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International Marketing Mix Commentary for Lionel Poilane Bakery in Paris - Case Study Example

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The paper "International Marketing Mix Commentary for Lionel Poilane Bakery in Paris" discusses that generally, in Australia the baked goods sector has become a most popular item whose sales growth in value and volume is likely to increase in the coming years…
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International Marketing Mix Commentary for Lionel Poilane Bakery in Paris
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Download file to see previous pages The analysis shows a competitive advantage for the bakery in France with its unique production, distribution, promotion and pricing techniques. While analyzing the marketing mix for entering the Australian market it is obtained that Poilane needs to focus on technical innovation strategy and low price strategy. According to Encyclopaedia of Business and Finance (2009), the marketing mix consists of “four major areas of decision making in the marketing process like the product, price, promotion and place, that are blended to obtain the results desired by the organization”. In this report, analysis of international marketing mix strategy for Lionel Poilane Bakery in France is done with respect to entering the Australian market.
The Lionel Poilane industry with its headquarters in Paris, France started in 1932. The charge of the family business was taken over by Lionel Poilane in the early 1970s(Poilane,2010 a). At present, the annual sales of the company are more than $18 million, with around 150 employees and with a production of nearby 10000 loaves of bread every day. The main and original store is located on the Rue de Cherche Midi in Saint Germain des Pres while another shop is at Rue’ de Grenelle. In addition to these shops in Paris, one more branch is in London, Elizabeth street for the Lionel Poilane (Lon, 2010). The main products of the company include bakery goods like bread, cookies, books and mixed (Poilane, 2010b). The bakery is has been very famous for its retro innovation process which combines the best of old techniques with the best of new techniques to produce the bakery goods to meet the growing demand for the product (Lon, 2010).
The global bakery market is dominated by Europe according to a new report with an estimated market share of 44.23 percent in 2008 (Rano, 2008). France is the leading supplier of food products in Europe and is second to the US in the international market according to this report (Figure 1).
In terms of doing business, however, the ranking of France is 31 out of 183 nations. Reports show that the procedures for opening and closing a business in France are more difficult when compared to that of other OECD nations (Euromoniter, 2010a). ...Download file to see next pagesRead More
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