Paul's marketing plan on the bakery and pastry market in Hungary

Résumé du document

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.

Extraits

[...] If we do so, this will immediately create and improve our brand image in Hungary. Partnership with French restaurants - Lou Lou Restaurant (about 25 Euros a dish Euros a dessert): recommended by Michelin. - Arcade Bistro (about 15 Euros a dish Euros a dessert): recommended by Michelin. - Le Jardin de Paris: with a pleasant garden and a traditional Parisian atmosphere. - Le Bourbon Restaurant: one of the best restaurants in Budapest. It is located within Le Meridien hotel. [...]

[...] Paul has always been a community bakery, bringing the authentic taste of real French baking to its customers. Whether they meet at our cafes to chat with friends over a coffee and a pastry, or take our food home to enjoy with friends, we are dedicated to sharing our passion for food with our customers all over the world. An experience More than our products, our aim is also to provide our Hungarian customers with a real culinary experience. Buying one of our products is like getting a small part of France and its traditions. [...]

[...] 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 Paul's most sought after products in France. As people do not want to waste time for lunch and eat as healthy as possible, Paul's sandwiches are a good alternative to other kinds of fast food. Paul's products in Hungary Even if Paul is not yet established in Eastern Europe, this region could be a great opportunity for Paul, thanks to the fast growth of the bakery market. [...]

[...] 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. Our shops give the impression of having always been there, either because they are designed as a rustic village bakery, all brick, beams and baskets, or because they are built like an Empire salon with reclaimed panelling, hand-painted wallpapers and chandeliers. [...]

[...] Despite this, the mixtures market is still quite small in Hungary. - The direct competitors sell products that can considered as substitutes to our products. Some of them also try to focus on tradition and the French image, such as Royal Croissant which was created by a French businessman. Bargaining power of suppliers - Our supplying strategy is to work with French suppliers; a kind of privileged partnership has been created between Paul and the French farmers, in order to get quality products always, even if Paul must pay a higher price to get raw materials. [...]