Report F&B
Marketing Management Project
On
[pic]
CONTENT
1 Introduction 1.1 Company Background 1.2 Vision and Mission 1.3 Awards
2 Macro-Environment Analysis 2.1 Natural Environment 2.2 Culture Environment 2.3 Demographics
3 Product Line
4 Evaluation & Recommendation of Marketing Strategies 4.1 Market Penetration 4.2 Product Development
5 Mission Statement
6 ANNEX
1 Introduction
1. Company Background
BreadTalk Group Limited is a listed bakery based company in Singapore. It was founded in April, 2000 and is currently operating a chain of retail outlets through its principal subsidiary, BreadTalk Pte Ltd, selling a wide range of breads, cakes, buns and pastries. In Singapore, the Group currently has a chain of 24 retail outlets island-wide, and at the same time, BreadTalk is seeking to expand their franchise network to Asia Pacific region like Indonesia, Hong Kong, the People's Republic of China, Philippines, Malaysia, Taiwan, India and also to MiddleEast countries.
1.2 Vision and Mission
Vision:
Establish BreadTalk as the foremost international, trend-setting lifestyle bakery brand
Mission:
Leading a new lifestyle culture with new, innovative changes and creative differentiation to craft products with passion and vibrancy
[pic]
1.3 Awards
In the bread business, BreadTalk was recognised with multiple awards as shown below. These awards show its branding and business successes.
(refer to Annex 1)
2 Macro-Environment Analysis
2.1 Natural Environment
As a confectionery, the main raw materials for BreadTalk’s product line (buns and cake) include flour, yeast, eggs, sugar, and butter. At the same time, these buns will need to be compliment will meat, vegetables and/or fruits.
In the current change in market recently, commodities price has greatly affected the profit margin of the company. The rising of food prices globally are mainly due to either natural disasters (e.g. flood) or rising oil prices.
On
[pic]
CONTENT
1 Introduction 1.1 Company Background 1.2 Vision and Mission 1.3 Awards
2 Macro-Environment Analysis 2.1 Natural Environment 2.2 Culture Environment 2.3 Demographics
3 Product Line
4 Evaluation & Recommendation of Marketing Strategies 4.1 Market Penetration 4.2 Product Development
5 Mission Statement
6 ANNEX
1 Introduction
1. Company Background
BreadTalk Group Limited is a listed bakery based company in Singapore. It was founded in April, 2000 and is currently operating a chain of retail outlets through its principal subsidiary, BreadTalk Pte Ltd, selling a wide range of breads, cakes, buns and pastries. In Singapore, the Group currently has a chain of 24 retail outlets island-wide, and at the same time, BreadTalk is seeking to expand their franchise network to Asia Pacific region like Indonesia, Hong Kong, the People's Republic of China, Philippines, Malaysia, Taiwan, India and also to MiddleEast countries.
1.2 Vision and Mission
Vision:
Establish BreadTalk as the foremost international, trend-setting lifestyle bakery brand
Mission:
Leading a new lifestyle culture with new, innovative changes and creative differentiation to craft products with passion and vibrancy
[pic]
1.3 Awards
In the bread business, BreadTalk was recognised with multiple awards as shown below. These awards show its branding and business successes.
(refer to Annex 1)
2 Macro-Environment Analysis
2.1 Natural Environment
As a confectionery, the main raw materials for BreadTalk’s product line (buns and cake) include flour, yeast, eggs, sugar, and butter. At the same time, these buns will need to be compliment will meat, vegetables and/or fruits.
In the current change in market recently, commodities price has greatly affected the profit margin of the company. The rising of food prices globally are mainly due to either natural disasters (e.g. flood) or rising oil prices.