Professional Documents
Culture Documents
BREADTALK GROUP
Breadtalk first made waves when they entered the bakeries market all over
Singapore in the year 2000, bring in a totally new concept of bakeries
business into Singapore.
Born in 1957, MR. George Quek was a son of a humble vegetable farmer
who later became a seaman and a housewife mother. Together with his 3
brothers, they stayed in a rented wooden attap hut in Hougang.
As a boy Mr. George slowed no inferred in studies whereby in his report card
you could see more red than blue marks. He rather prefers to dabble with a
pencil and drawing board. His creativity ignited into a passion for artistic
pursuits. Once completed his “o” levels he enroll himself to Singapore Art
Academy and worked as a cable technician to pay his fees. After graduation,
he was enlisted for National Service. He signed on as a regular in the Army at
the age of 20. The Army has taught him to be tough and strong with
endurance and determination and eventually emerged as a company
sergeant major, upon leaving the Army, he worked in a Hong Kong handicraft
shop in Parklane Shopping Mall. Where he did wood carving metal engraving
and also move dragon-bread candy. In 1982, Mr. Gorge Quek left for Taiwan
to further his art education. But destiny had no plans for him when he realized
he could not afford the 6000 dollars enrollment fee. With the remaining
money, he set up a single pushcart stall selling “Dragon Bread Candy” in
Taiper Department Store. The snack failed to “bite” at that p, feeling the sheer
horror that he might not have money for a return-ticket home desperate for
new invention and creativity. Slowly he began to “feel” the tasebud and
preference of the Taiwanese customers. Though trials and errors, he modified
his sales pitch, marketing, flavors and presentation accordingly business
flourished.
2 years later from one single cart outlet it expanded into 4 more push-cart with
the sales over $240,000 a month. Emboldened by his “initial success”, he
came back to Singapore and invested $100,000 in Singapore’s howker food “
bak chor mee and fishball noodle”, he lost a huge portion in the early stage.
Refusing to throw in the towel, eventually the venture paid off in 1992, and
had since grown into 21 outlets. He sold off his business and started an ice-
cream chain parlour in China, which was again successful. Mr. Quek and his
wife Katherine feeling homesick after too many years in China, decided to
pack up and head home.
2 Entrepreneurship
Mr. Quek’s achievement so far had been an Astounding success and he could
jolly well “retire” comfortably yet, he was never contended.
Equipments specially imported from Germany, Spain and Japan, the fasts,
aroma, quality and texture consistency of our breads are further enhanced
new staff uniforms with French and Japanese influence and biodegradable
and Environmentally friendly packaging for all our products complete the
entire “ new look”.
From 2002 to 2004, the Breadtalk was recognized as one of the most
recognizable Local Brands in Singapore, was awarded the followings: 1)
Singapore Promising Brand Award; 2) Singapore Most Popular Brand Award
2002; 3) Super Brand (2002/2003); 4)Enterprise 20 start-up Awards (1st); 5)
Singapore Most Distinctive Brand Awards (2003-2004): 6) Design for Asia
Awards 2004; and 7) Most Transparent Company Awards 2004
The fluctuating commodity and raw material prices all over the world result in
rising purchasing costs for Breadtalk. This will have an impact on the margins
of the organisation and might lead to passing over the cost to consumers by
increasing prices of most things in the supermarket. Furthermore, rising fuel
costs will have implications right throughout the supply chain of Breadtalk
leading to an overall situation of increasing prices, resulting in decreased
competitiveness. At the same time, the monsoon season may also have a
negative impact on prices as crops are destroyed and supply decreased.
The credit crunch can impact Breadtalk negatively as it might decrease the
purchasing power of consumers and though they will still buy the essentials
they may be more cautious. Furthermore, Breadtalk’s fast expansion needs to
be fueled with cash injections and given the latest Dubai crisis, investors and
bankers may hold their cash and be less willing to lend.
At the same time, Breadtalk may also face stiffer competition from local small
retailers who offer bread at more affordable prices albeit less delicious or
varied- something which will appeal to cost conscious consumers. At the
same time, traditional big bakeries like Sunshine and Gardenia may also pose
a threat as they also offer buns with fillings.
As Breadtalk forays into the lesser tap markets of China and India, social
factors may also come into play. Chinese and Indian customers for example,
have different staples depending on the region they hail from and also the
styles of food preparation maybe different from the current inventory offered.
Modern processes and machinery can also be used to ensure that the cost of
labor and production is reduced. At the same time, PDAs and other
communication devices can also be utilized to ensure faster processing of
orders.
4 Analysis of Industry
Using the Porter’s five forces model, I will provide an analysis of the industry
in which Breadtalk operates in.
