Trade export : export French cheese to Canada

Résumé du document

Trade export : export French cheese to Canada
Marketing mix (4P), SWOT

Extraits

[...] To conclude the US market represents a good opportunity to Camembex, the major obstacle is the restrictive law about the exportation of cheese in the US. This point obliged Camembex to change the composition of the Camembert. Nevertheless, French products rely on an image of prestige and quality. However, to reduce the possibility of failure in the US and so mark the end of the company, it would be pertinent to develop French market at the same time using this time conventional distribution channel including hypermarket like Auchan. [...]

[...] According to the results of a recent survey on the growth drivers of the French cheese abroad, the number of consumers is relatively high, but its consumption remains occasional and mostly associated with snacking. The main characteristic of cheese for the US civilians is being suitable for a sandwich tasting and to be consumed at any time. Nevertheless, the survey informs that the Americans declare themselves very "cheese-loving" and convey French products an image of prestige, refinement, quality and taste. It is therefore no coincidence that, outside Europe, the US imports the most French cheese with almost 5 million pounds in 2015. [...]

[...] SWOT Strength French products have a very good image in the US. Images of prestigious, tasty and quality products. Best known for his tradition of cheese, Normandy would help Camembex to share an image of top quality products. Weakness New company which means that they don't have a huge experience in the cheese market, they are not famous in France, so the same in the US. In case of failure, Camembex can't entrench themselves into a local business, meaning by the French market, and would be in a difficult position to continue the activity. [...]

[...] This proportion of French would be the basis of Camembex's target strategy. The second strategy would be to attract the local population, in particular the youth one aged between 20 and 35. This category of person with international culture would be better to taste the new product while recognizing the good quality of this one. Place: As the first target is French people living in the US, Camembex has to distribute his product in cities with high potential. The first thing to do would be to be present in New York, Los Angeles and San Francisco because almost 80000 French live permanently there. [...]

[...] In addition to that thesis city are favored by French and European which represent a significant number of potential customers. Product: The product will be available in two versions: Full in a wooden box, beyond the legal obligation, the packaging will clearly show the origin of the product, thus making the visual more attractive to the people. A special packaging with slices of Camembert designed to be intended for snacking consumption. Price: One of the Camembex's goals is to transform the consumption of Camembert and cheese in general, it means that the price's strategy doesn't have to be too premium or too cheap. [...]