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Case study book International Management of Helen Deresky, Helen K. Deresky - ISBN: 9781292153537, Edition: 9th edition, Year of publication: - (Project final)
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Restuccia MaximeInternational Management Final Paper
CEO:
My name is Maxime Restuccia, and I am the CEO of Fragonard China. As CEO my main goal is to
oversee the entire operations of the company in this region. Importance decisions that touch sectors
such as the financial management, commercial management, and internal management all pass by more
before being implemented to the company’s strategy. Fragonard is one of the oldest and most
traditional perfume company and supplier in France.
Since 1929 we have been supplying big perfume companies such as Channel and Dior with our
high-quality products that come from our worldwide channels. Today at Fragonard we want to grow our
brand imagine showing the real quality products and authenticity of our product. Another reason that
we want to expand our name and brand is to promote what we believe in. At Fragonard social and
environmental issues come at the forefront of our concerns. The company owners Anne Françoise and
Agnès Costa are both determined to resolve issues such as equal pay and same sex opportunity. As CEO
of the Fragonard name in China I will be obliged to continue this internal politics in our company polices
for China.
We have chosen China as the country that will improve our outcomes to become a more
established brand in the worldwide perfume market. China has one of the most dynamic markets when
it comes to perfume. China only accounts for 1% of the global perfume market but 18% of the Chinese
populations is in the luxury market industry. We have realized that there is a big untouched part of the
population that could be attracted by our product. With what we find to be beginnings of the perfume
boom in China we find this to be the perfect time to take the opportunity to implement ourselves into
this growing market, for our brand, and for our revenue. When investing in China we will be sure to
correctly use our and potentially your money in quality financial plans and an expansion plans for the
years ahead to show our ambitions in this market. My colleague will be talking about these plans in
more detail later in our report. We are also aware of the branding cultural presence our product must
have in China for it to be successful. The French way of living and strategic prices are among other
strategies that we will be implementing to our various marketing campaigns in the country. When
working in China we also want to keep the social values of our brand. When dealing with workers’ rights
and development in our company we make it very clear that is will be amongst our main priorities.
What we wish to accomplish in China with your help is to grow Fragonard into the worldwide
brand it has the potential to be. Creating a culture around Fragonard is what we wish to create in
today’s Chinese market. Our historical center in Grasse is the pride and soul of this company and we
would ultimately wish all of our clients to live the Fragonard experience by coming to Grasse, the Capital
of Perfume!
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