Cookies produced by Paris-based manufacturer Michel and Augustin are nowbeing sold in all US Starbucks stores. In a new cheeky ad campaign, thebrand is using humour and its unique success story to lure Americanconsumers.Extracted from France24.com April 2016The holiday gathering hosted by the French ambassador to Washington,usually a rather staid affair, this year involved electronic music and apresentation of the American success story of Michel and Augustin, a Frenchcookie brand now distributed in 23 countries.The firm’s success shows how "French innovation and entrepreneurial spirit[can] conquer the US market", French Ambassador Gérard Araud said in hisspeech at the January 14 event.The brand has used an innovative approach to expand its presence on theAmerican market. Charlotte C., the French communications manager forMichel and Augustin’s US division, has headed a social media campaign thatuses humour (the brand’s tagline is "Two kooky cookies") and the firm’sunique success story to lure American consumers..Michel and Augustin cookies have been available at the more than 7,600Starbucks locations across the United States since January 5. And yet thismassive distribution deal with the multinational coffee giant began with anunexpected phone call on a Thursday in June 2015.#AllezHowardUnCaféAn assistant to Howard Schultz, the Starbucks CEO, called to requestsamples from the small French firm; a tasting committee was to meet thefollowing Monday. Despite having dreamed of a Starbucks deal for 10 years,we had never succeeded in convincing the company’s French teams to meetwith us, Charlotte said. “So this phone call was an incredible opportunity forus.â€The Paris-based team then made a decision that became a major coup: ratherthan sending Starbucks a package of samples, "which would have cost€1,000", Charlotte and her colleague bought two tickets to Seattle, whereStarbucks’ headquarters is located. They brought with them a camera, amicrophone and a few boxes of cookies, and looked to meet the big boss inperson. To help them in their mission they launched the Twitter campaign#AllezHowardUnCafé (Come for a coffee, Howard), publicly inviting the CEOto meet with them for coffee and a cookie. Within 48 hours, the hashtag hadbeen retweeted hundreds of times.The Michel and Augustin team filmed every stage of their journey – from theirdeparture from Charles de Gaulle airport to their arrival at Starbucksheadquarters – as a series of mini-documentaries. Their hundreds of Twitterfans encouraged the US brand to receive the plucky French bakers.But not everything went smoothly. Just as their plane landed in Seattle,Charlotte received a reproachful phone call from the Starbuckscommunications department: The company did not appreciate beingconfronted with such a public demand for a meeting with its CEO.Despite Starbucks’ initial refusal, the two entrepreneurs were received a few hours later on the advice of the boss’s wife, who had seen the#AllezHowardUnCafé hashtag on Twitter."He was convinced by our entrepreneurial spirit, and found that we also had agreat foundation," said Charlotte. Public pressure from the Twittersphere mayhave also played a part in securing the invitation.After conducting two successful test phases in June and October 2015 – thecookies were first offered at 25 Starbucks locations in Manhattan – allStarbucks stores now offer Michel and Augustin’s products.According to the National Association of Food Industries, the United States isnow the 7th-largest consumer of French food products, and French exports offoodstuffs to the United States increased by 23% between 2014 and 2015.But even if French products are attractive to Americans, French firms still haveto know how to sell themselves. "Unfortunately, [French companies] areknown for producing beautiful products, but not always being pleasant or ableto respond to our emails within 48 hours, especially in August. And thatworries the Americans, who want highly reactive partners,†said PaulineOudin, director of Sopexa USA and a consultant in export and distribution.But Oudin said that Michel and Augustin’s unorthodox communicationsstrategy successfully addressed corporate America’s concerns.“By demonstrating publicly on social networks that they were ready to move,and do whatever it took to get noticed, Michel and Augustin representativesbrilliantly played the role of the eager startup, which Americans love."Question: Do you think the fact that Michel & Augustin firm gained adistributorship contract with Starbucks will guaranty Michel & Augustina brilliant international development? Justify your answer using theconcepts seen in class.An answer in average 400 words (from strategic management perspective),
