Nous avons travaillé sur un projet d'exportation de foie gras Laguilhon (PME) en Chine. Pour cela, nous avons analysé l'environnement externe et interne afin de pouvoir proposer une stratégie fiable.

1. CALOIN Elodie, BRUYERE Maëva, LAYOUNI Chaima, DRIOUACH Nezha, CAVALIERE Charlotte,
DAI Yu, LOMBARDI FORT Sophie
Presentation & Export in
China
1

2. Summary
I. Presentation of the company
II. Context
III. SWOT
IV. Objectives
V. Strategy
VI. Positioning
VII.Mix marketing
VIII.Personal Conclusion 2

3. PRESENTATION
OF THE COMPANY
3

4. STRUCTURE
Created in 1957 by Mr Pierre LAGUILHON
Situated in the French Southwest
Different products around poultry
Turnover in 2015 : 6 850 000 €
Prestigious medals since 2002
Museum of “Foie Gras” in 1999 4

5. RANGE
Products & Price
Duck Foie Gras Whole of South-West
80g - 400g
To 9,8€ from 46,5€
Duck Foie Gras Whole Southwest
Truffled (3%)
200g
36€
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6. 6

7. MACRO ECONOMIE
• THE POLITICAL ENVIRONMENT
77
Legaly : republic
President : XI Jinping
Restrictions imposed by Beijing
Partnership with a Chinese company
Policy
Stability of the political regime

8. 8
• Rebalancing of the economy by the domestic demand
• Inflation rate (2015) : 1,5%
• Part of the main business sectors in the GDP:
• Agriculture: 9 %
• Industry: 43 %
• Services: 48 %
• Exports of France towards China (2015) : 22,6 billion €
• French Imports since China (2015) : 47,8 billion €
THE ECONOMIC AND SOCIAL ENVIRONMENT

9. 9
• Main customers: the United States, European Union, Hong-
Kong, Japan
• Main suppliers: European Union, South Korea, Taiwan, Japan
• Average salary : 473$ / month
• Legal work time :
• In theory : 44H / week
• In practice : 60-80h/ week

10. CLIMATE DIMENSION
10
• Climate extremely varied (size country)
• The North of China : four different seasons
• South of the country : subtropical and tropical

11. LEGAL DIMENSION
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• Register in CCIB – export merchant &
producer
• Certificates : origin, sanitary certificate to
export country…
• Repackaging label need to reach the general
rules
• Sanitary certificate of China

12. 12

13. 13
STRENGHTS WEAKNESSES
Production of the
« Terroir » (PGI, Sud
Ouest)
High Quality
Various products
selection in the range
Prestigious medal since
2002
Small company
Little export
Has little ways to export

14. 14
OPPORTUNITIES THREATS
 High potential in China
 Possibility to find a partnership
 Rich people, big company and
businessman
 More than 80% of consumers
buy imported products in
China
 In 2013: 242 millions cyber-
chinese buyers
(+30 million each years)
 Potential competitors :
Rougié, Labeyrie,
Delpeyrat and Jilin
Zhengfang
 Law constrains
 Weak culture for
exportation
 High transportation cost &
logistics

15. 15

16. COMPETITORS
• Duck leather = 500 gr (between 450 and 600 gr)
• A huge market = 300 tons of duck leather
• One huge Chinese competitor : Jilin Zhengfang = 50 % of MS
with 150 tons
• Three French main competitors : Rougié, Labeyrie & Delpeyrat
• Rougié : 500.000 ducks for Foie Gras transformed in 2017 =
0.25 tons
• MS = 0.88 % in China
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17. LAGUILHON
• To begin : export to the extent of 1% of the turnover of 1
million € (100.000 €)
2100 ducks, so 0.105 tons = 0.035 % of MS
• Outlook on the first year : export to the extent of 2 % of the
turnover of 1 million € (200.000 €)
 4200 ducks, so 0.22 tons = 0.073 % of MS
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18. • Outlook on the second year : export to the extent of 3 % of
the turnover of 1 million € (300.000 €)
 6300 ducks, so 0.318 tons = 0.106 % of MS
• Outlook on the third year : export to the extent of 5 % of the
turnover of 1 million € (500.000 €)
 10500 ducks, so 0.5250 tons = 0.175 % of MS
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19. 19

20. The strategy itself
• Purpose
To reach the Chinese market
To have a true identity
• Strategy of differenciation from the top -> Niche
Product:
100% made in France, products of the "terroir”
High quality 20

