Yeast and Fermentation

Table of contents

Abstract

Yeast is widely used for making bread, beer, and wine. People all over the world drink and eat those products. This projects looks at which fruit juice with a higher percentage of sugar will produce more fermentation. The original purpose of this experiment was to determine the amount of fermentation of 3 different fruit juices after adding a certain amount of yeast. By measuring the type of fruit juice (independent variable) the amount of fermentation as shown by the reduction of sugar (dependent variable).

My hypothesis my hypothesis is that the fruit juice with a higher percentage of sugar will produce more fermentation. The experimental results supported my hypothesis by showing that the results indicate that this hypothesis should be accepted, because the orange juice, which had the highest sugar content, produced the most fermentation. Because of the results of this experiment, I wonder if using more yeast would produce more fermentation or if using another type of juice with two of them mixed together like the cranberry-grape juice, would produce less fermentation.

The Effect of Yeast on Different Fruit Juices

  • Question: what’s the effect of different juice on yeast?
  • Variable: The manipulated variable was the type of fruit juice. The responding variable was the amount of fermentation as shown by the reduction of sugar.
  • Hypothesis: That the fruit juice with a higher percentage of sugar will produce more fermentation. Research Report Introduction Fermentation has been around for a very long time. People have used it for making bread, beer, wine and other products. There have been scientists and chemists who have discovered new things about fermentation.

There are many types of fermentation including fermentation of fruit juices, malted grain and other sugars.

Fermentation

Fermentation is a chemical process that breaks down organic matter. Microbes like bacteria carry out this process. Mold and yeast act upon molasses and mineral salts to create penicillin. Yeast breaks down sugar taken from malted grain and turns it into ethyl alcohol and carbon dioxide gas to make beer. French Scientist Louis Pasteur discovered that microbes ferment beer and wine. Fermentation is also used to make bread, cheese and yogurt.

Sometimes fermentation can be unhealthy; for example milk that has been fermented turns sour. There are 1900 other types of fermentation found. Fermentation is also used to make certain drugs, vitamins and some chemicals.

Fungi

Fungi are organisms that lack chlorophyll, the green matter that plants use to make their food. Fungi cannot make their own food, instead they absorb it from around them. According to mycologists there are over 100,000 species of fungi. Yeasts and other one-celled fungi are too small to be seen without a microscope. Most types can be seen with the unaided eye.

Some of the most common fungi are mildews, molds, mushrooms and plant rusts. Fungi break down complex animal and plant materials into simple compounds. This process of decomposition enriches the soil and makes essential substances available to pants in a form they can use. Through decomposition, fungi also return carbon dioxide to the atmosphere, where green plants reuse it to make food.

Yeast

Yeast is a single celled organism. Yeast is a fungus that exists almost everywhere in nature, including the air. Bakers use yeast to make bread rise. Yeast is used for making beer, wine, and other alcoholic beverages.

It consists of masses of microscopic organisms. There are 600 species of yeast, but only a few are used commercially. Yeast grows fast, and it grows best in sugar. Yeast cells reproduce by fission and budding. Bud swelling forms on a yeast cell wall, and then it breaks off to form a new single cell. In the early times yeast was used for bread, beer, wine and other products. In the 1600’s Dutch Scientist Anton Van Leeuwenhoek discovered yeast cells. In 1860 French Scientist Louis Pasteur confirmed that live yeast organisms cause fermentation of beer and wine.

How Yeast Is Used

Since yeast fungi lack chlorophyll, yeast relies on other plants to supply their food. They eat sugar from sources like fruit, grain, nectar and molasses. Yeast cells produce a chemical called enzymes and ferments that break down their food. Some yeast break down sugar into alcohol and carbon dioxide gas, this process is called fermentation. Bakers yeast is used as a leavening, a substance that makes bread rise. Sugar is needed for fermentation. Bakers may add sugar to the dough to hasten fermentation. Yeast breaks down sugar into alcohol and carbon dioxide gas. A substance in the dough called gluten traps the bubbles from the gas.

As the gas bubbles expand, the gluten stretches causing the bread to rise. The alcohol produced by fermentation evaporates when the bread is baking. When being baked, the bread yeast is destroyed. Yeast used in wine acts on the sugar in grapes and other fruits to produce alcohol and carbon dioxide gas through fermentation. Most wines allow the gas to escape into the air. In some champagnes and sparkly wines the gas remains to provide the drink’s natural bubbles. Brewers yeast cannot act directly on the grain used for beer, so brewers convert the starch in the grain into sugar by means of a process called malting.

Yeast is then added to convert the sugar into alcohol. The gas formed during fermentation is pumped off the beer and then added again to carbonate it. Yeast is also used for the production of a dietary supplement called single cell protein. Yeast produces large amounts of particular vitamins and is used in the commercial production of vitamins. Yeast used in brewing can absorb and store vitamins from their food. People eat these yeasts as vitamin supplements. Certain yeast fungus can produce large amounts of useful substances such as fat, glycerol, industrial alcohol and various enzymes.

The yeast is used in the commercial production of these substances.

How Yeast Is Made

Before the commercial production of yeast in the 1890’s, yeast fungi from the air leavened the bread that people baked. Homemakers prepared dough and left it uncovered and yeasts landed on it and began the fermentation process. Later excess yeast from the beer and winemaking industries was used in bread making. This yeast is called barm. When bakers yeast first became an industry, manufacturers grew yeast fungi on malted grain. Today bakers yeast is produced on molasses, which consists mostly of sugar.

Bakers yeast is manufactured in two forms, dried grains and moist cakes. Cakes of yeast are made up of live, active cells. Yeast cells in dried grains are live but not active. Dried yeast must be mixed with warm water before yeast fungi can grow. Yeast cakes must be refrigerated, but they spoil after about six weeks. Dried yeast doesn’t need to be refrigerated but it will last longer.

