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

Résumé du document

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

Extraits

[...] Only those foodstuffs that meet requirements can enter China. Foreign food manufacturers may apply for registration with CIQ through the local food and hygiene authorities at their resident country. Those that meet CIQ requirements will be added to CIQ's list of countries and enterprises permitted to export food to China and issued special quarantine and health registration codes. Regulation for imported food Supplier Analysis We have chosen to take a French supplier in raw material, then export our needs in china. [...]

[...] difficult and expensive to bring changes. Products We will sell the same product as in France and in other countries: Catering, Pastries, Bakeries, Groceries, Chocolate, Cellar (Wine), Gift baskets for companies. Keep the French traditional etiquette (beret, bread (baguette), apron etc ) Services Regarding the services, we will propose 3 kinds of services: Stores, Catering service Event service The advantage for being in the ACCOR group: Conferential room Make a partnership Opening Sofitel hotel in July 2007: principal supplier of the main hotel restaurants'. [...]

[...] Within 30 days after being issued a Corporate Legal Person Business Licence, a foreign-invested enterprise (FIE) must apply for registration of foreign exchange with the State Administration of Foreign Exchange (SAFE) at the place of its business registration Set up our own company Regulation for imported food Inspection of Imported Food All imported food (including beverages, liquor and sugar), food additives, food containers, packaging materials, and food utensils and equipment must be declared to the inspection and quarantine authorities for health supervision and inspection (CIQ). Under the management of inspection and quarantine authorities, imported food is classified into different categories by hazard ratings and inspected according to national health standards. [...]

[...] Our exclusive supplier will be: BACKEUROP (www.backeuropexport.com) For all raw material and frozen products Exclusive = advantages on prices Supplier Analysis BACKEUROP: Bakery Pastry Biscuiterie Confectionery Catering Decoration Small equipment Supplier Analysis Bakery: bakery improvers baking mixes dried fruits dairy products Chocolates Flours miscellaneous flours/starches/semolinas miscellaneous bakehouse pastry flours seeds and flakes viennese mixes yeasts and ferments Supplier Analysis Pastry: sugars/fondants dairy products canned fruits alcohols fruits in alcohol aroms ans colourings glazes gelatins/ stabilizers and others chocolate decorations candied fruits Chocolates fruits purees fruits stewed dried fruits others decorations cake mixes Dried Fruit based Pastes egg products pastry shells ready to fill coatings Supplier Analysis Decoration & small equipment little equipment packaging Decorations fat and demoulding hygiene Supplier Analysis For all the fresh products we will need, we will work with local companies. Especially for vegetables and fruits. Supplier Analysis About the equipment and “little” material, there are several companies selling good quality price ratio products. We will list the equipment we need and compare total prices with each constructor. [...]

[...] 1964: Creation of a reception department. 1971: School Lenôtre. Professionals. Historical presentation 1975: opening shop in Berlin beginning of the international experience 1976: the Pré Catelan 1985: the Pavillon Elysée 1998: the Panoramic Restaurant at the Stade de France outlets across 12 countries worldwide SWOT Analysis of Lenôtre in China Strengths Weaknesses Opportunities Threats Strengths Global fame built on fine upscale products and services Genuine production processes Know-how and licences (patents) Staff (teams, chefs, wine steward . [...]