Free Sample on Breadtalk International Marketing Plan Strategy

Question: Discuss about the Breadtalk Marketing Plan. Answer: Introduction Breadtalk Company Limited is a Singaporean bakery, founded in 2000. The enterprise runs a chain of 38 retail outlets through Breadtalk Pre Limited (BreadTalk Group Limited, 2014: 1-17). These stores sell snacks such as buns, pastries, cakes, and bread. Breadtalk is a focused company; a clear mission statement guides its operations. It also enjoys services from highly trained and qualified managers and committed stakeholders. Mission In honor-ship of bread making activities, Breadtalk Company is on a mission to lead a new lifestyle that comprises of innovative changes and creativity in differentiations (BreadTalk Group Limited, 2016; 1-13). Therefore, it aims at crafting products with vibrancy and passion. Marketing Objectives As the company strives to gain competitive advantages to withstand market conditions, Breadtalk has set long-term goals. First, the company is enhancing its presence across the globe, in particular on the Asian Market, premium, and target halal (rephrase). Other objectives are the realization of the present product level by 15% alongside coming back within a time span of less than a year. By the end of the next biennium, it is targeting at cultivating two green market advantages. Target Markets Through its operations, BreadTalk aims to sell its products mainly, in the Asian market, premium and halal. The company is also targeting individuals with experience food; such as customizers and food trend followers Positioning Currently, the food market has become more competitive due to the entry of new with similar products. BreadTalk is completed by Bengawal solo, Four leaves, Swee Heng and Baker Talent. To overcome these rival companies, it is creating a young, fashion and good image to consumers with distinct tastes. Having gained popularity over the past years, BreadTalk is spearheading by consistency provision of stylish and fresh snack culture. Apparently, this strategy is attracting more consumers. Market Segment and Market Segmentation BreadTalk market segmentation comprises of up-scale suburb customers. The company is also targeting working professionals and young generations. Another targeted group is high-market-income households. Enhancing accessibility of the market, BreadTalk is focusing on consumers who have bread as their favorite and hence, consider the importance of fresh and healthy food (Research and M 0005, 2016). Fortunately, such consumers are willing to try new products. They are also loyal to the company and make huge purchases. Breadtalk market is segmented into the following; behavioral, demographic, psychographic, and geographical differences. Behavioral Currently, the Asian market demand is based on quality and product freshness. In, response, the BreadTalk has come up with effective marketing behavioral act such as offering different cakes and bread. The quality of these products is highly supervised by the enterprise before delivery. Another marketing behavioral practice done by the company is stimulation of customers senses. In so doing, all the products supplied are not only of value but also available in attractive packages. Demographic BreadTalk is expanding its franchise network rapidly. While serving the entire Asian population, the company has forged the partnership in Thailand, Malaysia, Philippines, Kuwait, Saudi Arabia, Vietnam, Bahrain and Hong Kong. The demography is also intended to cover Sri Lanka, Qatar, Lebanon and Myanmar. Geographical Differences In response to various locations, BreadTalk adjusts their product in line with culture. To this respect, the company provides a mixture of Asian and Western tastes resulting in approximately 150 different products. As BreadTalk is controlling these variables to satisfy the desire of customers in various locations. It also aims at gaining more consumers hence, realizing the firms objectives (Peter and Donnelly, 2003). Psychographic BreadTalk Company supplies outstanding products across the Asian market, making it a lifestyle brand. Not mentioning attractive packaging, the products are of high quality. Furthermore, they are fresh. This market segmentation strategy maintains focus to abstract the entire Asian Market in its line of business. Significantly, the company is soldiering on to strengthen its appearance across the world. This global expansion span is aimed at creating over 500 more outlets (Jitpleecheep, 2012). Also, the company is focused on launching two new brands; The Icing Room and Bread Society. On the same note, the organization is offering series of launch specials both on BreadTalk App and stores. Strategically, the company is also health oriented; iPad and iPhone apps have been formed to enable go-consumers to buy coupons on-the-go. They can also redeem them in exchange for products. References BreadTalk Group Limited. (2016), Breadtalk Group Limited Marketline Company Profile, pp. 1-13. BreadTalk Group Limited. (2014), Breadtalk Group Limited Marketline Company Profile, pp. 1-17. Jitpleecheep, P. (2012), BreadTalk to double Thai presence, Bangkok Post (Thailand) (16 May 2016) accessed 24 September 2016. Peter, J. P., and Donnelly, J. H. (2003). A preface to marketing management. Boston, McGraw-Hill/Irwin. Research and M 0005. (2016), Global Fresh Baked Products Market 2016-2020 With Breadtalk, Dunkin Donuts, Einstein Bros. Bagels, Greggs, Panera Bread Tim Hortons Dominating - Research and Markets. Business Wire (English), December, Regional Business News.