Sugar

Green plants produce sugar, but most table sugar comes from sugar cane or beets. Other sources of sugar are cornstarch, milk, maple syrup and honey. Sugar belongs to the class of foods called carbohydrates.

Carbohydrates provide energy for plants and animals. There are two kinds of sugar monosaccharaides and disaccharides. Monosaccharaides are the simplest carbohydrates, include glucose and fructose. Glucose is the most important carbohydrate in the blood. Fructose is found in fruits and vegetables. Common disaccharides include lactose and maltose. Lactose is found in milk and is used in the production of some medications. Maltose is formed from starch and it is used in the production of bread and baby food.

Summary

There are many different things needed for fermentation including, yeast, fruit juice or malted grain, and sugar.

Use the brix meter to measure the sugar after the fermentation process, record results. Subtract first measurement from the second measurement, record results. Compare which fruit juice produced the most fermentation, record results. Data In this graph you can see the amount of sugar in each group for all three trials. It shows that the orange juice and control group contained the most sugar. In this graph you can see the amount of sugar that each group had after fermentation. This shows that all the groups except the control group, lost a lot of sugar. In this graph you can see how much sugar each group lost.

It shows that the orange juice contained the most sugar (meaning it produced the most fermentation).

Conclusion

My hypothesis was that fruit juices with a higher percentage of sugar would produce more fermentation: The results indicate that this hypothesis should be accepted, because the orange juice, which had the highest sugar content, produced the most fermentation. Because of the results of this experiment, I wonder if using more yeast would produce more fermentation or if using another type of juice with two of them mixed together like the cranberry-grape juice, would produce less fermentation.

My findings should be useful to wineries because I found that the juices I used produced a large amount of fermentation therefore might make good wine. If I were to conduct this project again I would do more trials, do a replication of the entire experiment, use more varieties of juices and use a better method of measurement.

References

  1. “Fermentation. ” Utah State University: Intermountain Herbarium. Web. 26 Oct. 2011. <http://herbarium. usu. edu/fungi/funfacts/Fermentation. htm>.
  2. “Yeast Fermentation”. NEWTON, Ask a Scientist at Argonne National Labs! Web. 27 Oct. 2011. lt;http://www. newton. dep. anl. gov/askasci/mole00/mole00195. htm>.
  3. Katz, Sandor Ellix. Wild Fermentation: the Flavor, Nutrition, and Craft of Live-culture Foods. White River Junction, VT: Chelsea Green Pub. , 2003. Print.

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Panera Bread – Four functions of management

Panera Bread is a restaurant and coffee house. The make breads, bagel, muffins, and other pastries in-house. They also brew gourmet coffees, teas, and specialty drinks. Panera also serves gourmet soups and sandwiches. The dining area has newspapers, some have televisions that play news channels, and leather chairs and sofas near the fireplace. There is also a sidewalk cafe are which is open during summer and spring. Planning – B, Panera is a franchise/corporate operation.

All stores are the same physically, and use the corporate baking and food preparation schedules. Each store orders its products and supplies through the corporate office, so there is no quality discrepancy from one store to another. Organizing – C, Employee functions include bakers, line cooks, counter personnel, and float persons who can perform all functions. The challenge in my store is coordinating dining room cleaning people. When the dining room is busy, float persons must assist with preparation and service.

After the rush hours, float persons are often assigned to baking and cleaning the cooking and service areas. Those look great, but the dining and restroom areas are neglected. Management needs to either increase hours or hire more personnel. Leading/directing – B, Employees cross train other employees. All employees know how to do at least one other job function. Therefore, if and when an employee needs to multitask or switch between functions, morale remains high and there are no questions as to what my job description is.

Controlling/coordinating – C, Mangers use customer feedback surveys to solve operational problems like the restroom and dining room issues. The problem is that managers will give customer discounts instead of giving employees direct orders to attend to facilities. Perhaps managers should offer incentives (like enough soup, sandwiches, and bagels to feed the family) to the employee who is most attentive to the facilities on a particular day.

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Essay On Organisational Behaviour

Nisshin Flour Milling Inc. , one of the core companies of the Nisshin Seifun Group, is the flour milling arm of the company. It supplies basic food materials such as wheat flour and premix products for manufacturing use, as well as other related products such as wheat bran, wheat germ and rye. As one of the leading companies in the milling industry in Japan it is making broad efforts to contribute to food culture and the development of new methods of doing business in the food industry in Japan as well as the rest of the world.

Nisshin Flour Milling Inc. is the nucleus of the Nisshin Seifun Group and aims to become the leading international company in its field. (Refer http://www. nisshin. com/eng. html) As part of the drive to establish a global chain of related businesses in the region, a bakery chain was established in Singapore. This project is a joint venture of Nisshin Flour Milling Co Ltd which is also the parent company, Nichimen Corporation; a Japanese shareholder and Par Investment Pte Ltd which is a Singaporean company.

This bakery chain was named Four Leaves Pte Ltd. The chain is based in Singapore but intends to venture to the South East Asian region. Four Leaves Sdn Bhd was subsequently set up in 1993 in Kuala Lumpur and became an overnight success. Four Leaves became a household brand name in Kuala Lumpur. Banking on the success of the flagship branch in Kuala Lumpur; in 1995, Four Leaves management made a decision to set up a new branch in Penang. This would be one of the first branches in Malaysia besides the flagship one in Kuala Lumpur.

