Paris Baguette From Korea

Paris Baguette From Korea

  • Case
  • Teaching Notes

Paris Baguette, the largest bakery-cafe chain in Korea, harbors global aspirations “to become to bread what McDonald’s is to hamburgers” (Willsher, 2014). Paris Baguette is owned and operated by SPC Group whose founder and chairman, Hur Young-in, believes that Paris Baguette needs to succeed in France to grow globally. Newly promoted marketing executive Park Ki-Nam is determined to accelerate Paris Baguette’s expansion in France where the company has so far opened only two bakeries. To develop a marketing strategy for the brand’s success in France, Ki-Nam arrives in Paris for a week of “baguette immersion,” where he fully realizes the challenges of marketing Korea-based Paris Baguette outlets, and not only in the birthplace of the baguette.

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