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BCG MATRIX OF BAKE PARLOR GROUP AREEBA KHAN ANUM AHMAD DATE: 18 FEB 2015

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INTRODUCTION: Bake parlor is a brand name of Rasul Group Industries which was established by Mian Ghulam Hasan in 1926. The marketing strategies, quality and standards of bake parlor in the local market have taken them to the top of the Pakistani food industry. Today the product portfolio of bake parlor consists of flour, vermicelli, bakery items, sauces, a complete range of pasta items (Marconi, spaghetti) and snacks. Bake parlor have one of the largest flour mills in Karachi and in encouraging environment they utilize their setup to import wheat through international links. Thousands of employees constitute the workforce of bake parlor nationwide. Bake parlor is a good example of team work; they accomplish organizational tasks in teams and co-ordinate with other departments successfully. Bake parlor believes that their employees are the main differentiating factor and the effective use of the latest leadership and management techniques are important in making a professional and corporate environment. Bake parlor believe that they have the advantage as they envision their organization as an integrated whole with all departments interconnected and working in combination and harmony with each other. Market penetration and development are there first priorities at present and their product portfolio is believed to have a global audience, to tackle this issue they have established a import and export department to explore the foreign markets for product positioning strategies. Bake Parlor’s current production capacity and expected additional increments mean that they are in an ideal position to expand into foreign markets while still providing top quality services to local consumers in Pakistan. They believe that a global food crisis could occur in the near future and that their job, as a responsible corporation, is to protect customers by developing strategies that maintain the standards of their products at affordable prices. However economic stability must persist for this to take place. Since they are a large wheat producer and major player in the food industry they recognize their responsibility lies in protecting consumer standards, where environmental scanning is given top priority. In doing so they are trying to ensure that good quality foods are provided at low prices

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PRODUCTS LIST: BAKERY ITEMS:      

Bread Fruit bun Tea Rusk Burger Bun Sheer Mall Hot Dog – Single slice

ITALIAN FOOD RANGE Noodles and Spaghetti •

Hot and sour Noodles

MACARONI Elbow Macaroni

• Chinese egg noodles Elbow

Big

• Fancy Spaghetti macaroni

Long

• Fajita Spaghetti Elbow

Small

•

White Spaghetti

Tikka Macaroni

• Spaghetti Macaroni •

African Spaghetti

•

Lasagne

•

Pasta Green

SAUCES AND KETCHUP   

Vinegar Soya sauce Tomato ketchup

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African Spice Thai Green Biryani Macaroni

Vermicelli Roasted Vermicelli Pasta Cut Color Vermicelli Traditional Vermicelli

atta  

Super Fine Atta Fine Atta

LITES   

Salty Veggie Tomato ketchup

OTHER PRODUCTS   

Suji Maida Paratha

BCG MATRIX OF BAKE PARLOR: STARS

QUESTIO N M ARK MARK

Italian food range Recipe mix range

Snacks Frozen paratha Vermicelli

CASHCO W W

DOG

Ketchup Bakery item s items Ashrafi flour

HIGH

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Bake parlor super maida Semolina

LOW LOW



STAR (HIGH MARKET GROWTH AND HIGH MARKET SHARE):

Italian Food Range, Recipe mix Range and Pasta food Range are the star product ranges for Bake Parlor. This is because they have more room for market growth as compared to other products of Bake Parlor. Firstly, these products have a high demand in the market and therefore generate a large amount of cash for Bake Parlor. Secondly, as these products have high potential market growth they need more investment in their promotion/advertising to make them an established brand in the market because of which the cash is net out.

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CASH COW (LOW MARKET GROWTH AND HIGH MARKET SHARE):

Bread and Flour, Ketchup and Syrup Ranges are the cash cows for Bake Parlor. This is because these products have ed through the cycle of star products and the potential market growth has decreased significantly. Therefore these products have already created their names in the market and give Bake Parlor larger returns as compared to their star products.

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DOG (LOW MARKET GROWTH AND LOW MARKET SHARE):

According to the latest survey of Sales and Marketing Bake Parlor suji and maida have ed through the cycle of question mark.

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QUESTION MARK (HIGH MARKET GROWTH AND LOW MARKET SHARE):

The Lites Range, vermicelli, lies in the question mark or problem category for Bake Parlor. This is because this product has the potential to grow but because of the increasing cost of the product and other factors it has a low market share

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SWOT ANALYSIS: STRENGTH: •

Their distribution network is great and wide.

•

Their Italian pasta range is the best, which makes them the leading Pakistani food industry.

•

They have their own flour mills and their flour is pure and of good quality.

WEAKNESS: • As they have many competitors in market so they are not price makers, they cannot change prices by themselves. OPPORTUNITIES: 

As they are one of the top leading industry in Pakistan because of their wide range of products so they can extend their market to further extent.

THREATS: • Their competitors are certainly a big threat for them, because their new products can bring competition in the market that can hurt their sales and thus profit.

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