Contents

• Executive Summary 2
• Chapter 1.0. Introduction 4
• 1.1. Company Overview 4
• Chapter 2.0. Assessment of Bread Talk 5
• 2.1. Environment Analysis 5
• 2.2. Economic & Geographic Influences 6
• 2.3. Political & legal influences on proposed activities 8
• 2.3.1. Government and recent political developments 8
• 2.3.2. Formal trade and/or investment barriers 8
• 2.3.3. Governmental support for international businesses 9
• 2.3.4. Intellectual property rights protection 9
• 2.4. Social and cultural influences 9
• Chapter 3.0. Recommendations 10
• 3.1. Reasons for Internationalizing of BreadTalk 10
• 3.1.1. Opportunities and threats of internationalizing 11
• 3.2. Process of internationalizing 12
• 3.3. Adaptations from existing practices 13
• 3.3.1. Organization Architecture 13
• 3.3.2. Hiring & Promotion Practice 14
• 3.3.3. Marketing Tactics 14
• 3.3.4. Distribution Strategies 14
• Chapter 4.0. Conclusion 14
• Chapter 5.0. Bibliography 16

Description

BreadTalk is a leading and very popular bakery brand established in Singapore, and having presence in large number of countries of the South East Asian region and the Middle East. For the purpose of this assignment, the importance of internationalization of business has been stressed upon with suggesting BreadTalk to enter into the Australian market. The business attractiveness of Australia for new entrants are vast, due to its rich reserve base and diversity, business friendly regulatory norms, apparently low entry barriers etc. A concise account of the main factors which have an impact on the internationalization procedure, and the macro environmental factors of Australia has been presented in this assignment. A set of well structured recommendations are provided at the later section of this paper, which highlights the motives of BreadTalk to further internationalize, and identification of the effective opportunities and threats of the process. The specific market entry strategies are highlighted with a brief account on the required changes from the present mode of organizational functioning. This paper would be of assistance to students of business management who would gain a concise yet comprehensive outlook of the international expansion of a company’s operations through this paper.