Marketing Plan for Garden Life Bread: Hong Kong Market Analysis

This marketing plan analyzes Garden Life Bread's position in the Hong Kong market. It includes an executive summary, introduction, and an overview of Garden Life Bread, followed by a detailed situation analysis using 5C's and SWOT analysis. The report critically appraises the company's segmentation, targeting, and positioning strategies, and examines its product life cycle stages. It evaluates the effectiveness of the marketing mix and provides strategic recommendations using the Ansoff Matrix, including market development and product development strategies. The report aims to provide insights for future growth and development of Garden Life Bread in the competitive Hong Kong market, offering a comprehensive review of its marketing strategies and market position. The report also includes a table of contents, figures, and references to support the analysis and recommendations.

Running head: MARKETING PLAN
garden Life Bread
A Marketing Plan
6/11/2019

MARKETING PLAN 1
1. Executive Summary
The intent of this report is to present the marketing plan for Garden Life Bread in the Hong
Kong market. The report is comprised of a detailed marketing plan of the product such as
external and internal market analysis, segmentation, targeting and positioning strategies of
the company, and marketing strategies. From the analysis, it has been identified that the
company is successfully operating its business in the Hong Kong market with increasing
marketing share. The company has gained a leading position due to its flagship life bread and
aggressive marketing efforts. Presently, Life bread is at the growth stage, but soon it can
reach to the decline stage with the entering of new players in the market. Hence, to ignore
this, the report has recommended a company to adopt market development and product
development strategies of the Ansoff Matrix such that it can increase its sales as well as
market share.

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Table of Contents
1. Executive Summary...............................................................................................................1
2. Introduction............................................................................................................................3
3. Overview of Garden life Bread..........................................................................................4
4. Situation Analysis..............................................................................................................4
4.1. 5C’s Analysis..............................................................................................................4
4.2. SWOT Analysis..........................................................................................................8
5. Segmentation, Targeting and Positioning Strategies of Garden Life Bread......................9
5.1. Market Segmentation..................................................................................................9
5.2. Targeting...................................................................................................................11
5.3. Positioning.................................................................................................................11
6. Product Life Cycle...........................................................................................................13
6.1. Introduction Stage.....................................................................................................13
6.2. Growth Stage.............................................................................................................13
6.3. Maturity Stage...........................................................................................................14
6.4. Decline State.............................................................................................................14
7. Marketing Strategies........................................................................................................14
7.1. Marketing mix...........................................................................................................14
8. Recommendations................................................................................................................17
8.1. Ansoff Matrix................................................................................................................17
8.1.1. Market Development..............................................................................................17
8.1.2. Product Development.............................................................................................17
8.1.3. Diversification........................................................................................................18
8.1.4. Market Penetration.................................................................................................18
9. Conclusion............................................................................................................................18
10. References..........................................................................................................................20
11. Appendix............................................................................................................................24
Figure 1: 5C's Analysis............................................................................................................24
Figure 2: SWOT Analysis........................................................................................................24
Figure 3: STP Analysis............................................................................................................25
Figure 4: Product Life Cycle....................................................................................................25
Figure 5: Marketing Mix..........................................................................................................26

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Figure 6: Ansoff Matrix...........................................................................................................26

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2. Introduction
A Marketing plan is a type of operational document of business for outreach and advertising
for generating leads and reaches the target audience. Marketing plan supports businesses in
developing the services and products that fulfill the requirement of the target market. Good
marketing assists consumers in understand the reason why the company's product is superior
in comparison to other competitor products (Burns, Bush and Sinha, 2014). An effective
marketing plan can provide support to the business in reaching to the ideal target market,
increasing the base of the customer, and eventually increasing the bottom line. It is mostly
required while seeking funding for the business and helps in setting the measurable, realistic
as well as clear objectives for the business. For developing a marketing plan it is very
important to conduct research, strong commitment, and time because it is one of the most
valuable procedures which contribute to the success of the business. Besides this, without any
customer, a business cannot survive in the market (Drummond, Ensor and Ashford, 2010). In
order to attract and retain the customers, the business has to understand the importance and
value of the market. People do not take interest in the business if they do not have knowledge
regarding the services of the business; hence, it is important for the business to have effective
marketing strategies into its marketing plan such that it can attract a maximum number of
customers to target (Westwood, 2013). The intent of this paper is to present the marketing
plan for Garden Life Bread in order to analyze its position in the market and plan strategies
for the future development of the business. The report is comprised of a detailed situation
analysis of the Garden Life Bread to comprehend its internal and external environment. In
addition to this, the report is also discussing regarding its target market, segmentation and
positioning strategies and the effectiveness of the marketing mix that businesses use to target

