BreadTalk: Continuous innovation to keep the brand fresh

The case is set in December 2012, and starts off with Joyce Koh, Senior Vice President of Brand Development at BreadTalk, contemplating the company’s future brand strategy. The BreadTalk Group was a leading Singapore-based bakery and restaurant chain, which consisted of eight different brands that w...

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Main Authors: LEE, Marcus, LIM, Caroline, MATHUR, Sarita, ZERRILLO, Philip C.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2016
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Online Access:https://ink.library.smu.edu.sg/cases_coll_all/145
https://cmp.smu.edu.sg/case/1871
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spelling sg-smu-ink.cases_coll_all-11462018-07-13T09:53:38Z BreadTalk: Continuous innovation to keep the brand fresh LEE, Marcus LIM, Caroline MATHUR, Sarita ZERRILLO, Philip C. The case is set in December 2012, and starts off with Joyce Koh, Senior Vice President of Brand Development at BreadTalk, contemplating the company’s future brand strategy. The BreadTalk Group was a leading Singapore-based bakery and restaurant chain, which consisted of eight different brands that were sold across 15 countries in Asia. The company had turned in a record performance for 2012, boasting an increase in revenues of 22.3percent. With 609 bakery outlets, 47 food atria and 30 restaurants, BreadTalk had, in a span of 12 years, become a premier lifestyle bakery brand in Southeast Asia, China and the Middle East, as well as a cherished household name in its native Singapore. BreadTalk prided itself on having a culture of “creative differentiation”. The company strived to stay “fresh” by continuously changing and adapting to consumer demand, and “relevant” by offering localised and customised products to its customers. Although BreadTalk could boast of many past successes, Koh was keenly aware of the challenges that lay ahead. With the number of new players growing rapidly, the marketplace was becoming increasingly competitive. New markets offered both opportunities and challenges. And customers had come to expect a constant stream of innovative products from the bakery chain. As BreadTalk enters its mature stage of growth and comes head on with the challenges of international expansion, is its business model equipped to identify and address the risks associated with global brand management? Is the brand positioned well to seize future opportunity? Should it focus on its core competency and brand, or should it be looking to develop and aggressively promote other brands? This case sets out brand-related challenges often faced by organisations entering their mature stage of growth. Following a successful market entry and expansion in the early years, BreadTalk now faces the uphill task of continuous innovation and maintaining the same product and service quality as it expands its global operations. 2016-01-01T08:00:00Z text application/pdf https://ink.library.smu.edu.sg/cases_coll_all/145 https://cmp.smu.edu.sg/case/1871 Case Collection eng Institutional Knowledge at Singapore Management University Singapore continuous innovation mature growth stage market entry expansion bakery food and beverage marketing service quality brand development global brand management localisation differentiation customisation Asian Studies Marketing Strategic Management Policy
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic Singapore
continuous innovation
mature growth stage
market entry
expansion
bakery
food and beverage
marketing
service quality
brand development
global brand management
localisation
differentiation
customisation
Asian Studies
Marketing
Strategic Management Policy
spellingShingle Singapore
continuous innovation
mature growth stage
market entry
expansion
bakery
food and beverage
marketing
service quality
brand development
global brand management
localisation
differentiation
customisation
Asian Studies
Marketing
Strategic Management Policy
LEE, Marcus
LIM, Caroline
MATHUR, Sarita
ZERRILLO, Philip C.
BreadTalk: Continuous innovation to keep the brand fresh
description The case is set in December 2012, and starts off with Joyce Koh, Senior Vice President of Brand Development at BreadTalk, contemplating the company’s future brand strategy. The BreadTalk Group was a leading Singapore-based bakery and restaurant chain, which consisted of eight different brands that were sold across 15 countries in Asia. The company had turned in a record performance for 2012, boasting an increase in revenues of 22.3percent. With 609 bakery outlets, 47 food atria and 30 restaurants, BreadTalk had, in a span of 12 years, become a premier lifestyle bakery brand in Southeast Asia, China and the Middle East, as well as a cherished household name in its native Singapore. BreadTalk prided itself on having a culture of “creative differentiation”. The company strived to stay “fresh” by continuously changing and adapting to consumer demand, and “relevant” by offering localised and customised products to its customers. Although BreadTalk could boast of many past successes, Koh was keenly aware of the challenges that lay ahead. With the number of new players growing rapidly, the marketplace was becoming increasingly competitive. New markets offered both opportunities and challenges. And customers had come to expect a constant stream of innovative products from the bakery chain. As BreadTalk enters its mature stage of growth and comes head on with the challenges of international expansion, is its business model equipped to identify and address the risks associated with global brand management? Is the brand positioned well to seize future opportunity? Should it focus on its core competency and brand, or should it be looking to develop and aggressively promote other brands? This case sets out brand-related challenges often faced by organisations entering their mature stage of growth. Following a successful market entry and expansion in the early years, BreadTalk now faces the uphill task of continuous innovation and maintaining the same product and service quality as it expands its global operations.
format text
author LEE, Marcus
LIM, Caroline
MATHUR, Sarita
ZERRILLO, Philip C.
author_facet LEE, Marcus
LIM, Caroline
MATHUR, Sarita
ZERRILLO, Philip C.
author_sort LEE, Marcus
title BreadTalk: Continuous innovation to keep the brand fresh
title_short BreadTalk: Continuous innovation to keep the brand fresh
title_full BreadTalk: Continuous innovation to keep the brand fresh
title_fullStr BreadTalk: Continuous innovation to keep the brand fresh
title_full_unstemmed BreadTalk: Continuous innovation to keep the brand fresh
title_sort breadtalk: continuous innovation to keep the brand fresh
publisher Institutional Knowledge at Singapore Management University
publishDate 2016
url https://ink.library.smu.edu.sg/cases_coll_all/145
https://cmp.smu.edu.sg/case/1871
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