LeClerc Machines de Cuisine

Presentation

LeClercMachines de Cuisine

Creative Cuisines Reliable

Mr. Bill Lewis,President

Ms. Marie Dominic,Representing attomey

U.S. Distributor,Atlanta

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French manufacturer of foodprocessors, blenders, grinders

, etc.,Paris

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Reliable Restaurant and Home Kitchen Supplies firm,

New Jersey

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Ms. Jane Watson,Sales Manager

Mr. Albert Rose,PresidentMr. François Jost,

Overseas sales manager

Dialogue

Questions: • Are the products genuine LeClerc?• Is LeClerc aware of Reliable’s actions?• What can Creative Cuisines do?

Solutions: •Make some research on the products.• Contact LeClerc company. • « …adopt some marketing tactics… »

(between B. Lewis and M. Dominic)

Exhibits

Exhibit 1:English Version of a Letter Sent by

LeClerc to All DistributorExhibit 2:

Letter from Dominic to Albert Rose, President, Reliable Restaurant

and Home Kitchen SuppliesLeClerc warns all its distributors about

Reliable firms:

“If by chance you have supplies Reliable…please do not do so in the

future.”

The attorney Mrs. Dominic informsReliable of the agreement between C.

Cuisines and LeClerc:

« …a grievous violation… »

« Your distribution…against you unlessyou desist… »

Exhibit 3:Memo from Jane Watson, Sales

Manager, Creative Cuisines, to Bill Lewis

Exhibit 4:Memo to Creative Cuisines Sales Department from Jane Watson

Results of the analysis of productsLeClerc from Reliable:

« It is without a doubta genuineLeClerc… »

C. Cuisines answers to the commercial Reliable’s by cutiing temporarely the priceon the LMC professional Food Processor:

« …we are lowering the prices on… »

Exhibit 5:Reliable’s Ad in a Number of Consumer

Food Magazines and Professional Journals

Call free number of Reliable:1-800-555-5342

=> Canadian phone number!

Exhibit 6:Letter to Bill Lewis from Sandra

Jordan, Account Executive at FeingoldAdvertising, Creative Cuisine’s Advertising

AgencyMeasures taken by C. Cuisines to fight

against Reliable:

- Concept: Bad publicity and aggressivefor Reliable

- Copy Design: A new collection ofLeClerc products

- Placement: Ads campaign

LeClerc C. Cuisines

Strenghts and WeaknessesStrenghts Strenghts

Weaknesses Weaknesses

Partenership

Positive• Management: Flexibilityfor C. Cuisines

Negative• Communication: Lack ofmonitoring from LeClerc• Organization: Little reaction• Management: C. Creativealone

• Culture: French foodmachines in America• Economy: Large market• Organization: Good reaction

• Market: Difficult to controlAmerican competitors

• Communication: Lack ofmonitoring of clients

• Notoriety: Famous firm• Health: Great success onthe Western market

Solutions for LeClerc

1. Do nothing and let C. Cuisines manages

Positive

• Any loss of profits• More time to think about the situation

Negative

• Risk of loosing control of the situation => Bad image

2. LeClerc breaks the contract with the Canadian distributor

Positive

• No more threatens from Reliable=> honored contract

• Good image

Negative

• Loss of a distributor=> Loss of profits

3. No more sales in the U.S.

Positive

• No more issues in the U.S.

Negative

• Loss of the American market=> Loss of money

=> Risk of weakening the company

Solutions for Creative Cuisines

1. Keep adapting to the situation

Positive

• Good image from LeClerc for taking decisions

Negative

• Risk of letting Reliable wins the LeClerc productsmarket and bad image• Loss of money

2. C. Cuisines sue Reliable company for illegal sales

Positive

• No more threatens from Reliable if C. Cuisines wins=> Increase of profits

Negative

• Loss of money due to legal costs• Risk of loosing the trial (Maybe Reliable’s sales are not illegal)

=> Bad image=> Loss of profits

3. C. Cuisines buys Reliable

Positive

• No more threatens from Reliable• Increase of profits• Good image from LeClerc

Negative

• Loss of money

1. Keep adapting to the situation

2. C. Cuisines sue Reliable companyfor illegal sales

3. C. Cuisines buys Reliable

1. Do nothing and let C. Cuisines manages

2. LeClerc breaks the contract withthe Canadian distributor

3. No more sales in the U.S.

Solutions for Creative CuisinesSolutions for LeClerc

Advices

For LeClerc- Manage better its distributors- Communicate more with its distributors

For Creative Cuisines- Do not panic and keep taking decisions butcommunicate more with LeClerc

Thanks for having listened