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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.
1
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
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.
1
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