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the market. From the analysis, the report is providing recommendations for the Garden Life
Bread Company such that it can succeed and grow in the future.
3. Overview of Garden life Bread
The Garden Company Ltd. is the leading baked goods and packaged bread supplier of Hong
Kong, who is known in the market for supplying in the restaurant, catering, and retail market.
The product range of Garden is comprised of biscuits, pastries, ready-to-eat packaged bread,
hamburger, cakes, rolls, cookies, candy, and snacks. During the mid-2000s, the company
started producing a new line of health food, comprising calcium-enriched products and bread.
Garden is also involved in the production of frozen and partly baked products along with
frozen dough products (Garden, 2019). The company operates its business from the factory
with 70000 square meter size in Sham Tseng, Hong Kong, which is comprised of around
eight automated production line of the biscuit, three production lines of cake and four
production lines of continuous baking bread. The bread brands of the company comprised the
flagship life bread, Sweet hone brand, Better Sandwich snack bread, and other specialty
bread, like pita bread, sweet round rolls, and the Satellite bun. Garden Company is the top
producer of the packaged cake of Hong Kong, majorly advertised under the brand Garden
brand, and the Be Be cake mix line (Industrial History of Hong Kong Group, 2015).
4. Situation Analysis
Situation analysis is the collection of the techniques and tools used by the managers to
evaluate the external and internal environment of the business for understanding the
capabilities, customers, and environment of the business. The situation analysis is comprised
of 5C’s analysis, Porter Five Force analysis, and SWOT analysis.

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4.1. 5C’s Analysis
4.1.1. Company
The Garden is the leading organization of Hong Kong which deals in offering different types
of healthy bakery products and bread. One of the well-known products of Garden Company
is Garden Life Bread. The Garden Life Bread product of the company is comprised of
ingredients like Vitamin B1, B2, B3, Folic acid, Iron, and Calcium. Folic Acid helps in the
formation of the red blood cells and contributes to the fetus growth. Calcium helps in making
strong bones and teeth also help in enhancing the density of bones (Park n Shop, 2019).
4.1.2. Customer
The key target market of the Garden Life Bread is the general public, for all the age group
whether it is a 2-year-old kid or a 99 years old person. Every individual can have the products
of the company. Besides this, the company also aim its marketing strategies to the health
conscious people and office ladies of the middle class (Bloomberg, 2019). In the coming
years, the company is planning to add more products in its product portfolio such as drinks
and snacks which will help the company in increasing its market share.
4.1.3. Competitors
In the Hong Kong market, Garden Life Bread deals with intense competition from the two
key players in the fresh bread and frozen food industry. In the frozen bread segment, the key
competitors of the company are Maxims, Sara Lee, Cadbury Food Company Ltd, Kotakichi
Company Ltd, and Trebor Wuxi Confectionery Company Ltd. In addition to this, Garden Life
Bread is experiencing competition from small size businesses, specifically from the western
trend restaurants that are known in the market for baking every day for its afternoon tea
consumers.

