Mba 532 Assignment Laduree Macaron

The Analysis Study of Introducing Ladurée 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 2002. Laudrée has its presence in more than 12 countries like Switzerland, Japan, Italy, Lebanon, UAE, Saudi Arabia, Ireland, USA, Brazil, Sweden and Australia. The product has a unique selling point of being a luxurious macaron brand which is of French quality and has a powerful image abroad that embodies the French “Art de Vivre" (lifestyle) for many generations, it is also known for its innovative designs and flavors created twice a year. Groupeholder (2009), Ladurée (2015)

The purpose of this report is to analyze and suggest the marketing mix element strategies for introducing Ladurée macarons from France to the Canadian Market; the study also includes the impact of the relevant uncontrollable forces on the marketing mix. This study also emphasis on the appropriate marketing strategy to be adopted by Ladurée to enter the Canadian market.

The report is organized into six sections: Section 2 provides an overview of the Macaron’s market in France, highlighting the target market segmentation on the basis of Demographic and psychographic characteristics. Here, the impact of external uncontrollable factors such as Competition, import licenses and requirements and cultural changes for Ladurée Macarons to enter Canadian market are discussed in Section 3 with a suggested Ladurée Macaron’s...