21. KEY PRIORITIES
• Mode of entry
1 commercial agent per city so 5 in total
1 translator per agent
1 logistic manager per channel of distribution
Partnership with a chinese logistics provider
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22. CHANNELS OF DISTRIBUTION
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SHANGHAI
o Hôtel 5 stars et palaces : 150
o Hôtel 4 stars: approximately 200
o Restaurants refined : 239
o DUTY FREE – AIRPORT: 60 millions passengers per year, 164
000 per day

23. PEKIN (BEIJING)
o Hôtel 5 stars et palaces : 126
o Hôtel 4 stars: 189
o Restaurants refined : 143
o DUTY FREE – AIRPORT: 90 millions passengers per year / 246
000 per day
23

24. SHENZEN
o Hôtel 5 stars et palaces : 53
o Hôtel 4 stars: 115
o Restaurants refined : 40
o DUTY FREE – AIRPORT: 40 millions passengers per year / 110
000 per day
24

25. GUANGZHOU
o Hôtel 5 stars et palaces : 65
o Hôtel 4 stars: 219
o Restaurants refined : 50
o DUTY FREE – AIRPORT: 55 millions passengers per year / 150
000 per day
25

26. HONG KONG
o Hôtel 5 stars et palaces : 49
o Hôtel 4 stars: 114
o Restaurants refined : 369
o DUTY FREE – AIRPORT: 70 millions passengers per year / 190
000 passengers per day
26

27. 27
•WEBSITE
 Alibaba create Tmall Global
 Coursesenfrance.com
 epermarket.com
 Greatfoodhall.com in Hong Kong
 More than 80% of consumers buy imported products
 In 2013 : 242 million cyber-Chinese buyers with an increase
of 30 million each year.

28. 28
•Caterings
 Oliver’s
 Morty's Delicatessen
•Airlines
 For business class and First
 Air China
 Air France
 Emirates
 Qatar airways
 Delta …

29. 29
POSITIONING

30. • Identification
- Those who want to be privileged
- Have the total exclusivity
- Agricultural product 100% made in France
Consumer Segmentation and target:
Luxury hotels and restaurants and palaces: for businessmen,
family…
The airports: for businessmen who want to bring a luxury
product, family…
30

31. • Differentiation
Purpose :
- To reach the Chinese market
- Have a true identity with a high quality
What levers would allow us to stand out from the
competition?
1) Democratic Product
Or
2) Niche Product 31

32. Strategy of differentiation from the top:
• 100% made in France, products of the "terroir” for the South
West of France
• Luxury products with a high quality
• A unique taste
• The exclusivity and the novelty
32

33. 33

34. PRODUCT
• Product: whole duck foie gras
• Range: 6 products in the range including a truffle
• Format: multiple formats
• Packaging: glass jar with label written in French + add to
the ingredient label a line in Chinese
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35. 35
BEFORE
AFTER

36. 36
成分:
鹅肉和鹅肝
葱8％
盐
胡椒
LABEL

37. PRICE
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• Free shipping costs from 1000€ of purchase

38. PLACE
• Luxury hotels 4 and 5 stars
• Renowned restaurants with 4 and 5 stars
• Delicatessens
• Caterings
• Duty free
• On Internet
• First class of high quality or luxury airline companies
38

39. PROMOTION
• Consumer
o A partnership with Michel Guérard to promote the « terroir »
o Anchor in the consumer's head the key words:
• French, premium, crafts, terroir when he hears Laguilhon
• Trade
o More value added
o APS (PLV) on duty free, Delicatessens and airline company
o Promote our medals
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40. ADVERTISING
• Objective
o Promote the Laguilhon brand
o All the foie gras present in the range that we export
• Benefit
o Part of the of the French community
o Feeling to be privileged by eating and experiencing the
Laguilhon 40

41. • Reason why
o Products made in France
o Luxury products with a « terroir »
o Strong identity and high quality
• Tone
• An informative, a formal, a representative tone of the brand
values and of the products identity
• Selling line
• « Creator of exceptional French flavours »
• respect of the tradition and defense of the gastronomic heritage
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42. SUM-UP
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First quarter: More focalize in end year celebrations

43. 43
Second quarter: More focalize in end year celebrations and
moreover the Chinese new year

44. 44
Third quarter

45. 45
Fourth quarter

46. 46

47. ON FORM
• Laguilhon = little multinational = China
• A lot of positive aspects
• Tiny market share in a huge country
• Shipping costs and laws
• China = extremely regulated country
• 4 big cities = palaces, restaurants & airports = money = high
potential for our market
47

48. ON THE BACKGROUND
• Lot of difficult researches = Google, Xerfi, Cairn, books, articles …
•
• Important partner = Yu
• Very rewarding topic
• Learnings on China
• Team work
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49. THANK FOR YOUR
ATTENTION
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