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Critical Analysis of French Cookie Market

   

Added on  2019-09-23

3 Pages747 Words178 Views
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Essay: A critical analysis of the key characteristics of the cookie market in France, andidentification of which consumer segment(s) Michel and Augustin should targetThe cookie market in France consists of the biscuits that contain butter, chocolate, eggs; cream,wafers or they may be plain. This shows that the cookies in the market of France are available inmany varieties. The consumers have many tastes, and this is the reason why the market of Franceis flooded with the different ingredients and flavors in the cookies. The French cookie market isdominated by the large players who have relatively more market share and more market power.This shows that the new players who are planning to enter the market of France needsconsiderable investment to build their production capacity so that they can earn high returns toscale on the production of the cookies, increase their volume of production and make their coststructures competitive enough to enter the market, compete with the large players and establishthemselves in the market. The major retailers who are located in the supermarkets and thehypermarkets of France carry the power of distribution of the cookies. This shows that the bestchannel of distribution of the cookies is through the retail channel because there were similarbrands of cookies in the retail market of France and the replacement could be done only by theretailers without incurring any heavy costs. The presence of international players dominated themarket of cookies in France, and they also led the market. This shows that there is toughcompetition in the market for obtaining the space in the retail shelf and for grabbing the attentionof the consumers because both domestic and the international players are well-established inFrance, and they have positioned their product strongly. The company should target that segment which places emphasis on eating breakfast in themorning. There are people who prefer brunch but, the health conscious people are aware of thefact that breakfast is a must to have the meal and it is the most important meal of the day (Sun‐1
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