This website uses cookies to ensure you have the best experience. Learn more

Marketing Strategy Of The Panera Bread Company

1048 words - 5 pages

As mentioned in the case study, Panera Bread Company is known to be one of the leading bakery/café that offers freshly baked pastries and French inspired entrées across various states in the US. However in the recent years, Panera Bread faced a decrease in their usual high growth rate from 9.1% and 12.0% in the year 2000 to merely 0.2% and 0.5% of comparable sales and annualized unit volumes respectively.
The company likewise has already employed various strategies in order to maintain the high growth rate of the company. However these strategies is soon to reach its capacity to ensure growth. Based on the case as well, what seems to be lacking in the strategies that the company employed before is marketing, control of costs, and securing costumer loyalty.
The marketing strategy of the Panera Bread Company relies heavily on the experience of each customer that eats in the café. The Company focuses their efforts in providing a milieu of elements that would appeal to the different senses of a customer. Their cafés were design so that each costumer can immerse himself or herself in an unforgettable experience and in doing so, they may endorse it to other people through word of mouth. Aside from this, the company recognizes the importance of sponsoring charity events in creating an image for them. By being visible in these events, the company has utilized not only in the quality of food and service they serve but also their sense of social responsibility, leading to more patronage and customer loyalty.
However, as any other marketing strategy, these become ineffective as time pass by. Because of this, there is a need to explore new strategies that the company hasn’t tapped yet. One of which is getting an ambassador/ endorser of the restaurant as well as tapping the tri-media already. Panera Bread can still utilize the concept of marketing by word of mouth but in a more directed manner—that is to be able to get key people influential enough to talk about the Panera Bread Bakery and café experience and to talk about it where many people can hear (e.g. TV, Radio, Print, and even internet advertisement). The purpose of getting endorsers is to make the Panera Bread café experience relatable to a lot of people. This likewise opens the opportunity to broaden the market of people that the company caters to.
The role of tri-media involves tapping a broader market. Television, radio, print and the Internet functions as gateway into a bigger and varied audience. As such by utilizing these platforms, Panera Bread can widen the scope of its market, thus increasing sales.
Controlling of Cost
Panera Bread Bakery and Café boast of its quality of food and market it as freshly baked breads prepared everyday. But with this kind of strategy involves a lot of spoilage, contributing to the high cost that the company is incurring. In the statement provided in the case, despite the increasing operating profit since 2001, the profit margin remains to be...

Find Another Essay On Marketing Strategy of the Panera Bread Company

Marketing Strategy for a New Company

573 words - 2 pages Marketing Strategy for a New Company Introduction I am making a marketing strategy for a non-existing Service. The service is going to be unique and very broad in the region of car services such as garages, repair and modifying services, selling cars and parts, and even entertainment including car shows and racing once or if the company expands. The service will also include a bar or social room. The service that will use the

Marketing communication strategy for a shoe company

2939 words - 12 pages research that we used was surveys that have been distributed to men and women in the most prestigious and important shopping centers in the major US cities. The best market research company was used in the development of the survey ensuring the survey was statistically significant and relevant. The survey was also quite insightful into the mind of a prospective customer.With solid research data in hand, we were able to define a brand strategy that

What do you understand by the term marketing environment? Describe how a company may control and/or adapt to its marketing environment so as to develop an efficient strategy. Give suitable examples

1070 words - 4 pages changing environment. If a company is to meet it's goals, these external factors must be monitored and responded to.All companies, no matter where they are situated, are affected by circumstances beyond their control. These include factors such as climate, technology, interest rates and suppliers. This is what is known as the marketing environment which consists of the internal and external environment. The internal environment is concerned with those

The Wonders of Bread

684 words - 3 pages I am a firm believer that freshly baked bread is one of the greatest joys in the world. It is like a blanket fresh out of the dryer. Its decadent, crunchy crust, baked to golden brown perfection, and the warm, fluffy inside leaves little to be desired. The sensation of biting into freshly baked bread is like no other. The feeling of the crust crunching between your teeth and the fluffy, cloud-like interior sends your senses to a euphoric-like

The Power of White Bread

820 words - 4 pages Little would one know that something as simple as the bread one uses to make their sandwich could cause so much havoc and debate in the late 1800s to the early 1900s. The debates over whether or not white bread was healthy, or whether homemade bread is healthier than store-bought bread consumed the minds of many Americans during this period. According to Aaron Bobrow-Strain, “well-meaning efforts to change the country through its bread ended

