Bread Talk Case

1. Executive Summary 

With BreadTalk® escalating presence in South Asia, they are starting to shift their target to enter into the Japan market. BreadTalk® aims to develop the premium bread offering in the Japan market through their vast range of creative offerings in the bakery industry. BreadTalk® Group Limited was founded in 2000 and began swiftly expanding to be a distinctive household brand owner who has established its presence on the world stage with its restaurant, bakery and food atriums.

The entire journey of the group was encapsulated through three distinctive “Generations”. With the launch of Generation4 Concept, it targets customers with a campaign ‘Get Talking’, their aim is to alter the way customers taste, feel and taste the brand new offerings. With the trend of healthier choices, new healthy recipes were introduced to attract with their customers to further enhance their lifestyle options. The group strives to surprise and delight customers, leading them to numerous awards and gaining popularity among consumers.

In this paper, we will look into the various modes of vehicle that BreadTalk® can enter into Japan, targeted at delivering premium innovative bread to Japan. We will look into the SWOT, PESTAL viewpoints of Japan to explain why BreadTalk® can enter into Japan. The paper will expound on the various product strategies to that BreadTalk® can use to bring in their offerings to the Japanese and overcome the challenges from the local competitors.

Lastly this paper will elaborate the recommended ways to penetrate in Japan’s market.

1. Industry Business Description

Food and beverage (F&B) industry as a whole has been growing rapidly throughout the years. It encompasses businesses such as catering and retail, agriculture and distribution and manufacturing of food. The basic function is to serve food and drinks to satisfy the different types of needs of people. Achieving customer satisfaction is the main priority.

In this industry, companies would adjust and make changes along the way to cater to the customer demands to assure them with good quality of food as this also help them to improve their sales and performance.

In the event of an economic downturn, F&B as well as other industries will be affected. The impact might be lesser pronounced in F&B industry as compared to others because food economy is recession resilient.

In F&B industry, specialised skilled employees are required in order for the business to move forward. The amount of employees are varies depend on the size and the location of the retail outlet.

1. Company Description

BreadTalk® Group Limited was founded in 2000 and began swiftly expanding to be a distinctive household brand owner who has established its presence on the world stage with its restaurant, bakery and food atriums. The brands that were under their portfolio comprises BreadTalk®, Toast Box, Din Tai Fung, Food Republic, Bread Society, The Icing Room, RamenPlay, Thye Moh Chan and Carl’s Jr. in China.