Creating a subsidiary in Morocco Laduree

Résumé du document

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

Extraits

[...] 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. The success of the franchisee PAUL in the international market, stopped other brands from the tremendous opportunity to open a branch in France with foreign partner's investors / operators. The concept is based on the irreproachable quality of its products, and the respect for its recipes suffers from no possible malpractice. [...]

[...] Items + = positive factor for the business / - =negative factor for the business Algeria Tunisia Morocco The French culture: a positive image? Organizations and agreements which facilitate the business A strong presence of French investments in the country Direct competition for La Durée Upper socio professional category Upper market tourist destination Availability of raw materials Real estate price Firm tax system + + + + + + + + + + + A French Board of Trade and Free Trade agreement with France 50% of foreign investments are French + - According to this document, Morocco is the best choice to set up our firm because there are good relationships with the country, a good target for our upper market offer and a good context. [...]

[...] A summary : Conclusion Further to our study on the penetration of the African market with the company "Ladurée" for a setting-up of the brand in Morocco, we can draw several essential elements as conclusion. First of all, the Moroccan market for delicatessen is very powerful, and it appears exploitable to foreigners who wish to add a touch-house to this very complete traditional range of products. The know-how, the taste and the French-style fabrication methods elements which allow us to penetrate this market. [...]

[...] Establishing a subsidiary in Morocco by Ladurée SOMMAIRE Introduction I. A. B. C. La Durée “Ladurée”, a unique know-how The emblem of the house Macaroons' collection II. Why Morocco? A. B. C. [...]

[...] 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. In addition, in Morocco, the upper socio-professional category is important: its purchasing power is high. [...]