Bakers Delight is one of the most successful bakery franchise in Australia with around 700 bakeries around the globe. The major focused areas of their operations are Newzeland, Australia and Canada. The origination of the name “Bakers Delight” is from the belief that every baker and customer will be delighted by their product. The service they provide is good enough to delight the customers about the product, while in case of baker the product he bakes, he should be delighted about it. Bakers Delight culture and practises revolves around the same belief.

1. Introduction:
Bakers Delight is one of the most successful bakery franchise in Australia with
around 700 bakeries around the globe. The major focused areas of their operations
are Newzeland, Australia and Canada.
The origination of the name “Bakers Delight” is from the belief that every baker and
customer will be delighted by their product. The service they provide is good enough
to delight the customers about the product, while in case of baker the product he
bakes, he should be delighted about it. Bakers Delight culture and practises revolves
around the same belief.
Mission:
“The Bakers Delight brand has been built on their commitment to the quality of their
product, the development of their people and the delight which the combination of
these two elements brings to their customers.”
Values:
 Having a passion for fresh, delightful bread.
 Creating delight with every one of our customers.
 Creating an environment which promotes growth for all stakeholders, in the areas
of wealth creation, learning, and personal development.
 Providing a sense of fair play toward all stakeholders within Bakers Delight.
 Promoting openness between all Bakers Delight stakeholders.
 Ensuring all stakeholder activity adds value.
 Ensuring all stakeholder activity sells more bread.

2. Stakeholders:
The stakeholders for the business are the people who are attached with the business
in some way. Whether it shareholders, employees, suppliers, customers or society,
who so ever is affected by the business are categorized as the stakeholder of such
business. When looking in to project management and dealing with the project success, strategic
framework and social environment of project management than project stakeholders are often
mentioned as essential players in projects (Polonsky, M.J. 1995). Hence, Bakers Delight’s direct
stakeholders include shareholders, employees, suppliers and customers.
The mission of the company revolves around the brand name. As mentioned earlier
regarding the origination of the name, that is, every baker should be delighted about
the product he bakes and every customer should be delighted about the service they
get. MVV statement clearly has an impact on company’s operations and the
customers’ satisfaction level. Cleland (1986) introduced stakeholders and the overall
management process as project management canon, as in such projects stakeholders are of prime
importance. The suppliers are well aware of the quality requirements Bakers Delight
need and hence supplying the products according to the standards.
Form of Communication
In order to be able to communicate properly among various stakeholders, different
form of communication can be considered as useful, depending on the nature of the
information will decide which method to use. For private or highly confidential
information, Memo’s or emails can be exchange, as they are safe form of
communication and also save a lot of time.
As far as the employees are concern the best way to communicate would be through
email notifications that can further be placed on notice boards so that all staff

3. members can read it. Since all the employees do not have access to the internet or
personal computers at work, so by placing news or other information on notice
boards will be very effective.
In order to make a change in a policy or plan, that impacts the operations of the
business, each and every stakeholder needs to be informed about it. At Bakers
Delight, the team is trying to work as hard as possible in order to make sure that
suppliers and customers are informed about any change in company’s policy or in
business operation.
Employees
Bakers Delight has over 800 employees working for the company on different
locations and different roles. The sales and production teams work hand in hand to
ensure that the quality of product is delivered to customers with delight and on time.
Most prominent roles in the Bakery are
 Bakery Manager / Franchisee
 Production Manager
 Baker
 Apprentice Baker
 Bakers Assistant
 Sales Manager
 Sales Assistant
Dress Code:
The dress code for all the staff members working at Bakers Delight is very simple,
male and female both have to wear a Polo Shirt with Baker’s Delight logo on it.
Baker’s Delight OH&S

4. Occupational Health and Safety (OH&S) is a major issue in the bread products
industry, Mixing machines, hot ovens and large heavy baking trays for doing
hundreds of loaves or muffins at a time are all potential hazards. Baker’s Delight
making hundreds of thousands of loaves of bread, muffins and the like every day, for
their customers all around Australia is tending towards automated systems. In the
case of Baker’s Delight when someone takes up a Baker’s Delight franchise they get
a number of systems including an OH&S system for the bakery. According to
Bagueley. D, 2007, Baker’s Delight has done hazard risk analysis for all the
commonly used equipment in its bakeries and all its staff are communicated and
trained properly.
Current situation:
As mentioned on the company’s website, Bakers Delight has successfully
established a brand with distinctive image along with a loyal customer base. They
acquire 13.8% of Australian bread and planning to excel in the market of fresh and
nutritious food. Altogether, Bakers Delight has 135 specialist support employees,
approximately 15000 bakery employees who are busy in serving around 2 million
customers every week.
Community:
Bakers Delight is an active supporter to green environment policy. Bakers Delight’s
new ‘Green’ oven is currently being rolled out, characteristic of a 25 per cent
reduction in energy resources. Insulation properties result in heat being retained;
ultimately requiring less power. Bakers Delight is a true supporter of Corporate
Social Responsibility (CSR), as in 2011, all 630 Bakers Delight bakeries had one of

