ppw molitor
DESCRIPTION
Work we had to do on a company : analyze its strenghts/weaknesses on the international... the ability this company has to export.English ppwTRANSCRIPT
DESTREBECQ M, DEVRIES S, LENOIR M, NOERENS M, PARIDAENS A, SIMON L
Molitor’s
Company– Customer satisfaction, adaptation– Middle prices– No stock, depending on the demand
HistoryOlivier Molitor
• Nihoul: pastry• Callebaut• 23 years: independant
Staff– 1 Trainee– 2 Full Time– 2 Independants Only 5 employees
Production CapacityAdaptation depending on demand
Utilisation50-60% Not using it at 100%
-> doesn’t have to invest yet
Average age of his machines
About 5years oldFor 10years
Time to earn some money; isn’t stressed by buying new machine
every year
Automatisation degree About 50% automaticA lot to do manually; not always available
Quality controlNo certificate, but regulary
controlled (AFSCA)
Troubles with countries asking for ISO’s etc.
But earn lots of money to reinvest
Adaptation to foreign markets
Ready to make anythingBut same components
Keep a high quality level by keeping the same components
Financial capacity
• Ready to invest in exportation and innovation• Follow the idea of never refusing a
proposition– Ex : new product created because asked by
someone:
Grand Marnier Ginger
Strategic risk taken : adaptation = tradition=> difference between them and their competitors.
Countries’ RisksCountry Political risk Commercial risk
Germany
Spain
Switzerland
France
Israël
Maroco
USA
South Africa
Countries’ Risks
• Importance of Ducroire: knowing risks => take the best decisions
• Not much risk for Molitor
• Have to pay attention to countries’ standards : ex: Hygienic standards in Maroco.
• Never change basic components but adapt his product to the country : ex: alcohol in USA
Clients’ risks
• Accountant checks the accounts : payment’s date, ways of doing it etc…
• Big risk : few official contract.– Could lose clients in one day; and has no regular
clustomer.
• The client’s culture : Molitor has to change the concept if they want to ex: Germany, no boxes allowed => transparent box instead. (cultural use: see the food through the packaging)
Change’s risks
• Euro
• But some refused and paid with their own money : ex: Switzerland and USA– Problem with crisis: deal
• Risk to lose potential customers
Transport management
• Arrange the ransport but customers have to pay
• People coming to Belgium to get their command won’t pay supplements
•No forwader
Transport managementTransport Analysis
Packaging : Robust and able to protect while travelling
Adapted packaging avoid him to pay damaging insurance or adaptation.Arrive on good conditions : temperature, light…
Ex: Had problem with Spain (needed frigolite packaging) and Israel (needed mousse packaging, high t° resistant)
Journey :Molitor sends his products via different transport companiesPlanes, boats, post & trucks .Use of cellophane in order to avoir damages on the way
A good basic packaging could avoid him some unuseful costs. ( Frigolite/ mousse packaging)
Ready to use any transport : can chose the cheapest and earn money
Standards and tracability :No ISO certificate : because not using « death animals » : eggs, sour cream etc..
Most of his components come from Callebaut.
No need of ISO certificate But=> problems with exporting in some countries,(laws and needs)
But knowing that he gets his components from Callebaut => credibility.
Marketing strategy
• Adaptation capacity• No time to promote his products• Wants to remain anonym: his name
never appears on packaging, except in Delitraiteur’s shops
• Works with word of mouth
Marketing strategy in foreign countries
• No publicity, no campaign
• Wait for demands
Target
• Companies• Event ex: Justine Henin • Delitraiteur• Private
Positioning • « The Art of chocolate » : know-how,
tradition, passion, creation, adaptation
• Quality standards: ideal components• Anonimity
Products• Manon
• Ganache
• Truffle
• Pralinés
• Marzipan
• Caramel
Prices : Belgian market
• Between Leonidas and Marcolini
• High price ≠ high quality• Affordable pricesEx:– Pralines : 4.25 €– Mendiants : 6.25 €– Orangettes : 5.75 € – Truffes : 6.25€– Ballotin : 20€– Fruits en Massepain : 17 €
Prices : foreign countries
• Modification of the prices: distance, transport
• Belgian chocolate’s notoriety allows him to raise his prices
Distribution
• No shops• Delitraiteur• Lots of other shops but people don’t know
it is his products (80%)
• No real increasing of hisreputation : word of mouth, web site & promotions inDelitraiteur
Communication
• Linked to Delitraiteur’s strategy – Radio – Degustation – Promotion
• Some magazines
• Web site (http://www.molitor.be) : highlight his quality and products
Partners abroad
• No prospection• Agree to work with anyone• No more representatives• + France• - Spain, Israel, Switzerland,Florida• Sushi shop (ginger)• Priority to the Belgian market
Thank you
For your attention