Paris Baguette
By Group Members:- Words Count :2738
Tham Kei Yuan [Group Leaders]
Henry Chong Kim Hsiung
Lee Jong Jin
Wang Jing
Francisco Iwan Molina Morren
Contents Table
Executive Summary 3
Background 4
Macro Environment External Forces that Affect Bakery Industry 5-6 2.1Demographic Environment 2.2Political Environment 2.3Economic Environment
Micro Environment Forces that Affect Paris Baguette 7 2.4Competitors 2.5Customers
Macro Environments Forces that Affect Paris Baguette 8
Product Positioning 9
Perceptual Mapping 10
Marketing Research 11-12
Marketing Mix Strategies of Paris Baguette 12-13
Marketing Mix 14
Recommendation 14
Conclusion 15
References 16-17
Executive summary
Paris Baguette is a French inspired Korean bakery, which started in 1945, and it started off as a small bakery. Paris Baguette is now a highly competitive bakery that has 32 stores worldwide and 4 stores in Singapore.
This report is to advice Paris Baguette on matters that are associated with effective marketing for its product, place, promotion and price. This report will talk about things like, what Marco-environment that will affect the bakery industry as well as what microenvironment that will affect our organization. This report will also be explain what product positioning and perceptual mapping is and with the aid of perceptual mapping it will illustrate the product positioning of Paris Baguette against their competitors.
The recommendation for the report is to advertise Paris Baguette on television or the newspaper to increase brand awareness. In addition, to open more branches in Singapore, as four stores is nothing compared to their competitors like Bread Talk.
Background
Paris Baguette has started in 1945, called as ‘Sang-mi-dang’ in Woongjin, Korea. They had moved Sang-mi-dang to Seoul in 1948. The president of the company, Chang Sung Hur had changed
Tham Kei Yuan [Group Leaders]
Henry Chong Kim Hsiung
Lee Jong Jin
Wang Jing
Francisco Iwan Molina Morren
Contents Table
Executive Summary 3
Background 4
Macro Environment External Forces that Affect Bakery Industry 5-6 2.1Demographic Environment 2.2Political Environment 2.3Economic Environment
Micro Environment Forces that Affect Paris Baguette 7 2.4Competitors 2.5Customers
Macro Environments Forces that Affect Paris Baguette 8
Product Positioning 9
Perceptual Mapping 10
Marketing Research 11-12
Marketing Mix Strategies of Paris Baguette 12-13
Marketing Mix 14
Recommendation 14
Conclusion 15
References 16-17
Executive summary
Paris Baguette is a French inspired Korean bakery, which started in 1945, and it started off as a small bakery. Paris Baguette is now a highly competitive bakery that has 32 stores worldwide and 4 stores in Singapore.
This report is to advice Paris Baguette on matters that are associated with effective marketing for its product, place, promotion and price. This report will talk about things like, what Marco-environment that will affect the bakery industry as well as what microenvironment that will affect our organization. This report will also be explain what product positioning and perceptual mapping is and with the aid of perceptual mapping it will illustrate the product positioning of Paris Baguette against their competitors.
The recommendation for the report is to advertise Paris Baguette on television or the newspaper to increase brand awareness. In addition, to open more branches in Singapore, as four stores is nothing compared to their competitors like Bread Talk.
Background
Paris Baguette has started in 1945, called as ‘Sang-mi-dang’ in Woongjin, Korea. They had moved Sang-mi-dang to Seoul in 1948. The president of the company, Chang Sung Hur had changed
References: Barney, J.B (1995). "Looking inside for competitive advantage," Academy of Management Executive, 9(4), 49-61 Cafehopping Demographics of Singapore. [ONLINE] Available from: [Accessed 20 March 2014] Henry, A (2008), Understanding Strategic Management (1st ed.), Oxford : OUP. Jaeseok Jeong, et. al. (2013). Sucess Factor of Paris Baguette 's Bakery Frachise Business : Industry Competition and Core Competence Analysis. ASIA MARKETING JOURNAL. 15 (2), p1-27. James Manktelow. (1996-2014). The Marketing Mix and 4 Ps. Available: http://www.mindtools.com/pages/article/newSTR_94.htm. Last accessed 3rd April 2014. S. Jaychandran (2006). Marketing Management: text and cases. New Delhi: Anurag Jain. Singapore is most business-friendly for 7th year straight By Malminderjit Singh The Business Times | Fri, Oct 26, 2012 [ONLINE] Available from: [Accessed 21 March 2014] W