Analytical report on the international marketing strategy of BreadTalk in Singapore entering United Kingdom - Term Paper Example

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BreadTalk Boss Goes Hands on Overseas. Available at http://www.iesingapore.gov.sg/Venture-Overseas/Browse-By-Sector/Lifestyle-Business/Food-Products/Success-Stories/cs/Success-Stories/BreadTalk-boss-goes-hands-on-overseas [Accessed 21 Dec…
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Analytical report on the international marketing strategy of BreadTalk in Singapore entering United Kingdom
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Download file to see previous pages The company sells a wide range of products that include bread, buns, cakes and pastries. During the early years after inception, the company’s operations were centralised and the baking process right from the preparation of dough to the final process of topping of each objects of bakery was done at individual retail stores (BreadTalk Group Ltd, 2013). However, as the company continued to grow, and the plan of establishing franchisees was conceptualised, the company created a single central kitchen and shifted its headquarters to KA FoodLink, on September of 2001. Moreover, the company acquired more space and current machinery in 2002 to expand its production capacity. Currently, the company has about 746 retail outlets with over 7000 workers throughout Singapore, Hong Kong, Middle Ease and China.
Our vision is, “establishing BreadTalk as a brand and enterprise known for its innovative, trend setting and delightful bread and pastries”, which we believe we can achieve through franchising by opening new outlets both in the existing and new markets e.g. the current one being the United Kingdom.
Our mission statement is “leading a new lifestyle culture with new innovative changes and creative differentiation to craft products with passion and vibrancy”. Thus, this mission statement implies that as a company we want we want to employ a mix of strategies to create a new culture at the company that embodies the production of quality vibrant crafted products that are better and bring satisfaction to the consumers than those of consumers.
At BreadTalk we are happy with our financial performance given that we have already surpassed the half-way point of S$1billion revenue mark towards our 2016 target (Iesingapore.Gov, n.d.). The excellent performance has been attributed to our current strategies and accelerated growth. Firstly, since inception we have use the franchising strategy to venture into new markets. For instance as at 2009 December we ...Download file to see next pagesRead More
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