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Sara Lee Corporation is one of the competitor of Garden Company and also the company of
global consumer products with the household, food, body care, and beverage products. With
the range of products like Ball Park, Jimmy Dean, Ambi Pur, Senseo, Hillshire Farm, and
Douwe Egberts, the company has successfully reached to the top position in diverse sorts of
products in over 180 markets where it competes (Sara Lee, 2019).
4.1.4. Collaborators
Garden Company is generally known in the market for purchasing all its ingredients of
baking they do not collaborate with any of the suppliers. The company is itself involved in
the purchasing of the ingredients and other raw material. But, for the delivery activities, the
company has outsourced through Logistics Company. These logistics companies are
responsible for delivering fresh bread daily to different retail outlets in the morning. In fact,
they have to deliver the fresh buns to all the franchisees of McDonald’s. In addition to this,
they also deliver a variety of fancy bread to caterers of airline, restaurants, and hotels. At the
international level, the Garden Life Bread outsources the transportation companies and the
freight forwarders for some special orders like birthday cakes and wedding. Internally, the
company outsources IT, food testing, accounting, sales, finance, marketing, etc.
4.1.5. Context
4.1.5.1. PEST Analysis
4.1.5.1.1. Political Force
Hong Kong has a political system that is dominated by the Basic Law of Hong Kong, the
Special Administrative Region, quasi-constitutional document, Chie Executive, multi-party
system, and its own legislature (Invest HK, 2019). The government exercises the Executive
power. In the year 1997, the sovereignty of Hong Kong transferred to China. Due to this
Hong Kong converted as the special administrative region. The government of Hong Kong is

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collaborative which offer a number of business opportunities to the local businesses for the
future development of the region (Hong Kong Economy Research, 2018a).
4.1.5.1.2. Economic Force
As discussed above, Hong Kong is considered as the Special Administrative. The sustained
and dominant drivers of the growth of the economy comprise logistics, financial services,
private consumption, tourism, and estate development. Hong Kong is being considered as one
of the most ideal platform for operating business in the Asian region, particularly mainland
China (Santander, 2019). Hong Kong is said to be a free port that is free or do not charge any
type of customs duties and also has limited excise duties. The strong rules and respect for the
property rights of Hong Kong represent it as the strategic platform for United States
businesses, particularly SME enterprises that are planning to do business in the Asian region
(Export. Gov, 2019). The businesses that operate in the Hong Kong region enjoy close tie-ups
and relations with mainland China and with entire Asia. In addition to this, tourism in Hong
Kong is also increasing which is resulting in increasing revenue of the government as well as
businesses. The growing business of the country will offer increased growth opportunities of
Garden in the coming three years.
4.1.5.1.3. Social Force
Hong Kong makes use of traditional complex Chinese character, whereas Singapore and
mainland China have accepted simplified characters. Hong Kong feels proud to be called as
the gateway to China and also the place where East meets West. The country is considered as
the modern city and very proud of its subway system and state of the art airport. It owns its
one currency, legal systems, economic system, and style of life (AVPN Asia, 2019). The
cultural environment of Hong Kong is majorly influenced by the educational, religious,

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social, and family system in the system. Businesses that are involved in marketing their
products in this market are very sensitive to foreign cultures.
4.1.5.1.4. Technological Force
Hong Kong is ranked at the leading position in terms of infrastructure in the Global
Innovation Index out of the 126 economies in 2018. The government heavily is investing in
the development of necessary infrastructure for the setup of Innovation and Technology fund.
Further, Hong Kong is considered as the leading center for business in the region of Asia
Pacific is obliged much to its innovative infrastructure of telecommunication. The
telecommunication role is very vital to the competitiveness of Hong Kong in the electronic
commerce age (Hong Kong Economy Research, 2018b).
4.2. SWOT Analysis
4.2.1. Strength
Garden Life Bread has gained the flagship of the Garden Company Limited consider as a
strong brand. The strength of the product is high quality, a strong network of distribution,
strong international presence, competitive pricing, loyal customer base, effective marketing
communication, etc. Apart from all these strengths, the product is very famous in the entire
region of Hong Kong due to its quality and healthy ingredients. It is generally believed that
almost all the households consume Garden Life Bread of the Garden Company on a regular
basis (Bloomberg, 2019).
4.2.2. Weaknesses
As the Garden Company Limited offers a different range of products coupled with a
considerable network of global retail, negative communication is obvious. In addition to this,
the brand deals with diseconomies to scale, weak corporate practices and sometimes over-

