Gardenia Bakeries Case Study Essay

This is a strategic marketplaceing plan for Gardenia Bakeries (KL) Sdn Bhd to sell their result aunty Rosies natural Pandan Kaya to the country Australia in the state of Sydney. 2.0 Overview of Gardenia Bakeries Sdn Bhd2.1 ecumenic Information of Gardenia Bakeries (KL) Sdn BhdIn 1969, an American named Horatio Sye Slocumm was sent by Inter depicted object executive director Service Corporation (IESC) to East Malaysia to live a bakery. Gardenia was then born. Gardenia Bakeries (KL) Sdn Bhd rolled the first loaf of bread off its line in 1986. in spite of appearance four short years, it became the bread market leader with an astounding 99 percent brand rec tout ensemble rate and 80 percent top-of-mind rec every(a). Gardenias range of products grew and evolved through the years, becoming better and better with each step. supplement on its brand strength, Gardenia now produces a variety of baked products to reward consumers demands. 2.2 Products of Gardenia Bakeries (KL) Sdn Bh dThere are 11 types of product that Gardenia Bakeries produce, 10 types of it are all breads and the specific one is the coco jam called aunty Rosies graphic Pandan Kaya. We are only(prenominal) focusing on the product Auntie Rosies congenital Pandan Kaya which is very popular in Malaysia. Auntie Rosies inborn Pandan Kaya is a coconut jam made from coconut milk, egg, caramel, pandan leaf extract, food for thought conditioner, salt and sweetened with sugar.2.3 priceThe pricing dodge for Gardenia Bakeries (KL) Sdn Bhd that is used upon Auntie Rosies Natural Pandan Kaya is the Market orientated pricing strategy. Market oriented pricing strategy is setting a monetary value based upon epitome and research compiled from the target market. This means that marketers will set impairments numerateing on the results from the research. The price that Gardenia set for Auntie Rosies Natural Pandan Kaya is RM2.50, but at that place is similarly competitive rival that throw prices such is RM1.80 andRM2.00. Gardenia would stay firm with this price due to its quality and well kn ingest brand over all these years. 2.4 Place/DistributionGardenia Bakeries (KL) Sdn Bhd doesnt have its own 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 adult 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 PromotionGardenia Bakeries (KL) Sdn Bhd does not do any promotions.3.0 Overview of Sydney, Australia3.1 worldwide Information about Sydney, AustraliaSydney is the state capital of New South Wales and the some 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 population of 4.6 zillion people. Inhabitants of Sydney are called Sydneysiders, comp rising a cosmopolitan and international population. 3.2 State of the sparingThe economy of Australia is one 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 palatopharyngoplasty adjusted 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 National 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 acquire 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 draw play of overseas student from Malaysia too. The main reason I target SydneyAustralia is because the coconut jam would be easier to spread and sell for a head start because there is a lot of Malaysian and Singapore students studying there.4.0 Pestel psychoanalysisPestle 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. still 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 societal & CultureNew Entrants/ Potential CompetitorsIt is predicted to have more competitions entering into the market 5Consumer Bargaining Power6.0 Entry schemeThe propo sed entry strategy for Gardenia Bakeries (KL) Sdn Bhd to enter Sydney, Australia should be Indirect Exporting because Gardenia Bakeries (KL) Sdn Bhd could use a coreman to carry out the responsibility for the selling job to sell it to all the hypermarket and mini market. There are a lot of advantages for doing so. First is the essay would be very low for Gardenia Bakeries (KL) Sdn Bhd and it would be safe to let the local anesthetic middleman get contacts and to apply all the selling. Secondly because that Gardenia Bakeries (KL) Sdn Bhd is a miserable 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 proposal of marriage7.1 ProductThe products name Auntie Rosies Natural Pandan Kaya should be changed due to the culture there dont extrapolate what is Pandan and Kaya and I find Auntie Rosie is nobody therefore it should be change. It should be changed to G ardenias Coconut Jam which it will suit the environment of Australia directly. 7.2 PricingThe price strategy would be using the Market Penetration Strategy which is tosell it cheaper in the first three to five months and then chew out 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 after that it should be raised punt 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 forward to help you instrument the plan.