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Swot Analysis of Breadtalk Group Limited

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Swot Analysis of Breadtalk Group Limited
SWOT Analysis of BreadTalk Group Limited
1 Purpose
Our brief analysis of BreadTalk Group Limited addresses the overview of their market position strengths, recognizing their weaknesses, possible opportunities and potential future threats. This gives the group and their potential investors an insight of their growth and a chance to counter-react to obstacles heading their way.
2 Background
BreadTalk which is best known for its signature floss buns, started out in 2000 as a local bakery chain. In less than 10 years, it has evolved into a distinctive F&B brand with renowned bakery, restaurant and food court in Asia Pacific. In terms of business sustainability, BreadTalk constantly develops innovative ideas to surprise their customers. Through franchising, the group has established its operations across the region with 6000 employees. The group has reached recorded revenue of SGD$302.9 million in 7 short years, ended December 2010, an increase of 22.9% over in 2009, since being listed on SGX in 2003. The group 's operating profit was SGD$16.6 million in fiscal 2010, an increase of 1.9% over 2009. Its net profit was SGD$10 million in fiscal 2010, a decrease of 7.3% compared to 2009. (CIMB, OCBC report, 2012)
3 Strengths
3.1 Experienced management
George Quek, chairman of the BreadTalk Group Limited listed the company in SGX in 2003, three short years after the group inaugurated the business in 2000. He won the Ernst & Young “Entrepreneur of the Year 2006” and “Entrepreneur of the Year 2002” by constantly positions BreadTalk as an inspiring company that delights consumers. (BreadTalk Group. 2012)
3.2 Strong brand equity and unique concept
BreadTalk is the most revolutionary bakeries in Singapore. In 2002, the group won the “Singapore Promising Brand Award 2002” and was also voted Singapore’s Most Popular Brand in a joint poll by the ASME and SPH. (CIMB report, 2009) The company is one of the first to deviate from the traditional bakery standards byintroducing


References: BreadTalk Group. 2012. BreadTalk Group Limited. http://breadtalk.listedcompany.com. Din Tai Fung. 2012. Din Tai Fung Singapore. http://www.dintaifung.com.sg/about.php. BreadTalk Group. 2012. BreadTalk Group Limited. http://www.breadtalk.com/board-of-directors.html. Bangawan Solo. 2012. Bangawan Solo Singapore. http://www.bengawansolo.com.sg/category.aspx. BreadTalk Singapore. 2012. BreadTalk Singapore. http://www.breadtalk.com.sg/products_bread.php. Amanda Feng, 2011. "Groundbreaking for S$64m BreadTalk HQ in Paya Lebar". August 31. http://www.channelnewsasia.com/stories/singaporebusinessnews/view/1150334/1/.html The Slovak Spectator, 2012 Wei Tian, Shi Jing, 2012. Beijing and Shanghai (China Daily). “Higher productivity to counter rising labor costs ". September 26. http://www.chinadaily.com.cn/cndy/2012-09/26/content_15783014.htm Angus Whitley, Jonathan Burgos and Joyce Koh, 2012 Euromonitor International. 2004. Room for growth in the Chinese bread market. http://www.just-food.com/analysis/room-for-growth-in-the-chinese-bread-market_id94196.aspx Michelle Tan, 2009 OCBC Investment Research Pte Ltd. 2011. Singapore Company Report: BreadTalk Group Ltd (MITA No. 013/06/2010). http://www.ocbcresearch.com/pdf_reports/company/Breadtalk-110310-OIR.pdf BreadTalk Group Limited
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