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leveraged financial position (Bloomberg, 2019). This has a major impact on different
products of the company including Garden Life Bread.
4.2.3. Opportunities
Garden generally enjoys a healthy financial position. The company has been involved in a
different type of takeovers, merger, and acquisitions on a small scale. It has also tie-ups with
international events in order to gain growth opportunities in its operations (Bloomberg,
2019). The company is involved in searching for new opportunities, expanding the business
over the online platform. With the changing trend and emerging middle class, the company is
regularly altering its products to expand the base of the customer, and including new product
range such as snacks and drink and service like mail order. In regards to the Garden Life
Bread, the company is presently involving health ingredients such as vitamins and calcium in
the production procedure. But, considering the increasing awareness of the customers
regarding health and demand for natural products, the company can make use of natural as
well as organic ingredients in the production procedure of bread. Some of the organic
products that could be used by the company are Almond Apricot, banana nut, grain, etc.
(Sunrise Bread, 2019)
4.2.4. Threats
Besides having a huge share in the bakery industry of Hong Kong, Company experiences
intense competition in the high-end sector from different strong players. As Hong Kong
returning its sovereignty to Mainland China, Garden Company is dealing with strong
competitors from the Mainland (Bloomberg, 2019). Because a number of players are taking
entry in the Hong Kong market from the Mainland. Considering its foreign business, the rate
of foreign is impacting its strategies of import and export.

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5. Segmentation, Targeting and Positioning Strategies of Garden Life Bread
5.1. Market Segmentation
Segmentation is the procedure adopted by the business to divide the market into different
parts that are properly definable, profitable, and actionable and possess growth potential. In
simple words, it becomes very tough for a business to target the entire market due to cost and
time (Menzly and Ozbas, 2010). Hence, it is very important to have a definable target market
such that the target audience could be easily targeted and identified with reasonable time and
cost. Segmentation can be done on the basis of four criteria such as Demographic,
Geographic, Psychographic, and Behavioural segmentation.
Demographic Segmentation – This is said to be one of the most common segmentation
criteria under which businesses divide the market based on variables like age, gender,
income, etc.
Garden Life Bread makes use of demographic segmentation in order to segment the market
based on income and age variables. Under the income variable, the company is majorly
focused on offering products at a reasonable cost and targeting an increasing middle-class
segment in Hong Kong. In addition to this, the Garden Life Bread is offering healthy and
nutritious bread for the customers which could be used by any individual from the age of 2
years to 99 years.
Geographic segmentation – Under this businesses segment the market based on the
geography of people. Garden life Bread is offered an entire market of Hong Kong due to its
healthy nature (Wedel and Kamakura, 2012).
Psychographic Segmentation – This segmentation majorly focuses on the people lifestyle,
opinions, and interest (Perreault, Cannon and McCarthy, 2011). Garden life Bread is majorly

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focused on people that are health conscious and like to have a maintained diet. These type of
customers try to avoid products that are comprised of fat ingredients.
Behavioral Patterns – Under this kind of segmentation businesses segment the market on
the basis of decision-making pattern, and behavior of the customer. Garden life Bread
majorly set its price very reasonable in order to target middle-class customers.
5.2. Targeting
Target marketing is the concept adopted by businesses to target a group of people to aim their
marketing efforts. This group is comprised of specific consumers to who a business directs its
efforts of marketing. A target market is generally called as one part of the entire market for
the service or products (Pooler, 2018). Recognizing a target market for the business is very
important for developing a marketing plan. The target market of Garden life Bread is the
health conscious people of the middle-class segment. The marketing efforts of the company
will be majorly focused on these target audience of all the age groups.
5.3. Positioning
Positioning defines the stand of the product in the target market in relation to another similar
type of products offered by competitors in the market. The positioning also defines the place
of the product in the eyes of the customers. Effective positioning in the market makes a
product very unique and encourages customers to avail the benefits of the product (Tudor and
Negricea, 2012). The Garden Company Limited is positioned as the leading organization of
bread and bakery products in the Hong Kong market. This leading position has been gained
by the company due to some of its unique and healthy products such as Garden Life Bread.

