Pandoro cake: how to become a mass marketer from a local market

Abstract

This case study refers to the details of Bauli, one of the best‐known Italian companies in the confectionery industry's history. In particular, the analysis shows that, in this case, first of all, quality then specialisation and innovation for change have led the organisation to market leadership. The case is structured in three parts. The first sketches out market data about Bauli and direct competitors in different products. The second gives some information about the famous Pandoro cake to underline the typicalness of this traditional recipe. The third introduces Bauli, giving trade information, describing vicissitudes of the firm from its very beginnings, and discussing different key factors of success. Concludes that the tale of this company is similar to many others that have now grown up and out from their local trade areas, and have increased their market share to achieve leadership in their sectors.

Citation

Signori, P. (2004), "Pandoro cake: how to become a mass marketer from a local market", British Food Journal, Vol. 106 No. 10/11, pp. 714-721. https://doi.org/10.1108/00070700410561342