In the beginning, Paul, a French pastry group, sold only bread and viennoiseries or baked goods made from yeast. Nowadays, Paul owns a large part of the bread market shares in France. In the eighties, Paul expanded its range of products by launching different sandwiches. Today, sandwiches are the star products of Paul in France. As people do not want to lose time for lunch and eat as healthy as possible, Paul's sandwiches are a good alternative to other fast foods. Even if Paul is not yet implemented in Eastern Europe, this region could present a great opportunity for Paul thanks to the fast growth of the bakery market. The best way to enter this market is to implement Paul in Hungary which has a very expanding bakery market.
[...] The best way to enter this market is to establish Paul in Hungary which has a growing bakery market. The first part of the marketing mix is the Product. The product aspects deal with the specificities of the product and analyze how it matches the consumers' needs and wants. In other words, we are going to analyze what we want to sell in Hungary. "The companies which anticipate consumers' changing tastes and preferences and introduce new and enhanced flavors, are bound to gain significant mileage in terms of competitive edge and market shares over other industry counterparts." This quotation means exactly what we want to bring in the Hungarian market. [...]
[...] Viennoiserie: We want to provide a wide choice of viennoiserie products such as croissants, pains au chocolat, chaussons aux pommes, briochettes and so on in Budapest. In this range of products, one of our main competitors will be Royal Croissant. The advantage we will have is that currently Royal Croissant is selling only baguettes and croissants in Hungary. We have a wider range of products. Pastry: French pastries are also very famous in Hungary. Our product line will be composed of eclairs, millefeuilles, tarts, macaroons and so on. [...]
[...] Then, once the ingredients are bought, they have to be distributed to every Paul bakery in Budapest. Everything is prepared, cooked and baked in a place behind the shops, in order to offer quality and fresh French baguettes, pastries, cakes, viennoiseries and so on. Finally, we will sell our products to the consumers through various ways. Indeed, we have different distribution channels: - Our proper bakery shops that will be located in the city center of Budapest is not too far from famous monuments. [...]
[...] We want to supply them with our main product, bread, so that they can serve it to their customers. We chose to consider only the good French restaurants in Budapest because we really try to emphasize on the quality of our products and especially on tradition. This would improve the French image of those restaurants and our image too. This would be a kind of win-win situation. Word of mouth The main part of promotion will be based on word of mouth. [...]
[...] As we want to set up the French bakery Paul in Hungary and more precisely in Budapest, we are going to establish the different steps of our supply chain. Marketing, an introduction by Rosalind Masterson and David Pickton Initially, we have to decide how we will get our raw materials which can be transformed or not. - The ones that are not transformed are composed of: eggs, fruits, and milk. In order to comply with the environmental and health laws, we have decided to choose the farmers to approach for raw materials. [...]
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