Bread Talk Business Strategy

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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…show more content…
Thailand has strict regulations when it comes to working terms and conditions. A proper visa must be applied from a Royal Thai Embassy, with some countries needing to obtain an entry visa, which allows a stay of 15 days upon arrival in Thailand. However, Singapore is one of the countries that could stay for 30 days without an entry visa, but must obtain an entry stamp on their passports. The disadvantage of Thailand's employment regulation is that it is time consuming, expensive and has a tedious amount of paperwork. Economic Following the constant tremors in the economy in 2008 and late 2011’s Euro crisis, Thailand has suffered duly in retrospect. With a staggering 41.06% debt of Thailand’s total GDP January this year and an additional 2 trillion baht for the beginning of next year ('Good only at borrowing' jibe haunts Pheu Thai Party, 2012), the country has much to recover from. The nation’s currency, Thai baht, has also taken a beating from the economic crisis in 2008 and 2011, falling from a high of 43.6 baht in 2002 to 29.44 baht per 1 USD today. However, it is to be noted that Thailand has come a long way since its third world country days back in the 90s. It has reduced its poverty by a third, from 27% in 1997 to 9.8% in 2002, and even has a health care policy which covers approximately 70% of its citizens (Data - Thailand). Countries surrounding Thailand portray a mixed basket of

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