Cookies produced by Paris-based manufacturer Michel and Augustin are nowbeing sold in all US Starbucks stores. In a new cheeky ad campaign, thebrand is using humour and its unique success story to lure Americanconsumers.Extracted from France24.com April 2016The holiday gathering hosted by the French ambassador to Washington,usually a rather staid affair, this year involved electronic music and apresentation of the American success story of Michel and Augustin, a Frenchcookie brand now distributed in 23 countries.The firm’s success shows how "French innovation and entrepreneurial spirit[can] conquer the US market", French Ambassador Gérard Araud said in hisspeech at the January 14 event.The brand has used an innovative approach to expand its presence on theAmerican market. Charlotte C., the French communications manager forMichel and Augustin’s US division, has headed a social media campaign thatuses humour (the brand’s tagline is "Two kooky cookies") and the firm’sunique success story to lure American consumers..Michel and Augustin cookies have been available at the more than 7,600Starbucks locations across the United States since January 5. And yet thismassive distribution deal with the multinational coffee giant began with anunexpected phone call on a Thursday in June 2015.#AllezHowardUnCaféAn assistant to Howard Schultz, the Starbucks CEO, called to requestsamples from the small French firm; a tasting committee was to meet thefollowing Monday. Despite having dreamed of a Starbucks deal for 10 years,we had never succeeded in convincing the company’s French teams to meetwith us, Charlotte said. “So this phone call was an incredible opportunity forus.â€The Paris-based team then made a decision that became a major coup: ratherthan sending Starbucks a package of samples, "which would have cost€1,000", Charlotte and her colleague bought two tickets to Seattle, whereStarbucks’ headquarters is located. They brought with them a camera, amicrophone and a few boxes of cookies, and looked to meet the big boss inperson. To help them in their mission they launched the Twitter campaign#AllezHowardUnCafé (Come for a coffee, Howard), publicly inviting the CEOto meet with them for coffee and a cookie. Within 48 hours, the hashtag hadbeen retweeted hundreds of times.The Michel and Augustin team filmed every stage of their journey – from theirdeparture from Charles de Gaulle airport to their arrival at Starbucksheadquarters – as a series of mini-documentaries. Their hundreds of Twitterfans encouraged the US brand to receive the plucky French bakers.But not everything went smoothly. Just as their plane landed in Seattle,Charlotte received a reproachful phone call from the Starbuckscommunications department: The company did not appreciate beingconfronted with such a public demand for a meeting with its CEO.Despite Starbucks’ initial refusal, the two entrepreneurs were received a few hours later on the advice of the boss’s wife, who had seen the#AllezHowardUnCafé hashtag on Twitter."He was convinced by our entrepreneurial spirit, and found that we also had agreat foundation," said Charlotte. Public pressure from the Twittersphere mayhave also played a part in securing the invitation.After conducting two successful test phases in June and October 2015 – thecookies were first offered at 25 Starbucks locations in Manhattan – allStarbucks stores now offer Michel and Augustin’s products.According to the National Association of Food Industries, the United States isnow the 7th-largest consumer of French food products, and French exports offoodstuffs to the United States increased by 23% between 2014 and 2015.But even if French products are attractive to Americans, French firms still haveto know how to sell themselves. "Unfortunately, [French companies] areknown for producing beautiful products, but not always being pleasant or ableto respond to our emails within 48 hours, especially in August. And thatworries the Americans, who want highly reactive partners,†said PaulineOudin, director of Sopexa USA and a consultant in export and distribution.But Oudin said that Michel and Augustin’s unorthodox communicationsstrategy successfully addressed corporate America’s concerns.“By demonstrating publicly on social networks that they were ready to move,and do whatever it took to get noticed, Michel and Augustin representativesbrilliantly played the role of the eager startup, which Americans love."Question: Do you think the fact that Michel & Augustin firm gained adistributorship contract with Starbucks will guaranty Michel & Augustina brilliant international development? Justify your answer using theconcepts seen in class.An answer in average 400 words (from strategic management perspective), plus references,,
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