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Marketing Strategy of the Panera Bread Company Essay

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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 …show more content…

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 low. In order to address such problem, the company may opt to offer discounts in certain time of the day to boost the sales of its bread. For instance the bakeshop may provide 50% discount on its baked goods when stores are about to close. In doing so, it will not only reduce the spoilage of the bakeshop, but would also broaden the appeal of the bakery-café to a bigger market. The discount serves as a tool to segment the market that the company is catering into, and thus be able to maximize the sales per target market.
Ensuring costumer loyalty Last among the strategies that can still

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