KeeWah is a Chinese bakery, founded by Mr Wong Yip Wing in 1938.KeeWah is one of the famous bakeries which make the Chinese pastries with a high quality and hygienic standard. By producing the best Chinese pastries, it strives to preserve the long-term Chinese tradition. Having started from a small grocery, it developed to an outlet located in Shanghai. For expanding the business of KeeWah and increased the productivity of their company, they have made an effective partnerships with different organisations which is also helpful for them to access niche market (Yang, 2015).
KeeWah has a diversified range of products. All of the products are of high quality and at a high standard.Apart from westerns cakes, some of the popular products KeeWah sells are, amongst others, moon cakes and Chinese bridal cakes.According to the seasons, KeeWah will also promote seasonal products.Furthermore, there are 2 very special products of KeeWah. For the purpose of increasing its market share, KeeWah will give some gift to its customers in order to build a strong relationship with them (Appendix 4) (Ye, Aydin & Hu, 2014).
BCG matrix is one of the marketing tools that can be utilised as the analytical tool and help the organisation to allocate their resources. BCG matrix is segmented into 4 quadrants such as a star, cash cow, question mark and dogs. It has been observed that the demand for Xo sauce and Chinese sauce is always high so that it can be said that these products are the star products of the bakery because it has both the high growth share and its growth is also high. The main reason behind this is that it is the speciality of KeeWah. What’s more, Chinese bridal cakes, moon cakes are the cash cow products because it has high growth share in the market but it is belonging from the low growth share because there are several bakeries related organisation in China. Presently, KeeWah has introduced different seasonal as well as festive products during different Chinese festivals. For example, they have introduced different auspicious products, rice dumping products and seasonal products that are question mark products because it has high growth in the industry because it has the capability to attract customers.
KeeWah’s strategies are so effective and constructive that it can lead the market and remain competitive (Fejza, Ismajli, &Misini, 2013). KeeWah operates in many countries, such as Singapore, and owns a great number of branches. Subject to different areas, KeeWah adopts different strategies to increase its sale. One of its prominent strategies is to maintain its product lines to ensure that the products at every outlet are of the same quality(Ryu, Lee &Gon Kim, 2012)..
The relative position of any firm in any particular industry mainly determines whether the profitability of the organisation is below or above the average of the industry.When any firm achieves the above average profitability in long run, they achieve competitive advantage with sustainability. Two different types of competitive advantages are there such as differentiation strategy and low costs. Porter’s generic model describes that there are four different strategies such as cost leadership, cost focus strategy; differentiation strategy and differentiation focusstrategy by which any organisation can achieve competitive advantage. Among them, KeeWah mainly follows the differentiation strategy. The product range of KeeWah is different from other organisation and they mainly sell different Chinese bridal cakes along with the lotus seed, flaky pastry as well as bean paste feel. This product is unique and with the help of their unique product, the organisation is expanding their businesses into other countries with success. Therefore, their product differentiation strategy helps them to achieve competitive advantage.
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