Marketing management

BreadTalk Company Introduction This essay will focus on BreadTalk Group. The essay will include the mission, vision, background information, and product position as part of the company’s SWOT analysis. Breadtalk is a bread retailer opened in 2000 and currently has over 246 bakery outlets in addition to 31 courts, and 8 restaurants, which deal with breads, buns, cakes, and pastries. The outlets are located in 13 different countries, including Singapore, Indonesia, China, Kuwait, Oman, the Philippines, Malaysia, Hong Kong, India, Thailand, Korea, Vietnam, and Bahrain.
Vision: The vision of BreadTalk is to Establish Breadtalk as the foremost international, trend-setting lifestyle bakery brand1.
Mission: The mission for BreadTalk leading a new lifestyle culture with new, innovative changes and creative differentiation to craft products with passion and vibrancy2.
Background information
BreadTalk was founded in 2000 and the headquarter is in Singapore. Since opening its first store in Bugis Junction in Singapore, BreadTalk has greatly transformed the bread industry. In the recent past, Breadtalk has been focusing on events that aim at maximizing brand awareness. This has led to increased popularity of the company such that it was ranked as the best company in Bakery Category for Top Brand 2010 in Indonesia3.
Product Positioning
BreadTalk outlets are located in places that are easily accessible characterized by high pedestrian traffic flow. This acts as a marketing strategy since customers can purchase products as they walk by4. Additionally, most outlet are located close to public transport systems for instance bus terminals, Light Rail, and Mass Rapid Transit stations. Another product position strategy is locating some outlets near popular department stores and supermarkets5
Bibliography
Books , Hephaestus. Articles on Singaporean Cuisine, Including: Singapore Sling, Breadtalk, Bengawan Solo (Company), Koka Noodles, YA Kun Kaya Toast, Yeo Hiap Seng, Bee Cheng Hiang, Fragrance Foodstuff, Tee Yih Jia, Spring Home, Happy Belly, Master Chef. New York: Hephaestus Books, 2011.
Breadtalk group. 2012. The Business Times, Aug 02, 2012. http://search. proquest. com/docview/1030691060? accountid= 45049 (accessed January 22, 2013).
Ganesan, Vasantha. 2004. BreadTalk confident of RM300, 000 sales. Business Times, Jul 03, 2004. http://search. proquest. com/docview/267620509? accountid= 45049 (accessed January 22, 2013).
Tan, Benjamin. 2012. Deft dough-maker. The Business Times, Mar 24, 2012. http://search. proquest. com/docview/938950077? accountid= 45049 (accessed January 22, 2013).
Tan, Michelle. ” BreadTalk Group Limited.” CIMB Research Report, 2009: 1-16.