In the French market, the food market represented a global turnover of 134 billions of euros in 2004. In this food market, the leading products are vegetables and corn. The turnover of this specific market saw a growth of 6% just for 2004 and the leader firm for the European market is the French firm Bonduelle, and the follower is the plant D'aucy. What can the follower do to be more competitive against the leader? I'll try to answer to this question by explaining why Bonduelle is the leader of the vegetables and corn market, after that I'll explain D'aucy strengths and weaknesses and to conclude I'll give my strategy recommendations to attack this leader. Bonduelle is the uncontested European leader of the vegetables and corn market, with a turnover of 1.25 billions of euros, it represent a quarter of the turnover of the French market, and for the society the French market it represent 52.5%of the global turnover. A further 47.5 % represent the turnover of the European market.
[...] This the resumption in 1997 of "Salade Minute", Cielo & Campo (Italy) and of Ortobell (Italy) in 2000 and 2001, group Bonduelle acquired strong strategic positions on a burst market, it is from now on in Western Europe with of the market. In France, it is capable to offer a broad range of products to strong added value. The Bonduelle mark holds from now on 15% of the market in fourth range and a delicatessen. In Italy, Bonduelle represents of the market, and in Germany, the 4th Range made a success of its commercial establishment The European market represents 3.35 billion euros for a sector which the French producers with the Bonduelle group dominate. [...]
[...] This factor of quality is very important for the food industry and D'aucy makes a communication around this factor. The advertising is made around the quality, and display panels are made in three times. The first about the culture and explain it takes 70 days to cultivate an haricot and we can see a small haricot in the earth, the second poster show us a very beautiful haricot in a hand in front of a field the day of the collect (Day and the third present the haricot in a plate just four hours after the collect (day J +4h). [...]
[...] For the commercialization, Bonduelle makes a lot of effort to inform the consumers about the product to reassure them. It's why Bonduelle takes care that its products are rigorously in conformity, in their composition, with the European and local regulations into force. In the same way for the processes of production, of transformation and conditioning used. Bonduelle compares its products with those of competition and subjects them to consuming tests to check that the aspect, the taste, texture and the service are quite in conformity with waiting. [...]
[...] Concerning the production, the group concluded agreements with more than farmers in the heart of the best vegetable areas of Europe. Bonduelle controls the plan of sowings thus, follows closely its cultures and checks, thanks to material of point, its harvests from the beginning to the end. This type of production guaranteed a great quality about the products and today for the food market, it's indispensable. Its standards interns are increasingly strict and apply at all the stages of the production: field with the plate with this permanent concern to preserve and respect the environment. [...]
[...] To answer to costumers more and more exigent it's a real weaknesses Recommendations for strategic opportunities to attack the leader The priority of Cecab's group to attack the leader Bonduelle is to invest in a new range of product to have a range. Then the sells will be more profitable, the volumes of production will growth and the number of costumers will be more important. Thus the brand Cassegrin will be attack, because today it's other brand like William Saurin which is the principal competitor on this market. [...]
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