Internationalisation of Paul's bakeries in Ireland

Docs en anglais | 5 pages | 20-02-2008 | Format : | Note : Non noté

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Résumé

Paul's Company wants to develop these bakeries throughout the world and particularly in Ireland. Indeed, the company thinks that there are a lot of opportunities in Ireland. It's a country which knows a strong economical growth. Moreover, people like to eat French food and also like to go out. So, the concept of Paul can be very interesting in the sense that Paul sells bread of high quality and offers to its customers the possibility to dine in with a French atmosphere. After these different ideas we have decided to study the possibility to develop our activity in Ireland. How to establish Paul in Ireland? First, we measured the threats, second, we set a strategy for establishment in Ireland and finally we set out our mix marketing.

Outline:

Introduction

1) The threats

* The competitors
* The initial image
* The different laws
* Disadvantages of franchising

2) The strategy

* The Irish market
* Our contacts
* The position

3) The marketing mix

* The concept
* The products
* The prices
* The place
* Advertisement

Conclusion

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