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[Source (By Author, 2019)]
High
Quality
High
price
Low
Price
Low
Quality
The Garden
Company Sara Lee
Corporation

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The above map is highlighting the positioning of the two companies that the Garden
Company limited and Sara Lee Corporation. Sara Lee Corporation is the direct competitor of
Garden Company Limited in the bread market. The graph highlights that Garden Company
Limited and its products have gained a leading position in the market by offering high-quality
products at reasonable prices. On the other side, Sara Lee Corporation is also the strong
player of the market, however, the prices of the company are little higher in comparison to
Garden.
6. Product Life Cycle
The product life cycle is said to be the series of strategies by the management of the business
as a product moves through its life-cycle. The situations in which a service or product is sold
alters with time and should be handled because it moves through its series of stages. The
series of stages of the product life cycle are introduction, growth, maturity, and decline. This
is the concept that is utilized by the management of the company and by different
professionals of marketing as the element for decision when it is suitable to increase the
intensity of advertisement, expand in a new market, redesign packaging, and reduce prices
(Earles and Halog, 2011).
6.1. Introduction Stage
The introduction is the initial stage of the life cycle. At this stage, the business builds sales by
extending the product market. The business gets involved in increasing the awareness of the
product among the customer. Garden Life Bread is one of the products of Garden Company
which is known in the entire Hong Kong bakery market. The Garden Life bread was
introduced by the company as its flagship due to its unique benefits to the customers. This
product is rich in healthy and nutritional ingredients. In order to aware customers regarding
the production, the company used these features only to increase the sales in its initial phase.

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6.2. Growth Stage
At this stage, the sales of the product increase due to increasing expenditure of the business
over advertisement which helps in increasing the reputation of the business among the target
audience. Garden Life Bread is presently at its growth stage and has been majorly accepted
by the customers in the Hong Kong market due to its good and healthy nature. Almost all the
households of Hong Kong make use of this product.
6.3. Maturity Stage
This is the stage where the products take entry into the maturity stage and the sales of the
products declines however the sales volume keeps on increasing (Heijungs, Huppes and
Guinée, 2010). Presently the Garden Life Bread has not entered in the maturity stage because
there are a number of households as well as markets to be targeted by the company.
6.4. Decline State
In the end, the product takes entry in the decline stage where the volume of the product sales
starts shifting downwards. The key reason for the decline in the sales of the product is the
entry of the new players and competitors in the market. In this, the competitors offer better
products at lower prices to attract customers.
7. Marketing Strategies
7.1. Marketing mix
7.1.1. Product
Garden Company Limited is the leading organization of Hong Kong's bakery and consumer
food market by offering some unique and tasty bread and cakes to the customers. The
company has gained a leading position in the market due to its unique blend of product
portfolio which is comprised of different products with high quality and healthy ingredients.
Garden Life Bread is the flagship product of the company which is comprised of the

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ingredients like Vitamin B1, B2, B3, Folic acid, Iron, and Calcium. Folic Acid helps in the
formation of the red blood cells and contributes to the fetus growth. Calcium helps in making
strong bones and teeth also help in enhancing the density of bones. One packet of garden life
Bread includes 14 Slices of bread (Park n Shop, 2019).
Some other products that are offered by the Garden Company Limited are Sweet hone
brands, Better Sandwich snack bread, and other specialty bread, like pita bread, sweet round
rolls, and the Satellite bun. Garden Company is the top producer of the packaged cake of
Hong Kong, majorly advertised under the brand Garden brand, and the Be Be cake mix line.
Crackers, cookies and biscuit brands comprise Sisisic, Zonee, Pop Pan, Gala, Eggo, and
Vincenzi.
7.1.2. Price
As it is known that the economic position of the Hong Kong market is stable, citizens enjoy
enough disposable income through which they can purchase health and high-quality products.
The price range of the Garden Life bread is reasonable which allow people of Hong Kong to
invest money and maintain their health. One packet of Garden Life bread can be purchased
by the customer in HK$12 (Park n Shop, 2019).
7.1.3. Place
The company does not collaborate with the suppliers for the supply of raw material and
ingredients for the manufacturing of Garden life Bread. But, Garden Company has
collaborated with logistics companies for the delivery activities. The logistics companies are
responsible for managing the distribution network of the Garden company. The Garden life
Bread is also distributed to different retailing outlets and supermarkets through these logistics
companies.

