Market Entry Strategy of Baker’s Delight †MyAssignmenthelp.com

Question: Discuss about the Market Entry Strategy of Bakers Delight. Answer: Introduction Bakers Delight is one of the leading bakery set up in 1980 in Australia. It has franchises in Canada and New Zealand. The bakery has penetrated the Canadian market in the year of 2000. Presently it has more than 700 outlets spread across different regions. The main aim and goal of Bakers Delight is to produce fresh and quality bread and various other related products to their customers. The company receives sponsorship from different charity groups and individuals from different countries. Bakers Delight also provides support to breast cancer patients in Australia. The company is trying to satisfy all its stakeholders by producing fresh and quality products. The company is trying to expand globally and improve its profitability by setting up more retail stores in various parts of the country. Bakers Delight market entry strategy involved limited participation of outside contractors and more RD to produce fat less products, reduced sugar and vitamin enriched bread (Cuzovic et al. 2017 ). Operation of Bakers Delight Bakers Delight uses natural ingredients to bake the bread and they sell that bread fresh on that particular day. There is a team of passionate and dedicated people working as a local team in Bakers Delight and delivering such products which delights the customers. The operation of Bakers delight involves several phases and stages. There are several tools and machineries which are used in shaping, baking and mixing of the dough and thus producing the final product. This mixing must be done in accurate proportion because there are several nutritional facts which are associated with it. Moreover, if the dough is not mixed in accurate proportion, the bread also cannot be baked properly. The most important raw material used in bakery is flour. In the production of flour, the germ and the bran must be removed during the milling process because the sharp edges of the bran will affect the volume of bread. Moreover, proofing and fermentation must also be done under controlled processes. There are several methods of testing the quality of flour. Bakers Delight uses the baking test method to check the quality of flour. There are also several experts in the company who are involved in giving different opinions as to how to improve the quality of bread. It is also checked that whether the flour has 14% moisture because excessive moisture will affect the bread quality. A team of members in the company is involved in cutting the bared into shapes and sizes and also in accurate loaves. There are also experts who have the required skills and knowledge of handling the oven because there are different varieties of bread which requires different temperature. If a person do not proper knowledge or is not skilled, he cannot handle the oven. Innovation of new products will also help Bakers Delight to expand their business and thus improve the profitability. Although Bakers Delight produces different varieties of bread such as white flour loaf, white pipe loaf and much more, but further innovation will increase its stock of products (Reinartz et al. 2011). The bakery also has cross functional teams for improving the process and measuring different kinds of operation. These cross functional team reviews the competitors as well as the customers information and they find out new ways of serving their customers. Since there are many new bakery businesses which are coming up in Australia, Bakers Delight can only grow if it takes its business away from the regional or local market. This can be possible if it produces high quality and unique products. Bakers Delight can also be fragmented in different areas and thus it will be advantageous to the local and the regional supplier. This will help them to meet the critical requireme nts of the customers such as freshness of baked products, proper delivery schedules and rapid transportation. Moreover, Bakers Delight also employed top-notch food chemist and thus created their own RD (Borodulin et al. 2016). This was a part of the companys competitive strategy and thus it helped in the development of new product and improves the quality of the existing product (Martin 1998). There was proper co-ordination between the front level and the back line employees in the bakery. These employees co-oriented with the customers and also checked whether the customers are satisfied with the products. The employees of the bakery are also given the responsibility to solve the problems of the customers or the distributors in meeting their needs. The management also has to trust the lower level employees and thus put faith in their judgment. This will motivate the employees to work and thus they will work for the development of the company (Demitry et al. 2016). Effectiveness of bakers Delight through the use of online technologies Bakers Delight uses various social networking sites such as YouTube, Instagram, face book, LinkedIn for advertisements. This has also helped the company in expanding its customer base. The bakery posts photos and videos of different preparations and thus it attracts the customers. The customers also give their valuable suggestion and feedback of the service quality and the bakery products. This has helped Bakers Delight in business expansion. The people also became aware of the new products which are launched by Bakers Delight for festive seasons and thus they visit their bricks and mortar stores to try them. The company uses both the online and the offline channel to deliver their products to the customers (Lam et al. 2014). Conclusion Thus, it can be said that Bakers Delight must find out more innovative ways so as to compete with the other emerging and leading bakeries. Presently, the company serves more than two million customers everyday in different parts of Canada, New Zealand and Australia. Moreover, the customers can also get their products delivered within an hour if the product is available rather than visiting the physical store. The company also had to face several challenges and find out new ways to sustain in the market. References Borodulin, D.M., Nevskaya, E.V., Kiselev, D.I., Shlelenko, L.A. and Potapova, M.N., 2016. Analysis of centrifugal screw mixer operation applying multiple regression method when obtaining baker's flour mix to produce bakery products for sportsmen.Food Processing: Techniques and Technology,41(2), pp.91-100. Cuzovic, S., Mladenovic, S.S. and Cuzovic, D., 2017. The Impact of Retail Formats on the Development of Food Retailing.Entrepreneurial Business and Economics Review,5(1), p.11. Available at: https://search.proquest.com/business/docview/1883089136/599D64862E5F485CPQ/7?accountid=30552 [Accessed 1 Oct 2017]. Demitry, M.E., Hansen, C., Stevens, D. and McFarland, M., 2016. Extending the Applications of the ADM1 to Predict Performance of the Induced Bed Reactor (IBR) Co-Digesting Municipal Sludge with Bakery Waste.Environment and Pollution,5(2), p.41. Lam, K.F., Leung, C.C.J., Lei, H.M. and Lin, C.S.K., 2014. Economic feasibility of a pilot-scale fermentative succinic acid production from bakery wastes.Food and bioproducts processing,92(3), pp.282-290. Martin IV, E., 1998. Centralized bakery reduces distribution costs using simulation.Interfaces,28(4), pp.38-46. Available at: https://search.proquest.com/business/docview/217126982/48A98D3FB2F14F2APQ/1?accountid=30552 [Accessed 1 Oct. 2017]. Reinartz, W., Dellaert, B., Krafft, M., Kumar, V. and Varadarajan, R., 2011. Retailing innovations in a globalizing retail market environment.Journal of Retailing,87, pp.S53-S66. Available at: https://search.proquest.com/business/docview/875607089/599D64862E5F485CPQ/1?accountid=30552 [Accessed 1 Oct 2017].