. The question however that arises here is what would make people choose Le Creuset’s products over less expensive alternatives?Market Choice:There are so many choices in the market place. There are other high quality products. Tefal cookware is one example. There are less expensive alternatives. There are local alternatives in local market (Prestige cookware in the UK). Why choose Le Creuset?On one hand it could be the superior qualities and properties that drive consumers to purchase Le Creuset. It could be the specialised type of the cookware itself being made out of cast iron. It could be the beautiful appearance, which comes after the fact that it is actually excellent cookware. Although it costs more, Le Creuset cookware in addition will last and look good for much longer than any other cookware-for 101 years (the longest warranty in the industry). This means that the consumer will not replace the cookware in 10, 15 or even 100 years.Another reason that might drive consumers to Le Creuset is the fact that it is a well-known international brand name that has firmly secured its presence and status in the market place across the world. Beside the efficiency in the delivery of the product as a result of a well-managed distribution system is another reason. Deep emphasis on the marketing of the product could be yet another reason. Distribution Channels:Le Creuset has set up to create their own distribution network worldwide to replace previous arrangements that mainly focused on the use of independent agents. The importance of distribution channel control in key markets was first established by the new management team lea by Paul van Zuydam. The main objectives of such a strategy were: To gain full control in the distribution of the company’s products Proximity to consumers Cost factors-it is cheaper in the long run To keep up with other competitors Market penetration,...
