Table of ContentsIntroductionGardenia Bakery AnalysisMarket SegmentationMarket TargetingMarket PositioningConclusionReferencesIntroductionFor my bakery review essay, I selected Gardenia Bakeries (KL) Sdn. Bhd in Malaysia as a company of interest. This brand was founded by an American named Horatio 'Sye' Slocumm, who was sent by the International Executive Service Corporation (IESC) in 1969 to establish a bakery in East Malaysia. Besides Malaysia, Gardenia Bakeries also operates in Singapore and the Philippines. The company is renowned for producing a diverse range of high-quality, delicious and nutritious baked goods. Gardenia's offerings include different types of bread including white bread, grain bread, flavored bread, snacks, cakes and much more. In particular, they provide Halal certified bread to meet the needs of Muslim consumers. Additionally, Gardenia products are priced affordably, making them accessible to people from diverse backgrounds. In today's globalized world, where health consciousness is increasing, Gardenia offers many nutritious options enriched with vitamins B and E, as well as minerals, which contribute to its popularity over other bread brands . Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get the original essayGardenia Bakery AnalysisMarket SegmentationGardenia Bakery (KL) Sdn. Bhd uses a dual approach to segment its loyal customer base: psychographic and demographic factors. Psychographically, Gardenia categorizes its customers based on their personality, motivations, lifestyle and daily behaviors. Their main goal is to meet the needs of individuals who seek comfort and satisfaction in their bread. As consumer preferences evolve, Gardenia remains committed to providing fresh, healthy bread to meet their demands. Additionally, the company offers Halal certified products, ensuring inclusiveness of various ethnic and religious groups, especially Malaysians and vegetarians. Demographically, Gardenia tailors its offerings to different age groups, including teens, adults and seniors. Adolescents need higher glucose levels to increase their energy intake, prompting Gardenia to introduce products like waffle bread to meet their needs. In addition, Gardenia has developed the Say Cheese bread, offering two variants: the classic cheese and the pizza mania, for adults and the elderly. These breads prioritize health by offering low-fat and low-sugar options that are high in vitamins and fiber. Market Targeting Following market segmentation, Gardenia Bakeries Sdn. Bhd targets its baked goods towards customers who appreciate their offerings and resellers who help promote them to a wider audience. Gardenia aims to maximize its profits by introducing new products to attract a wider customer base. The goal is to meet common customer needs rather than stand out in a crowded market. Despite a smaller market share, Gardenia can achieve substantial sales volume thanks to its vast customer base. The company's diverse product line provides customers with multiple choices. Gardenia also targets the reseller market, encompassing supermarkets such as Tesco and Giant, cafes and convenience stores like 7-Eleven. This strategy relies on well-established resellers to effectively reach and influence customers. Market positioningGardenia has managed to.