The target market of Four Leaves (Penang) Sdn. Bhd. is the middle class. This is the fastest growing income group in Malaysia in general and Penang in particular being the Silicon Valley of Malaysia. These can be teenagers; young, married couples; families; business people; retirees; or anyone who is hungry is our target market. Four Leaves is there to provide quality bread with good nutritional values for consumption purposes and also quality food for pleasure in the cafi.

Beside breads, fresh cream cake, varieties of cream puffs and pudding are also available. Ice cream and soft drinks are also available for customers to take away at the bakery site. On the other hand, the complement cafi?? ‘s target market is on the work force i. e. office workers of the many various Government offices and businesses in the Central Business District where we are located. One of the marketing techniques for this bakery is the open concept. People are allowed to watch the process of making bread.

The importance of this is to give people a good impression of the baking process. It can be shown that the bread was being made in a very clean environment. Breads are made, sliced if needed and packed in front of the customers. No preservatives are added the ingredients. So generally the breads are not able to keep for more than three (3) days. The flour used to make the breads is of a high quality and is imported from Japan from our parent company, Nisshin Flour Milling Inc. This made the breads stand out from other local bakeries.

The prices for the breads generally followed the ones of the flagship outlet in Kuala Lumpur. Four Leaves (Penang) Sdn. Bhd. is a Food and Beverage outlet with a bakery section. The bakery will produce its signature breads, pastries and cakes made with specially milled flour produced by its parent company, Nisshin Flour Milling Inc. The cafi?? as an adjunct to the bakery is used to enhance the total product and customer experience where customers can enjoy the pastries and breads in the comfort and ambience of a select cafioffering premium coffee and beverages to complement the delectable breads and pastries.

As a further service enhancement to customers, the cafi?? also serves Western styled entrees to round out the palate. The chain strives to introduce wheat as a major staple alternative to the predominantly rice eating peoples of South East Asia. As such, the outlet offers a wide variety of breads and pastries to satisfy and delight everyone from all walks of life and society.

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Food Recipes

bread Ingredients 1 packet (2 1/4 tsps) active dry yeast 1 cup warm water (110 – 120 degrees) 2 Tbsp. milk, room temperature 1 Tbsp. dark brown sugar 3 Tbsps. melted butter, room temperature 1 tsp. coarse salt 3 cups bread flour (spooned and leveled) 4 quarts of water 1/2 cup baking soda Coarse salt to taste 2 Tbsps. melted butter

Directions

In the bowl of a stand mixer or in a large bowl, combine the yeast, water, milk, brown sugar, and butter. Let the mixture rest for 10 minutes so the yeast come alive.

Mix in the coarse salt, then the flour, one cup at a time. The dough will be tacky. Spray a large bowl with cooking spray or coat with oil. Transfer the dough to the bowl, flip to coat on both sides, and cover with plastic wrap for 30 minutes.

After 30 minutes, knead the dough for 10 minutes until it is smooth and elastic. Return the dough to the bowl, flip to cover both sides, and re-cover for an hour, or until roughly doubled in size.

Preheat the oven to 400 degrees and bring 4 quarts (16 cups) of water to a boil. Gently deflate the dough and cut in half using a sharp knife or bench scraper. Shape each half into a round loaf.

Slowly add the 1/2 cup of baking soda to the boiling water (it will bubble).

Place one piece of dough onto a large slotted spoon and gently lower into the boiling water. Use the spoon to flip the dough in the boiling water for around 20 seconds, then lift the dough out of the water with the slotted spoon – allow the excess water to drip back into the pot.

Set the dough onto a greased baking sheet. Repeat the water bath with the remaining dough. Sprinkle both rounds with coarse salt, then slash an X on the top of each with a sharp knife so the bread can expand while it bakes.

Bake for 20-25 minutes, rotating the sheet halfway through. •Remove from the oven and brush with melted butter.

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Antz – the Bread Factory Marketing Plan

Table of contents

MARKETING PLAN FOR ANTZ – THE BREAD FACTORY

In Partial Fulfillment of the Requirements for the Subject Retail Marketing By: de Dios, Rizcel B. Dizon, Maralon S. Duhaylungsod, Ram Joseph M. Fabi, Francis Jayvincent P. Gabriel, Aira Migelle Igcasenza, Nestine N. Medallo, Renz Harvey M. Parallag, Jemeremiah I. Rivera, Sear Jan L. Professor Angelo Alfonso Abejero March 2012 I. Company Information A. Trade Name of Retail Business Antz – The Bread Factory B. Nature of Business Antz – The Bread Factory is a self-service bakeshop, engaged in offering freshly baked breads.

And last year it launched its new branches with a new business concept of “BAKESHOP ON WHEELS”, which is a limited service bakeshop offering Antz’s certified original breads. C. Corporate Address AHD Foods Corporation 2nd Floor Dolmar Gold Tower, #107 C. Palanca St. Legaspi Village Makati 1200, Philippines D. Date/Year of Establishment AHD Foods Corporation opened the first store branch of Antz – The Bread Factory in February, 2008. E. Number of Branches and Locations Antz – The Bread Factory has five operating branches: 1. SM Sta. Rosa, Laguna ( mall branch, bakeshop with dine-in) 2. SM Hypermart, Las Pinas (mall branch) . Bluewave, Macapagal Ave. , Pasay City (bakeshop on wheels) 4. DLSU, Vito Cruz, Manila (bakeshop on wheels) 5. Pioneer Centre, Mandaluyong City (bakeshop on wheels) II. Environmental and Market Trends A. Socio-economic Changes Bread is one of man’s earliest foods. Today it is considered a staple food and part of the diet of almost all people all over the world. Commercial baking and other industries supporting it became big businesses and now constitute a large slice of the food industry. The industry is highly competitive; making it very difficult to start a new bakery, especially in cities.

