Marketing Strategies for Bread Talk Group: Singapore Polytechnic

This report analyzes the marketing strategies of Bread Talk Group Limited, a Singaporean multinational food and beverage corporation. It discusses the company's progression based on food quality and customer preferences, highlighting its presence in Singapore, PRC, Malaysia, Hong Kong, and Thailand. The report identifies the company's challenges with social media integration and suggests five marketing strategies, including promotional coupons, mailing activities, traditional marketing, and social media integration. A SWOT analysis reveals strengths like a wide product range and global staff, weaknesses like brand unification and economic fluctuations, opportunities for expansion, and threats from competitors and regulations. The report also addresses potential marketing sins, such as neglecting customer benefits, false marketing, and inconsistency. This comprehensive analysis provides insights into Bread Talk's marketing approach and areas for improvement.

Running head: MARKETING
MARKETING
Name of the student
Name of the university
Author note

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Answer to question 1
Bread Talk Group Limited is a Singaporean multinational food and beverage
corporation, which is headquartered in Paya Lebar, Singapore. The organization was founded as
a bakery brand in Singapore in 2000 and was listed on the SGX in 2003 (Breadtalk 2018). The
progression of the organization is based on the quality of the food materials, which are
manufactured based on the identification of the preferences of the customers in the respective
markets. Bread Talk Group holds a network of owned bakery outlets in Singapore, PRC,
Malaysia, Hong Kong and Thailand. The group operates on the identification of the preferences
of the middle east Asian communities while con ducting their business which has helped the
business to earn its fame in the international markets in a short span.
The progression that is made by the group is evident through the identification of the
changes in the revenue structure and the manner in which the group has utilized the revenue of
the same to optimize the situation of the business in the market through enhanced profitability.
The key elements of the progression that is undertaken by the organization are dependent on the
assessment of the net income of the organization, which is increasing (Breadtalk 2018).
However, the organization is facing an issue relating to its integration in the social media
platforms, which has affected the net productivity and profitability of the same while operating
in the international markets. The profitability of the organization is dependent on the manner in
which the business takes steps to integrate with the social media platforms.
The five marketing strategies that might be used by the organization are being discussed
in this section. The organization might make use of promotional coupons to attract the attention
of the target consumers of the business. The utilization of the coupons will be helping the

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organization to promote their product and service offerings more diversely as most of the
consumers of the business will be attracted to the coupons. The utilization of the mailing
activities will also be helping the organization to undertake a proper marketing communication
with its target customers. It will be helping the business to make the customers aware of the
different product offerings of the same in the market. Utilization of traditional marketing tools
like printing and mass advertisements will be helping the organization to reach out to large
numbers of target customers of the business. The adoption of a mixed strategy helps in boosting
the volume of sales of the organization. The mixed strategy is dependent on the identification of
the needs of the people to bring in changes in the structure and the performance of the business
while operating in the international markets. The social media integration of the organization i.e.
integration of the organization’s fan page with the different social media platforms like
Facebook, Linkedin will be helping the business to reach out to its target customers in the
different markets.
Answer to question 2
Strengths
 The organization holds a chain of
around 40 retail outlets in Singapore
(Breadtalk 2018)
 Wide range of products in the market
(Breadtalk 2018)
 Host of other brands like Dina Tai
Weaknesses
 Brand unification is not clear among
the different organizations, which falls
under the corporation
 Fluctuations in the global economy has
greatly impacted the growth of the
organization in the market (Cohen

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Fung, Food Republic, Toast Box, and
the like
 Global staff strength of around 7,000
employees (Breadtalk 2018)
 Quality products in affordable pricing
structure has helped the business to
grow in the different segments of the
retail trade in the Asia and Middle East
regions
2013)
Opportunities
 Increasing the scopes of expanding its
business in the other countries other
than restricting its market size within
Asia and Middle East
 Diversification of the products offered
by the organization and thereby
merging with other retail brands that
offers Garments, Fashion, footwear and
the like
Threats
 Huge competitors in the operating
market like M.H. Alshaya and Four
Leaves (Breadtalk 2018)
 The operations of the organization are
restricted by the different regulations
and policies of different economies
which has limited the scope of
expansion in the markets (De Mooij
2013)

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The SWOT analysis of the organization clearly enumerates the scopes of the business to
expand in the international markets through the diversification of the product offerings. On the
other hand, the fluctuations in the economic situations have affected the growth of the business
in the different market structures. The analysis has also helped in enumerating the tough
competition that is faced by the same while operating in the international markets which has
helped in understanding the needs of the business to optimize its functions.
Answer to question 3
The different marketing sins that might be affecting the progress of Bread Talks while
the business is planning to make a proper marketing campaign is based on the identification of
the ethical considerations. The sins that might be faced by the organization while undertaking a
marketing campaign are being discussed in this section.
The lack of identification of the benefits of the customers from the utilization of the
products is one of the major issues that are faced as marketing sins by Bread Talks. The idea of
the self- absorption of the benefits of the organization is primarily focused on by the
organization, which has affected the ethical consideration of concentrating on the interest of the
target customers of the business (Hartley and Claycomb 2013). On the other hand, lying or false
marketing might lead to an increase in the sales volume of the organization. However, it is a
black hat technique of boosting the marketing of the organization, which is unethical. False
marketing tends to influence and persuade the customers to make a buy of the products, which
are not up to the mark relating to quality, which might be taken as a marketing sin.
Inconsistency in the marketing of a product is again a marketing sin that might be faced by
Bread Talks, which might affect the marketing strategy that is created by the organization while

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operating in the international markets. Inconsistency in the marketing strategies might be related
to the pretention of the products to suit the needs of every consumer in the market. It affects the
interests of the consumers while making a buy of the offered products (Wilson et al. 2012).

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References
Breadtalk, 2018. [online] Breadtalk-cn.listedcompany.com. Available at: http://breadtalk-
cn.listedcompany.com/newsroom/20180321_171916_5DA_TZJJSMZCRPCJOMXU.1.pdf
[Accessed 14 Jun. 2018].
Cohen, W.A., 2013. Drucker on marketing: Lessons from the world's most influential business
thinker. McGraw-Hill.
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes. Sage
Publications.
Hartley, R.F. and Claycomb, C., 2013. Marketing mistakes and successes. Wiley.
Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing:
Integrating customer focus across the firm (No. 2nd Eu). McGraw Hill.