Destrebecq M, Devries s, Lenoir m, noerens M, paridaens a, Simon l<br />
Molitor’s<br />Company<br />Customersatisfaction, adaptation<br />Middle prices<br />No stock, depending on the demand<br ...
Production Capacity<br />Adaptation depending on demand<br />
Financial capacity<br />Ready to invest in exportation and innovation<br />Follow the idea of neverrefusing a proposition<...
Countries’ Risks<br />
Countries’ Risks<br />Importance of Ducroire: knowingrisks => take the best decisions<br />Not muchrisk for Molitor<br />H...
Clients’ risks<br />Accountantchecks the accounts : payment’s date, ways of doingitetc…<br />Bigrisk : few official contra...
Change’srisks<br />Euro<br />But somerefused and paidwiththeirown money : <br />	ex: Switzerland and USA<br />Problemwithc...
Transport management<br />Arrange the ransport but customers  have to pay<br />People coming to Belgium<br />	to gettheir ...
Marketing strategy<br />Adaptation capacity<br />No time to promotehisproducts<br />Wants to remainanonym: hisnameneverapp...
Marketing strategy in foreign countries<br />No publicity, no campaign<br />Wait for demands<br />
Target<br />Companies<br />Event ex: Justine Henin <br />Delitraiteur<br />Private<br />
Positioning<br />« The Art of chocolate » : know-how, tradition, passion, creation, adaptation<br />Quality standards: ide...
Products<br />Manon<br />Ganache<br />Truffle<br />Pralinés<br />Marzipan<br />Caramel<br />
Prices : Belgian market<br />Between Leonidas and Marcolini<br />High price ≠ highquality<br />Affordableprices<br />Ex:<b...
Prices : foreign countries<br />Modification of the prices: distance, transport<br />Belgian chocolate’snotorietyallowshim...
Distribution<br />No shops<br />Delitraiteur<br />Lots of othershops but people don’t know it is hisproducts (80%)<br />No...
Communication<br />Linked to Delitraiteur’sstrategy<br />Radio <br />Degustation<br />Promotion <br />Some magazines <br /...
Partnersabroad<br />No prospection<br />Agree to workwithanyone<br />No more representatives<br />+ France<br />- Spain, I...
Thankyou<br />For your attention<br />
Ppw Molitor
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Ppw Molitor

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Work we had to do on a company : analyze its strenghts/weaknesses on the international... the ability this company has to export.
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Ppw Molitor

  1. 1. Destrebecq M, Devries s, Lenoir m, noerens M, paridaens a, Simon l<br />
  2. 2. Molitor’s<br />Company<br />Customersatisfaction, adaptation<br />Middle prices<br />No stock, depending on the demand<br />History<br />Olivier Molitor<br />Nihoul: pastry<br /> Callebaut<br /> 23 years: independant<br />Staff<br />1 Trainee<br />2 Full Time<br />2 Independants<br /> Only 5 employees<br />
  3. 3. Production Capacity<br />Adaptation depending on demand<br />
  4. 4. Financial capacity<br />Ready to invest in exportation and innovation<br />Follow the idea of neverrefusing a proposition<br />Ex : new productcreatedbecauseasked by someone: <br /> Grand Marnier<br /> Ginger<br />Strategicrisktaken : adaptation = tradition<br />=> differencebetweenthem and theircompetitors.<br />
  5. 5. Countries’ Risks<br />
  6. 6. Countries’ Risks<br />Importance of Ducroire: knowingrisks => take the best decisions<br />Not muchrisk for Molitor<br />Have to pay attention to countries’ standards : <br /> ex: Hygienic standards in Maroco.<br />Never change basic components but adapthisproduct to the country : <br /> ex: alcohol in USA<br />
  7. 7. Clients’ risks<br />Accountantchecks the accounts : payment’s date, ways of doingitetc…<br />Bigrisk : few official contract.<br />Couldlose clients in one day; and has no regularclustomer.<br />The client’s culture : Molitor has to change the concept if theywant to<br /> ex: Germany, no boxes allowed => transparent box instead. (cultural use: see the foodthroughthe packaging)<br />
  8. 8. Change’srisks<br />Euro<br />But somerefused and paidwiththeirown money : <br /> ex: Switzerland and USA<br />Problemwithcrisis: deal<br />Risk to losepotentialcustomers<br />
  9. 9. Transport management<br />Arrange the ransport but customers have to pay<br />People coming to Belgium<br /> to gettheir command won’tpaysupplements<br /><ul><li>No forwader</li></li></ul><li>Transportmanagement<br />
  10. 10. Marketing strategy<br />Adaptation capacity<br />No time to promotehisproducts<br />Wants to remainanonym: hisnameneverappears on packaging, except in Delitraiteur’sshops<br />Works withword of mouth<br />
  11. 11. Marketing strategy in foreign countries<br />No publicity, no campaign<br />Wait for demands<br />
  12. 12. Target<br />Companies<br />Event ex: Justine Henin <br />Delitraiteur<br />Private<br />
  13. 13. Positioning<br />« The Art of chocolate » : know-how, tradition, passion, creation, adaptation<br />Quality standards: ideal components<br />Anonimity<br />
  14. 14. Products<br />Manon<br />Ganache<br />Truffle<br />Pralinés<br />Marzipan<br />Caramel<br />
  15. 15. Prices : Belgian market<br />Between Leonidas and Marcolini<br />High price ≠ highquality<br />Affordableprices<br />Ex:<br />Pralines : 4.25 €<br />Mendiants : 6.25 €<br />Orangettes : 5.75 € <br />Truffes : 6.25€<br />Ballotin : 20€<br />Fruits en Massepain : 17 €<br />
  16. 16. Prices : foreign countries<br />Modification of the prices: distance, transport<br />Belgian chocolate’snotorietyallowshim to raisehisprices<br />
  17. 17. Distribution<br />No shops<br />Delitraiteur<br />Lots of othershops but people don’t know it is hisproducts (80%)<br />No real increasing of his<br />reputation : word of mouth, <br /> web site & promotions in<br />Delitraiteur<br />
  18. 18. Communication<br />Linked to Delitraiteur’sstrategy<br />Radio <br />Degustation<br />Promotion <br />Some magazines <br />Web site (http://www.molitor.be) : highlighthisquality and products<br />
  19. 19. Partnersabroad<br />No prospection<br />Agree to workwithanyone<br />No more representatives<br />+ France<br />- Spain, Israel, Switzerland,Florida<br />Sushi shop (ginger)<br />Priority to the Belgian market<br />
  20. 20. Thankyou<br />For your attention<br />
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