An entrepreneur might consider buying an existing business or locating in a rural area. One of the fastest growing areas in the bakery business is the specialty franchise store, producing everything from donuts to complete product lines. Many bakers are incurring significant losses because of their inability to adjust bread prices because if they increase their prices, it might lead to a drop on sales. Philippine Association of Flour Millers had explained that it takes three months from purchase date for wheat to become flour due to shipping time from the United States.

The Philippines buys its wheat mostly from the United States, so despite of the downward trend in wheat, flour still increases its price. Consumers perceive that small bakeries offer convenience, personal service, and fresher, better quality products. In general, bakery sales increase when consumer’s average incomes increase. B. Consumer Buying Behavior Affecting the Business Buying power or purchasing power of consumers depends on the changing environment and economic situation. More people prefer to eat out of home (OOH) because of busy working schedule and for their convenience.

Customers, especially those who are employed, tend to choose and buy ready-to-eat foods that can satisfy their need in a quick manner, just like what is being offered in every bakeshop. Nowadays, majority of the populace are value maximizers; people want to ensure that every cent in they pay for the product is worth it —low price at the same time good quality products. There is a high demand for breads because of its affordability and the satisfaction it gives to its consumers. On site baking of some bakeshops became an edge because people are looking for freshly made breads.

But there is a buying behavior that cannot be detached to Filipinos, this is impulse buying. People tend to buy products with appealing looks or packaging even though they do not intend and plan to buy those items. Offerings that capture the attention of potential buyers can make it to the top. III. Competitive Environment The diagram will show the different key competitive factors that make a business thrive in the industry and market. It also shows the evaluation of the strategic group’s performance based on the key competitive factors.

Psychographic: The psychographic market would be busy, on-the-go. Behavior factors: Looking for delicious varieties of breads (savory or sweet in taste)

  • Want to eat something different from greasy fast foods
  • Seeks healthier versions of quickly served foods
  • Searching for a bakeshop offering freshly baked breads B. Positioning

Positioning Statement

To urban dwellers in key cities in Mega Manila, from all ages from SEC B – C, who are always busy, and on-the-go looking for delicious varieties of bread, want to eat something different and healthier version of fast foods, and searching for a bakeshop offering freshly baked breads.

Antz – The Bread Factory is a (limited service) bakeshop is the Philippines’ fastest rising bakeshop and fast food that is first to introduce a bakeshop on wheels in Asia with its unique “Big Loaf Bread” store layout offering unique, healthy, and delicious flavored breads with internal man power composed of highly trained nutritionists/dieticians, culinary experts, chefs and bakers. Positioning Strategy Antz – The Bread Factory offers a variety of healthy, tasty, affordable, freshly-baked breads to help our customers find refuge in today’s greasy fast food.

Marketing Mix Strategies

Product and Merchandise Mix There are varieties of breads offered by Antz

The Bread Factory:

  • Loaves
  • Muffins
  • Fiesta Buns
  • Floss
  • Wraps
  • Ensaimada
  • Cluster
  • Other Breads

Promotion

AHD Food Corporation uses both media and non media approaches to advertise and promote Antz – The Bread Factory. Promotions are used to encourage and capture franchisers, at the same time to inform people about their enticing bread offerings.

ADVERTISING

  • Print ads – newspaper and magazines, tarp
  • Packaging
  • Audio-visual materials
  • Symbols and logos SALES PROMOTION
  • Gifts PUBLIC RELATIONS
  • Sponsorship
  • Events

Service Strategy

People Training

Antz – The Bread Factory gives its employees Management Development Programs and continuous training to make sure that its employees perform their best.

Store Layout Antz – The bread factory malls located branches have beautifully designed dine-in area and spacious counter with hip music and experiential services provides our customers an atmosphere of fun and exciting place to shop and dine.

Antz – The Bread Factory’s “bakeshop on wheels” branches are designed like a giant loaf of bread with 50-120 sq. m. commercial space. After-sales & Customer Service Strategy. Antz – The Bread Factory offers Delivery services, free bread on next visit of customers or thank you messages on bulk orders.

Company Analysis

Threats 1. There are many existing bakeshops in the Philippines making it difficult to start a new bakery especially in cities. 2. Inability to adjust bread prices due to the price hike of the bread’s main ingredients like flour, sugar.

Opportunities

There is a big demand for bread here in the Philippines because bread serves as their secondary alternative for rice. Filipinos are fond of sweet foods. There is a large bracket of target market because bread is for a wide range of age, male or female.

Strengths

Antz – The Bread Factory offers products that is unique and can only be found in the store. Our Research and Development team compose of highly train individuals namely; nutritionist/dietician, culinary experts, chefs, and bakers. The products are presented theatre style where the kitchen’s SEE-THROUGH design allows the customer to feel the freshness of each bread being made and served. Branches in bakeshop on wheels have flexible operating hours.

The store layout of Antz – The Bread Factory bakeshop on wheels is well executed in a big loaf bread design. 6. Antz – The Bread Factory has a strong franchise relationship as member of the Philippine Franchise Association (PFA).

Weaknesses

Antz – The Bread Factory is not well established. The bakeshop is not properly advertised. We offer a product that is already available in the market.  Customers have to travel further to get in our stores because we have fewer branches. The products we offer are not durable and can be easily blemished; it is the reason for some leftover. Innovative products can be easily replicated. The operating hours of bakeshop on wheels have no fix operating hours.

External employees of Antz’s franchises do not provide proper accommodation to the customers.

