Breadtop Franchise Marketing Plan Report (Assessment)

Introduction

Breadtop is an Australian foods company that marching through the food industry for several years with pride, goodwill, and honor. This is a report on Breadtop’s franchise marketing plan for the next five years in its place of origin and as well as in some parts of Europe and in the main part of Asia-Pacific. In order to do so, this paper will consider the current market, competitive analysis, SWOT analysis, position in BCG matrix, marketing strategy, branding strategy and brand positioning strategy, market segmentation, and marketing mix strategies for customized foods of Breadtop.

In this report, the performance measurement will also be discussed. Consistent with their market position they are in the growth stage and to reach maturity spot they are involved in research and development for required customized foods.

Company overview

Breadtop Franchising

The franchise is a legal form of business mutually two parties come in a venture where the first party is the title-holder is called the franchisor and the counterpart is the franchisee. The franchisor owns the trademark, advertising symbol, and goodwill. The second party trades with products or services designed by the first party or sell its own goods and services complying with the quality and standards of the first part, this second party is identified as a franchisee. Business policy adoption, marketing plan, brand promotion, and management guidance are all policy-level decisions taken by the franchisor.

Breadtop group has a large number of the franchisee in Australia and rest of the Asia Pacific Rim. Breadtop Franchising provides lots of opportunities for its franchisees to advantage from Breadtop’s market success for investors who owning its franchise.

The significance of Breadtop’s professional franchise and established market success system indicators are as follows –

• Delivers of sky-scraping quality of bread and cake foods
• Functions under Breadtop brand name
• Well argued site in a high traffic-shopping zone
• Fully equipped shop together within-site kitchen
• Territory guarantee – you are the only Breadtop
• An outlet in popular shopping center
• Complete training for franchisees and their staffs
• Unending support for franchisees in all aspects of retail bakery
• Ongoing promotional efforts

Quality Significant

Breadtop’s methodology allows it to assess the products scientifically by considering all surfaces of the food safety. All Breadtop’s products comply with food safety programmers of HACCP. The quality assurance process consists of an examination of the manufacturing process, the design, materials, delivery, instructions, accuracy, storage, and labeling of food safety marks.

The standard norms of Breadtop foods are as-

• Deliberate Healthy and food-safe characteristics
• Non-toxic Foods
• Trouble-free to clean
• Reduced risk of any form of pollution
• Planned for the low consequence of error

Current Market Situation

In Australia, Breadtop has a strong position in the food industry for its hospitable service. They always try to serve better quality, secure, wholesome foods for all types of people like- children, teenagers, young and old.

Competitive situation

In Australia, there are big most big snacks franchising players like MacDonald’s Subway, Pizza Hut, Domino’s Pizza LLC, Wienerschnitzel, and Kentucky Fried Chicken are seriously active. All these companies are strong competitors of Breadtop. Among them, Mcdonald’s holds the leading position in the industry.

Environmental situation

Nowadays a person has to involve with too many responsibilities and preparing food is too time-consuming work. Therefore, they should require to saving their time by cooking their food within a very short period. Breadtop considers office hours, school period, vacation, or in a celebration where individuals would like to serve healthy foods. Breadtop provides secure, tasty, and healthy food. Breadtop has capable to fulfill all of these requirements for all types of the customer such as children, young and adult.

SWOT analysis

BCG matrix and the company’s position in it

The BCG matrix categorizes a company with along with SBU. It has been designed according to the growth share matrix presented in the following figure.

• Dogs: Dogs represent the low-growth integrated with low-share businesses as well as goods. They should engender an adequate amount of cash to preserve and maintain themselves. Nevertheless, they do not to be large resources of cash flow.
• Question marks: Hansen, M. H. (2003) argued that these are the low share business parts with high-growth markets. They necessitate numerous resources of cash to carry on their share and move alone increase themselves.
• Cash Cows: Hansen, M. H., (2003) mentioned that the Cash Cows are watched with the low-growth. They are integrated with high share products and businesses range. These have recognized the successful SBUs those needed less investment to carry on their market shares.
• Stars: The Stars are incorporated with high growth and high-shared products or businesses. They repeatedly need heavy investments to finance their speedy growth, which is required by the “Breadtop”.

Breadtop Developing their goals and objectives

Breadtop set numerous goals in order to face future threats and to utilize their opportunities. On the other hand increase rate of market competitors and continuous changes of customer demand insist Breadtop to changes their strategy. The clearer a firm is about its objectives, the easier it is to set price. Objectives of Breadtop can be discussed as bellow-

1. Current Profit Maximization: Breadtop wants current financial outcomes for long-run performance by providing protected and healthy foods. To do this, they estimate the demand and total expenses by which they differentiate value and fixed the price of the products, which they made. The maximum net and current profit, cash balance or return on equity all are depends on demands and sales of the foods where pricing of the product play an important role.
2. Market share leadership: In order to achieve this goal Broadtop considers that they are enjoying large market share and to hold this position they consider the lowest costs and highest long-run profit. Not only that they set low price of their food products to hold on this position.
3. Product quality leadership: Broadtop wants to achieve product quality leadership to cover superior performance quality by their R&D department.

