When workmanship and technological level improve and raw materials of products are updated currently, baked food draws more and more attention from people and has the favor of consumers in various age groups. As a result, fierce competition in the bake market of China has become self-evident reality.

Paris Baguette a foreign enterprise from Korea successfully arouses Chinese consumers' feelings via insisting on the idea of Q, F, I, C and S and by virtue of characteristic products, special operation, featured service, perfect site selection of stores and Chinese-style bread .In China, consumers hold low resistance to foreign brands. In other words, commodities of foreign brands are more attractive for Chinese consumers. In recent years, Korean wave has been fashionable in the whole Asia, which not only makes Chinese people increasingly learn more about Korea but also provides favorable market environment for Paris Baguette. However, there are conflicts with some local employees, which are resulted from cultural difference, inside the enterprise, and fierce market competition and soaring price of raw materials outside the company, which also causes troubles for Paris Baguette.

It is 85℃ that acts as the most competitive opponent of Paris Baguette. 85℃ is a fashionable catering company from Taiwan, which mainly operates coffee and desserts. The reason why it is named 85℃ is that coffee tastes the most delicious at 85℃. 85℃ and Paris Baguette are basically similar in the aspect of market advantage. Site selection of stores, localization strategies and professional and exclusive technology enable the two enterprises to hold significant advantages in China such a huge market. Nevertheless, in the aspect of market disadvantage, both of the two enterprises encounter the problem that their distribution channels are not wide but limited to sales at stores only. As for their market chances, both of them keep close contact with horizontal alliance and cooperate with other industries constantly in order to achieve more selling profits. In consideration of market threats, 85℃ and Paris Baguette face with increasingly fierce market competition whereas potential competitors are entering Chinese market continuously, which makes the two enterprises have to do better in their development. Only in doing so can they keep their leading positions in the bake market.

Based on this, several schemes are put forward for Paris Baguette: (1) it should strengthen market segmentation in China and begin with social level segmentation, segmentation of population and geography factors, analysis of mental factors and analysis of behavioral factors; (2) it can use diversified operation methods and begin with field processing, network sales and popularization of group purchase; (3) with respect to marketing innovation, the company can commence channel innovation and brand innovation as well as use new technologies to implement innovation; and (4) considering construction of flexible marketing mix, the company can set about product strategy, channel and path strategy, pricing strategy and promotion strategy.