Marketing Objectives

To increase the number of franchised stores by 15. To introduce new products to the market. To increase annual sales by 10% per year * To increase the number of customers by 5% per year VII. Proposed Marketing Strategy A. Target Market Our proposed target market would be the same as the current target market of the company which are busy, on-the-go and health conscious individuals, but this time we will emphasize as our primary target market are the health conscious individuals and other urban dwellers as the secondary target market. Health conscious individuals- consists of athletes, parents who want to give their children healthy foods, those who want to maintain their physically fitted body and even those who are not physically fit but want to. Other urban dwellers- this segment pertains to all other on-the-go individuals, students, professionals, all community dwellers who want something different from greasy fast foods and seeking healthier version of quickly served foods.

Bundle pricing involves selling distinct multiple items offer together at a special prize. For Bread in Bundles, we will give ten (10) percent discount for a minimum of seven (7) breads purchase. Placement Strategy Since Antz – The Bread Factory is a member of the Philippine Franchise Association (PFA) we propose to locate our franchised stores near the anchor stores to accumulate high traffic and to generate sales. Integrated Marketing Communication Strategies 1. Creative theme Nowadays people are exposed to greasy and unhealthy food especially those children who are fond of eating fast foods. They choose unhealthy foods over vegetables and fruits that can give positive effects in their body.

Fruits and vegetables are packed with essential nutrients that strengthen the body, heal and repair damage, ward off sickness and fight diseases. “Antz, the provider of fresh and healthy breads” is the campaign for the year 2012. Antz will deliver vegetables and fruits infused breads that can satisfy the need of health conscious customers. Antz will not only offer freshly baked breads but also the nutrients that you can acquire from the vegetables and fruits. Vegetable and fruit breads are the newest offering of Antz that can give delicious experiences to a healthy diet. 2. Integrated Communications Program Based on the company analysis, Antz – The Bread Factory needs to improve its promotional effort to establish the company well in the market.

And the following promotional mix will be used to position the company on the bread industry.

Advertising

Print Ads (Flyers and posters) – The flyers and posters contains the 2012 campaign which is “Antz, the provider of fresh and healthy breads. ” The flyers and posters will be distributed and posted in high traffic areas and the existing branches of Antz – The Bread Factoy. Audio Visual Materials (Jingle and Internet advertising) – The jingle will be played in every store branches to capture the attention of the customers. While in the internet advertising, audio visual presentations will be posted on our website and Facebook fanpage to regularly inform the target market about our campaign and new products.

Public Relations

Sponsorship (For health oriented events and TV programs) – Antz – The Bread Factory will sponsorship health related events and programs to create a good publicity that will ignite the emotions of the market. E-mail and Telemarketing – we will send a personal message through email for the potential prospects, to inform them about new offerings and events that will be held.

Media Plan

Applicable for 2 years Total: Php 1,336,000. 00 4. After-sales and Customer Service Strategy

People

Antz – The Bread Factory will provide a service training program that includes one (1) day orientation, three (3) days store management and marketing training, ten (10) days baker mastery, two (2) days cashier service training. Antz – The Bread Factory will create a proper store dialogue that will surely attract more customers.

Store layout and design

Antz – The Bread Factory will improve store facade by adding more designs like glass, mirror and lights.

We will also add music in the store so the customers will feel more comfortable. We will also create a unique scent to develop a somatic marker to our valued customers.

After sales and customer service strategy

Antz – The Bread Factory will give loyalty cards to our customers that give discount. Antz – The Bread Factory give free breads for those who buy bulk orders. Antz – The Bread Factory will impose a free delivery for bulk orders.

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Bakery Industry in India

[pic] EXECUTIVE SUMMARY- The bakery industry in India is the biggest in food industry. It witnesses tremendous growth with the changing demographics and an improvement in the quality of life of urban people & rural people. I would like to thank you for providing me this opportunity to provide a brief knowledge about this industry & share some basic ideas to implement, while working in similar trade. CONTENTS- 1. INTRODUCTION 2. PRODUCTS 3. MARKET POTENTIAL 4. MANUFACTURING PROCESS 5. MARKET INFORMATION 6. FOCUSING MARKET SEGMENT & OTHER STRATIGIES 7. MY STRENGHT FOR THE GIVEN ROLE . 0 INTRODUCTION Bakery is a traditional activity and occupies an important place in food processing industry. Despite the advent of fully automatic and semi-automatic bread as well as biscuit making Plants, a sizeable number of people still prefer fresh bread and other products from bakery. The bakery industry in India can be categorized into the three broad segments of bread, biscuits and cake. Only 40% of the 3m tonnes bakery products industry in India is in the organized sector, while the balance comprises of unorganized, small-scale local manufacturers (Samant 2002).