Marketing Strategy of Broadtop

This term means the marketing logic by which the business entity or organization anticipates to reach its goals and objectives. In order to achieve their mentioned goals and objectives, Breadtop continue a service-profit chain, which links them with employee, profits and customer satisfaction. This chain consists of following links-

• Internal service quality: Breadtop’s internal quality has maintained by the path of higher employee selection and training process, neat and clean workplace, quality work environment, higher salary and strong support for those who are dealing with the customer’s and franchisee.
• Satisfied and Productive Service Employees: Employees of Breadtop are more satisfied, dependable and hard working because they draw higher remuneration then other company.
• Greater service value: Breadtop afford more effective and well-organized customer value creation and service delivery as a result Breadtop’s service value is greater than many of its competitors.
• Customer Satisfaction and Unique Customers: Breadtop’s always struggle to convince all of their customers; therefore each an every customer significant and loyal to them. They believe that if they can satisfy them they in future they will purchase their foods and refer other customers.
• Healthy Service Profits and Growth: As a part of marketing strategy Breadtop, endow with performing superior service.

Market Segmentation

• Target market: Like all other competitor, Breadtop’s target market for its food items are mainly upper and middle class people and students. However, it attempts to serve all customer groups.
• Market position: With pride and honour they hold a rising position in market. They were successful to reach their goal and hold their target market because they using their resources and strategy appropriately.
• Product line: Thompson, A. et al (2007) argued that as the first element of marketing mix, it illustrates a complete description of the company’s products. The tremendous product line of company has been enriched with products such as buns, bread rolls, croissant, and various types of cakes, fruit juice, tea and coffee etc.
• Price: the price may vary according to the product criterion, so the prices of the Breadtop’s products are different but all of the products of breadtop’s are superior in quality.
• Distribution: Breadtop has a strong distribution channel to provide its food items. They have competent employees who are efficient and helpful. They also well mannered so as a distributor they provide highest satisfaction of the customer.
• Service: This Company tried hard and soul to pay superior service. Their aim is to forfeit cordial distribution channels through which consumer can acquire their required product.
• Advertising: As a part of promotional activities, Broadtop impose better advertising to enhance their sale. The theme of the advertise depends on the basis of place, culture and season.
• Market research: From market research it could be argued that customer’s of breadtop are very loyal, as a result they refer other customer to purchase Breadtop’s goods.
• Research and development: this section of the company facilities to formulating products as far customers needs and wishes. In each year they spend a handsome amount of their revenue in this aspect

Branding and Brand Positioning Strategy

It is a most significant matter for Breadtop franchising strategy. Kotler, P., Armstrong, G. (2006) argued that the brand is a complex symbol with the purpose of conveying numerous levels of meaning. The excellent brand names put forward something about the product’s benefits and recommend product qualities. Breadtop’s branding is easy to articulate. It is well known and easy to remember and distinguishing not transmitting negative meanings and connotations in oversees countries as well as languages. Here, Breadtop is the brand name that covers all of these attributes.

• Brand Positioning: from Breadtop (2007) it was found that Breadtop in a brand-position demonstrates the existing condition of accessible brands. In this case, Breadtop grasps a standard level.
• Brand name selection: The brand name “Breadtop” constructs it easier for the seller to process orders as well as track down troubles. Branding helps the vendors to segment the markets and provides the prospect to create a center of loyal attention and profitable set of customers. The Brand trustworthiness furnishes the sellers some defense from competition. For this reason, Breadtop set up their operation as branding.
• Brand sponsorship: From Breadtop (2007) it can be said that the Breadtop Franchising has numerous opportunities regarding to brand sponsorship and the product may be launched by means of a brand sponsorship.
• Brand development: To develop a further comprehensive brand building plan for Breadtop to generate optimistic customer at all point for illustration, it would needed to organize seminars, events, meet the press, online blocks & e-mail, telephone as well as person-to-person contact.

Selecting target market and development of customized marketing mix strategies:

• Product: The Product line of Breadtop has included an extensive range of buns, bread rolls, croissant, cakes, pastries, coffee juice and that consists of nutritious food value, food standard, and taste. A continuous process of innovation has to be integrated.
• Price: Holt, H. H., (2002) states that different goods contain different price along with their ingredients in it. Nevertheless, every item of their product maintains a standard quality and their product is for middle and upper middle level people. Breadtop always follow cost based pricing strategy to determine pricing of their goods.
• Place: Breadtop performs their business in all major cities of Australia like- Sydney, Melbourne. Perth etc. Within next five years, they wish they entered all over the Australia, some parts of Europe as well as the key portion is in Asia Pacific.
• Promotion: To enlarge the franchising business in food industry Breadtop has furnished itself for global context. Breadtop has to dive for advertising through worldwide adaptation for the reason that media availability varies from country to country. Breadtop positioned its target at least 20% gain then its exiting.

