Bakers Delight is one of the most successful bakeries with over 700 bakeries across three countries, serving 2.5 million customers each week (Kate 2010). In order to expand the market share as well as appeal a large number of the customer, Bakers Delight has considered not only the internal factors but also external factors such as financial capability, core competencies, cultural identity, etc. This essay will focus on analyzing the impacts of two components of cultural identity, class and geography, on a company in areas such as manufacturing, distributing and promoting its products to consumers.
Class is one of the cultural identity components that the company takes account of its operation. According to Jameson (2007) there are three main classes which have influences on business communication. Firstly, the economic class has been divided into the rich, the poor and the middle class who often share cultural values and behavior even though sources of wealth vary. Secondly, the social class refers to groups of people who determined and adopt certain cultural attitudes and traditions. The last concern – educational class – “inculcates patterns of thought and values that cut across national and ethnic lines” (Jameson 2007, p. 212). Based on the characteristics of these classes, the company may expand the variety of products and conduct marketing strategies in order to appeal more customers as well as satisfy their demands. In case of Bakers Delight, for example, the company provides a category of different prices for over 350 kinds of breads, therefore the customers from economic class will have many choices to purchase the products within their financial capability. Moreover, thanks to the active role of each one of Bakers Delight’s 700 bakeries in supporting charitable and community-based organizations including schools, hospitals and sporting clubs that the company may encourage customers, in particular people from social and educational class to use its...
Please join StudyMode to read the full document