Ted Bakery

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  • Topic: Marketing, Strategic management, Product management
  • Pages : 10 (2879 words )
  • Download(s) : 91
  • Published : March 10, 2013
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MARKETING DECISION MAKING
MODULE CODE:

SUBMITTED TO:
SUBMITTED BY:

INTAKE CODE:
SUBMISSION DATE:

TABLE OF CONTENTS:

EXECUTIVE SUMMARY:3
INTRODUCTION:4
COMPANY BACKGROUND:4
NEW PRODUCT:4
SITUATION ANALYSIS:4
PORTERS FIVE FORCES:4
COMPETITOR ANALYSIS:6
NEW PRODUCT STRATEGY:6
NEW PRODUCT DESCRITPION:6
OBJECTIVES DAGMAR:7
MARKET SEGMENT:8
TARGET MARKET:8
POSITIONING STRATEGY:8
DISTRIBUTION STRATEGY:8
PROMOTIONAL STRATEGY:8
PRICING POLICY:9
ECONOMIC SUMMARY:10
PRO FORMA CASHFLOW STATEMENT:10
CASH FLOW ANALYSIS:10
INVESTMENT OUTLAY:11
RETURN ON INVESTMENT:11
CONTROL AND EVALUATION:12
EVALUATION:12
CONCLUSION:13
REFERENCES:14

EXECUTIVE SUMMARY:

This report was commissioned in order to do analysis for the company Bread Talk for the launch of their new product named as Diabetic cake. In this research, I have explained all the important factors which company needed to understand before launch their new product. At first I have given brief introduction of the company and the new product which they want to launch. For the situation analysis, I have used porter’s five forces for understanding the important factors and after that there is complete competitor analysis on the two main competitors of the company. After situation analysis, I have provided information about the product strategy and the product description and its target market. There Is complete analysis on the distribution, promotion, positioning and pricing strategies for their product. In economic analysis, there is research carried out on the sales which company can generate and the pro forma cash flow with their investment outlay. Apart from these things I have provided company with some control objectives which they can used to enhance their business operations and the most important factor is to do evaluation in which company can evaluate their strategies to understand the effectiveness of their strategies.

INTRODUCTION:
* COMPANY BACKGROUND:
Bread Talk is one of the famous bakery shops around the world. Bread Talk was founded in year 2000 in Singapore. Company operates a chain of retail outlets and it has about 38 retail outlets only in Singapore. Company operates its business activities through its subsidiary company Bread Talk PET Ltd. Currently company has been ranked as one of the top quality providing company and they have distinguished with top quality products and creations which reflect contemporary lifestyles, changing tastes and current events. Company has its outlets in countries likes Indonesia, Malaysia, China, Qatar, Lebanon, Vietnam, Thailand, Hong Kong, India, Oman, Kuwait, Bahrain, Sri Lanka, Jordan and Philippines. Currently in Malaysia, Bread Talk has 6 outlets which are operating in different sectors of the country. (Bread Talk) * NEW PRODUCT:

Company is operating in Malaysia from many years and they have wide range of products but due to increasing competition from other bakeries like Levain and Bakels, company has decided to launch new product in the market. The new product which company will launch is cake product and it is for Diabetic people. This cake will only be for those people who have high sugar levels and they cannot enjoy tasty cakes. So our new product will be launch to compete with our competitors. SITUATION ANALYSIS:

* PORTERS FIVE FORCES:
Porter’s five forces were used to determine the food and beverage industry environment in which they operate. For better understanding of current situation of the business and market Porter’s five forces was used and emphasis will be given to particular bakery business. By understanding and outlining the key problems in the external environment will give us a better analyzes on Bread Talk and assess its current position in the business.

* INTENSITY OF COMPETITION:
Food industry is covered by high rate of competition,...
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