The market for delicatessen is very sought after today, and is appreciated by many. With high-end, refined products, with unique flavors, created with particular know-how, these products are popular with an increasingly demanding clientele, in search of perfection of novelty.
Consumed in family and gifted between friends at occasions and parties, these products are rapidly growing.
”La Durée”, the French major leader on the market of macaroons, needs to strengthen its current position and its image. Already present for several years in the international market, the company needs to extend its expansion, but on quite a different market; the African market.
The product has considerable potential in North Africa, and in the Maghreb countries, especially Morocco, where the culture of the delicatessen is very strong and where the clientele is rapidly expanding.
Morocco thus appears as an exploitable place with great potential for the company
[...] So, for Ladurée, Morocco is the best opportunity to gain a foothold in the African market B. Pastry, an important market in Morocco: Estimated at about 66.000 tons a year, the pastry market is more and more dynamic, because of a more lively competition, bound as well to the efforts of local producers, as to the variety of imported products. Moroccan cooking is one of the most delicious to the world. Rich, using the local products of first freshness, their cakes are the jewels of North African gastronomy, assets which do not contradict them. [...]
[...] The political situation is stable in Morocco and Tunisia (less stable in Algeria) and this is a good point for setting up a company when there is no terrorism or other problems. French people are well-represented in these countries too. A tea room and a cake shop in the North African countries: There are some specific advantages linked to the activity of Ladurée, which underline the opportunity to establish a subsidiary in Morocco. The direct competition on the French cake shop segment is not fierce, there is no real competitor. [...]
[...] The objective thus, is to propose in Morocco a choice of cake shops which meets everybody's expectations. The consumers are waiting for a quality product and for more value for money Wait: The traditional cake shop is far from being a pointless thing. Moroccan like them beautiful, sweet, good, delicious, perfumed, colored, and fruity. They are real small jewels of craft preparation. Confidentially bound at all the times by life, it punctuates the big moments and the major events: births, marriages or deaths that have specific sweets, made to excite or ease the occasion. [...]
[...] A store it is the most effective and the most profitable means to become established abroad and especially in Morocco for Ladurée. The advantages of the franchising A known mark(brand) an exclusivity of product an exclusivity of setting-up products or specific services a particular know-how a training(formation) an assistance a national advertising advertising tools commercial recommendations management tools valuable price conditions an effect of mass economies of scale a means to surround itself well . In spite of this, there are obligations, which we are capable of answering Adapt the selling point to the standards of the network and settle the price respect the image of the network (color, signboard, presentation) adopt the standards of communication (advertising, stationery) sell only referenced products respect the commercial policy of the franchiser participate in the life of the network (meetings, questionnaires, seminaries) ever denigrate the brand in public pay the price of the contribution of the franchiser (entrance fee, royalties) We can thus hope to start up faster than if we were alone, because these obligations have reasons for Having a national and international fame maintaining a strong and coherent image passing on to the franchisees the elements which make the success of the company facilitating the transmission of know-how increasing the performances by exchanging experiences paying the support services of the franchiser C. [...]
[...] Endowed with a capital of 8 MDH, this new entity will produce Panini, sandwich bread, bread with hamburger and hot dogs, the whole distributed in hypermarkets and supermarkets as well as in minimarkets. In the export market, the company will offer cakes and tarts through a French partner. The franchisee Paul is specialized in the bakery, cake restoring, and the tea-room. The House of Quality was created in 1889. There are hardly more than 210 subsidiaries in France, if Paul's fame and the capacity of his group to sit a steady rhythm of openings are not to be made any more. [...]
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