Situation Analysis Report: Bread Talk's Marketing Strategy

This report provides a detailed situation analysis of Bread Talk, examining its internal structure, marketing assets, and capabilities. It explores the company's mission, organizational structure, and marketing strategies, including business cards, flyers, and promotional events. The report also delves int...Read More

Running head: SITUATION ANALYSIS OF BREAD TALK
Situation Analysis of Bread Talk
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1SITUATION ANALYSIS OF BREAD TALK
Executive Summary
The primary purpose of this report is to discuss about the company structure, marketing
assets and capabilities of Bread Talk. It also throws light on the target market, growth trend
and industry of Bread Talk.

2SITUATION ANALYSIS OF BREAD TALK
Table of Contents
Internal Analysis........................................................................................................................3
Company Mission Structure...................................................................................................3
Marketing Assets....................................................................................................................3
Capabilities and Resources....................................................................................................3
Business Overview.................................................................................................................3
Market Customer Satisfaction:...................................................................................................4
Target market.........................................................................................................................4
Size and growth trends...........................................................................................................4
Industry and product they compete in....................................................................................4
Marketing Mix of Bread Talk....................................................................................................4
References:.................................................................................................................................6

3SITUATION ANALYSIS OF BREAD TALK
Internal Analysis:
Company Mission Structure
Bread Talk has an organizational structure that is decentralized and the mangers of
each unit are endowed with the decision making power. The CEO within each division of the
Bread talk Group have the responsibility to make business decision in relation to their
division (Breadtalk.com.sg., 2018). The divisional CEO’s then report to the Board of Director
along with the Group CEO that is the management team who is responsible for the overall
performance of the Group.
Marketing Assets
Bread Talk is instrumental in designing business cards along with flyers that helps the
people in knowing about the unique bakery products offered by Bread Talk. The local food
shows along with events are also taken recourse to by Bread Talk for the promotion of its
innovative breads along with cakes.
Capabilities and Resources
Bread Talk makes innovative bread like Sweet Potato Volcano, Snow White Ham and
Red Blue Ocean that has ensured its growth as a bakery brand that is globally recognized.
Bread Talk with the help of its creativity along with innovation has been able to establish
itself as a brand in the last 16 years that helps in providing unique experience to the
consumers.
Business Overview
Bread Talk is instrumental in honouring the art pertaining to bread-making by
providing life to that of the novel creations. Bread Talk helps the consumers in enjoying the
aspect of natural goodness of the breads and cakes. The interesting items of Bread Talk have
been developed by master chefs that has helped in providing a distinct appeal to the brand.

4SITUATION ANALYSIS OF BREAD TALK
Market Customer Satisfaction:
Target market
The target market of Bread Talk are the young people who want to enjoy innovative
items. The office goers are also interested in the brand as they can buy something delicious at
an affordable price. There are unique promotions that are offered that increases the appeal of
the company before the consumers.
Size and growth trends
Bread Talk has been able to make phenomenal growth and they have been able to
make 91 % profit that has increased the reputation of the company. The profit in the year
2017 was US $ 21.8 inspite of the macro retail environment that is unpredictable (LEE et al.,
2016). Bread Talk is well positioned that can help it to soar above that of the retail market
condition.
Industry and product they compete in
Bread Talk has been able to change the manner the consumers view the daily staple.
They have been instrumental in revolutionising bakery industry since the year 2000 by
offering food that has unique concepts. Bread Talk has been able to envision a new food
culture with the help of its innovative range of products. The different kinds of products that
are offered by Bread Talk are breads and cakes.
Marketing Mix of Bread Talk
Product- The innovative products that are offered by Bread Talk like Sweet Potato Volcano,
Snow White Yam, Mala Chicken Chicken and Red Bean Queen can help in drawing a large
number of consumers. The various kinds of cakes like Rice Chiffon, Hokkaido Snow Roll,
Hokkaido Chocolate Roll and Hokkaido Rice Roll are innovative items which can draw vast
number of customers towards the brand (Huang & Sarigöllü, 2014).

5SITUATION ANALYSIS OF BREAD TALK
Place- The brand Bread Talk is available at various places like Tiong Bahru Plaza, The
Centrepoint, 313 Somerset, ION and Paragon. It helps the consumers in easily buying
products of the brand.
Price- The prices of the cakes and bread starts at a sum as low as $ 35 that makes it
affordable for the people belonging to the middle and the lower income group. The
consumers can get innovative items at an affordable pricing at Bread Talk.
Promotion- The promotion of Bread Talk is carried out with the help of flyers that helps the
common people in gathering information about the brand. The promotion is also done with
the help of social media platform like Face Book that enables people in getting more
information about the brand (Liu et al., 2017)
People- The people who are involved in the sales of the breads and cakes of Bread Talk have
got communication skills that helps them in communicating about the supreme value of the
products in front of the customers.
Process- Superior technology is made use of by Bread Talk pertaining to mixing, moulding,
cooling and freezing. The baking process is handled with utmost care with the help of which
the dough is changed into a favourable product by taking recourse to heat.
Physical Evidence- The shops of Bread Talk are spread over the east, west, south and the
northern part of Singapore that helps in increasing its popularity among the people. Bread
Talk is located in Tiong Bahru Plaza, City Link and the City Square that helps people in
knowing about the brand.

6SITUATION ANALYSIS OF BREAD TALK
References:
Breadtalk.com.sg. (2018). BreadTalk | Singapore. Retrieved from
https://www.breadtalk.com.sg/
Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp.
113-132). Springer, New York, NY.
LEE, M., LIM, C., MATHUR, S., & ZERRILLO, P. (2016). BreadTalk: Continuous
Innovation to Keep the Brand Fresh.
Liu, Y., Li, K. J., Chen, H., & Balachander, S. (2017). The effects of products’ aesthetic
design on demand and marketing-mix effectiveness: The role of segment
prototypicality and brand consistency. Journal of Marketing, 81(1), 83-102.