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Le marketing des produits agro-alimentaires français sur le marché américain

Author

Listed:
  • Stéphane Gouin

    (Ecole Nationale Supérieure Agronomique de Rennes)

Abstract

La position modeste des produits français aux États-Unis n'est pas uniquement le fait des mesures protectionnistes, mais aussi de l'inadéquation des produits aux goûts et aux habitudes de consommation ; à une cible de consommateurs trop restrictive ; à une stratégie d'exportation peu adaptée aux particularités du marché ; à une politique de marketing insuffisamment développée ; à des prix souvent considérés comme peu compétitifs. Sur la base de ce constat, nous analyserons plus en détail les raisons qui expliquent cette faible présence sur le marché américain pour ensuite tenter d'apporter des solutions pour accroître la pénétration de nos produits.

Suggested Citation

  • Stéphane Gouin, 1992. "Le marketing des produits agro-alimentaires français sur le marché américain," Post-Print hal-02360569, HAL.
    • Handle: RePEc:hal:journl:hal-02360569
    as

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    Keywords

    IAA; Marketing; Exportations;
    All these keywords.

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