Une situation de vente à l’export

Cas Cattier

1. Internal diagnostic
Strengths

Weaknesses

Financial Ressource

turnover : 8 300 000€ increase
20%
financial help from coface and ubifrance - SASU
- Brand protect by INPI

- National market (12%-13% to export) - Crisis
- Communication budget limited

Humain Ressource

50 employees
- Software
- competent and efficient employees - Hierarchie simplicity

- No export department
- Not enough employees for the futur of the company.

Production Ressource

Cattier have :
- A R&D department
- Quality department
- Factory
- Warehouse (2600 m2)
- Supply chain regulation
- Organic products and
ECOCERT certification +
Organic certification

- Delivery time (production only in
France)

Cesari Maxence

Une situation de vente à l’export
Commercial Ressource

- Large range products (16 received a reward by victoire de la beauté)
- Keep control of supply chain
- Organic products and
ECOCERT certification + organic certification
- Very good notoriety (100%) in
France
- Presence in organic shop and big store, specialize store, drug store and mass retail.
- High Presence in fair
- fidelity programs highly develop
- Graphic chart
- Media presence
- French company

2. External diagnostic

Cas Cattier
- Only brick and mortar
- communication budget limited
- Commercial Trip to client
- Labeling not compatible with the Chinese market.
- change prononciation with the word « Cattier » in china.

Cesari Maxence

Une situation de vente à l’export

Political

Economic

Opportunity

Threat

- Open borders to international commerce - Long time procedure
-

(homologation and certification)

- Dynamic market (increase of
-

-

Social-demographic

Cas Cattier

- Concurrence become more
12.6% between 2001 and present on this market.
2007)
Turnover 200 millions to 60 billard) 80% of the asian cosmetic market (foreign company)
Good position of the french company in the asian market
French is the first supplier of the China (cosmetic market)
because