International Marketing: Panera Bread in Italy

UNCP Author/Contributor (non-UNCP co-authors, if there are any, appear on document)
Whitney Hanlin (Creator)
Institution
The University of North Carolina at Pembroke (UNCP )
Web Site: http://www.uncp.edu/academics/library
Advisor
John Spillan

Abstract: Italy is very rich in a culture of traditional values, which can be seen from family structure, to food, to art, to religion. As a result, it is extremely important to know how Italians live their daily lives before engaging in an international business venture. Therefore, in order for Panera Bread to succeed in such a traditional society, the company must analyze Italy's culture and economy to fully understand the best way to enter the foreign market and compete with local businesses. By taking an in depth look at Italian culture and economy several things become clear in terms of market entry and product positioning. Therefore, marketing efforts surrounding this knowledge give Panera Bread, and other foreign businesses, the advantage of the proper knowledge to reach the desired target market in the most effective manner.

Additional Information

Publication
Honors Project
Language: English
Date: 2010
Keywords
Marketing, International Marketing, International Business Venture, Italy, Panera Bread, Foreign Businesses