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Different transportation teams of Garden are responsible for different products delivery.
Frozen bread, biscuits, and fresh bread are delivered by the transport team of Hong Kong and
China (Park n Shop, 2019). The team of fresh bread transport has around 60 vehicles or the
delivery of daily 4000 orders. The upstream logistics partners of the company are from
Australia, Canada, and the United States where the company has three major downstream
suppliers in the market of Hong Kong are ParkShop, McDonald's, and Wellcome.
7.1.4. Promotion
Promotion is considered as one of the essential activity adopted by the businesses to increase
awareness among customer in the market. Generally, the business gets involved in the
integrated marketing of its products and adopts a promotional mix tool for having the
aggressive promotion of the products (Chaharsoughi and Yasory, 2012). The promotional
mix is defined as the blend of promotional variables selected by the marketers to reach the
target audience. The promotional mix elements that are used by Garden Company Limited for
the promotion of Garden life Bread are:
Advertisement – Garden life Bread is promoted by the company through mass advertisement
tools such as radio and television in the China and Hong Kong Market. This helps the
company in reaching the maximum number of customers in the market.
Personal Selling – It is the procedure of encouraging customers to purchase the products of
the company through an oral presentation and mostly face to face communication or
telephone (Donoho, Heinze and Kondo, 2012). Garden Life Bread is majorly involved
making use of sales representative for the promotion of the bread. These sales representatives
promote the benefits of the products to different supermarket and franchisees.
Direct Marketing – direct marketing is also used by the businesses to target mass audience.
Under this, Garden Company makes use of social media, email, and internet marketing for

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the promotion of its products. In addition to this, the company majorly promotes its Garden
Life Bread through its online website.
Public Relations – Public relations allow a business to inspire the target market to purchase
the product by creating a positive image in the market. Under this, the business put efforts to
connect with the audience by sharing product information.
8. Recommendations
The above report has provided a detailed description of the Garden Company Limited and its
flagship product that is Garden life bread. The analysis has highlighted that Garden life Bread
is rich in nutrition and vitamins which are good for the health of the consumer. However,
considering the increasing demand for organic and natural products in the market company is
not able to cover the entire market. Hence, to increase the business scope by the next three
years report has provided some suggestions for the company through the Ansoff Matrix.
8.1. Ansoff Matrix
It is one of the strategic planning tools which is used by different marketers to devise
strategies for future growth. The Ansoff Matrix is comprised of four strategies that are
Market development, product development, market penetration, and diversification (Taylor,
2012).
8.1.1. Market Development
In the Market Development, strategy business put efforts to expand the operations in a new
market by using existing offerings. As it is known that majorly Garden Life bread is supplied
to China and Hong Kong market and another limited overseas market. However, considering
the increasing demand for healthy products across the world and especially in the Asian
region, it is recommended that the company must start offering its products in the Singapore

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market. Singapore enjoys economic stability and people have enough disposable income to
invest in their lifestyle.
Action Plan for Market Development for three years
Activities Time Duration Responsible department
Market Research of
Singapore Market
1/7/2019 to 31/12/2019 Research and Development
Department
Allocating Responsibilities 1/1/2020 to 28/2/2020 Top Management
Hiring Employees 1/3/2020 to 31/9/2020 Human Resource Department
Production procedure From 1/10/2020 continuous
process to meet the demand
Manufacturing department
Distribution of products
and Promotion of Business
1/12/2020 to 1/3/2021 Marketing Department
Evaluating results The evaluation will be done
after every three months
Administration department
8.1.2. Product Development
In this strategy, the business creates new services or products for the existing market to attain
growth. Through this strategy, business is able to attract potential customers in the market
(Hamel and Prahalad, 2010).
Considering the increasing awareness of the customers regarding the benefits of organic and
natural products, the demand for these types of products have been increased at the global
level. The increasing demand is opening doors for the businesses that offer natural and

