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

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case study
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8 pages
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  1. Rivalry among existing competitors
  2. Threat of new entrants
  3. Threat of substitute products
  4. Bargaining power of suppliers
  5. Bargaining power of buyers
  6. Product
  7. Place

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. [...]

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