Modern Society

The ever-changing modern society makes people's rising living standards, people have higher requirements, the demand for substances on this basis, the consumer is no longer just to meet people's basic necessities, but to focus more on product quality and product packaging aesthetic requirements, it can be seen that customers' consumption concept is changing obviously. In the past, people focused on basic consumer goods, it means that they only bought the goods that they needed. Nowadays, people no longer just concentrate on the basic consumer goods, the type of enjoyable consumption and healthy consumption are taking the place of the former. Against the background of today, the competition of bakery industry is becoming fiercer, many bakery merchants are in hurry to promote new products to enter and seize the market share, as well as attack more customers' attention. Therefore, the market of bakery is developing rapidly. There are many famous bakeries in Singapore, for example, Bakerzin, Four Leaves, Prima Deli, Emi Cakes as well as BreadTalk and so on.

Cultural environment

According to the culture, it can be seen that it reflects differences in the social structures, religions, languages, and historical backgrounds of various countries. (Gomez Mejia L and Balkin D 2012 "The environment of international business" p66) Singapore is a multiethnic country, for example, Muslin never eat pork because they think that pig is sordid and unlucky. Therefore, the BreadTalk in Singapore seldom sale the products with pork.

.1 Introducing BreadTalk

Founded in the year 2000 in Singapore, and listed on SGX in 2003, the young and promising company BreadTalk has rapidly expanded itself into a distinctive widely known brand both at home and abroad. BreadTalk bakery is distinguished from others for its open concept of design. It even adopts open kitchen