JAPAN: REVIEW OF BRESSE BLEU JAPON
Article Abstract:
Bresse Bleu, the subsidiary of the French group Bongrain, has been present on the Japanese market since the sixties. In an interview by the Le Moci magazine with Philippe Thirouard, the managing director of Bresse Bleu Japon, the company was a pioneer on this market, where it began by selling camembert. Now it sells several cheeses and cheese specialities from France in Japan. The line of camembert has been the most successful with the Japanese, mainly because of its long sell-by date, and because the Japanese like the texture and taste of this type of cheese. Mr Thirouard says that in order to succeed in Japan, one must first understand the country's culture in terms of commercial practices, management methods, logistics, and merchandising and marketing. One must also be able to provide zero fault in the domains of quality, logistic service, and communication.
Publication Name: MOCI
Subject: Business, international
ISSN: 0026-9719
Year: 2000
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FRANCE: THE KEYS TO BEL'S INTERNATIONAL SUCCESS
Article Abstract:
Bel, the French cheese group, is present in 90 countries, and the company has been able to get an international foothold for its brands. It stresses proximity to the consumer, particularly in adapting products and packaging to the desires of the local consumers. Advertising is also a key element to the success of the Bel group, which favours advertising which is adapted to the various markets rather than worldwide campaigns. In 2000, Bel made a turnover of FFr 1bn, with 220,000 tonnes of cheese sold, of which 33.3% is sold in France, 33.3% is sold in Europe, and 33.3% is sold in other countries.
Publication Name: MOCI
Subject: Business, international
ISSN: 0026-9719
Year: 2001
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FRANCE: REVIEW OF FROMAGES.COM SITE
Article Abstract:
The Fromages.com site which was created in 1997, is no longer losing money; it has posted a turnover of FFr 800,000 in mid-2000. Fromages.com makes most of its turnover from exports. The United States is its principal outlet, representing 60% of sales, followed by the European Union with 20%, including France. The remainder comes from markets in Asia, South America, and Africa. At present Fromages.com's average market basket comes to FFr 450. Marc Refabert, the owner of the site says that it is going to allocate FFr 50,000 for on-line advertising in 2000, in order to continue its development.
Publication Name: MOCI
Subject: Business, international
ISSN: 0026-9719
Year: 2000
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