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1、陈钟燚10FS2TheBakingIndustryBakingfoodkeptrapiddevelopingfor14%,itsgrowthrateexceedstheaveragespeedofgrowthoffoodindustryforseveralyears.Accordingtotheaboveenterprisestatisticsin2002,outputofbiscuitwasupto1,400,000.morethan1,200,000tonsofcake,nearly900,000tonsofbreadwasproduced.Therearesomeprobl
2、emsexistinginbakingindustrysuchasbackwardtechnologyequipment,lowqualityofmainmaterial,unreasonableoperatingmodel,andlackoftrainedworkers.Ithasagoodprospect,BlueRibbonsalestopped$1.5millionin2007andnetincomewas$180,000(upthreefoldfrom2006).Toboostisrevenues;BlueRibbon’s$1.5millioninannualsales
3、isnowevenlysplitbetweenretailandwholesalecustomers.Tostayprofitable,thebakeryplanstodoublerevenuesinbothsegmentsby2010.OurPositionintheIndustryBlueRibbonintheBakingIndustryprovidebreads,conesandmuffinsforcustomersincludesuburbanites,students,workingones,andparents.Atthesametime,coffeeandespre
4、ssoproductsarealsooffered.Ofcause,BlueRibbonalsosuppliestoplocalrestaurantsandspecialtyshopswithbreadsandpastries.TheseareBR’sthemaintargetcustomers.BRinthefieldofthepositionofprobably,itisarelativelysuccessfulenterprise.AndthemajorreasonwhyitsuccessisthatitsowneraretalentedbakersandBlueRibbo
5、n’sculturestressesprideincraftsmanship,ratherthanmanagement.Butitisafaultintheenterprise.TheCompetitionCompetitionissofierceintheindustry.ExceptBlueRibbon,therearealotofenterprisecanprovidebakingserviceforthesamecustomers.Fortunately,thecharacteristicsofBRenoughtokeepthelead.BlueRibbonhasquic
6、klyexecutedanambitiousagendathatincludesthemovetoalargerspaceandapackagingandmerchandisingmakeover.Meanwhile,thebakeryfacesgrowingcompetitionfromnewrivals.TheMarketofBakingIndustrySome500customersadaylineuptobuybreads,conesandmuffins.Coffeeandespressoproductsarealsooffered.Theyincludesuburban
7、ites,students,workingones,andparents.BlueRibbonalsosuppliestoplocalrestaurantsandspecialtyshopswithbreadsandpastries.Itsthreetrucksplytheroadsfrompredawntonoonsevendaysaweek.BlueRibbonseekstodoubleitswholesaletradeinthenextyearorso,movinginto
