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Bakery Franchise, Paris Baguette, China Market Strategy
This case study analyzes the global strategy of Paris Baguette, a leading bakery franchise in Korea. Because of stricter regulations in the local market, Paris Baguette has encouraged franchises to target overseas markets. The company made first inroads into the Chinese market in 2004 with a bakery cafe in Shanghai. The main point of Paris Baguettes global strategy is summarized by high quality, style, diversification, and localization. Also, Paris Baguette directly operates its flagship store from headquarters, due to the poor legal environment in China. In this study, we analyze strategies of China market and suggest considerations for future business expansion.