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.
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