Bread Talk Business Strategy Essay

5774 Words Jan 16th, 2013 24 Pages
BreadTalk Group Limited

Prepared by:
Pek Sin Yee (3156436)
Soh Mei Mei Bibi (3151012)
Tan Rui Lynn (3154118)
Yong Wei Ting (3152841)
Chandrika Sridhar (3088524)
Executive Summary

Bread is one of the most popular staple in the Asian food culture. In the years, BreadTalk has successfully expanded their influence and reputation to 16 countries with more than 500 bakeries all around the world. BreadTalk is known for their 'see thru' kitchen concept which enables their chefs a platform to showcase the skills and capabilities. This also allows interaction between customers and employees.

A comprehensive analysis of the business strategy of BreadTalk Group Limited for the Thailand market revealed that its strategic objectives are aligned to
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Social/Cultural
Buddhism is the main religion in Thailand (about 85%) and it greatly influences the Thais’ working attitude such as respect and politeness, forgiving and thoughtfulness. Respect is also reflected in the country’s monarchy system with military-dominated hierarchy present in both the society and workplace (Bi, 2012). In addition to their religious beliefs, modern Thais also display patience and hospitality at work emphasizing positive outlook. Thais prefer to work in a group, with ample time for completion in social environment; isolating them will lead to stress and discomfort. They have great respect for age and authority, preferring obedience and tolerance to conflict (Gross, 2001).

Thai cooking is under the influence from the Chinese from southern China, Indians nearby and Malays from the south; the main dietary staple is rice. Due to the social nature and friendliness of Thai people, dishes are shared and enjoyed together. They love to eat in groups and eating alone is considered bad luck. Thais are known to take 7 meals a day; besides breakfast, lunch and dinner, they ‘snack’ a lot, savouring snacks along roadside or marketplaces anytime. Bread is becoming popular due its convenience. Baked products

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