With changing consumer tastes and with the entry of multinationals post liberalization, the average Indian is expanding his palate from just bread, cake and biscuits to more sophisticated pizzas and burgers. The consumers are increasingly going for newer options with respect to bakery products. Recently, there has been a steady inflow of MNC’s and other organized players in this sector, leading to increased competition. Few Companies that go through channel partner are Britannia, Biskfarm, and Morish etc. Also, the Indian market is witnessing the proliferation of bakery cafe chains in the form of Barista, Cafe Coffee & Monginis etc. . 0 PRODUCTS There are many bakery products like bread and its different variants, biscuits, cakes & pastries, cookies, puffs etc. having ready market round the year. Each product enjoys a very wide range in terms of size or weight, flavours, end-use and so on. There is a tremendous scope to introduce new varieties every year. However, this note deals only with bread and biscuits. This project can be started anywhere in the country and there is no preferred location as such. This note considers Meghalaya as the contemplated location in view of good market prospects. . 0 MARKET POTENTIAL A bakery can be set up in urban as well as rural areas. Depending upon its location, a suitable product mix can be worked out. This profile primarily considers semi-urban location from where nearby rural centres can also be catered to. In view of this consideration, the suggested products are bread and biscuits. These products are very well accepted in the market and have gained consumer acceptance. 4. 0 MANUFACTURING PROCESS – 4. 1 Raw Material- The major raw material required is flour. Ideally, the unit can enter into a long term supply rrangement with an established flour mill to ensure adequate and timely supply. Other items like yeast, sugar, ghee, milk powder, salt, edible colour and flavours shall be available from nearby trading centres. 4. 2 Bread – The Process Flow Chart is as under: ? Sifting of flour ? Preparation of suspension ? Preparation of dough by kneading all the ingredients ? Fermentation of dough ? Baking ? Cooling and packing 4. 3 Biscuits- The Process Flow Chart is as under: ? Mixing of ingredients except flour in required proportion in paste form. Preparation of dough by mixing with flour. ? Placing dough in biscuit moulding and cutting machine ? Baking ? Cooling & packing 5. MARKET INFORMATION- According to Assocham-India’s bakery market is worth Rs 3,295 crore and it is witnessing a steady growth rate of 8%, stated the industry body the Associated Chambers of Commerce and Industry of India (Assocham). More than 20-lakh tonnes of bread and 15-lakh tonnes of biscuits are manufactured in one single year. Moreover, Bread and rolls along with biscuits and cookies make up for 82% of the bakery products, said Assocham.

Furthermore, Cakes, pastries, buns and rusk make up for the rest. Nearly 65% of bakery products are manufactured in the unorganised sector. DS Rawat, Secretary General, Assocham, “Due to increasing consumer gravitation towards convenience products and healthy food products, the bakery industry has undergone a virtual metamorphosis since 2004. ” Reports claim that the per capita consumption of bread is just 1. 75 kg. The southern states consume almost 32% of the bread manufactured in India and in the northern, western and eastern states consume 27%, 23% and 18% respectively.

Moreover, Maharashtra and West Bengal have got large number of bakery units. Almost 55% of biscuits are consumed in the rural areas due to long shelf life and also popular taste. 6. FOCUSING MARKET SEGMENT & OTHER STRATIGIES- • With having a wide range of acceptance in all age group, The maximum age group that Consume maximum by 10 years to 35 years, so these groups get attracted mainly through Their friend circle, I would like to open some exclusive shops that will make our brands Identified. I would like to make our brand identified as a health improving product with different Poster, Danglers etc. • I would like to capture the rural market & semi urban market with applying direct selling Sales person with incentive for making our brand more & more available at each point. • Capturing different institution like CCD,Barista as well as college,University canteen etc. 7. MY STRENGHT FOR THE GIVEN ROLE – ? With having 6 years of experience in Fast moving items & logical attitude to apply marketing Methods to improve demand are the first & basic point of acceptance. My eagerness to learn fast & yielding a result that is valuable for company in terms of company. ? Having enthusiasm to prove my value to company, always drive me to research for the Methodology & execution of sales & sales promotion activity. ? My flexibility to work with different people of different culture & building, developing Team is the added quality. ? My calculative approach that value for money & logical thinking always decrease the cost Of marketing with yielding high result.

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Banh Xeo an La Ghien

Executive Summary This report will discuss about ‘An La Ghien’ Restaurants (Dang Truong Ltd Company) in Vietnam. These restaurants provide to consumers Banh Xeo, which is one of the most famous traditional food in Vietnam. Firstly, the report will mention about the background of the company. Due to the passion of the traditional food of the owners and the high demand of tradition food in Vietnam, Dang Truong Ltd Company opened their first ‘An La Ghien’ Restaurant in Ho Chi Minh City. Secondly, the innovation of the owners that adds the value to the success of the company is also discussed.

Their Innovation type is Duplication. Next, the report will analyze the strategies that the firm has applied that are Product & market development strategy, Positioning & differentiation strategies, store expansion and brand building. The last part is some recommendation that the firm should concern to continue growing and expanding in this industry. Contents Executive Summary3 I. Introduction:5 II. Company Background:5 III. Innovation:6 IV. Business Strategies and Success Factors:8 a)Product and market development strategy:8 b)Positioning and Differentiation strategies:8 c)The Store Expansion Strategy:10 )Building a strong brandname:10 V. Recommendation:11 a)Geography Expansion Strategy:11 b)Promotional Mix:11 VI. Conclusion:12 VII. Reference List:13 Introduction: Dang Truong Ltd Company or ‘An La Ghien’ Restaurant has opened since 2008. It was established by Mr. Dang Hoai Phong and her wife, Truong Thi Thanh Truc, because of their traditional food passion. ‘An La Ghien’ provides many kind of ‘Banh Xeo’, a kind of Vietnamese traditional pancakes. With the unique taste of their products, Banh Xeo “An La Ghien” has become one of the famous traditional food restaurants brand names in Ho Chi Minh City after 5 years operation.

Until now, Dang Truong Company has 4 ‘An La Ghien’ Branches along Ho Chi Minh City. According to Huy Hiep (2010) ‘An La Ghien’ restaurant becomes one of the top 10 distinctive food restaurants of Ho Chi Minh City. This document will analyse the strategy of the company and the critical success factors that has led “An La Ghien” to survive and grow rapidly. Moreover, it also gives the recommendations for the company in order to sustain their growth. Figure 1: Reproduced from: An La Ghien restaurant 2008 Company Background: It can be seen that “Banh Xeo” is a traditional food of Vietnam; it was highly accepted by Vietnamese for a long time ago.

