Bee Cheng Hiang SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 4501

SWOT Analysis of Bee Cheng Hiang with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Bee Cheng Hiang

Parent Company

Bee Cheng Hiang Hup Chong Foodstuff Pvt Ltd




Food & Beverages

Tagline/ Slogan

Singapore Favourite Bakkwa


Highest quality of meat hand weaved using a traditional bamboo sieve. No added preservatives. No added MSG. No added artificial flavoring. 100% natural ingredients.

Bee Cheng Hiang STP



Target Group

Youngsters and Family households consuming Asian-style foodstuff.


With unique recipe and state-of-the-art technology combined with over 80 years of experience, Bee Cheng Hiang is Singapore favorite brand.

Bee Cheng Hiang SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Bee Cheng Hiang :

1. Favorite brand in Singapore for sliced pork.

2. High Customer Loyalty.

3. Brand Image built over years with consistent quality and taste.

4. Even the festive season have started being associated with Bakkwa due to the characteristics imparted to it by this brand.

5. The company and its core product has since evolved with the times and expanded its offerings to include prawn rolls, crispy pork floss, cuttlefish and mini ez.

5. Operations in countries such as Malaysia, Hong Kong, Indonesia, Taiwan, South Korea, Philippines and China


1. Offers only Asian foodstuff (mainly Singaporean)

2. Still a small player compared to other food giants like McDonalds, KFC, etc.

3. Less variety. Only a few dishes and food items compared to other food chains. (Eg. Minced Pork not served)


1. Increasing its operations into other countries. Expansion into new markets globally; (Japan, Australia, etc.)

2. Increasing product offering. Bringing more food items on the menu.

3. Setting up dine-in restaurants rather than just take away counters.


1. Dependent to a great extent on a single product Bakkwa. Failure of it could fail the whole business.
2. Maintaining compliance with different government regulations and norms in different countries can lead to change in product quality/taste (non-standardization).

Bee Cheng Hiang Competition


Below are the 4 main Bee Cheng Hiang competitors :

1. Fragrance Foodstuff

2. Lim Chee Guan

3. Kim Joo Guan.

4. KFC


The brandguide table above concludes the Bee Cheng Hiang SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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