Abstract
The market for delicatessen is very sought after today, and is appreciated by many. With high-end, refined products, with unique flavors, created with particular know-how, these products are popular with an increasingly demanding clientele, in search of perfection of novelty.
Consumed in family and gifted between friends at occasions and parties, these products are rapidly growing.
”La Durée”, the French major leader on the market of macaroons, needs to strengthen its current position and its image. Already present for several years in the international market, the company needs to extend its expansion, but on quite a different market; the African market.
The product has considerable potential in North Africa, and in the Maghreb countries, especially Morocco, where the culture of the delicatessen is very strong and where the clientele is rapidly expanding.
Morocco thus appears as an exploitable place with great potential for the company