People who live in Ho Chi Minh City are mostly from countryside of Vietnam, they migrate to Ho Chi Minh City in order to work and live. Therefore, those people always miss the taste of countryside foods. It has led to the high demand of Banh Xeo that has traditional taste, countryside taste. Moreover, the tourism of Vietnam has been developed rapidly in recently years. It is the fastest growth in ASEA (My Hanh 2010). It means the number of tourist come to Vietnam is increased. Furthermore, foreign tourists always want to try Vietnamese traditional food and have countryside sightseeing. According to Ngan Hao (2010), Mr.

Phong and Mrs. Truc, the owners of “An La Ghien” Restaurants, are from the South-Western of Vietnam where is known as the original place of “Banh Xeo”. In the past, family of Mr. Phong and Mrs. Truc had tradition of making Banh Xeo, so they have the hereditary formula for making origianal ‘Banh Xeo’. With above condition of development of tourism and high demand of traditional foods in Ho Chi Minh City, ‘An La Ghien’ Restaurant was opened the first branch in 2008 by Mr. Phong and Mrs. Truc. With that hereditary formula, Banh Xeo of “An La Ghien” is very crisp; it has a unique flavor and traditional taste.

Besides the unique taste, the firm are design follow the countryside style; all of tables, chairs are made from bamboo. It attracts a huge amount of foreign customers come to “An La Ghien” restaurants. [pic] Figure 2: Reproduced from An La Ghien 2008 Innovation: The factor that contributed in the success of “An La Ghien” Restaurants is Innovation in Thinking. Innovation is the development of original ideas that create a new, better things (McShane & Travaglione 2007). With the Innovation of Mrs. Truc and the group of chef of “An La Ghien” restaurants, they have created many ideas of making “Banh Xeo”.

In tradition, there is only one kind of Banh Xeo that is made from rice powder, shrimp, pork and bean sprouts. Adopting the ideas from making pizzas, “An La Ghien” has try to apply many new kind materials in order to create a new kind of Banh Xeo. Untill now, there are approximately 10 kinds of Banh Xeo in “An La Ghien” restaurants, for example, White crab mushroom Banh Xeo, Japanese Abalon Mushroom Banh Xeo and Day-Lily Flower Banh Xeo. [pic] Figure 3: Adopted from An La Ghien website (2008) All kinds of new Banh Xeo that are created by “An La Ghien” are very delicious, good for the health.

The Innovation of “An La Ghien” restaurants has strengthened the product development strategy of the company, it help attracting more and more consumers by those unique products, taste and quality. The unique products are the differentiation of the company. According to Kuratko (2009) the innovation of ‘An La Ghien’ Restaurant is Duplication which is the replication of an existing product. Banh Xeo is a traditional food of Vietnam, but it has only 1 kind of Banh Xeo. ‘An La Ghien’ has used their creative thinking to create many new kinds of Banh Xeo. Business Strategies and Success Factors: Product and market development strategy:

According to Kotler et al. (2006) in order to achieve profitable growth for the company, the firm must evaluate and choose the development strategies. Product and market expansion grid is the most popular tool for choosing the growth strategies. [pic] Figure 2. Product/Market expansion Grid (Reproduced from Kotler et al. 2006) It can be seen that “An La Ghien” is using both Market Penetration and Product Development strategies. “Banh Xeo” is a traditional pancake of Vietnam. It has been accepted by Vietnamese for long time ago, so the firm has used traditional “Banh Xeo” in order to penetrate Ho Chi Minh City market.

Moreover, in order to attract potential customers and keep the loyal customers “An La Ghien” also uses product development strategy. It has led that the firm has created and modified many new kinds of “Banh Xeo” besides the traditional taste. Positioning and Differentiation strategies: In order to build competitive advantages, “An La Ghien” decides to use differentiation strategy in the Porter’s Competitive Strategies (Daft 2007). It means they provide distinctive products that have high quality, unique taste to a broad targeted market. [pic] Figure 3. Porter’s Competitive Strategies (Reproduced from Daft 2007)

By using Differentiation Strategy, the Firm has build for them a high position on the market because most of “Banh Xeo” providers in Ho Chi Minh City are small restaurants or Roadside restaurants. They provide “Banh Xeo” with lower quality for example, lower healthy standard. Banh Xeo “Dinh Cong Trang” Restaurant is one of the most popular Banh Xeo providers in Ho Chi Minh City. They provide high quality Banh Xeo, but they have lower service quality and less positional advantages because they have online 1 with 4 branches of “An La Ghien”. Figure 4. Position of “An La Ghien” on the market

The Store Expansion Strategy: According to Strickland and Thompson (1999) by using geography expansion strategy, the firm will open new stores in the targeted market. It will help the company penetrate the market successfully. Dang Truong Company is also using this strategy in order to penetrate the market and build the strong brand name, competitive advantages for “An La Ghien” restaurants. After 5 years existing on the market, Dang Truong Company has had 4 “An La Ghien” branches in around Ho Chi Minh City that are District 3, District 10, District 1 and Phu Nhuan District Branches.

By opening these branches, the targeted customer can easily find and come to try the products of company. It will increase the convenience of consumers and the number of loyal customers. Building a strong brandname: According to Kotler et al. (2006) “a good name can add greatly to a product’s success”. It was greatly true for “An La Ghien” restaurants. Dang Truong Company decided to name their restaurants “An La Ghien”; it was a confident name. That name is a Vietnamese name, it means “if you try, you will be addicted”.

At the first time seeing that name, people will be shocked, feel curious and want to try in order to fulfill their curiousness. That has led the number of customers of “An La Ghien” was pretty high at some first periods operation. Moreover, combining with the unique flavor and special kinds of Banh Xeo, most of customers are satisfied or addicted after trying Banh Xeo of “An La Ghien” restaurants. “An La Ghien” restaurant received the certificate to become one of the top 10 distinctive food restaurants of Ho Chi Minh City from People’s Committee of Ho Chi Minh city in 2010 (Huy Hiep 2010).

