Marketing activities of Gardenia Bakeries

Jun 29th, 2015
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Gardenia Bakeries (KL) Sdn. Bhd (Gardenia) is a multinational company that founded in Malaysia on year 1969 at East Malaysia. Gardenia was founded by an American named Horatio Sye Slocumm, an employee of International Executive Service Corps. Mr. Slocumm who had 35 years of baking experience together with America’s leading chain of bakeries, Gardenia was born successfully.

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1.0 IntroductionIn our written assignment, we aim to find out the marketing activities of Gardenia Bakeries (KL) Sdn. Bhd (Gardenia) in the consumer market. Although Gardenia launch a lot of products in Far East and South East Asia, but we will only focus on products and marketing activities done by Gardenia in Penisular Malaysia in this written assignment. We are going to analysis and contrast a marketing report for Gardenia such as how Gardenia does it market segmentation, targeting and positioning (STP). STP helps Gardenia to find out which area/segment should the company concentrates in. Besides, we also look for its marketing environment that plays an important role in implementing marketing activities. Next, marketing mix or 4Ps which are place, product, price and promotion are also the core and most important element in our written assignment. By doing this written assignment, we will able to know more about how Gardenia does its marketing activities to overcome the highly competitive environment and remains as the strongest bakery or breads manufacturer among its competitor such as Massimo and Appolo. The aim of doing this written assignment is to help us to find out what actually is marketing and how Gardenia manages to remain as the strongest brand in the highly competitive environment and to be different among all other competitors with different strategies, plans and ideas. 2.0 Company backgroundGardenia Bakeries (KL) Sdn. Bhd (Gardenia) is a multinational

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