Breadtalk Essay

3375 Words14 Pages
1.0 Executive Summary The report will demonstrate how BreadTalk uses its strategy and evolved into a leading lifestyle brand in the bakery industry in a span of a decade. Using the PESTEL framework, economic factor is identified as a threat to the industry due to rising inflation and rental fee. The Social factors reflected that the changing trend of customers’ preferences and the increase of health conscious, technologically savvy consumers are both a threat and opportunity for the industry. However, the advancing technology provides an opportunity for growth as it enabled greater efficiency for the bakeries. The Porter 5 forces analysis revealed that the threat of entrants and power of supplier are low, while the power of buyers, substitutes and completive rivalry are high. The internal analysis demonstrated that BreadTalk‘s strengths lies in its financial, human and technology development capabilities. Whereas the high risk of substitution and reduction of profits due to high investment cost are its weaknesses. BreadTalk uses the hybrid strategies of differentiation and cost leadership to cope with the rising food and rental prices and defend their market share from its competitors. However the differentiation strategy may deter lower income consumers and possibility of imitation could be some of the down side of the strategy. 2.0 Brief overview of the background information (strategic context) of the organization BreadTalk Group Limited started out as a local bakery chain in the year 2000 by the founder, George Quek. In a span of a decade, it has successfully expanded its operations and now has a network of more than 400 boutique bakeries, 40 food atriums and restaurants across 16 countries (Loh 2011).The bakery segment remains the core revenue driver of the group (OCBC Research 2011).

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