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Ya Kun Kaya Toast, Melbourne

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by

Jacqueline Lee

on 6 November 2013

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Transcript of Ya Kun Kaya Toast, Melbourne

Threats
Developed from PESTEL and Porter's 5 Forces
High Labour Cost
Higher operating cost
design by Dóri Sirály for Prezi
Entering Melbourne...
Strengths & Weaknesses
Ya Kun in Melbourne, Australia
Target Market
Overview of Ya Kun
Developed from PESTEL and Porter's 5 Forces
Power shift...
*Change in competitors to major chain outlets*
Assuming that we have established our foothold...
Our Journey
Melbourne
Founded in 1940...
Perfectly cooked eggs & toast served with rich kaya sauce
Nostalgic experience
With...
Business expanded from a lone stall, to...
Over 40 local outlets & 30 international outlets
Specially formulated Kaya recipe
In-house coffee beans
How did Ya Kun grow to be so successful?
Recipe
Brand
Culture
Core competencies
Reliance on few suppliers
Dependence on prime locations
Procurement
Production
Marketing
Sales
Let our journey to Melbourne start!
Differentiation Strategy
Global Strategy
Pricing
Less-for-more
Economic Trend
Menu
Operations
Integration & Coordination
Additionally...
Pricing change
Greater bread options
Brand establishment
Supplier sourcing
Operations setup
Learning about the industry
Franchising
Future
Developments
Toastwich
5 years later...
Production deficiency - Efficiency
Weakening of supplier bargaining power
Increasing the barrier to market entry
Wholly Owned Subsidiary
Singapore
Asians in Melbourne
15.47% and growing...
Working population
Prime location usually close to business locations
Opportunities
Ease of setting up business
Lesser spending on discretionary items, including outside food.
Increase savings
Savings ratio in Australia
15.3% in 2012 from 7.8% in 2007

Australian food culture influenced by Asian culture
Garner greater support from Australian consumers
Ease of setting up business
Threat of increased competition
High rental cost of prime location
International Legal Services Advisory Council
Stiff competition
AUSTRADE
Promote international legal co-operation
Provides information on investment regulation
and government assistance program

Stable Political Environment
Election scheduled 3-5 years later
Greater investments expected between Asia and Australia; 80% by 2020
Australian food culture
influenced by Asian culture
Greater support
from Australian consumers
Fair trade annual growth over 50% for past 5 years
coffee
chocolate
cotton
Cafe Concept
Demand for quick take-away breakfast
Cafe Concept
Eating out:
Popular since past decade
A way to socialize and relax
Demand for
quick take-away breakfast
Working Australians have a fast-paced lifestyle
Eat breakfast and lunch at work
Saturated market

Over 40 restaurants/cafes in Chinatown
Opportunities
Threats
Developed from PESTEL and Porter's 5 Forces
Developed from PESTEL and Porter's 5 Forces
Minimum wage rate for F&B industry
AUD$9 to $12

Increase inflation rate leads
Rise in minimum wage rate
Change in Socio-Culture
Strong
supplier's Bargaining Power
Limitation of space available

High competition for same plot of land
Relatively High
Threat of New Entrants
Low start-up cost

New regulations
Lower barrier to entry
High
Intensity of Rivalry
Raw materials are mainly commodities
Full transcript