Mandarin Oriental Hotel Group
1. Background Information
BreadTalk Pte Ltd is the principal subsidiary of BreadTalk Group and was founded by Chairman and Deputy Chairman, Dr. George Quek and Katherine Lee."BreadTalk" was first conceptualized in April 2000 when an opportunity arose to start a bakery selling freshly baked breads and buns that are visually creative and attractive (BreadTalk Group Limited 2012).
The first BreadTalk retail outlet commenced business on 1 July 2000 at Parco Bugis Junction. To date, BreadTalk Group has left their mark across 16 countries, with more than 400 boutique bakeries, 40 food atriums and restaurants, supported by global strength of 6000 employees. BreadTalk’s franchise network continued to grow, especially in the PRC and Indonesia. Over the last two years, more than 100 bakery items were launched, turning BreadTalk into an award-winning boutique with over 1000 different kinds of breads, buns, cakes and pastries (BreadTalk 2012).
Recently, BreadTalk had also collaborated with Sky Aviation, taking care of the refreshments on-board the flights and offering passengers a new level of enjoyment (Sky Aviation 2012). In addition, BreadTalk Group also commenced the construction of their International Headquarters in Singapore, bringing diverse departments together to optimize operations and is expected to complete in year 2013. Since business commencement, BreadTalk Group had been making increasing profit and in year 2011, a sum of $17.1 million before tax was made. (BreadTalk Group Limited 2012).
2. PESTEL Analysis
In order to conduct a macro-environment analysis for BreadTalk, the PESTEL analysis framework is used to audit BreadTalk’s environmental influences. The information gathered from this analysis will be utilized to guide BreadTalk in its strategic decision-making.
2.1 Political
In year 2008, BreadTalk was about to be expanded extensively in Thailand as part of its organization strategy but due to the political crisis and uncertainty, BreadTalk
BreadTalk Pte Ltd is the principal subsidiary of BreadTalk Group and was founded by Chairman and Deputy Chairman, Dr. George Quek and Katherine Lee."BreadTalk" was first conceptualized in April 2000 when an opportunity arose to start a bakery selling freshly baked breads and buns that are visually creative and attractive (BreadTalk Group Limited 2012).
The first BreadTalk retail outlet commenced business on 1 July 2000 at Parco Bugis Junction. To date, BreadTalk Group has left their mark across 16 countries, with more than 400 boutique bakeries, 40 food atriums and restaurants, supported by global strength of 6000 employees. BreadTalk’s franchise network continued to grow, especially in the PRC and Indonesia. Over the last two years, more than 100 bakery items were launched, turning BreadTalk into an award-winning boutique with over 1000 different kinds of breads, buns, cakes and pastries (BreadTalk 2012).
Recently, BreadTalk had also collaborated with Sky Aviation, taking care of the refreshments on-board the flights and offering passengers a new level of enjoyment (Sky Aviation 2012). In addition, BreadTalk Group also commenced the construction of their International Headquarters in Singapore, bringing diverse departments together to optimize operations and is expected to complete in year 2013. Since business commencement, BreadTalk Group had been making increasing profit and in year 2011, a sum of $17.1 million before tax was made. (BreadTalk Group Limited 2012).
2. PESTEL Analysis
In order to conduct a macro-environment analysis for BreadTalk, the PESTEL analysis framework is used to audit BreadTalk’s environmental influences. The information gathered from this analysis will be utilized to guide BreadTalk in its strategic decision-making.
2.1 Political
In year 2008, BreadTalk was about to be expanded extensively in Thailand as part of its organization strategy but due to the political crisis and uncertainty, BreadTalk