Topics: Marketing, Macaron, Ladurée Pages: 10 (2025 words) Published: October 14, 2014
1.0 Executive Summary

Laduree which are top premier sellers of the double-decker macaroon, fifteen thousand of which are sold every day are still one of the best known makers of macaroons in the world plus its exquisite tea salon concept. It has been chosen as the highlight in this report as a company to be sent to Malaysia. The main objective is to study the factors that can help to make the company grow in Malaysia and the possible risk that the company will face. A recommendation of mode of entry strategy and product strategy are also made based on the environmental analysis to reach a better understanding and full preparation for the company to expand their products in other countries.

2.0 Introduction

International marketing is simply the application if marketing principles to more than one country ( Marketing Teacher Ltd 2013). It involves recognizing that people all over the world have different needs. This report is written for the sweet meringue based on confection which commonly known as macaron made by a big company called Laduree to enter into the Asian market specifically targeting Malaysia.

The aim of this report is to identify a prospective overseas market that has potential for marketing entry and to conduct an environmental analysis to determine market attractiveness for the chosen company which Laduree and also to make recommendations on market entry and product strategy based on assessment of the targeted market.

This report will focus on ways Laduree, a French company will be able to enter the Asian market and compete with other local and foreign macaros that are already exist in the Malaysia.


3.0 Company Information

3.1 Company Background

Laduree is a French luxury bakery and sweets maker house which is primarily based in Paris. It is widely known as one of the company that makes the best macaron in the world with its tea salon concept. Aside from their famous macaron, the company itself has a wide range of other delicacies and sell their own product line such as bags, make ups and many more. The combination has made the company a big hit across the globe.

The history of Parisian tea salons is intimately tied to the history of the Laduree family. It all began in 1862, when Louis Ernest Laduree, a miller from France’s southwest, created a bakery at 16 rue Royale in Paris ( Laduree,2013). During the Paris Commune uprising of 1871 the bakery was burnt down. A pastry shop was built at the same location and Jules Chéret was entrusted with the interior decoration. Ladurée's rise to fame came in 1930 when his grandson, Pierre Desfontaines, had the original idea of the double-decker, sticking two macaron shells together with a creamy ganache as filling. Desfontaines also opened a tearoom at the pastry shop ( Laduree 2013) In those days ladies were not admitted to cafés, which were the exclusive domain of men. This was a big success with ladies, who enjoyed meeting in the freedom of the tearoom rather than their homes.

In 1993 the Groupe Holder took over the firm Laduree. The Holder family also owns the PAUL bakery chain in France. Following the takeover, the company began an expansion drive to turn Laduree from the single rue Royale bakery into a chain, setting up pastry shops and tea room internationally.


3.2 Product Category

Macaroon fans worldwide now make a pilgrimage to the Parisian bakery to gaze upon, buy and feast on dozens of exciting flavors. There are the basics, of course—Chocolate, Vanilla, Raspberry and Pistachio, the latter a customer favorite, along with Salted Butter Caramel and Raspberry. But attention must be paid to Blackcurrant Violet and special seasonal flavours like Anise, Chestnut, Basil Lime, Orange Blossom, Rose and White Chocolate. This spring, Bergamot and Lily of the Valley made their debut.

Laduree’s offers a high end macaron which has the tenderness of the meringue, the quality of the fillings and the vivid flavours and colours....
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