The purpose of this project work is to provide both theory and practical applications of International Marketing. It will offer research insights from around the globe and show how corporate practices are adjusting to marketplace realities. This edition will include a special focus on the customer journey and the issues of origination, engagement, transaction and post-selling services. I worked with an international team, made up of students from France.

1. The members of our group are:
- Daniele Paciello
- Laura Richard
- Amélia Hoff
We chose the bakery « La Mie Calîne », which is a french bakery. The adventure of this
bakery began in 1850 at the Mill Bourrie in Vendée where it was founded by the
Barreteau’s family.
In 1985, the 4th generation of Barreteau decides to open their first cooking terminal.
In 1994, the brand joined the French Federation of Franchise. At that date, 20 stores
composed the brand. Nowadays, the brand has 200 stores in France.
It is not present outside the country, and this is not planned for the moment.
For this projet, we chose to develop a food product which is similar to a brownie. In fact,
it will looks like this pastry and it will also have approximatively the same taste. This is
possible thanks to it is aspect, small squares, and it is texture, melting and crunchy. But
in reality, it will not be composed by the same ingredients than a traditional brownie. This
product is cooked with chocolate and nuts but also with atypical ingredients. For
example, it contains red beans to replace the four and avocado in order to substitute bad
fats. All of this criteria allows to this product to be a healthy but greedy pastry. Moreover,
it is gluten and lactose-free. Thanks to this brownie, everyone can eat a sweet without
feel guilty.
We would like to develop this kind of product because it could answer different needs
and expand the offer the bakery. It could become a real element of differentiation
compared to other bakeries on the market. With it, « La Mie câline » will instigate the
curiosity of customers and stand out from the competition.
We want to export this brand in United States.
The United States is a country with a more developed openness than France compared
to innovative products and unusual foods in cake mix.

2. We think that developing a healthy but greedy product in a country where the obesity rate
is 38% in adults is a good thing. The market of junk food products is saturated, which is
why it’s a good opportunity for us to introduce a healthier market. Moreover, more and
more supermarket advocating bio and natural products open in the United States. That’s
means, United States is becoming aware of the problem of food in the country.