Le Creuset
Concentration of Manufacturing:
In comparison to the diversified nature of Le Creuset’s approach to export markets, manufacturing in the company is very much concentrated. All Le Creuset’s products are manufactured at the two production sites in France (Fresnoy-le-Grand and Cousances).
What could be the reason or reasons behind such a concentration in manufacturing? One reason could be the nature of the production process at the company. It is highly specialised. The products have to meet certain standards and levels. It consists of four distinct stages (production of cast iron; casting; finishing; and enamelling). The process thus is a distinct and orderly method.
In addition there is the factor of the presence and remoteness to raw materials (in this case pig iron and recycled iron). Also the production process needs appropriate specialised equipment to support the highly specialised stages of production. Beside Le Creuset’s products have the image of being traditional, made in France with experience for long consecutive years. The production has been going on in France since 1925. This therefore creates or is part of the brand image.
All these factors make it difficult for the company to found other production sites for the company in its foreign markets. The company instead concentrated on a more diversified level of marketing, sales and distribution. However this does not mean that production is neglected for still great attention is focused on improving productivity in the company through an on-going investment programme targeted at re-organising and modernising the production facilities and process at Le Creuset. As a result the process has now become more cost-efficient, effective, and automated. In fact automating the casting process for example has proved to be six time more efficient than the labour-intensive method that has been replaced.
Culture or the Image of Le Creuset:
What does Le Creuset as a brand name suggest a vision or an image of? Above all we should at first point out that it is the very qualities of Le Creuset products that create its image and culture world-wise. Le Creuset cast iron cookware has three outstanding features by which its recognised: its high quality, its superior durability, and the brightness and depth of its colour. These three distinct characteristics guarantee a very up-market product that consumers would highly desire and aspire to buy.
The name, image and culture of Le Creuset created by the properties of the company’s products are very unique.
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