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organic products to the customers for maintaining health and diet. Hence, in order to grow in
the market and increase market share, it is recommended that Garden Company must also
include organic ingredients in the manufacturing of the Garden Life Bread. This will help the
company increasing its sales.
Action Plan for Product Development for three years
Activities Time Duration Responsible department
Market research for
identifying demand for
organic and natural
products
1/8/2019 to 31/1/2020 Research and Development
Department
Contacting the supplier of
natural and organic
ingredients
1/2/2020 to 31/3/2020 Public Relation Department
Production procedure From 1/4/2020 continuous
process to meet the demand
Manufacturing department
Distribution of products 1/5/2020 to 1/9/2020 Marketing Department
Promotion of Business 1/5/2020 to 1/3/2021 Marketing Department
Evaluating results The evaluation will be done
after every three months
Administration department

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8.1.3. Diversification
Under this strategy, business grows its share in the market by offering new products in the
new market.
8.1.4. Market Penetration
In this strategy, the business put efforts to develop and grow the business with the existing
offering. Under this strategy, businesses make use of aggressive marketing for increasing the
intensity of the promotion (Craig and Campbell, 2012).
9. Conclusion
The above report has provided a detailed analysis of the business environment of Garden
Company Limited and its flagship product that is Garden life Bread. The company is majorly
involved in offering healthy bakery products to the customers in the market. By offering
Garden Life Bread company tries to encourage customers to consume healthy products and
focus on their health. From the analysis, it has been identified that Life Bread is positioned as
one of the leading product in the Hong Kong market in relation to other competing products
such as Sara Lee Corporation. The company is motivated to charge reasonable price for its
products for the customers in order to encourage society to live a health and long life and
avoid the unhealthy food like fast food. Furthermore, the company promotes its products
through direct marketing and advertisement, through these marketing strategies, the company
is motivated to reach to the maximum number of audience and encouraging them to consume
health products. It is known that there is an increasing demand for natural and organic
products in the market due to their health benefits. However, the company had yet not
covered this segment as it presently focus on providing health products by incorporating
vitamins and calcium in the food products. Hence, to cover this segment of the market, the
report has recommended a company to add organic ingredients in the manufacturing

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procedure of life bread. In addition to this, the report has suggested the company to also
expand its operations in the Singapore market such that it can gain the growth opportunity of
the market, which will help in increasing revenue and market share.

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AVPN Asia (2019) Hong Kong [online]. Available from
https://avpn.asia/si-landscape/country/hong-kong/ [accessed 11 June 2019]
Bloomberg (2019) Company Overview of The Garden Company Limited [online]. Available
from https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapid=36811821
[accessed 11 June 2019]
Burns, A.C., Bush, R.F., and Sinha, N. (2014) Marketing research 2nd ed. Harlow: Pearson.
Chaharsoughi, S.A. and Yasory, T.H. (2012) Effect of sales promotion on consumer behavior
based on culture. African journal of business management, 6(1), pp.98-102.
Corporate Finance Institute (2019) What is the Ansoff Matrix? [online]. Available from
https://corporatefinanceinstitute.com/resources/knowledge/strategy/ansoff-matrix/ [accessed
11 June 2019]
Craig, T., and Campbell, D. (2012) Organisations and the Business Environment 2nd ed. U.S:
Routledge.
Donoho, C., Heinze, T. and Kondo, C. (2012) Gender differences in personal selling ethics
evaluations: Do they exist and what does their existence mean for teaching sales ethics?.
Journal of Marketing Education, 34(1), pp.55-66.
Dreamstime (2019) STP Marketing Diagram - Water Tap Design [online]. Available from
https://www.dreamstime.com/vector-illustration-plan-model-stp-marketing-diagram-means-
segmentation-targeting-positioning-designed-as-look-alike-water-image103409388 [accessed
11 June 2019]

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11. Appendix
Figure 1: 5C's Analysis
Source [(SM Study, 2016)]
Figure 2: SWOT Analysis
Source [(Vector Stock, 2019a)]

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Figure 3: STP Analysis
Source [(Dreamstime, 2019)]
Figure 4: Product Life Cycle
Source [(Sraders, 2019)]

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Figure 5: Marketing Mix
Source [(Vector Stock, 2019b)]
Figure 6: Ansoff Matrix
Source [(Corporate Finance Institute, 2019)]