Parisian Patisserie Maison Laudree Goes Global, marketing homework help

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maison_ladure_opening_soho_location_by_fall.php; “Laduree: A Clean Affair with Macarons!" Arab News, June 12, 2012. This case was written by Sandrine Heitz-Spahn, Universite De Lorraine and Michael Levy, Babson College. DISCUSSION QUESTIONS 1. What is Ladurée's target market and retail strategy in the United States? 2. What are the key steps Ladurée has to go through when entering the American market? 3. Explain the reasons Ladurée owns its store in some countries and uses franchising with local licensees in others. 4. Which type(s) of retailing format(s) and location(s) are best suited to match Ladurée's marketing strateg in the United States? 5. Could Ladurée sell its products online? Why or why not? Explain. LEVY I WEITZ I GREWAL RETAILING MANAGEMENT 9e Git 聯 RE RR ged * On 3052339 1916 O 0 OTT 1999 00 196 DAS 口 水道 ¥51 00 OPS 196 1200- \7.80 39 9.50 ich BEIDE 100 DE TOLERSEL UK E ao 1 lgt SOROSC DERSEN PRO ¥1,688.00 Cetaphasis 200 ¥71.90 OO > DISA 19.5 SO¥24 50 som 1g 1916 yzza 加量。 DAO Dice 196 23 ¥11.90 196 得 REMAX 不需员亲到34Deard 数 11.80 DAS2 1go 1999 17 119.80 OR 1g16 DU138-00 ¥549.00 Student Value Edition Canes SECTION 557 CASE 6 Parisian Patisserie "Maison Ladurée" Goes Global Ladurée, a famous French pastry company and known worldwide for it macarons, has recently entered the U.S. market, which produces opportunities—but also challenges--for this company. It all began in 1862, when Louis Ernest Ladurée created a bakery at 16 rue Royale in Paris, where the most presti- gious names in French luxury goods were already located. Ernest Ladurée's wife had the idea of mixing the Parisian café and pastry shop, which gave birth to one of the first tea salons in the city. At the beginning of the twentieth century, Pierre Desfontaines, second cousin of Louis Ernest Ladu- rée, first thought of taking two macaron shells (almond meringue cakes) and joining them with ganache, a creamy smooth filling that gave birth to Ladurée's macarons. This tea salon imbued with a refined atmosphere and charged with history seduced David Holder and his father, Francis Holder, founder of the Holder Group. The family would have lunch at the original Ladurée every Saturday. When they found out that the company was for sale by descendents of the Ladurée family, they bought it, having convinced the owners that they would preserve its heri- tage. David Holder likes to tell people that he woke up a sleeping beauty with their macarons. Indeed, macarons in general were not very popular at the time they bought the company in 1997. Since then, Holder has run Ladurée more as a maison de mode rather than a pastry brand and wants to keep a sense of exclusiveness and luxury. Macarons are his most profitable pastry, which accounts for 40 percent of the sales revenues and comprises 70 percent of the take-away sales. They boast 17 subtle flavors, which change accord- ing to the season. In addition to its core range of maca- rons packed in pale mauve and pistachio boxes, Ladurée also retails its own pastries, coffee, chocolates, ice cream macarons, candies, perfumed candles, bath and body products, and fragrances. Ladurée has successfully understood the challenge of satisfying the needs of a hip and global clientele and to position itself as baute couture of the food market. Since 1997, Ladurée has been expanding, first in several loca- tions within Paris, where it sells 55,000 macarons a day (four boutiques in Paris and one at Chateau de Versailles, boutiques and “coaches" in Orly and Roissy airports, and a boutique in Saint-Tropez), then to other cities, starting with London in 2005. There are currently 39 Ladurée stores in 14 countries. Around the world, each boutique 558 SECTION V Cases Brazil, South Korea, Morocco, and Qatar in 2012 and in sticks to the Parisian Ladurée signature style. The shops are done in pastel green with traditional decorative accents, mirrors, and dark wood, meant to showcase chocolates and tabletop items and to respect the French tea salon tradition. Macarons and chocolates are made exclusively in Paris for all the Ladurée shops to protect the secret recipes. Different types of retail formats exist, from standalone retail locations featuring a small foot- print, few seats, and excluding pastries and alcohol in Aus- tralia, for example, to larger tea salon sites, which are essentially stores with a store in department stores, such as in Printemps in France and Harrod's in the United King- dom, or within malls such as in the Centria Mall in Ri- yadh, the Saudi capital. Ladurée opened its first Australian store in Sydney in July 2012 with its traditional French fit-out. While the well-known jet-set places such as Cannes, Megève, and Courchevel, either by investing directly or working in partnership with local companies. The Holder family never invests directly in countries where political, eco- nomical, or religious risk is possible. They own and oper- ate their stores in France, the United States, Japan, and the United Kingdom, for all other locations, boutiques are owned by local franchisees. Source: www.laduree.com Carla Bridge."Ladurée." Iwide Retin May 25, 2012; Axel Tardieu "Ladunte arrive à New York Par." September 7 2011, http://frenchmorning.com/my/2011/09/07/ouverture-de-la- premiere-boutique-laduree-a-new-yorld; Anne-Laure Pham. "Ladurée ouvre boutique à New York," August 31, 2011. http//weekend leviber tendance/culinaire/actualite-culinaire/adurec-ouvre-boutique-a-new york/article-1195094843984.htm (accessed July 23, 2012), Catherine company has eight baking facilities around the world, Dubouloz, "Nous avons d'importants projets de développement à Australian products are frozen and shipped from l'international" and "A partir de l'automne 2011, les macarons de Ladurée seront produits en Gruyère," Le Temps, November 19, 2010; Switzerland, where a production plant is located. David Mathilde Visseyrias, "Ladurée, l'autre pépite familiale," Le Figaro, Holder was looking for production plant locations