1. Assume you have been hired by BreadTalk Group Limited, a Singaporean food and beverage corporation, to develop a marketing plan for its bakery brand BreadTalk, capitalizing on the opportunities identified in your own country. For example, the opportunities might be product-/service- related (e.g. a new product or product line extension) or involve a new target consumer.

2. Prepare the marketing plan using the following outline. Please note that an ‘Executive summary’ is not required for this assignment.

• Introduction

• Current market situation (contains the following sub-sections)

• Market analysis

• Company analysis

• Competitor analysis

• SWOT analysis

• Segmentation and recommended target market

 Recommended positioning

• The marketing objective

• Marketing strategies (contains the following sub-sections)

• Product strategy

• Pricing strategy

• Distribution strategy

• Promotion strategy

Note: You are not expected to undertake any financial analysis or resources planning. You are also not expected to include an action plan and control in the assignment.