Bengawan Solo Pbm
Bengawan Solo A. Category Definition
A retail confectionary chain selling premium-quality cakes and desserts to serve special occasions, especially Full Month Celebrations, Birthdays, Chinese New Year, and the Mid-Autumn Festival. It also specializes in retailing handmade traditional Indonesian desserts. B. Main Competitors 1. PrimaDéli – Confectionary chain with large retail network. Retails mid-priced freshly prepared goods to consumers as snacks, and also sells cakes and seasonal baked goods. (Prima Deli) 2. Polar Puffs and Cakes (“Polar”) – Retail confectionary chain which additionally differentiates itself emphasis on savoury puffs. (Polar Puffs & Cakes) It also retails baked goods for special occasions. Polar enjoys high brand presence because of its partnership with ExxonMobil, which has culminated in Polar’s goods are retailed at over 60 petrol stations islandwide (ExxonMobil Singapore). 3. BreadTalk – A confectionary retail chain with a shorter history but much stronger branding. It is presently one of Singapore’s most recognized retail confectionaries. Breadtalk specializes in bread, and is highly visible due to its choice of highly visible retail locations. (BreadTalk) 4. Neighbourhood Confectionaries – Independent confectionaries situated in the heart of neighbourhoods. While their products are generic, their locations are convenient, and loyal customers claim that they have a unique flavour, and constantly return in pursuit of that flavour.
All abovementioned confectionaries sell festive goods seasonally, and can provide for common celebrations such as Full Month celebrations. PrimaDeli, Polar Puffs and BreadTalk all have strong presence in popular shopping malls with high pedestrian traffic. This makes them key competitors with each other, as their products and target markets are highly similar.
D. SWOT
Strengths
1. High Brand Equity. Bengawan Solo is one of Singapore’s most recognized brands. It has appeared regularly on
A retail confectionary chain selling premium-quality cakes and desserts to serve special occasions, especially Full Month Celebrations, Birthdays, Chinese New Year, and the Mid-Autumn Festival. It also specializes in retailing handmade traditional Indonesian desserts. B. Main Competitors 1. PrimaDéli – Confectionary chain with large retail network. Retails mid-priced freshly prepared goods to consumers as snacks, and also sells cakes and seasonal baked goods. (Prima Deli) 2. Polar Puffs and Cakes (“Polar”) – Retail confectionary chain which additionally differentiates itself emphasis on savoury puffs. (Polar Puffs & Cakes) It also retails baked goods for special occasions. Polar enjoys high brand presence because of its partnership with ExxonMobil, which has culminated in Polar’s goods are retailed at over 60 petrol stations islandwide (ExxonMobil Singapore). 3. BreadTalk – A confectionary retail chain with a shorter history but much stronger branding. It is presently one of Singapore’s most recognized retail confectionaries. Breadtalk specializes in bread, and is highly visible due to its choice of highly visible retail locations. (BreadTalk) 4. Neighbourhood Confectionaries – Independent confectionaries situated in the heart of neighbourhoods. While their products are generic, their locations are convenient, and loyal customers claim that they have a unique flavour, and constantly return in pursuit of that flavour.
All abovementioned confectionaries sell festive goods seasonally, and can provide for common celebrations such as Full Month celebrations. PrimaDeli, Polar Puffs and BreadTalk all have strong presence in popular shopping malls with high pedestrian traffic. This makes them key competitors with each other, as their products and target markets are highly similar.
D. SWOT
Strengths
1. High Brand Equity. Bengawan Solo is one of Singapore’s most recognized brands. It has appeared regularly on
Cited: Bengawan Solo. (n.d.). Retrieved September 11, 2011, from Bengawan Solo: http://www.bengawansolo.com.sg/ BreadTalk. (n.d.). Retrieved September 11, 2011, from BreadTalk - BreadTalk Singapore: http://breadtalk.com.sg/ ExxonMobil Singapore. (n.d.). Esso service stations in Singapore. Retrieved September 11, 2011, from Esso service stations in Singapore: http://www.exxonmobil.com/ap-english/ps_service_stations.aspx Lindstrom, M. (2008). Buyology: Truth and Lies About Why We Buy. New York City: Broadway Books. Michelle Locke, F. T. (2011, March 14). Chains take a bite out of mini-dessert trend. Retrieved September 11, 2011, from Yahoo! Singapore Finance: http://sg.finance.yahoo.com/news/Chains-take-a-bite-out-of-apf-206741434.html?x=0 Pan, S. (n.d.). - Interview with Mrs Liew-tjendri Anastasia. Retrieved September 11, 2011, from Spirit of Enterprise: http://www.soe.org.sg/files/interview2009.php?i=386&a=&c=&year=2009 Polar Puffs & Cakes. (n.d.). Retrieved September 11, 2011, from Polar Puffs & Cakes - A Fresh New Look: http://www.polarpuffs-cakes.com Prima Deli. (n.d.). Retrieved September 11, 2011, from PrimaDeli - Giving Life to Taste: http://www.primadeli.com/home/home.asp