• Population: Australia is the largest country of Pacific Rim region with population of 21,440,112 in September 2008, which were 21,283,100 in March. Kotler, P., (2006) expressed that it is important to have an estimation on market condition and population to analysis marketing strategy. In Australia, the increase rate of population is 1.6% in current year. It is important to say that only 41% of total population growth increase for natural reason but rest 59% increase for immigrants. In 2008, this rate is higher in Western part and lowest in Tasmania, which is 2.6% and 0.9% respectively. Migrant’s parts are mainly students who are the main customer of Breadtop. As a result, Breadtop intended to extend their market in Australia.
• Person: Breadtop at its marketing has to involve effectual and resourceful peoples those who are most motivating, compliant, hard working and well experienced..
• Process: To make available the franchising at food industry that are safe, nutritious, containing a standard food value they apply suitable technology and provide work for intense brain within their research and development department.
• Physical ability: Breadtop for long lasting their effort to drive out foods according to the consumers need, want and demand. It has gathered all the physical resources to achieve the objects.

Measuring the Success of Breadtop strategy

Marketing Metrix Framework for the Breadtop strategy has been pursued according to present economies that necessitate to positioning significant business functions. The measure of success of Breadtop strategy has been examined in terms of functionality, cognitive and coactive responds. The trusted responses to the Breadtop strategy should encourage the marketing function for new entry for which this marking plan has designed.

This paper proposes a Breadtop strategy in which stirring responds and cognitive processes has been integrated to organize a general trust that would resolve the outstanding decision. These cognitive processes and responds include in indirect and direct effects on marketing function of the new entry.

The Breadtop strategy has been examined with market survey data, customer feedback gathered by the authentic decision maker. More specifically The Breadtop strategy could be examined with structural equations modeling where the cognitive processes Breadtop strategy generates a comfortable justification of franchising marketing. The effects of cognitive processes and affective responds have prospective significance for the Breadtop managers who are engaged in implication of strategies.

To measured cognitive process for Breadtop, it would be taken in to account that –

• Consideration of Breadtop objective criteria
• Assessment of management’s dependability
• Rational process to measure reliability of management
• Professional approach to determine

To measured cognitive process for Breadtop, it would be taken in to account that –

• Sense of intuition on Breadtop management
• Breadtop management’s Nature of honesty
• Gut feeling on Breadtop management
• Cognitive and affective responses has scored with a seven-point Likert scale

The measurement of Breadtop strategies materialize to be a more and more important that franchising marketing of Breadtop conducting for economic gain. The marketing strategy form of organization has extensively applied right through the fast-food industry aimed to the individual investors..

Conclusion

Marketing Plan for Breadtop has considered with objective criteria and at same time assessing reliability of management leaded with an orderly fashion demonstrated the trust of management. This complete franchising marketing plan of Breadtop paid attention on the company’s current position in global context, its foremost competitors, quite a lot of strengths and weaknesses next to the opportunities and threats.

Regarding its franchising marketing with product line of fast-food , it has been acknowledged that Breadtop’s foremost goals and objectives are to maximize profit through fast-food franchising by humanizing the sales, promotion, and advertisement as well as brand development by means of overall marketing mix essentials.

The suggested specific strategies those applied to achieve the goals, it can be prescribed that the company would be ever successful in franchising marketing at a desired level with customer satisfaction. With effectiveness of marketing strategies, Breadtop franchising marketing would cover rest 20% of the country within next one year.

Bibliography

Breadtop (2007), Franchise. Web.

Breadtop (2007), Company Overview. Web.

Griffin, R. W. (2006), Management, 8th Edition, Houghton Mifflin Company, Boston New York, ISBN: 0-618-35459x.

Hansen, M. H., and Morrow, J. L. (2003), Trust and the Decision to Outsource: Affective Responses and Cognitive Processes, International Food and Agribusiness Management Review, Vol. 6 Issue 3. Web.

Holt, H. H., (2002), Entrepreneurship New Venture Creation, 6th Edition, Prentice- Hall of India Private Limited, New Delhi, ISBN: 81-203-1281-3.

Kotler, P., Armstrong, G. (2006), Principles of Marketing, 11th Edition, Prentice-Hall of India Private Limited, New Delhi, ISBN: 81-203-2825-6.

Market Metrix (2008), The Market Metrix Hospitality Index. Web.

Stoner, J. A. F., Freeman, R. E., and Gilbert, D. R. (2006), Management, 6th Edition, Prentice-Hall of India Private Limited, ISBN: 81-203-0981-2.

Thompson, A. et al (2007), Strategic Management, 13th edition, Tata McGraw- Hill Publishing Company limited, New Delhi, India.