Mba 532 Assignment Laduree Macaron

2941 words - 12 pages

The Analysis Study of Introducing LadurĂŠe Macarons from France to Canadian Market Based on Marketing Mix Strategies

1. Introduction

Ladurée Macaron is a product line of the Laudrée house located in France; the company was created in 1862, by Louise Ernest Ladurée. In 1930 Louise Ernest grandson had an idea of creating two macrons shells and joining them with a delicious ganache filling .In 1993 Groupe Holder took over the Ladurée House. Following the takeover, Holder’s group worked on the expansion. Ladurée was transformed from Rue Royale bakery to a chain of pastry shops and tearooms on the Champs-Elysees and Le Printemps Haussmann in 1997 followed by Ladurée Bonaparte in ...view middle of the document...

In Section 5, some suggestions are discussed about the major key factors that LadurĂŠe Macaron can adopt to enter Canadian market successfully. Finally, the major findings of the analysis, recommendations and suggestions for LadurĂŠe Macarons are summarized in Section 6.

2. Current Market Situational Analysis of Macrons and baked goods in Canada
From the market analysis carried out it was discovered that Macaron brands fall under the artisanal baked goods and private label category. According to research; in Canada, most of the bakeries have been seen to be leaning towards been recognized as artisanal bakeries of which artisanal products accounted for a 42% share of the market in addition private labels showed a strong performance between 2006-2011. Agriculture and Agri-food Canada (2013).
The Macaron product is recently becoming an emerging product, with majority of the Macaron shops located in Ontario and Vancouver. Appendix A shows the list of some Macaroon brands located in Canada and their location.

2.1 Market Size Potentials, Opportunities, and Segmentations
The Global Baked goods industry is flourishing in recent years. The major upside in this industry is due to changing lifestyles of people. People are now looking forward for baked products for healthier lifestyle. Baked food industry includes cakes, pastry, biscuits, cookies etc. These products have well-established market in Western Europe, and North America. Product innovations and healthier foods are boosting the sales in this industry.
The Canadian Market for baked cookies had an increase in total sales volume by 0.81% and is expected to grow to 25.1 thousand Tonnes in 2016; the sale in value has increased by 1.63% as compared with 2011 and is expected to grow to $281.8 Million (CAD) in 2016. Agriculture and Agri food in Canada (2013 ). From this analysis, it is depicted that in Canada the baked goods are the growing segment and with growth and increased profit year on year. This segment is becoming more attractive to the investors. This analysis is clearly shown in Appendix B
Also, The Import Policy of Canada states that to obtain the license to import the bakery products in Canada, an importer should develop, implement and maintain preventive food safety control as stated by CFIA. Canadian Food Inspection Agency (2015)
2.2 Target Markets of LadurĂŠe Macarons and Their Characteristics in Canada.
Target market for LadurĂŠe Macarons would be Wealthy and upper middle class section of Canada who value elegant, luxurious, authentic, sophisticated and specially crafted products for themselves or for gifting to their near and dear ones.

2.2.1 Demographic Characteristics
Based on demographic characteristics the LadurĂŠe brand should target its products towards upper middle class, wealthy and educated people of Canada that value premium products
Research shows that Canadians are known to value education, and the educated classes of the Canadian market are known to consume...

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