Fleury Michon was originally part of the meat industry. Today it has expanded and also covers the area of self-service caterers. The primary desire of Fleury Michon is to become an independent company and this is why the company opted for an organization consisting of a Council of Directors and an Executive Management.
The crisis has had a severe impact on the agri-food business, but this does not seem to worry the leaders, who are finding new solutions to counter it. While maintaining its known strengths (for example the superiority of its products or its leadership), Fleury Michon wants to develop its position in its various activities.
Maintaining its leadership position with its 4 pillars in the center of the GMS's, the business is finding its feet in pressing industries such as catering, travel, and more. One of the great desires of Fleury Michon is developing its international hub, particularly in Europe and North America.
In these hard economic times, Fleury Michon is faced with several difficulties. The company is facing declining consumption in some markets due to the questioning of national brands, as well as to the general suspicion with regard to the food industry.
How does Fleury Michon prevail in the catering sector and enjoy a growth rate of 7% of this market? Food service accounts for 16% of the turnover of the company but the market has a growth rate of 7%. The attractiveness of this market seems strong and the inherent strengths of Fleury Michon meet market demand.
The company is facing a change in consumer demand due to a change in their recovery mode, and despite the short-term risk in the field of catering it represents a very large market share. Food service is expected to represent a significant market share, but Fleury Michon must look for options besides homes, because the reduction in assets in France is expected to affect the way of eating.
Tags: Fleury Michon, business strategy, objectives
[...] Fleury Michon - business, vocation, strategy, swot, McKinsey matrix, and target positioning 1 / Specify the trades of the company- The original business of the company was that of industrial meat under the brand name Fleury Michon. Today, it has expanded to cover the business of self-service catering / Make a summary of its vocation as expressed by its leaders: The first desire of Fleury Michon is to become an independent company and to stay in the family. This is why the company has opted for an organization where the management is in the hands of the Board of Directors and the senior management. [...]
[...] First, there must be a differentiation between these segments and as they do not necessarily have the same expectations and the same tastes for different marketing segments. It is compulsory for the company to set up various marketing mixes, because if it uses only one, it will be impossible to meet different needs / What do you think the positioning and marketing mix for “lunch boxes " be in Fauchon Positioning: ID: This is a product that of " luxury " quality .The Public classifies a product in a simple way : • Meal Trays • A balanced and qualitative food differentiation: • Box to offer or afford If we look at the trends of competition, through a mapping of positions , it is more likely to find on the market an offer oriented around product quality . [...]
[...] The main targets are on the meal tray business are people who travel a lot . Indeed, meal trays are available primarily on airlines and railroads. These plates allow travelers to eat while traveling. The main reasons for these trips are the order of the work; this means that the majority of travelers are adults of 25 years and older. During school holidays, the customer will change and consist mainly of families who travel for pleasure. We can estimate that the meal trays have two main targets: people traveling on business throughout the year, and families traveling in their personal capacity during school holidays. [...]
[...] Fleury Michon has segmented its customers, allowing them to better diversify and adapt to its offer. The brands are managed for five different general types of activity where the meal tray is present. • The dishes • Meals solutions for luncheons • Meals solutions for meetings • Meals solutions for Steering Committees • The catering The RHD activity for “meal trays “are subdivided according to the type of distribution used . (GD , wholesalers, restaurants and catering ) • They are “cooked “for clients like Subway, Promocash etc. [...]
[...] It is a form of presentation of the product which is completely focused on the effect of fashion, trend and color of "prestige”. This brings us to the Golden Triangle: The expectation of the public about the nutritional quality of food trays is met with appetizer, entree, and dessert. The positioning of the competition on the packaging and product trends, is rudimentary. The advantages of the product are nutrition trends, packaging to make the product and the timing of meal more enjoyable with quality meals. [...]
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