Abstract
In the French market, the food market represented a global turnover of 134 billions of euros in 2004. In this food market, the leading products are vegetables and corn. The turnover of this specific market saw a growth of 6% just for 2004 and the leader firm for the European market is the French firm Bonduelle, and the follower is the plant D'aucy. What can the follower do to be more competitive against the leader? I'll try to answer to this question by explaining why Bonduelle is the leader of the vegetables and corn market, after that I'll explain D'aucy strengths and weaknesses and to conclude I'll give my strategy recommendations to attack this leader. Bonduelle is the uncontested European leader of the vegetables and corn market, with a turnover of 1.25 billions of euros, it represent a quarter of the turnover of the French market, and for the society the French market it represent 52.5%of the global turnover. A further 47.5 % represent the turnover of the European market.
