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Copy of PAUL bakery in Ireland

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by

Svenja Liersch

on 31 January 2014

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Transcript of Copy of PAUL bakery in Ireland

Market

development
PAUL

History
Company profile
External analysis
PEST analysis
Porter's Diamond
Internal analysis
SWOT analysis
7 P's
International marketing dilemmas
Ansoff matrix
Red Ocean strategy
Place anaylsis
Entry Mode
Conclusion
History
1889: founded by the Mayot family in Croix, near Lille in Nothern France
Pioneer in the bakery sector
1953: Overtook a bakery of the PAUL family
1972: Renovation famous wooden-fired oven
1993: Invention of the black storefronts
2005: Maxime Holder became the CEO
2009: 120 anniversary renewed company commitment
Company facts
Headquarter in Marq-en-Baroel (Nothern France)
Franchise company (part of the HOLDER group)
459 café restaurants (326 in France)
25 different countries
6550 employees worldwide
4.6 million customers are served monthly
Nr. 1 bakery in transit places
Over 120 years of experience
High social and entrepreneurial responsibility
2008: PAUL opened more stores abroad than in France
International marketing dilemmas
Market development
New geographical market
Medium Risk:
Irish bakery market is already explored
PAUL has experience in going international (including the UK market)
Strong brand image ("French art de vivre") Build up market share in the competitive irish bakery market
Existing
New
Existing
New
Product development
Diversification
Market penetration
External environment
Internal environment
Conclusion
Red Ocean Strategy
Ansoff matrix
"French art de vivre"
Differentiation
High price level / High quality products
Superior Distirbution
High Demand
Perceptual Map
Grafton Street
in Ireland
Paul worldwide
People
Price
Product
Process
Place
The 7 P's
Breads
Cakes
Salads
Sandwiches
Soups
Hot drinks
Apps
Website
Facebook
Tasting
Trained bakers
Familiar with French products
Interaction with Customers
Paul Staff
healthy food
=
more expensive
Eat in
or
take away
Grafton Street as first location

Huge demand for French products

Already successful in British market
Special Offers
Entry Mode
Intermediate
(Franchise)
Home country:
R&D & Marketing
Foreign country:
Production &
Sales&Services
French Art de Vivre
Price Range 2-5 Euros
Choose from product range
Pay
Eat in or Take away
PEST
Analysis of Ireland
Political & Legal Aspects
European Union member country
12.5 %
Minimum wage rate for an experienced adult
corporate tax rate
8.65 €/h
Economical aspects
Increasing GDP
High unemployment rate
Socio-cultural aspects
Conscious purchase attitude
Growing interest for healthy eating
More spendings in bakery products
Movement of ethnic groups creating demand
Technological aspects
High users rate for
smartphones
& social network
Bread differences
(taste, shape)
Place Analysis
cafés with similar price and quality
none is specialised on French food
Physical Evidence
Promotion
Firm strategy, structure and rivalry
Chance
Factor
conditions
Related and
supporting
industries
Government
Demand
conditions
Resources are provided specially for Paul
Chief bakers travelled globally to train new staff
Special technology of production system
Huge home demand, 23 million baguettes daliy sold, through 33.000 bakeries
Mature irish
Average bread consumption in Ireland per person: 50kg per year
98% willing to pay for 4€ for bread
70% Irish natives eat bread daily
40% spend between 5-10€
Entirely family owned business
30% stake in the British offshoot
Franchise concept ranges from 325.000-965.000€
Top-down hierachical structure
Rivalry: Bewley's on Grafton St.
Brambles Cafe in Dundrum
Wheat prices were doubled in the last 12 months
Irish VAT increased in baking industy
Porter's Diamond
PEST analysis: Ireland
SWOT analysis
Product
Market
Table of contents
Sample Tasting
Full transcript