Marketing Strategy Of LE CREUSET In China

In year 2008 the Subprime Crisis happened in America, and it caused a global financial crisis in the following years, and this is the most serious crisis in the history and economists forecasted that it will last a longest period compares to the other crisis ever in the past. This crisis was pushed to a peak danger with the happening of the European debt crisis. Many foreign countries and foreign companies suffered a huge falls in their revenues and incomes for many of their ever consumers now lose their jobs and can’t pay to buy these products like before, especially for those products from Europe and America. But in China, the economic keeps increase rapidly, and the Chinese people benefit from this and get a good improvement in their personal incomes. So many foreign brands want to expand their sales in china, the LE CREUSET brand entered china market in this situation.LE CREUSET is a luxury cookware brand from France; it has a great success in European markets, and is honored as the LV in the kitchen, and was very popular to consumers in Europe. It entered China market from year 2008 and wants to win a success like in the Europe. But China market is a new, much potential and special market, how to win this new big market? What cookware product is the favorite of the consumers in China? How to attract consumers to buy product of this brand? How to compete with other cookware brands? Can Chinese consumers accept the price of LE CREUSET products? What will impact their purchase decision? And so on.To get a clear answer to all these queries, this thesis analyze the Chinese market environment of luxury cookware, the Chinese consumers and their consume habit, the factors that may impact their purchasing decisions and the strength and weakness of LE CREUSET itself with SWOT and Michael Porter’s Five Forces Model, and researches its competence strategy, the channel strategy, the advertise strategy and the price strategy. With these researches and analysis, I hope to provide useful and valuable references to the management of LE CREUSET Chinese Company.