Paris Baguette, a household name in South Korea, has more than 3,400 outlets in the home country, which translates to 1 in 5 bakeries in Korea.
It is now building on its success at home, by expanding to overseas markets. Its globalisation strategy has proven successful as it now has 450 stores in 9 countries.
The next step for the bakery giant is to build a strong loyal local consumer base in the overseas markets, and this can only be achieved via ‘Glocalisation’. It is necessary for Paris Baguette to launch products that capture local consumer tastes.
In China, according to Jack Francis Moran, SPC Global Strategy Chief, the bakery unit ensures that up to 20% of its products met local taste and preferences. Moran added, “SPC conducted a market survey in China for more than 10 years and has invented products that comprehensively reflect all of the Chinese tastes across regions and provincial levels.” One example of a best seller in China is ‘Yuksong Bread’.
