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Autor: anton • December 27, 2010 • 820 Words (4 Pages) • 650 Views
SWOT analysis on Breadtalk
Unique Concept and Branding
The Breadtalk concept is unique and innovative and this distinguishes the brand from traditional bakeries in the market. More importantly, Breadtalk captures the interest of consumers as it constantly develops products reflecting contemporary lifestyle and current events.
As part of Breadtalk's unique concept, the layout of retail outlets are designed such that customers have a clear view of bakery items on display. The outlets' "open" concept design also allows customers and shoppers to view the chefs and bakers at work. The design of retail outlets also gives customers a warm and friendly atmosphere.
BreadTalk has become a distinctive Singapore brand that has gained international appeal and renowned for the way it has revolutionized the culture of bread consumption with its visually appealing, aromatic and unique-tasting products. From 2002 to 2004, the Breadtalk brand was recognized as one of the most recognizable local brands in Singapore with the awarding of the "Singapore Promising Brand Award". Other accolades include the Singapore Most Popular Brand Award 2002, Superbrand (2002/2003), Enterprise 50 Start-Up Awards (First place), Singapore Most Distinctive Brand Award 2003-2004, Design for Asia Award 2004, and the Most Transparent Company Award (Runner-Up, Sesdaq Category) 2004.
Wide Range of Products
Breadtalk recognizes that customers have varied needs and changing tastes, and offers a wide variety of products at retail outlets to ensure customer satisfaction. Breadtalk presently offers over 150 varieties of breads, buns, pastries and cakes. Depending on the size of the retail outlet, each retail outlet offers about 40 to 60 different items daily.
Breadtalk constantly introduces new products to cater to customers' changing tastes. It currently introduces approximately 10 items every four months and this adds on to the wide selection available at retail outlets.
Breadtalk's retail outlets are located at strategic and accessible places to attract potential customers as having high customer traffic flow is crucial to the success of retail outlets. Breadtalk's retail outlets tend to be sited near public transport systems such as bus terminals, the Mass Rapid Transit stations and the Light Rail Transport stations. The composition of the surrounding's retail outlets, such as the presence of departmental stores, cinemas and supermarkets as neighboring tenants, are taken into consideration as they may attract potential customers to retail outlets.
Experienced Management Team
Breadtalk is headed by George Quek, who has 20 years of experience in the food and beverage industry. He is assisted by the senior management, most of whom have more than nine years of experience in the food and beverage or retail industries.
Breadtalk's products are priced higher than the products of other bakeries, which might deter budget conscious consumers from purchasing Breadtalk's products, especially since bread is a commodity.
Selection of Products
Breadtalk has a wide selection of products, but this wide selection is only limited to bread and cakes, unlike some other bakeries, which offer pastries and other concoctions, like Bengawan Solo.
Nature of Products
Bread is a commodity and a staple in many countries. Therefore,