Gardenia Bakeries Case Study Essay

This is a strategic marketing plan for Gardenia Bakeries (KL) Sdn Bhd to parcel out their harvesting Auntie Rosies congenital Pandan Kaya to the country Australia in the state of Sydney. 2.0 Overview of Gardenia Bakeries Sdn Bhd2.1 usual Information of Gardenia Bakeries (KL) Sdn BhdIn 1969, an American named Horatio Sye Slocumm was sent by International Executive redevelopment Corporation (IESC) to East Malaysia to start a bakery. Gardenia was then born. Gardenia Bakeries (KL) Sdn Bhd rolled the first loaf of bread dark its line in 1986. Within four short years, it became the bread market leader with an astounding 99 percent brand rec entirely rate and 80 percent top-of-mind recall. Gardenias range of products grew and evolved through the years, proper better and better with each step. Leveraging on its brand strength, Gardenia now produces a variety of adust products to satisfy consumers demands. 2.2 Products of Gardenia Bakeries (KL) Sdn BhdThere are 11 types of product tha t Gardenia Bakeries produce, 10 types of it are all breads and the specific whizz is the coconut jam called Auntie Rosies Natural Pandan Kaya. We are only focusing on the product Auntie Rosies Natural Pandan Kaya which is very popular in Malaysia. Auntie Rosies Natural Pandan Kaya is a coconut jam made from coconut milk, egg, caramel, pandan leaf extract, food conditi ir, salt and sweetened with sugar.2.3 PricingThe determine strategy for Gardenia Bakeries (KL) Sdn Bhd that is used upon Auntie Rosies Natural Pandan Kaya is the food market lie pricing strategy. Market oriented pricing strategy is setting a equipment casualty based upon analysis and research compiled from the target market. This heart that marketers will set prices depending on the results from the research. The price that Gardenia set for Auntie Rosies Natural Pandan Kaya is RM2.50, but thither is also competitive rival that throw prices such is RM1.80 andRM2.00. Gardenia would stay firm with this price due to its n unmatched and well kn induce brand over all these years. 2.4 Place/DistributionGardenia Bakeries (KL) Sdn Bhd doesnt have its aver outlets but it depend on grocery stall, hypermarket and mini markets to distribute its products. Gardenia Bakeries (KL) Sdn Bhd provides their product to places like big hypermarkets and mini markets along the street. As long there is stalls or outlet selling Gardenia bread products, there are sure Auntie Rosies Natural Pandan Kaya for sale. 2.5 advanceGardenia Bakeries (KL) Sdn Bhd does not do any promotions.3.0 Overview of Sydney, Australia3.1 General Information about Sydney, AustraliaSydney is the state capital of New South Wales and the most populous city in Australia. It is on Australias south-east coast, on the Tasman Sea. In June 2010 the greater metropolitan area had an approximate universe of discourse of 4.6 million people. Inhabitants of Sydney are called Sydneysiders, comprising a cosmopolitan and international population. 3.2 St ate of the economyThe economy of Australia is virtuoso of the largest capitalist economies in the world with a GDP of US$1.57 trillion. Australias total wealth is 6.4 trillion dollars. In 2011, it was the 13th largest national economy by nominal GDP and the 17th-largest measured by PPP change GDP, about 1.7% of the world economy. Australia is the 19th-largest importer and 19th-largest exporter. Economy of Australia is quarterly forecasted by the Reserve Bank of Australia. Australian topic University in Canberra also supplements Probabilistic interest rate setting project for the Australian Economy, which is compiled by Shadow board members from the ANU academic staff. 3.3 Reasons for selectionAustralia is one of the richest countries to fulfill purchasing needs. I would target Sydney is because it is one of the largest city in Australia. In Sydney, there is a big population of people there and it includes a lot of overseas student from Malaysia too. The main reason I target Sydne yAustralia is because the coconut jam would be easier to spread and sell for a head start because there is a lot of Malaysian and capital of Singapore students studying there.4.0 Pestel AnalysisPestle Analysis of AustraliaFactorsFactsFindingsPoliticalAustralia is a political stable country. Legally is not a problem to sell Auntie Rosies Natural Pandan Kaya there.Selling Auntie Rosies Natural Pandan Kaya is not a problem. However Gardenia Bakeries (KL) Sdn Bhd must expect competition in this industry EconomicAustralias economy is doing very well. GDP growth is 3.4% and the per capital income is one of the highest in the world. The economy is generating opportunity for Gardenia Bakeries (KL) Sdn Bhd to sell Auntie Rosies Natural Pandan Kaya Social & CultureNew Entrants/ Potential CompetitorsIt is predicted to have more competitions immersion into the market 5Consumer Bargaining Power6.0 Entry StrategyThe proposed entry strategy for Gardenia Bakeries (KL) Sdn Bhd to enter Sydney, Aust ralia should be Indirect Exporting because Gardenia Bakeries (KL) Sdn Bhd could use a centreman to carry out the responsibility for the selling telephone line to sell it to all the hypermarket and mini market. There are a lot of advantages for doing so. First is the risk would be very low for Gardenia Bakeries (KL) Sdn Bhd and it would be safe to let the local middleman get contacts and to apply all the selling. Secondly because that Gardenia Bakeries (KL) Sdn Bhd is a small firm which limits their export business and it focus more on its own country Malaysia, it could be an advantage for them to expose themselves to the Australian.7.0 Marketing Mix Proposal7.1 ProductThe products name Auntie Rosies Natural Pandan Kaya should be changed due to the culture there dont understand what is Pandan and Kaya and I find Auntie Rosie is nobody therefore it should be change. It should be changed to Gardenias coconut meat Jam which it will suit the environment of Australia directly. 7.2 Pric ingThe price strategy would be using the Market Penetration Strategy which is tosell it cheaper in the first three to five months and then raise the price to the normal price. I would suggest that the price that we should allocate in Australia is $2.0 Aussie Dollars for each coconut jam and by and by that it should be raised back to $2.5 Aussie Dollars. 7.3 Place/DistributionWe would be having a distributor as middle men to sell to all the hypermarkets, mini markets and even groceries store. We are targeting Sydney as our targeted location to start with first. 7.4 PromotionI would want to sell it with a promotion just for the first month. By purchasing one Gardenias Coconut Jam we would free one more for the consumers. So it is a buy one free one promotion. This promotion will only valid for one month.8.0 ConclusionWe look prior to help you implement the plan.