Panera Bread Company-Growth in a Difficult Economy Panera Bread Company - Growth in a Difficult Economy What is Panera Bread's strategy? Which of the five generic competitive strategies & #8230; What type of competitive advantage is Panera Bread trying to achieve? Panera Bread's business strategy was to make the bread company a brand recognized nationally and to be a dominant restaurant in the specialty bakery-cafe segment. This was to be achieved by using

6 Doing well Total scores 1 2.4 Discuss the General Environment In beginning to view the external environment facing Panera, one must look at the opportunities and threats that are present in the field. Within the industry, Panera is at the top of its gain, bringing in considerable profits, focusing on new technology and sustainability, and continuously expanding its presence throughout North America. Additionally, its societal focus on healthy living and environmentally friendly practices through the

. Panera Bread needs to move away from word-of-mouth advertising and embrace more effective means of advertising and awareness building strategies. Panera has relied largely on word-of-mouth communication of positive customer experiences to build awareness of the concept. Advertising spending (as a percent of bakery-caf? sales) has been relatively modest, including 2.2% in 2003, 2.1% in 2004, and 2.1% in 2005. Marketing efforts have been mostly focused on the use of in- store promotional signage (e.g., point-of-purchase

Career Opportunities in Business Communication Corporate communications refers to any means by which information or ideas are communicated from a corporation to an external party, or between parties within a corporation itself. Corporate communications can take many forms, from verbal to written to visual. It spans all media forms, from intercompany memos, to press releases, to interviews given to the media, to multimedia presentations at trade fairs. Any time a corporation