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MIB604 Sales and Retail Management
Time Allowed: About one month. Please hand in your analysis
by Feb 20, 2019 (Wednesday).
Instructions: Please read the case below and answer the questions at the end of the case. Limit your answers to around two to three pages (font 12, 1.5 space, excluding appendices and tables). You are required to submit your answers through Turnitin available in your Moodle. You can submit your answers as many times as you like before the deadline. Each new submission will replace the old one. The threshold for the similarity index for plagiarism checking is defined at 25%. Once the threshold limit is exceeded, the report will receive no marks. Please also give the instructor a hardcopy for marking purpose.
Questions:
1.
What is Ladurée’s target market and
retail strategy in the United States?
2.
Explain the reasons Ladurée owns its
store in some countries and uses franchising with local licensees in others.
3.
Discuss the retail format(s) (e.g.
standalone store vs. standalone store together with a restaurant) and
location(s) that are best suited to match Ladurée’s marketing strategy in the
United States.
4.
Could Ladurée sell its products online?
Why or why not? Explain
Case
Study: Parisian Patisserie “Maison Ladurée” Goes Global
Name
Institutional
Affiliation
Case
Study: Parisian Patisserie “Maison Ladurée” Goes Global
Introduction
In
1862, Louis Hernest established a pastry shop called Ladurée in Paris’s famous
district of Madeliene. Gradually, the pastry shop became popular as it
attracted Parisian well of societies where they indulged during tea time. In 1993,
descendants of Hernset sold the business to Holder Group who subsequently gave
the small enterprise an international presence. The business strategy of
Ladurée focuses on the production of its flagship product: the macarons. The
growing popularity of the macarons has ensured that the company has acted on
its expansion plans by entering the United States market. Consequently,
expansion plans have presented the company with opportunities and challenges.
The target market and retail strategy
The targeted market of Ladurée in the American market is high-class individuals who are French culture enthusiasts. The company gained popularity through the cultivation of a combination of elegance and luxury, which represent factors that characterize French culture and taste as reflected in the prices of...