Organisation strategic, Strategic Management

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According to strategic management, The company has used location strategy to sustain its market share in the food and beverages industry. The company has selected high traffic areas for the location of its outlets like, transport system, cinemas, Mass Rapid Transit stations etc . BT Company has also targeted supermarket and departmental stores for opening its food outlets.

From a CIMB research report of the company, it is identified that for effective strategies, company has reviewed the sales performance of the stores regularly and impact of the external factors on the stores. Bread Talk is the first company that has used sleek transparent glass in its kitchen for attracting the customers . Hence, it can be argued that the company has adopted web-enabled technology that has assisted it to capture market share.

Apart from these, to expand its business internationally, Bread TalkBT has used franchise strategy as market entry mode. Under this strategy, BT company has expanded its business in various countries like Indonesia, Malaysia, and Jakarta and moreetc. To expand its business in the Middle East Qatar, Oman, Kuwait, Bahrain, Saudi Arabia, and the United Arab Emirates, BT company has signed a franchise agreement with Al-Mejhem Global Group, W.L.L. .

Hence, franchise strategy has increased the revenues of the company due to fees such as royalty fee, store license fee etc. In addition, the company has also used the joint ventures and direct investment program in those countries, where the franchise strategy is not suitable .


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