Marketing Strategy of Micromax

4658 words - 19 pages business fully).Opening an IPO would not be a bad option as it creates a sentiment of reliable company.(as it is a debt free company and needs huge investment in newer markets).A clear image of goals help in defining marketing objective till recently Micromax has been doing it perfectly but now they are losing the plot as they are concentrating on Samsung too much. This may be referred as negative marketing strategy and can never help in

The History and Development of Sliced Bread

2007 words - 9 pages unsellable unless the buyer intended to use it immediately. Following Gustav’s addition, sales of sliced bread increased by eighty percent because the bread could be sliced long before it was bought without buyers and sellers worrying about the bread going stale (“Fascinating Facts”). In 1930, The Continental Baking Company bought a bread-slicing machine and began producing Wonder Bread. Wonder Bread became famous for its production of sliced bread even

The Impact of Globalization on Qantas Airlines Marketing Strategy

1769 words - 7 pages over the world. Online there is the potential for faster responses from customers however e-marketing is highly impersonal and totally depends on technology to market the product. When booking a tour my family contacted an Australian branch of global coach travel company Cosmos, it was discovered that the Australian branch was unable to match coach travel posted by an American vendor (Affordable Tours) advertising exactly the same coach tour but was

Marketing Strategy in China – The case study of B&Q

2813 words - 11 pages Marketing Strategy in China - The case study of B&Q IntroductionB&Q the largest DIY retailer in Europe, entered the Chinese market in the year 1999 by opening a store in Shanghai through a joint venture with Home Decorative Building Materials Limited, a Shanghai based property developer (Murphy et al., 2006). Although B&Q does very well in Europe, Chinese DIY market is quite different from western markets in many aspects mainly

Analysis of Groupon Marketing Strategy

1569 words - 6 pages With the internet technology, everyone can stay at home for online shopping. What’s more, if you can enjoy daily discounts with all the information, home delivery and 24-hours daily operation, that’s all can be found by buying Groupon. Groupon, the company has successfully captured millions of online consumers throughout the world. The marketing strategy of Groupon captures the consumer behavior. Consumer buying behavior, defined as... “The

Marketing strategy of Red Bull

707 words - 3 pages energy drink. A mixer is 'just' a mixer and easy replaceable, but an energy drink (that really works) is exclusive. That's why Red Bull should be regarded as much more than a mixer beverage. Of course it is very pleasant that our product is sold massively as a mixer, but we can lose this position so easily, which would result in a dramatic decrease in sales. So apparently, in the marketing program of Red Bull, there is too much emphasizing on the

Similar Essays

Strategy And Action Plans For Panera Bread Company

1156 words - 5 pages Company specializes in bakery-cafes and it one of largest food service company in United states. The company is also operating in Canada. The company is operating in three business segments including bakery-cafe, franchise and fresh dough and other products operations.("2012 Annual Report ," 2013) . Case study analysis The case study had discussed the situational analysis and the strategy for Panera Bread Company till end of 2003.The situation

Case Study: Panera Bread Company

1230 words - 5 pages According to the Panera Bread website (2011), the company mission is simply “A loaf of bread in every arm.” (para 7). Panera Bread Company is a bakery-café that serves specialty sandwiches, gourmet soups, and sweet treats. The founders of Panera, Shaich and Kane, have consistently developed the company around a strategy of growth. The Shaich and Kane initially operated Au Bon Pain; a bakery served large urban areas. Seeking to extend into other

Using Swot, Value Chain, Porter's Five Forces And Other Variables In Panera Bread Company, Usa

2543 words - 10 pages Executive SummaryThis report focuses on what Panera Bread Company (PBC) needs to do in order to be profitable, provide healthy and quality foods to consumers and above all retain its leadership potentials in the restaurant and fast food business. The report also looks at what organization's vision and mission statement means. It touches strategic objectives by dealing with strategy formulation, analysis and implementation.Corporate governance

Ford Motor Company Marketing Strategy Essay

6136 words - 25 pages Ford Motor Company Marketing Strategy Ford Motor Company is one of the world’s largest producers of cars and trucks and one of the largest providers of automotive financial services marketing vehicles under the eight brands shown below. The Company is a publicly traded company listed on the New York Stock Exchange. During 2002, the company made 6.7 million vehicles and employed 328,000 people worldwide. Business partners include 25,000