Paris Baguette, the largest bakery-cafe chain in Korea, harbors global aspirations "to become to bread what McDonald's is to hamburgers" (Willsher, 2014). Paris Baguette is owned and operated by SPC Group whose founder and chairman, Hur Young-in, believes that Paris Baguette needs to succeed in France to grow globally. Newly promoted marketing executive Park Ki-Nam is determined to accelerate Paris Baguette's expansion in France where the company has so far opened only two bakeries. To develop a marketing strategy for the brand's success in France, Ki-Nam arrives in Paris for a week of "baguette immersion," where he begins to realize the challenges of marketing their Korea-based Paris Baguette outlets, in the birthplace of the baguette, as well as further afield.

Questions

Segmentation and targeting analysis. Include within this a description of the target market for the current Paris Baguette bakeries operating in Paris, as well as your recommendations for other potential segments of the population in France that Paris Baguette bakeries could consider targeting. Provide evidence to justify your recommendations.