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Gardenia bakeries case study essay

This can be a strategic advertising plan for Gardenia Bakeries (KL) Sdn Bhd to sell their very own product “Auntie Rosie’s Organic Pandan Kaya” to the nation “Australia” in the state of “Sydney”. 2 . 0 Overview of Gardenia Bakeries Sdn Bhd

2 . 1 General Details of Gardenia Bakeries (KL) Sdn Bhd

In 69, an American called Horatio Sye Slocumm was sent by simply International Professional Service Organization (IESC) to East Malaysia to start a bakery. Gardenia was in that case born. Gardenia Bakeries (KL) Sdn Bhd rolled the first loaf of loaf of bread off it is line in 1986.

Within four short years, it has become the breads market head with an astounding 99 percent brand recall rate and 80 percent top-of-mind recall. Gardenia’s range of products grew and developed through the years, turning into better and better with each step. Leveraging on it is brand durability, Gardenia now produces a various baked goods to satisfy customers’ demands. 2 . 2 Products of Gardenia Bakeries (KL) Sdn Bhd

There are 14 types of product that Gardenia Bakeries produce, twelve types of it are all breads and the specific one is the coconut quickly pull called “Auntie Rosie’s Organic Pandan Kaya”.

Our company is only concentrating on the product “Auntie Rosie’s Normal Pandan Kaya” which is quite popular in Malaysia. “Auntie Rosie’s Natural Pandan Kaya” is a coconut quickly pull made from coconut milk, egg, caramel, pandan leaf remove, food moisturizing hair product, salt and sweetened with sugar.

installment payments on your 3 Costs

The pricing strategy for Gardenia Bakeries (KL) Sdn Bhd which is used upon “Auntie Rosie’s All-natural Pandan Kaya” is the Industry oriented costs strategy. Industry oriented charges strategy is usually setting an amount based upon analysis and research compiled in the target market. This means that marketers will set prices depending on the results from the research. The retail price that Gardenia set pertaining to “Auntie Rosie’s Natural Pandan Kaya” is usually RM2. 55, but there is competitive compete with that throw prices these kinds of is RM1. 80 and

RM2. 00. Gardenia would stay firm with this value due to its quality and well known brand over all these years. 2 . 5 Place/Distribution

Gardenia Bakeries (KL) Sdn Bhd doesn’t have its own outlets but it depend on grocery store stall, supermarket and mini markets to distribute usana products. Gardenia Bakeries (KL) Sdn Bhd supplies their item to areas like big hypermarkets and mini market segments along the street. As long there may be stalls or outlet selling Gardenia bread products, you will discover sure “Auntie Rosie’s Normal Pandan Kaya” for sale. installment payments on your 5 Promotion

Gardenia Bakeries (KL) Sdn Bhd would not do any offers.

3. 0 Overview of Sydney, Australia

3. 1 General Information regarding Sydney, Down under

Sydney is the point out capital of New South Wales and the most populous town in Australia. It can be on Australia’s south-east coast, on the Tasman Sea. In June 2010 the greater metropolitan area had an approximate human population of some. 6 mil people. Occupants of Sydney are called Sydneysiders, comprising a cosmopolitan and international populace. 3. a couple of State of the economy

Our economy of Down under is one of the major capitalist financial systems in the world with a GDP of US$1. 57 trillion. Australia’s total riches is six. 4 trillion dollars. In 2011, it was the 13th greatest national overall economy by nominal GDP and the 17th-largest scored by “PPP adjusted GDP”, about 1 ) 7% of the world economy. Australia is the 19th-largest importer and 19th-largest vendre. Economy of Australia is quarterly predicted by the Book Bank of Australia. Australian National College or university in Canberra also products Probabilistic interest rate setting job for the Australian Economic system, which is published by Shadow panel members in the ANU academic staff. a few. 3 Factors behind selection

Sydney is one of the wealthiest countries to satisfy purchasing requirements. I would focus on Sydney happens because it is one of the largest city in Australia. In Sydney, there exists a big inhabitants of people there and it provides a lot of overseas college student from Malaysia too. The main reason I goal Sydney

Australia is really because the coconut jam can be easier to distributed and sell to get a head start because there is a lot of Malaysian and Singapore learners studying there.

4. zero Pestel Examination

Pestle Analysis of Australia





Australia can be described as political secure country. Legally is no hassle to sell “Auntie Rosie’s All-natural Pandan Kaya” there.

Offering “Auntie Rosie’s Natural Pandan Kaya” is usually not a problem. However Gardenia Bakeries (KL) Sdn Bhd need to expect competition in this industry Economic

Australia’s economy is doing very well. GROSS DOMESTIC PRODUCT growth is usually 3. 4% and the per capital salary is one of the greatest in the world. The economy is creating opportunity for Gardenia Bakeries (KL) Sdn Bhd to sell “Auntie Rosie’s All-natural Pandan Kaya” Social & Culture

Fresh Entrants/ Potential Competitors:

It is forecasted to have even more competitions stepping into the market 5

Client Bargaining Power

6. zero Entry Technique

The proposed entrance strategy for Gardenia Bakeries (KL) Sdn Bhd to enter Sydney, Australia must be “Indirect Exporting” because Gardenia Bakeries (KL) Sdn Bhd could use a middleman to carry out the responsibility pertaining to the providing job to market it to all the hypermarket and mini market. There are a great number of advantages for doing so. First is definitely the risk will be very low for Gardenia Bakeries (KL) Sdn Bhd and it would be secure to let the neighborhood middleman obtain contacts and apply each of the selling. Secondly because that Gardenia Bakeries (KL) Sdn Bhd is known as a small firm which restrictions their export business and it target more on its own country Malaysia, it could be an advantage for them to expose themselves towards the Australian.

several. 0 Promoting Mix Pitch

7. you Product

The product’s name “Auntie Rosie’s Organic Pandan Kaya” should be changed due to the lifestyle there miss what is “Pandan” and “Kaya” and I get “Auntie Rosie” is no one therefore it ought to be change. It must be changed to “Gardenia’s Coconut Jam” which it is going to suit the environment of Quotes directly. six. 2 Prices

The price strategy would be making use of the Market Penetration Strategy which is to

that cheaper in the first three to five months and then raise the cost to the typical price. I recommend that the cost that we should certainly allocate nationwide is $2. 0 Foreign Dollars for every coconut jam and after that this should be elevated back to $2. 5 Foreign Dollars. 7. 3 Place/Distribution

We would end up being having a supplier as midsection men to market to all the hypermarkets, tiny markets and in many cases groceries shop. We are targeting Sydney while our targeted location to start with first. six. 4 Promo

I would want to sell it with a advertising just for the first month. By purchasing a single “Gardenia’s Coconut Jam” we would free one more for the consumers. So it is a if you buy one free one promotion. This kind of promotion will simply valid for just one month.

almost eight. 0 Realization

We look forward to help you implement the plan.


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