Index IntroductionGardenia Bakery AnalysisMarket SegmentationMarket TargetingMarket PositioningConclusionReferencesIntroductionFor my bakery review essay, I have 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 open a bakery in East Malaysia. Besides Malaysia, Gardenia Bakeries also operates in Singapore and the Philippines. The company is renowned for producing a wide range of high-quality, delicious and nutritious bread products. Gardenia's offerings include various types of bread, including white bread, cereal bread, flavored bread, snacks, cakes and more. Notably, they also provide Halal certified bread to cater to Muslim consumers. Additionally, Gardenia products are affordably priced, making them accessible to people of diverse backgrounds. In today's globalized world, where health awareness is increasing, Gardenia offers numerous 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 Shouldn't Be Banned"? Get an original essayGardenia Bakery AnalysisMarket SegmentationGardenia Bakery (KL) Sdn. Bhd uses a two-pronged approach to segment its loyal customer base: psychographic and demographic factors. Psychographically, Gardenia classifies its customers based on their personality, motivations, lifestyles and daily behaviors. Their main goal revolves around satisfying the needs of people 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 inclusivity for various ethnic and religious groups, especially Malaysians and vegetarians. Demographically, Gardenia adapts its offer to different age groups, in particular teenagers, adults and seniors. Adolescents require higher glucose levels for greater energy consumption, prompting Gardenia to introduce products such as waffle bread to meet their needs. Furthermore, Gardenia has developed Say Cheese bread, characterized by two variants: the classic cheese and the pizza mania, for adults and seniors. These breads prioritize health by offering low-fat and low-sugar options, high in vitamins and fiber. Market TargetingFollowing market segmentation, Gardenia Bakeries Sdn. Bhd targets its bread products to customers who appreciate their offerings and to retailers who help promote them to a wider audience. Gardenia aims to maximize profits by introducing new products to attract a larger customer base. The goal is to meet common customer needs rather than stand out in a crowded market. Despite having a smaller market share, Gardenia can achieve significant sales volume thanks to its large customer base. The company's wide range of products offers customers multiple choices. Gardenia also targets the retailer market, which includes supermarkets such as Tesco and Giant, coffee shops and convenience stores such as 7-Eleven. This strategy leverages established retailers to efficiently reach and influence customers. Market Positioning Gardenia has successfully positioned its brand in the minds of consumers based on the attributes of its products. Gardenia, for example, has a song and a slogan.