Global Strategic Management of BreadTalk Pte Ltd. Singapore


BreadTalk Pte Ltd, is a private limited company incorporated in Singapore on 24 Apr 2000. Singaporean multinational food and beverage corporation headquartered in Paya LebarSingapore.

The group was founded by its managing director, Mr George Quek and Executive Director, Ms Katherine Lee. It was listed on the SGX Catalist Board in 2003. BreadTalk started out operating retail outlets selling a wide selection of breads, buns, cakes and pastries. It has also expanded into the restaurant and food court businesses.

BreadTalk’s businesses now fall into four categories: 1) Bakery; 2) food atrium; 3) restaurant; and 4) franchise. Some bakeries are owned while others are franchised. It has 43 Breadtalk bakeries across the island wide in Singapore

  • We are focusing on Bakery
  • We have conducted SWOT analysis on this company
  • Internal Analysis (Strengths & Weaknesses)
  • External Analysis (Opportunity and Threats)

I want you guys to do 5.Actions recommendation (from Study guide provided). My part is 5.3 develop a detailed strategic action plan on this weakness (out of 4 weaknesses ; from PPT slide in the attachment)  this company has which is :

  • No Halal Certification ( under title of market development) Recommendations are :
  • Acquire Halal certificate
  • Open up more BreadTalk Bakery in locations which Singaporean Muslim lives such us Little India, Butik Gombak, Bukit Batok  , Bedok and Tampines (districts in Singapore) .
  • Open stores in HBD (Housing and Development Board) areas
  • Some other actions recommendation can be taken

Total 1.5 page

Halal certificate is: the Halal certificate is a document that guarantees that products and services aimed at the Muslim population meet the requirements of Islamic law and therefore are suitable for consumption in both Muslim-majority countries and in Western countries where there are significant population group who practice Islam (France, Germany, United Kingdom, Spain). Halal certification is a process which ensures the features and quality of the products according to the rules established by the Islamic Council that allow the use of the mark Halal. It is mainly applied to meat products and other food products such as milk, canned food and additives. Specifically, for meat products Halal certifies that the animals were slaughtered in a single cut, thoroughly bled, and their meat have not been in contact with animals slaughtered otherwise and, especially, with pork. 



This question belongs to Management and discusses the global strategic management of BreadTalk Pte Ltd. Singapore.

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