology that could better facilitate its production and conduct product differentiation to cater to the diverse and ever-evolving needs of its consumers.

1.2 Management Structure

1.3 Products and Services

Today, Gardenia boasts of a wide spectrum of products, ranging from its Enriched White Bread to its Fun Bun Kaya. Figure 2 below captures the broad categories of products lining the shelves of supermarkets.

Figure 2: Product Lines of Gardenia
In addition to these food products, Gardenia is also involved in the service of catering packages of frozen food products such as Hot Bake Buns and Hot Toast. Thus, it can be seen that the products supplied and services provided by Gardenia reach out to different target segments of the market and this would be further examined in the section of marketing strategies.

2. RECENT PERFORMANCE
As it can be seen from the performance of QAF for the past 4 years (Appendix A), QAF’s bakery segment’s revenue has been steadily rising from $300 million in 2007 to $428 million in 2010. However, QAF’s segmental revenue in Singapore has been steadily falling, even after the 2008 global economic crisis, falling from a high of $191 million in 2008 to $165 million in 2010.

3. MACRO-ENVIRONMENTAL ANALYSIS
The operating environment in the 21st century is constantly changing and shifting. Gardenia constantly analyses its macro-environment to identify key trends in the consumer market and the bakery industry in order to develop robust strategies. This analysis allows it to develop a strong awareness of its operating environment and quickly adapt to changes in the industry. In this report, we have chosen to make use of the PEST framework, divided into four types of macro-environmental influences: Political, Economic, Social and Technological. These four factors are external to Gardenia and affect the entire commercial bakery industry.

3.1 Political / Regulatory Factors

The bakery industry faces strict government regulations with regard to food safety and import and export restrictions. These regulations are consistent with international standards, and...
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