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Gardenia Bread

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by

zull razak

on 18 January 2015

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Transcript of Gardenia Bread

Gardenia
Background of Gardenia
Gardenia first started as a small in-store bakery at Bukit Timah Plaza, with the help of experienced American baker, Horatio 'Sye' Slocumm, who had 35 years experience in the bakery business.

The first Gardenia bakery in Kuala Lumpur, Malaysia.

Gardenia expanded with new bakeries in China, India and Philippines.
SWOT
Strength
Reasons to choose that product?
Famous brands in Malaysia
Easy to commercial.
Brand name
Customer loyalty
Economic of scale
Supply chain
Weaknesses
Limited sales promotion and personal selling.
No new products.
Opportunity
Threat
Improve process technology.
Media social.
Low prices of competitors.
Analyzing Marketing
Situation Analysis
Market Analysis
Feasibility Analysis
Marketing Environment Analysis.
Supermarket.
Hypermarket.
Convenient store.
Location and Community Analysis
Residential.
College.
Public area.
Primary Competitor
Analysis
Massimo
Hi 5
Market Potential
Analysis.
Large range bread
products.
Marketing Position and
Plan Analysis.
Various type of breads.
Service Analysis.
Consistent top quality and fresh bread.

Consumer Markets and Consumer Buying Behavior.

Process which buyers make decision.
Factor that will influence buyer to buy the product
Cultural
Malaysian is well known in taking a light breakfast in the morning but full with energy to do their job.
Life Style
Student or office worker usually doesn't have enough time to ready a breakfast. Gardenia provide a bread with variety flavour that they can easily choose then eat while doing their activity.
Age
Not only focus for student but all age love to take a piece of bread.
Economy
Nowadays economy, all stuff take a high cost but Gardenia provide a good product with a low cost.
Pricing Analysis.
Odd-even pricing strategy.
Income and Cost
Analysis
Development Cost
Analysis.
To develop a new business :

( Cost of building + Machinery + Ingredient + Staff labour )
Analysis of Return on Investment and Economic Feasibility.
2014
Increase 14 % (RM 605.4 million).
Open a Gardenia Cafe
Target at a crowded place
Create a new product that will make customer satisfy and trust this brand.
Promotion.
Bakery tour.
END
Full transcript