Execution – Since the BCH group have already developed their own chicken and beef flavoured Bakkwa (see Annex B), the next order of business is to simply extend their product-related lines. Additionally, re-designing the products such as labelling of halal certification and re-colouring of their halal Bakkwas (eg. yellow or green). The purpose is to allow consumers to easily differentiate between halal and non-halal Bakkwas, allowing for a more convenient shopping experience. In executing this strategy, there are 2 ways to go about it:
• Opening a separate aisle in BCH’s retail outlet that is fully dedicated to selling/displaying halal products. Cheaper to implement.
• Opening an entirely different outlet not using BCH name selling only halal …show more content…
But it shouldn’t pose an issue for BCH, considering that they have previous R&D experiences and financial resources to back it up (cash cows from BCH outlets and franchising activities). Also, if the BCH group’s brand name is sullied, all the other businesses using BCH’s brand name might also be adversely affected.
Execution – The author recommends setting up a BCH café offering east and west fusion of pastries and breakfast, where the firm can incorporate their Bakkwa products into the menu. Possible ideas include; Bakkwa-filled pastry, Bakkwa egg tarts, Pork-floss buns, Pork-floss porridge, Bakkwa pies, and Bakkwa with toast & waffles etc. BCH may also consider venturing into complement products such as herbal tea and barley drinks, designed to counteract the heatiness and greasiness of the Bakkwa. Based on the following synergy test, there is certain product synergy with BCH’s products.
Bee Cheng Hiang Supplier Operation Distribution Marketing …show more content…
Mix of Offensive & Defensive Strategies
Reason – As mentioned in part B3 and C3 of the report, Bakkwa is a seasonal product. As such, it makes sense for BCH to conduct offensive tactics to attract new customers during the festive season, while using defensive strategies to retain customers for the rest of the time.
Pros – Offensive tactics are able to strike at the weak rivals who do not have the resources/capabilities to provide a competitive advantage, while defensive strategies can dissuade their current customers to switch to their competitors’ brand. (Gamble, Peteraf, Thompson, 2015)
Cons – High costs for implementing both tactics.
Execution – During the festive seasons such as CNY, Hari Raya, and Christmas, offensive tactics can be employed. BCH can create seasonal products to blend in with these special occasions (eg. Prawn Bakkwa, Beef Rendang Bakkwa, and Turkey Bakkwa) and sell them at a discounted price. Although smaller market competitors such as Kim Joo Guan and Lim Chee Guan are quite well-established, they lack the capabilities to follow suit, let alone advertising their products through the
• Opening a separate aisle in BCH’s retail outlet that is fully dedicated to selling/displaying halal products. Cheaper to implement.
• Opening an entirely different outlet not using BCH name selling only halal …show more content…
But it shouldn’t pose an issue for BCH, considering that they have previous R&D experiences and financial resources to back it up (cash cows from BCH outlets and franchising activities). Also, if the BCH group’s brand name is sullied, all the other businesses using BCH’s brand name might also be adversely affected.
Execution – The author recommends setting up a BCH café offering east and west fusion of pastries and breakfast, where the firm can incorporate their Bakkwa products into the menu. Possible ideas include; Bakkwa-filled pastry, Bakkwa egg tarts, Pork-floss buns, Pork-floss porridge, Bakkwa pies, and Bakkwa with toast & waffles etc. BCH may also consider venturing into complement products such as herbal tea and barley drinks, designed to counteract the heatiness and greasiness of the Bakkwa. Based on the following synergy test, there is certain product synergy with BCH’s products.
Bee Cheng Hiang Supplier Operation Distribution Marketing …show more content…
Mix of Offensive & Defensive Strategies
Reason – As mentioned in part B3 and C3 of the report, Bakkwa is a seasonal product. As such, it makes sense for BCH to conduct offensive tactics to attract new customers during the festive season, while using defensive strategies to retain customers for the rest of the time.
Pros – Offensive tactics are able to strike at the weak rivals who do not have the resources/capabilities to provide a competitive advantage, while defensive strategies can dissuade their current customers to switch to their competitors’ brand. (Gamble, Peteraf, Thompson, 2015)
Cons – High costs for implementing both tactics.
Execution – During the festive seasons such as CNY, Hari Raya, and Christmas, offensive tactics can be employed. BCH can create seasonal products to blend in with these special occasions (eg. Prawn Bakkwa, Beef Rendang Bakkwa, and Turkey Bakkwa) and sell them at a discounted price. Although smaller market competitors such as Kim Joo Guan and Lim Chee Guan are quite well-established, they lack the capabilities to follow suit, let alone advertising their products through the