Submitted by: Submitted by ransalvatin
Views: 10
Words: 1348
Pages: 6
Category: Other Topics
Date Submitted: 02/27/2016 06:47 AM
Gardenia Bakeries Singapore is currently the market leader in the bread and wheat industry, commanding comfortable shares of 65% and 90% respectively. Its product quality and wide distribution network, coupled by massive advertisement, catapulted the Gardenia into a household name, allowing it to be the top of the mind brand. Catering both the needs of upper and price-conscious markets, it has since dominated the market, with the other major players trailing behind.
Gardenia Bakeries’ mission includes eventually venturing into beverage products to complement its bread product line. Its unparalleled distribution network allows it to easily penetrate market and filter down its products to each Singaporean home. Production-wise, it has committed itself in providing fresh bread all over the country. Nevertheless, despite the increase in prices, consumption of bread continuously increased over the past years. This and the country’s large pool or working class citizen possess growth opportunities
-------------------------------------------------
Situation Analysis
Statement of the Problem
Given its essentially secured position as the market leader in the bread industry in terms of shelf space, market coverage and share, what strategies and marketing efforts should it implement to maintain, if not bolster, its market share
Market Summary
Gardenia Bakeries Singapore’ target market is mainly the middle class whose selling point is to quality, affordability and convenience. As of 2010, the middle class accounts for almost a quarter of the total population of the country. Social mobility in the Singapore is also considered to be one of the more dynamic in Asia.
Meanwhile, consumer spending on bread has been continuously growing. However, it should be noted that the price sensitivity of the target market not only allows brand switching offering similar products, but also crossover to alternatives like rice, crackers and other cereals.
SWOT Analysis...