5 SWOT Analysis
Having looked at how the external environment can affect Breadtalk in its
strategy, let us look at the internal analysis of the company.
5.1 Strengths
5.2 Weaknesses
The firm’s main weakness is the fact that it is very much reliant on Singapore,
with a small domestic market of five million and is underserved in the
emerging economies of Asia. This could be a potential drag on company
performance in the long term as the local market is fairly saturated with little
growth. Another potential snag is that though Breadtalk offers a wide variety
of products, it does not have halal certification, which is necessary for them to
penetrate the Muslim market and even more critical if it wishes to penetrate
the Malaysian and Indonesian markets.
5.3 Opportunities
Breadtalk is countering its main weakness with its key opportunity, which is
expansion into emerging markets in China, Vietnam and other Asian
countries. Traditional product for Breadtalk has been affordable, low-priced
high volume bread. However the movement into mid and higher price points
will see an opportunity to move the demographic base and increase the
average basket value with less reliance on a limited demographic group.
Another opportunity available to Breadtalk is the increasing popularity of
online shopping. Its expansion into the realm of the virtual marketplace, the
possibility of greater reach coupled with lowered expenses is now a real one
for Breadtalk. Although there are negative associations within the
development of the Breadtalk Ecommerce site there is an associated
opportunity to achieve growth and increase levels of customer service as the
additional transactional capability will reduce pressure from stores to a certain
degree. This will also create a push for consumers to purchase bread through
websites, ensuring that the consumer could have a Breadtalk bun without
travelling to town.
5.4 Threats
6. Branding strategy
In more familiar markets like China and Singapore, BreadTalk prefers to own-
and-operate. In total, the company has 42 wholly owned outlets and 26
franchised outlets in the region.
Having established a suitable brand idea, the next stage is to develop a core
identity for this idea. This serves a number of functions.
The core identity consists of the brand name, logo and visual style as is
evident from its website.
However, the brand is not yet complete. Without the third and final element,
the brand is unlikely to achieve any significant lasting value.
6.3. Authenticity
This last stage of the brand's development is its creating an authentic brand. It
tells the world who Breadtalk is and what it stands for.
This allows it to earn the trust and respect of not just its customers, but also
your staff, investors and other business stakeholders.
Famous for its pork-floss buns that made waves in 2000, home-grown bakery
BreadTalk now has over 200 products and can be found in 8 countries.
Head of Brand Development, Joyce Koh, says: “We opened shop in 2000. In
our first year, we had a lot of enquires, especially from Indonesia. But we felt
we were not ready operationally.”
BreadTalk waited until it had built up its business development and resources
to support a partner before setting up its first outlet in Indonesia in 2003.
“It was a brand new game for us so we decided to engage professional
expertise to help us develop the franchise,” Joyce recalls. BreadTalk also
works closely with Government agencies such as IE Singapore which
provides networking opportunities, intelligence, research and groundwork.
This is a good strategy in my view as it allows the company to built up the
financial capital needed and at the same time, also allows the firm to build its
organizational capacity without stretching its limits.
Once in place, branding efforts will take the company to new heights. “The
brand is always progressive and grows through different facets. As the brand
evolves, it is important that the vision remains clear to ensure consistency and
adherence to the core brand concept,” emphasized Ms Koh. Consistency in a
brand name goes beyond just the aesthetics of a logo or punchline.
Choosing Partners
“We have been blessed with partners who are proactive. They approach us so
we do not need to source for them. We look for partners who are dedicated
and have the drive and passion to build the business,” says Joyce, adding
that BreadTalk has rejected big conglomerates, as they did not fulfil
BreadTalk’s requirements. This is also a good move as big companies are
usually in a diverse field of businesses and may not have the time and
resources to work with a fledging company. As such, by choosing to work with
partners who are willing and able, the firm is in a good position to enter into
win-win partnerships.
Intellectual Creations
This is also a good move as it helps Breadtalk stay relevant in the market and
meet the consumers’ needs rather than trying to get consumers to like the
products of the company. Such customizing of products to meet target market
needs is also useful in building a brand name that gives consumer the feeling
that the firm is sincere about doing business and also wanting to meet
consumers’ needs.
Brand Recognition
BreadTalk presently also holds several accolades to its name. It was awarded the
Most Promising Brand and voted Most Popular Brand in the Singapore Promising
Brand Awards 2002, co-organized by ASME and Lianhe Zaobao.
The repeated wins in 2003, 2004 and 2005 gave further recognition to this well-loved
brand. BreadTalk is the Award’s first ever SPBA Gold Award Winner.
