onto a just-in-time basis. This would both improve customer service and release funds for investment elsewhere. International Marketing- the Company’s Present Strategy:In the 1993 annual report for Le Creuset Zuydam stated: “…This team has turned what was mainly a manufacturing orientated business into an international marketing led organisation with emphasis on professional, sales, and distribution.”Le Creuset has changed to be a multi-national corporation. In order to acquire a firm basis worldwide a corporation has to today depend greatly on the role of marketing. In other words it has to make its products known to consumers and also know what customers demand and seek their satisfaction to secure profits. The company still did not neglect its production and control aspects. Considerable investment has been made to modernise production and emphasis has been especially put to strengthen financial control and provide the latest appropriate computer technology.Product Diversification:Le Creuset has concentrated traditionally on the manufacture and distribution of high quality cast iron cookware. However the company’s strategy since the new management team has acquired control has changed. The company expanded, developed and diversified its product range. This was mainly the result of the work of the new product design and development team established since the company’s take-over. A range of high quality earthenware and Sabatier Kitchen knives products has been introduced. The company is also further developing its Screwpull range of wine accessories. Le Creuset also distributes Weber barbecues and Zyliss kitchen tools for third parties. The full line of Le Creuset products includes the following: French ovens, Rectangular Bakers, Grills and more Le Creuset speciality food products (oils, vinegar, and seasonings) Low fat cookware Serve ware Special...