in the December 17, 2010; Florence Fabricant "Macarons and Ice Cream, pany Middle East, in eastern Europe and in Africa. The com- Direct from Paris to the Upper East Side," New York Times, August, 30, chose Switzerland because of social peace, raw mate- 2011; Hannah Leighton, "Maison Ladurée to Open Soho Location rials quality, and fresh air. Holder is not afraid to mention this Fall," June 27, 2012, http://ny.eater.com/archives/2012/06/ the Swiss-made origin of its macarons. maison_ladure_opening_soho location_by_fall.php: "Laduree: Ladurée entered the U.S. market in August 2011 by A Clean Affair with Macarons!" Arab News, June 12, 2012. opening a shop on Madison Avenue in New York. After This case was written by Sandrine Heitz-Spahn, Universite De Lorraine the Japenese, Americans are Ladurée's best customers in and Michael Levy, Babson College. the Parisian boutiques. Macarons are all flown in from Paris. The other pastries, shipped from France are stored in refrigerators. If they are successful in the U.S., the DISCUSSION QUESTIONS Holder family will open a pastry lab in New York. With a 1. What is Ladurée's target market and retail strategy i $2.70 per unit selling price, all 17 Ladurée flavors will be the United States? available, plus a cinnamon-raisin flavor macaron espe- 2. What are the key steps Ladurée has to go through cially created for and only available in the Big Apple bou- when entering the American market? tique. Ladurée expanded to Soho, on West Broadway at Broome Street, in the fall of 2012. The new location 3. Explain the reasons Ladurée owns its store in some countries and uses franchising with local licensees boasts a retail shop and a tearoom plus a full-service res- taurant with about 200 seats, private dining rooms, and a others. garden terrace. The new location hosts two chefs from 4. Which type(s) of retailing format(s) and location's France to prepare everything except the macarons and are best suited to match Ladurée's marketing stra- in the United States? chocolates. After New York, Ladurée plans to expand to other 5. Could Ladurée sell its products online? Why or w American cities, such as Los Angeles and San Francisco. not? Explain The retailer also plans to open stores in Hong Kong, A *0 23% 4:15 PM about:blank RETAIL SEGMENTATION CASE ASSIGNMENT Parisian Patisserie "Maison Laudree" Goes Global MKTG 1105 PAGE 557 OF TEXTBOOK - CASE 6 The case details the strategies, retail target market segmentation, merchandising, operations, and overall marketing strategy of a French firm globalizing their operations and considering competitive positions for their product offering in the U.S. Market. DIRECTIONS: Use the questions at the end of the case study as a framework to answer and develop your case assignment. This would also include gathering secondary research. Although your opinion is warranted, it has to be substantiated by the research findings you include. Make sure to include and cite secondary sources in your Works Cited page. Remember that writing a marketing case is fundamentally about analyzing a business problem and locating information that can help you solve that problem. This information can be both primary data or secondary data. In any case, personal opinion is not enough. You need to find/include sources in your case. The APA or MLA formats are acceptable. Make sure you draw conclusions. At the college level, the focus shifts from summarizing information to drawing conclusions about what you have read/learned into an actionable plan. That is what the conclusions are about. I realize that you are all beginning marketing students and your conclusions will be much different as your careers and education progress. Nevertheless, it is important that you become comfortable with making recommendations based on the information you found. That is at the heart of what a business pays for. Grammar/style. Please check your papers carefully for punctuation, run-on sentence and sentence fragment errors. You might consider using a friend/family member to review your paper or make use of the online writing center. For a business person in general-and a marketing professional in particular--being able to express your ideas grammatically and clearly is paramount. Case study Format. Case studies should be submitted using the following format: o 3-5 pages in length o 12pt font -a 1-inch side margins o Double Spaced o Standard business English with fewer than 5 grammatical/punctuations errors MS-Word (Save document as a rich text file (rtf) or pdf to assure that it can be opened. Submission Guidelines. This assignment MUST be submitted using the online assignment feature by the time designated on the course calendar. After this time, the link will not be available. Assignments can always be submitted ahead of time.
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Running head: MARKETING

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PARISIAN PATISSERIE "MAISON LAUDREE" GOES GLOBAL

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Institution:

MARKETING

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Parisian Patisserie "Maison Laudree" Goes Global

1. What is Laduree’s target market and retail strategy in the United States
Laduree’s retail strategy in America includes ensuring that they locate their shop in
strategic place where there is flow of customers. They first opened their shop in Madison Avenue
in New York. According to the article, their major customers are the Japanese followed by the
Americans; hence they needed to be in areas where they are assured of their target customers and
New York was an appropriate place. Secondly, at Madison Avenue in New York they would get
people who enjoy and can afford luxury of expensive macaroons. According to (Barker &
Anderson, 1986), the position of a business in the market place, determines a lot on the success
of the business. Whether a retail store or an online shop, there is a need to be in the right location
as it determines sales made. For this reason findi...


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