It has also won other overseas branding accolades such at the Design for Asia
Award 2004 organized by the Hong Kong Design Centre and the Five Star Diamond
Brand of the Year 2006 accredited by World Brand Lab in Shanghai.
The Breadtalk branding strategy focus and maintain the following tactics :
Breadtalk who owns business in China has initiated the efforts by contributing
100% of the proceeds from sale of a specially created bun called the “Peace
Panda” as a support to help the disaster. This effort is in collaboration with the
Red Cross, and has since put together SGD40,000 in barely a week.
Breadtalk has performed a good example of Corporate Social Responsibility
(CSR) and as a CRM strategy, it has indeed worked very well for its brand. A
benefit is received is free media coverage. The earthquake is top of the mind
concern for every single person on the street and everyone is interested in
reading the latest about it. The fact that Breadtalk has led such an effort has
built a top of the mind brand recall for their business, further strengthening
their market position as the big brother in the bread lines. Secondly, the
interest it has created caused a word-of-mouth marketing effect. People will
asked each other about the buns and another person will be off to buy it as a
gesture of support. So it thus created both the “attention and intention” to
purchase. Furthermore, for better or worse, people started talking about it on
blogs and forums, tapping the power of Social Media Marketing. Taking into
account that no publicity is bad publicity, the internet has a long memory and
reaches beyond just the localised demographics. This further created a
stronger branding for Breadtalk in the region.
Seek change
Seek ideas
Seek to differentiate
7. Expanding
The 1st Breadtalk retail outlet was open in July 2000 at Parco Bugis Junction.
During 2001 another 5 retail outlet was opened. As of April 2003, 22 retail
outlet exist in Singapore along with a central kitchen at Kampong Ampat that
prepares and distributes “fillings” for breads and buns, bakes cakes and
pastries for distribution to various outlets island-wide. Breadtalk opened its
first “franchise” outlet in Jakarta in April 2003. They have also received
inquiries from interested franchisees in other countries, including Malaysia,
Hong Kong, Australia and USA.
Over the last 9 months, Breadtalk has grown from a “humble beginning” to a
“household name”. It has put Singapore on the “International Retail Map” at
the “World Retail Awards”, the Oscars of the retail industry.
These one of a kind creation are “unique” to Breadtalk and the constant
creation of “new” and more “flavourful” products is Breadtalk’s way of staying
“Ahead” and “Dealing” with the “counterfeit” market in China.
Today Breadtalk owns 24 retail outlet in Singapore and Breadtalk Group Ltd
was listed on SGX in 2003. Breadtalk has 212 retail outlets worldwide and has
spread their wings by opening “Branches” in Indonesia, Hong Kong, and
People’s Republic of China, Philippines, Malaysia, India, Korea, Kuwait,
Oman and Bahrain.
It has also upgraded its listing to the SGX main board trading alongside “ blue
chips” companies.
Breadtalk expect to expand to open up to 550 retails outlets by the year 2012
in over 30 provinces and cities.
Thus, in the words of Mr Quek, the key to flourishing in the competitive food
and beverage industry is to have a clear and focused brand strategy, and to
move ahead of the competition. Hence the need to push ahead with
expansion in spite of the downturn.
However, in its rapid expansion, one wonders where will the funding come
from.
According to Catherine Lee, group chief financial officer, cash flows generated
from existing operations will be sufficient for growing existing brands, while
bank loans and retained earnings will be used to fund new brands like Ramen
Play and Carl's Junior.
Currently the group's low gearing ratio of 0.26 leaves much room for increase
and Ms Lee said the figure could be comfortably increased to 0.5. Thus, in
terms of debt funding, there is indeed a buffer for the firm to expand.
Operating cash flow rose to $0.959 million, up from $0.645 million as Q1 net
profits increased to $2.08 million from a loss of $0.302 million a year ago. The
turnaround was a result of divesting loss-making J Co Donut. In effect, this will
allow the firm to experience increased profits now the loss making firms are
divested.
Revenue rose 26.9 per cent from $45.09 million to $57.20 million due to
improvements across all business segments. In particular, the bakery and
foodcourt segments contributed to an increase of 29.2 per cent and 29.4 per
cent respectively. We can probably see this value increase over time as the
firm opens more foodcourts in view of the new shopping malls that are
springing up and also the new bakeries the firm opens.
However, the group ended the quarter with a lower cash reserve - down $3.79
million to about $44.09 million - due to lower proceeds from short-term loans
and repayment of short-term loans. With low interest rate, it is unlikely for the
firm to want to increase this ratio except to keep sufficient reserves to expand
and for day to day operations. Nevertheless, the group's operating cash flow
can be expected to increase in the near future with increased franchise
businesses, Mr Quek added.
