Export analysis of Melusine

Résumé du document

The purpose of the present dossier is the execution of an export analysis. Our aim is to evaluate the main problems the company may be facing when exporting and to establish some recommendations for action that would enable the SME to export its products successfully. We first met the company we worked for on June 2009 thanks to a member of the group that is no longer among us (Tanguy ARNOU).

Our contact in the company is Mr BOITEAU, one of the three chief executives. We started working on the analysis on September 2009. Through four intermediate reports, we are able to develop a complete analysis which was presented on the 29th of April 2009. In order to complete with all the requirements of an export analysis, our work was supervised the whole time by M. HOCQUE. Since 2005, the machines of the BRASSERIE MELUSINE have restarted, and since 2008 the internal structure of the Brasserie has changed. Indeed measures of works were adopted in order to renew premises and the equipment, a repurchase of a brewery in the Perigord was also made.

Extraits

[...] In order to face the harsh competitors already present on the Spanish market (both industrialists and breweries), MELUSINE can count on economic partners (such as the French state). Throughout the whole study, the group has faced with several problems that have retarded our work and limited the quality of our analysis: The BRASSERIE MELUSINE, one month after the beginning of the export diagnosis, started heavy work in its factory after the repurchased of the Périgord Brasserie. Therefore it was very difficult for us to contact Mr. BOITEAU and it was moreover impossible to meet with him. [...]

[...] Our contact in the company is Mr BOITEAU, one of the three chief executives. We started working on the diagnosis on September 2009. Through 4 intermediate reports, we are able to develop a complete analysis which we will present on the 29th of April 2009. In order to complete with all the requirements of an export diagnosis, our work was supervised the whole time by M. HOCQUE. Our DE group is composed of 5 third-year students Margaux DELABIE, Océane LE BIHAN, Carole LEFEUVRE, Hugo RICOU-ARMAN and Daphné COCUDE. [...]

[...] In 2009, their marketing activity was centered on the promotion of Heineken and Damm's respective Cruzcampo Light and Free Damm alcohol-free and low- calorie beer brands. Adverts are increasingly targeted towards female consumers. Consumers in Spain are very loyal to one brand for beer, even if the actual economic context have made them more sensitive to prices, that is the reason why entering the Spanish beer market for an unknown brand could be very complicated. Most Spanish people won't be ready to try a new beer instead of their favorite brand. [...]

[...] BOITEAU, we have come to the decision to studying export in Spain; Spain being known as a beer country and being part of the European Union. The three previous phases allowed us qualify the intern situation of MELUSINE, thanks to a monograph and an intern diagnosis and to study the targeted market, being the Spanish market. Thanks to these steps we are able to answer the following export problem: the export process in Spain possible and attractive for MELUSINE?” In order to answer to this problematic the group decided to proceed by steps: we first read the entire previous phases; we met all together to establish the recommendations for action necessary for MELUSINE in its export process, we then shared the writing work. [...]

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