The purpose of this paper is to outline the legal issues of BTP’s (Baked to Perfection) market entry in five European cities. Therefore, it will concentrate on four major question. First, what contracts BTP will need to conclude? To answer this question, it is necessary to look, which contracts are required for both launches: the mobile app and the bakery outlets. For the app launch, BTP will need to interact with app developers, customers, bakeries and app stores. For establishing bakery outlets, it is important to define a franchise contract and vertical agreements. Second, how BTP can best protect its brands in the EU? For this purpose, it is necessary to introduce different types of intellectual property protection. Which intellectual property rights like patents, trademarks or copyrights are relevant for BTP and how can they be applied? Third, the paper will give an overview about the regulatory requirements that are necessary for operating the app lawfully and successfully. In this chapter, it will be shown what actions need to be taken regarding the app itself, its distribution and customer data. Finally, the paper will describe how BTP can sell its new European business. The assumption here is that BTP will create a subsidiary, which can be sold in the future.
Baked to Perfection (BTP), an American bakery company, is performing well in two business areas. Mainly, it is operating in a (niche) bakery market as a traditional supplier of high quality bakery products, which are also often gluten free and/or organic. One success factor of its products is its own "Perfection" brand. Even though this business area is delivering good numbers in sales ($200 million) and gross margin ($30 million), the new CEO, Freddie Doe, decided to adopt BTP’s business model by following the digitalization. In the last years, apps for smartphones or tablets became an interesting marketing channel, which allows to target efficiently an audience by delivering personalized (e.g. location sensitive) information. Therefore, BTP launched not a long time ago an app to offer its customers transparency regarding the best bakery shops in their local area. To be part of the “Perfection network”, bakeries are paying a yearly fee. If they wish, they can additionally buy advertisement on the app to promote their bakery.
Inhaltsverzeichnis (Table of Contents)
- INTRODUCTION
- STRUCTURE AND PURPOSE OF PAPER
- REQUIRED CONTRACTS
- PERFECTION APP
- BAKERY OUTLET
- BRAND PROTECTION
- REGULATORY REQUIREMENTS FOR PERFECTION APP LAUNCH
- SELLING THE EUROPEAN BUSINESS
- CONCLUSION
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to outline the legal challenges and opportunities associated with Baked to Perfection's (BTP) entry into the European market. It will analyze the company's strategy of launching a mobile app and establishing franchise bakery outlets in five European cities.
- Contractual arrangements for app launch and bakery outlets
- Strategies for brand protection in the EU
- Regulatory requirements for app operation and data management
- Legal considerations for selling the European business
- Comparative analysis of company law in the US and EU
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces BTP, its existing business model, and its decision to expand into the European market. It highlights the challenges and opportunities presented by internationalization, emphasizing the need to adapt to different regulations, cultures, and market demands.
- Required Contracts: This section focuses on the necessary contractual arrangements for BTP's European expansion. It discusses contracts for the app launch, including those with app developers, customers, bakeries, and app stores. The chapter also explores contracts for establishing bakery outlets, such as franchise agreements and vertical agreements.
- Perfection App: This chapter provides a detailed analysis of the legal framework surrounding app launches. It discusses the contractual relationships involved, particularly with app developers, app stores, and customers. The chapter also touches upon issues such as data protection, intellectual property rights, and app distribution.
Schlüsselwörter (Keywords)
This paper focuses on key legal considerations for BTP's European expansion. It explores concepts such as contract law, intellectual property rights, data protection, company law, franchise agreements, and regulatory requirements for app launches. The analysis draws on relevant EU regulations and case law.
- Quote paper
- Anonym (Author), 2017, The American Bakery Company "Baked to Perfection" and its Digitalization Process. Between Apps and Baking, Munich, GRIN Verlag, https://www.grin.com/document/376737