BreadTalk's group senior vice president (HR), Goh Khon Chong, says the
company's target in the next five years is to expand to a total of 1,000 outlets,
including its own outlets and franchisees.
Their strategy is to train the staff, who will activate such an ambitious
expansion plan, by bringing key employees to Singapore for training which
they can then spread in their home markets.
"Though the employees of our franchisees are not our direct employees, it is
essential that we provide training to ensure effective and efficient operations,"
Goh says.
Trained up employees would then be responsible for giving the workers both
on the job and theoretical training. "Based on estimates, even if it's just 10 to
20% sent to Singapore for training, it'll mean more than 300 to 400 a year (are
actually trained), including our own employees. It's a real challenge". Thus
even when training has been identified as a key, implementing it would not be
easy given the number of staff that needs to be trained to gain a critical mass
to impact operations back home. Breadtalk has outlets in other cities,
particularly throughout China where it has more than 1,500 employees of its
own.
If HR leaders are not familiar with the talent pools on the ground in new
countries, it can lead to difficulties in hiring enough staff.
Chong says, "The main challenges for HR teams are alignment of HR
practices and local knowledge, and spotting reliable sources to understand
the labour market or getting information on HR rules in the particular country."
Talent mobility, for instance, can be a serious issue, Chong says. HR teams
must efficiently utilise the channels available to them in finding good workers.
8. Conclusion
From the stories of Mr. Georage Quek from rags to riches. It tells us that
being “hard working” is not enough. We must be able to foresee the taste,
culture, demands, presentations, sales pitch marketing, design, flavours etc.
then taking a step forward by making the first outlet stable before expanding
and taking the bigger challenges. The most important is “branding” and
offering different varieties and an outstanding design bread boutique with a
open kitchen concept. I have learnt that “team spirit” and organization is very
important and experiences.
9. Recommendations
I believe that there are some ways Breadtalk can take to increase sales.
The use of EZ link cards: This will provide the consumer with an alternative to
make payment and is less costly than using NETS or credit cards as it does
not come with a merchant cost. Furthermore, many students carry EZ cards
but may not have sufficient cash and this would help them to pay for their
purchase, increasing sales.
Having a delivery service would also help as families who are too busy to buy
breakfast can always order delivery. With 25 outlets across the island, it would
be easy for Breadtalk to provide delivery.
Lucky draws and contests can also be held to increase sales as most
Singaporeans do appreciate and take part in them, especially if the draws are
of the instant win variety. Of course, this means that the company would need
to ensure that the increased sales can offset the cost of holding such draws.
Samples of upcoming buns can also be given. This will not only increase
awareness but also allow customers a chance to sample what’s new from the
company.
At the same time, Breadtalk could also attempt to develop the Halal market by
getting itself certified with a Halal certificate. This is useful as Muslims form
more than 12% of the population and thus, a sizeable market to tap. However,
due to the nature of the company’s products, it may wish to set up a
subsidiary that sells Halal products exclusively as the current inventory
includes pork. By having such certification, it would be easier for the company
to target the South East Asia market which has more than 250 million
Muslims.
It can also offer new products, coupled with a place to sit. i.e a café. This can
attract those people who want to sit and eat, not pick and go and would
appeal to the younger crowd who prefer to relax and enjoy in cafes instead of
munching on a bun while on the goal.
Instead of situating in city areas, close down certain shops that has high rental
costs and situate shops around residential areas since brand is already
established. This also allows a wider reach as the residential areas would
contain a lot more people rather than in the city where many people would just
rush to work and off work.
It can also diversify its products by customizing products to ones’ liking. For
example, it can allow customers to fill the bread with different type of toppings
with the price of toppings varying correspondingly to the value of topping and
charging a premium for such a service. This would cater to people who may
be bored of Breadtalk’s standard fares.
I personally think it will lower down the cost of each bread if they would have a
“factory” to produce a large quantity of breads per day, and also you could
allocated all the bakers in the “factory” rather than at the retail outlet. Cause in
this way they could monitor the work flow and control the productions and also
could bring down the overhead for staff employed at each retail outlet. Some
more, can cut down the overhead for space require for the kitchen area with
this idea it will save on the retail in the outlets and also centralizing production
in one “factory” place.
References:
http://www.business.gov.sg/EN/CaseStories/case_overseas_breadtalk.htm
http://www.timesdirectories.com/Singlenews.aspx?DirID=101&rec_code=385110
http://noahfinancial.com/Corporate%20New1.htm
Strategic Management: Concepts and Cases (10th Edition)
by Fred David