5. their most successful fundraising days raising approximately $105,000 to help sick
children at hospitals around Australia and New Zealand.
Since 1999 Bakers Delight has raised more than $5.5 million for Breast Cancer
Network Australia (BCNA), directly supporting thousands of Australian women and
their families through their breast cancer journey. (http://www.bakersdelight.com.au/
our community/bcna.aspx)
Bakers Delight knows that the society they are working in has a right on the business
too and its Bakers Delights responsibility to help these indirect stakeholders out in
some way. Bakers Delight is working extremely hard to help the needy people
stepping out of their problems to live a nice happy life.
Improvement Opportunity:
Bakers Delight has a detailed website with a creative element attached to it. But
making a website is not enough to create a web presence. As being a tough
competitor among the category, it is extremely important for a brand to show its web
presence. Along with web presence, customers' testimonials need to be recorded as
well in order to build a corporate image. They can start offering catering service for
corporate and private events, along with baking and cake decorating classes.
Requirements to cash the Opportunity:
In order to show their web presence, Bakers Delight needs to distribute the
marketing and advertising budget into another category, i.e. Web Presence. Along
with defining the budget the company needs to ask its employees to actively
participate in their social web presence, by doing so it will be easier for the company
to know what promotional terms to use, which market segment to target and how.

6. Once all the staff members are involved in it, than such feedback needs to be
forwarded to the marketing department so than they can further use the information
positively.
Web presence includes advertising over the web, socializing, recording customers'
testimonials and all the activities which are related to web. Although activities related
to web are not categorized as expensive way of advertising, but it needs huge
amount of work which needs additional budget. For recording testimonials and
displaying them on the website, the agency (who is responsible for web hosting)
should be contacted who may charge extra amount of money for addition on
website.
For the baking and cake decorations classes, a celebrity chief needs to be endorsed
with the brand who will be giving away classes to the interested students/customers.
The celebrity endorsement will add a positive impact to the brand's name and
eventually fans of that celebrity will be attracted towards Bakers Delight in long run.
Potential Issues:
In the process of going for social media, it is hard to attract a lot of customers; there
are various constraints that might be associated with it. For example one obstacle is
the reality that not many people prefer to buy bakery products online, or they search
for such products online. Other issue is training the staff for such technical terms and
investing in the technology so that majority of the staff members will have access to
the internet and they can actively participate on social media.

7. Action Plan:
In order to progress with the plan, a team of social media needs to be dedicated.
This team will be responsible for the Brand awareness and corporate image building
for Bakers Delight. Extensive advertising needs to be done over the web (especially
on facebook, twitter and other social platforms) which needs a suitable amount of
budget allocation. There are two major type of Facebook advertising, one is Pay per
click which the other is Pay per appearance. Pay per click will be suitable in this case
as facebook will be displaying ad for Bakers Delight and will charge only if the ad is
clicked. This advertisement could be based on Bakers Delight's awareness program
or on the Baking and cake decoration classes, or both.
Various activities can be carried out on social media, for example, deals for regular
customers can be introduced on social media platform or a competition regarding the
best baked recipe and so on. These activities helps building the image of the
company, provided that the communication is transparent enough to show the
reason of communication.
The company's website must have customer's testimonials. Although interaction with
clients is necessary, but to build a corporate identity, these testimonials must be
visible. Hence a tab needs to be created on the website stating testimonials which
contains all the clients testimonials so that the customers will think that the brand
actually care about them and that is why they are recording our testimonials and
feedbacks.
For the baking and cake decorations classes, choice of celebrity is extremely
important at the beginning because whole communication revolves around the image
and celebrity's association with the brand. Dona Hay and Matt Morgan are the two

8. known celebrity chief in Australia, among whom either one would be a perfect fit for
the endorsement. These chiefs already have a huge fan following and therefore most
of the fans would be curious to learn baking and cake decoration from their favourite
personality.
Feedback:
Feedbacks from the customers can easily be recorded through customer’s
interaction on social media or through the testimonials. Not only customers will be
involved in recording the feedbacks but also the suppliers who are also the
stakeholders of the business. Managers can easily monitor the areas which need to
be focused to improve the performance or any queries which are essential in
continuous improvement of the brand.
Facebook insights is an option which gives all the details regarding the user activities
and various other summarised data which will be essential to know about the
effectiveness of social media, advertising on social media and other activities with
the help of other graphical representation as well . Stats Counter is another tool
which will be helpful in generating the data regarding effectiveness of various web
based activities. This data will act as the helpful tool for building the corporate image
of the brand.
Conclusion:
Social media activities will tend to increase the sales for Brand Delight which is an
initial requirement for a business and a direct interest for the share holders. Increase
in sales will excite suppliers enough which will increase their interest within the
company. Social interaction will improve the power of brand and customer

9. satisfaction level which will eventually increase customer’s interest within the
company. These activities along client’s testimonials will help building a positive
corporate image of the brand which is intact with the mission and value statement of
the company. By endorsing a celebrity with the business, the condition of delightful
experience seems to be attainable as these personalities are jolly in nature and so
as the brand positioning of Bakers Delight. The plans will be parallel to the MVV
statement of the organization and will add value to all the stakeholders expectations
from the brand.
References:
Cleland. D.I,1986, “Project Stakeholder Management.’ In: D.I Cleland & W. King,
Project Management Handbook. Sep 17 (4) pp 36 - 44
Polonsky. M, 1995, “A Stakeholder Theory Approach to Designing Environmental
Marketing Strategy.”Journal of Business and Industrial Marketing 10(3), pp29-46

10. Bagueley. D, 2007, ‘Protecting Bakery Workers’, viewed on 14th April 2012 <
http://www.foodmag.com.au/news/protecting-bakery-workers>
http://www.bakersdelight.com.au/
http://www.brandingstrategyinsider.com/2009/07/how-stakeholders-perceive-
benefits.html
http://www.bakersdelight.com.au/ourcommunity/bundraiser.aspx