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Bread Talk Business Strategy

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Bread Talk Business Strategy
BreadTalk Group Limited

Prepared by:
Pek Sin Yee (3156436)
Soh Mei Mei Bibi (3151012)
Tan Rui Lynn (3154118)
Yong Wei Ting (3152841)
Chandrika Sridhar (3088524)
Executive Summary

Bread is one of the most popular staple in the Asian food culture. In the years, BreadTalk has successfully expanded their influence and reputation to 16 countries with more than 500 bakeries all around the world. BreadTalk is known for their 'see thru' kitchen concept which enables their chefs a platform to showcase the skills and capabilities. This also allows interaction between customers and employees.

A comprehensive analysis of the business strategy of BreadTalk Group Limited for the Thailand market revealed that its strategic objectives are aligned to the company’s vision and mission statement: Vision Establish BreadTalk as the foremost international, trend-setting lifestyle bakery brand | Mission Leading a new lifestyle culture with new, innovative changes and creative differentiation to craft products with passion and vibrancy |
Innovative improvement and design of their products increased awareness of the brand, BreadTalk, complimented with the use of locations with high human traffic are increasing the market share of its bakery arm within the Thailand market.

Lessons drawn from the analysis have shown that BreadTalk is consistently seeking improvement and reviewing their strategies to stay abreast. Being in a country with cultural differences in food preferences, working attitudes and lifestyle, BreadTalk’s adaptation and globalization strategies has proven to be effective. Success is reflected in the confident future investment promise and processes in place to overcome their strategic implementation issues.

Table of Content
TABLE OF CONTENT3
Introduction5
Strategic Analysis6
Strategic directions and strategic objectives13
Key broad business-level and international strategies14
Strategic implementation: General perspective16
Key strategic implementation


References: Aswe Travel. (2011, April 3). Understanding Thai Food Culture – What I’ve Learnt. Retrieved September 14, 2012, from Aswe Travel: http://www.aswetravel.com/understanding-thai-food-culture/ Bi, N Blanke, J., & Chiesa, T. (2009). The Travel & Tourism Competiveness Report 2009. Geneva Switzerland: World Economic Forum. BreadTalk Group Limited. (2011). News Release. Singapore: SPIN Capital Asia. BreadTalk. (2012). Our Story. Retrieved November 5, 2012, from BreadTalk Singapore: http://www.breadtalk.com.sg/ourstory.php BreadTalk Sri Lanka BreadTalk to Spend B1bn. (2011, Aug 11). Bangkok Post . Thailand. Retrieved Nov 5, 2012, from http://www.bangkokpost.com/business/economics/251319/bread-talk-to-spend-b1bn Data - Thailand (2011). East Asia & Pacific Economic Update - Navigating Turbulence, Sustaining Growth. The World Bank. The World Bank. Frederic, C. D. (1975). Ethnicity and Work Culture in Thailand: A Comparison of Thai and Thai-Chinese White-Collar Workers. The Journal of Asian Studies , 34, 995-1015. 'Good only at borrowing ' jibe haunts Pheu Thai Party. (2012, Oct 20). Retrieved Oct 22, 2012, from Bangkok Post: http://www.bangkokpost.com/news/local/317723/good-only-at-borrowing-jibe-haunts-pheu-thai-party Google Gross, A. (2001, December). Thailand Human Resources Update. (Pacific Bridge Incorporated) Retrieved October 19 2012, from Pacific Bridge: http://www.pacificbridge.com/publications/thailand-human-resources-update/ Jitpleecheep, P Kemp, S. (2012, January 3). we are social. Retrieved September 5, 2012, from Social, Digital and Mobile in Thailand: http://wearesocial.net/blog/2012/01/social-digital-mobile-thailand/ Kotler, P., & Zaltman, G Leung, S. (2012, March 10). Pork Floss Bread. Retrieved November 6, 2012, from Absolutely Fobulous: http://www.absolutelyfobulous.com/2012/03/11/lebron-to-sell-pork-flavored-dunkin-donuts-in-china/pork-floss-bread/ Loh, H MVF GLOBAL. (2012). Lead Generation and Internet Marketing in Thailand. Retrieved September 6, 2012, from MVF GLOBAL: http://www.mvfglobal.com/thailand New Media Trend Watch News Room Announcement. (2012). Retrieved Nov 5, 2012, from Breadtalk Group Limited: http://breadtalk.listedcompany.com/news_search.html?search=thailand Parker, P Singapore Management University. (2012, March 31). Digital Media in Thailand. Retrieved September 6, 2012, from Singapore Management University: https://wiki.smu.edu.sg/digitalmediaasia/Digital_Media_in_Thailand Tan, M Tan, M. (2009, 5 28). CIMB. Retrieved 9 20, 2012, from CIMB Research Report | BreadTalk Group Limited: http://breadtalk.listedcompany.com/misc/BreadTalk_Initiation.pdf Thailand Info : Economy Thanadsillapaku, L. (2003, Aug 9). The Investment Regime in ASEAN Countries. Thailand Law Forum , 6. (2012). The Global Climate Change Regime. Council on Foreign Relations.
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