Le développement international de La Boîte à Pizza

Extraits

[...] The company decided to sell gastronomic pizza with a really particular taste. The company is already exporting in Belgium, in China ( Shanghai) and wants to start launching its products in USA in 2009 (Miami). updated_doc\logo\logo.png Background 1994 : Using a communication based on the delivery of flyers in customers' mail box on a regular basis. From now on LA BOITE A PIZZA interior decoration, shop frontage and accessories are red and black : LA BOITE A PIZZA innovated and decided to be different from its competitors by cooking « gourmet pizza ». [...]

[...] 2000's : LA BOITE A PIZZA is now able to export its concept to international. Belgium, China (Shangai), USA (Miami). updated_doc\logo\logo.png Key Figures Turnover La boite à pizza 2007 : 34 millions euros Pizza market represents over $421 billions dollars per year in America. Chinese pizza market is now of billion dollars updated_doc\logo\logo.png Why ‘la boite a pizza' is so successful in France? updated_doc\logo\logo.png A unique idea Is a franchise since 1986 Aggressive strategy : meeting the demand and tastes of the French market = Put the competition out of the running Strategy : Customer loyalty with a unique product Great taste of their pizzas Innovative system of induction-heated delivery bags Boîte à Pizza store: 110 units in France with 7 pilot units 3 in Shanghai / 1 in Miami bp.jpgupdated_doc\logo\logo.png Unique product Pizzas = Goodness gourmet dishes 20 new recipes / a year Multiple choices of Pizza ( + 60 tastes) A big variety of “special” taste. [...]

[...] Same products as in France: French products of the « terroir » But adaptation to the Chinese tastes Chinese market attracted by the exotism of West cuisine « Buy one Get one free » formula updated_doc\logo\logo.png Some issues Some problems with joint ventures made F. Lallement decide to have 100% foreign funds Adaptation to the Chinese tastes was hard at first Big American competitors tailored the Chinese tastes in matter of pizza. updated_doc\logo\logo.png Conclusion 20 years: strong development Good Strategy: leader on the market February 2005 : first restaurant in Shanghai. Recommendation: continue to develop the international development. [...]