Why Expand Breadtalk in Japan

Topics: Bread, Flour, Food Pages: 10 (2937 words) Published: January 17, 2013
Table of Content

* Executive summary

* Introduction

* Market Trend & environment analysis(Macro Analysis) & Eating habits

* Marketing Mix - 4Ps with competitor analyzes

* Implementation, Evaluation and Control

* Conclusion

Reference List

* Executive summary
In this assignment The focus would be on why I would suggest BreadTalk to have its presence in Japan along with supporting sources and references broken down into introduction, market trend, environment analysis, marketing mix with 4ps and competitors analysis, implementation, evaluation and control, overall report, justification and references.

* Introduction
The first flagship store that BreadTalk started from was from a little humble store in Bugis Juction located in the City of Singapore. It was in July 2000 started with a dream fuelled by the desire to bring a new concept of bread making to a whole new level by introducing their signature 'see thru' kitchens which allow their chefs to showcase their expertise upfront, sharing the preparation of the freshly browned breads.( BreadTalk, 2012) BreadTalk's mission is to be Leading a new lifestyle culture with new, innovative changes and creative differentiation to craft products with passion and vibrancy (BreadTalk,2009) BreadTalk's Vision Establish BreadTalk as the foremost international, trend-setting lifestyle bakery brand (BreadTalk,2009) In 2012 their vision statement changed to We have a shared vision to be an international trend-setting lifestyle brand. To this end, we have taken bold strides in introducing new food culture with revolutionary changes and ingenious differentiation. Our products are also crafted with passion and vibrancy to the highest quality. We are confident that our strategies will lend us a distinct competitive advantage and a platform for continued growth. (BreadTalk, 2012)

* Market Trend & environment analysis(Macro Analysis) & eating habits Why Japan Why?
It is long known that Japan is a fast pace city filled with convenient store popping up almost every corner of the street in Japan by taking an example of the success of 7-11 in Japan which is now own by Seven & I Holdings Co., Ltd. 7-11 in Japan have 14005 stores based on 29 February 2012 as compared to North America which have only 7149 stores based on 31 December 2011.(7&i 2012) Its sale of food items make up of 64.9% of total sales. (7&i 2012) Based on an article publish on 2 April 2012 titled Wave of Grain by slate.com have suggested that wheat based products like bread and noodles are more popular then rice products in Japan Adding on to the trend of demand for bread, in 28 September 2010 an article written by Juniper Foo for CNet with the title of Make bread out of rice with Sanyo's Gopan noted that bread is such a popular consumed product in Japan that Japanese inventor manage to turned rice into flour that is suitable to make rice breads and the machine was sold out despite its high cost of about 50,000 Yen. Western influence on Japanese have more Japanese choosing to dine out rather than the old tradition of eating at home and have chosen more American food over Japanese food. Food such as Beef are constantly becoming a primary diet for Japanese to eat. (CafeTerra, 2008) In an old article called Sweets in disguise back in 2005, It was suggested that Japan consumer like things that are sweet especially to the younger generation of women in Japan. (Trends in Japan 2005) When it comes to behaviour trends, Japanese consumer are seen to be cutting on spending and like dinning out and holidays and shown an increase on instant food consumption as shown in Research done by 500 consumer both genders nationwide, aged 16 and above (Research Panel Asia May 2011) On top of that, Japanese consumer are also seen to be hunting for the cheapest deal and flocking online to cut cost (Brian Salsberg, March 2010)...
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