It has made “An La Ghien” become an image of popular restaurant for both foreign tourists and local people. Furthermore, in recently years, people are more concern about the safety and hygiene of food. Knowing about the trend of market, “An La Ghien” had enough condition to get certificate of achieving the hygiene and safety food standard (An La Ghien 2009). Moreover, they also participate in many Food and Beverage Fair of Vietnam. It helps raising the position of “An La Ghien” image on the market. Recommendation: After about 5 years openning, Dang Truong Company have been successful in operating “An La Ghien” Restaurants.

However, in order to keep growing the business in the future, there may have some strategies that company should follow: Geography Expansion Strategy: It can be known that “An La Ghien” is using geography expansion strategy. They currently have 4 branches over Ho Chi Minh City and it helped Dang Truong to be successful on the market. However, in order to sustain the growth of their business, “An La Ghien” Restaurant should continue expanse the number of their store. The Stores Expansion will help firm reaching all of potential customers on the market (Strickland and Thompson 1999).

Beside 4 Districts that already had “An La Ghien” branches, Dang Truong Company should open some new branches in the other districts where have high population or high number of foreigners such as district 11, district 7, Tan Binh district in order to penetrate Ho Chi Minh City Market. Starbuck is a good example of using this strategy; it was developed by Starbuck (Strickland and Thompson 1999). By using this strategy, Starbuck already had more than 16,000 stores in more than 50 countries around the world (Starbuck 2009). Until now, Starbuck is the most successful and respected coffee brandname over the world.

Therefore, for continue growing in the future Dang Truong Company should open many other “An La Ghien” restaurants in other places of Vietnam such as Ha Noi, Hue after penetrate Ho Chi Minh City Market. It will help building a strong brand name for “An La Ghien” restaurants over Vietnam. Promotional Mix: After 5 years operation, “An La Ghien” has achieved many successes in the food industry. However, they did not really focus on their marketing plan, so Dang Truong should create a good marketing plan in order to expand the market.

According to Allen (2007) Promotion Mix is a strategy that help company building relationship with customers and increase the repeat sales. • Advertising: in order to create products awareness, “An La Ghien” should have an advertising plan. Therefore, the firm should choose for them the reliable media. There are some media that suitable for Dang Truong Company that is newspapers, magazines and internet. Newspapers is a cheapest media for advertising, Company can choose TuoiTre Newspaper or ThanhNien newspapers. The Company should advertise their products to foreign customer through tourist magazine.

Lastly, social networks such as Facebook are become more popular in recently years, by using Internet Dang Truong Company can advertise through social network, it is more efficient. • Sales promotion: In order to increase the sales, we should create some sales promotions in the special festival or holiday of Vietnam; for example, the company can create some combos with bundle price for their food in Tet holiday, Christmas, happy new years, Valentine Day, etc. Moreover, in order to increase the repeat sales, Dang Truong Company should provide promotion to the loyal customers such as vouchers, coupon.

Conclusion: Although Banh Xeo “An La Ghien” has just opened for 5 years, it has become one of the most tradition Banh Xeo restaurants in Vietnam because they had applied very well their strategies in order to grow such as product and market development strategies and Geography exapansion strategy. Besides those strategies, there are some factors that contribute in the success of the firm, for example, the innovation of the chefs, the tourism and successful brand name building. However, in order to sustain the growth of he company in the future, the firm should continue expanse their store not only in Ho Chi Minh City, but also over Vietnam. Moreover, they should apply some new strategies that are diversification strategy and doing more promotion. Reference List: Allen ,K 2007, “growing and managing a small business – an entrepreneurial perspective”, Houghton Mifflin Company, viewed 13th Jan 2013. An La Ghien Restaurant 2008, “IMG_24002”, image, An La Ghien website, viewed 12th Jan 2013, An La Ghien Restaurant 2009, “Products picture”, image, An La Ghien website, viewed 12th Jan 2013, An La Ghien Restaurant 2009, “GI?

Y CH? NG NH? N AN TOAN V? SINH TH? C PH? M”, An La Ghien Website, 12th Jan 2013, Daft, R. L 2007, “Understanding the Theory and Design of Organization”, Thomson South-Western, USA, view 13th Jan 2013 Huy Hiep 2010, “100 dieu thu vi kham pha thanh pho Ho Chi Minh”, Vietnamtourism, February 27th 2010, viewed 13th Jan 2013, Kotler, P, Armstrong, G, Hoon Ang, S, Meng leong, S, Tiong Tan, C and Tse D 2006, “Principles of Marketing: An Asian perspective”, 7th edition, Pearson Education, New Jersey, viewed 14th Jan 2013.

Kuratko, D. F 2009, ‘Introduction to Entrepreneurship’, 8th edition, Shouth-Western Cengage Learning, viewed 12th Jan 2013. Ngan Hao 2010, “An La Ghien Thiet! ”, Kien Thuc online, January 23rd 2010, viewed 13th Jan 2013, McShane, S and Travaglione, T 2007, “Organisational Behaviour on the Pacific Rim”, 2nd edition, McGraw Hill Australia Pty Limited, Australia, viewed 13th Jan 2013.

My Hanh 2010, “Du lich Viet Nam tang truong cao”, Saigon Giai Phong online newspaper, May 8th 2010, viewed 13th Jan 2013, Starbuck 2009, “company profile”, Starbuck website, viewed 12th Jan 2013, Strickland, A. J and Thompson, A (1999), “Strategic Management”, 11th edition, The McGraw-Hill Companies, viewed 12th Jan 2013, ———————– Price Service, products quality Banh Xeo “An La Ghien” Banh Xeo “Dinh Cong Trang” Roadside Restaurants

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