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

1. Destrebecq M, Devries s, Lenoir m, noerens M, paridaens a, Simon l

2. Molitor’s Company Customersatisfaction, adaptation Middle prices No stock, depending on the demand History Olivier Molitor Nihoul: pastry Callebaut 23 years: independant Staff 1 Trainee 2 Full Time 2 Independants  Only 5 employees

3. Production Capacity Adaptation depending on demand

4. Financial capacity Ready to invest in exportation and innovation Follow the idea of neverrefusing a proposition Ex : new productcreatedbecauseasked by someone: Grand Marnier Ginger Strategicrisktaken : adaptation = tradition => differencebetweenthem and theircompetitors.

5. Countries’ Risks

6. Countries’ Risks Importance of Ducroire: knowingrisks => take the best decisions Not muchrisk for Molitor Have to pay attention to countries’ standards : ex: Hygienic standards in Maroco. Never change basic components but adapthisproduct to the country : ex: alcohol in USA

7. Clients’ risks Accountantchecks the accounts : payment’s date, ways of doingitetc… Bigrisk : few official contract. Couldlose clients in one day; and has no regularclustomer. The client’s culture : Molitor has to change the concept if theywant to ex: Germany, no boxes allowed => transparent box instead. (cultural use: see the foodthroughthe packaging)

8. Change’srisks Euro But somerefused and paidwiththeirown money : ex: Switzerland and USA Problemwithcrisis: deal Risk to losepotentialcustomers

10. Marketing strategy Adaptation capacity No time to promotehisproducts Wants to remainanonym: hisnameneverappears on packaging, except in Delitraiteur’sshops Works withword of mouth

11. Marketing strategy in foreign countries No publicity, no campaign Wait for demands

12. Target Companies Event ex: Justine Henin Delitraiteur Private

13. Positioning « The Art of chocolate » : know-how, tradition, passion, creation, adaptation Quality standards: ideal components Anonimity

14. Products Manon Ganache Truffle Pralinés Marzipan Caramel

15. Prices : Belgian market Between Leonidas and Marcolini High price ≠ highquality Affordableprices Ex: Pralines : 4.25 € Mendiants : 6.25 € Orangettes : 5.75 € Truffes : 6.25€ Ballotin : 20€ Fruits en Massepain : 17 €

16. Prices : foreign countries Modification of the prices: distance, transport Belgian chocolate’snotorietyallowshim to raisehisprices

17. Distribution No shops Delitraiteur Lots of othershops but people don’t know it is hisproducts (80%) No real increasing of his reputation : word of mouth, web site & promotions in Delitraiteur

18. Communication Linked to Delitraiteur’sstrategy Radio Degustation Promotion Some magazines Web site (http://www.molitor.be) : highlighthisquality and products

19. Partnersabroad No prospection Agree to workwithanyone No more representatives + France - Spain, Israel, Switzerland,Florida Sushi shop (ginger) Priority to the Belgian market

20. Thankyou For your attention