Lenôtre in China Beijing: The biggest market for the biggest gastronomical group

Abstract

Strengths: Global fame built on fine upscale products and services, genuine production processes, know-how and licenses (patents), staff (teams, chefs, wine steward...)very well trained, large implantation across the world, profitable company, diversified services (cocktails, buffets, marriages, caterers, gourmet shops...), belongs to the ACCOR group, get a high market share. Weaknesses: upscale competitors, cultural barriers (languages and habits and way to negotiate), non awareness of the local places (traps), the company is global but it has a presence in relatively few countries. with the Olympics 2008 in Beijing it will attract a lot of people. possibility to be the supplier of the Olympics. main competitors are almost not located in China (except Fauchon & Hediard), ZES where taxes are of 0% for the first 2 years and then discount of 50%, not real competitors of the same rank in China, high population in Shanghai and Hong Kong:Shanghai represents 5% of China's GDP