Diversification strategy

Compagnie Fruitière is the largest fruit producer in the Africa-Caribbean-Pacific zone. Compagnie Fruitière is present in a large part of the world and has integrated its three businesses, production, transport and distribution of fruits and vegetables. The group’s strategy is based on vertical integration, which gives it unique efficiency, particularly in the monitoring and quality of the fruits and vegetables it sells. Convinced that there are large opportunities for optimization, growth and diversification, the group also aims to develop organic and fair production, as well as its Research and Development activities.

It is on the strategic axis of diversification that the group has mandated classM for strategic support of their diversification topics across the continent. Many subjects are treated in sectors as diverse as wine, banana flour, cocoa, essential oils or the fruit supply. For each subject, classM performs a detailed market study of strategic recommendations.

• Key market figures
• consumption trends
• Geographic analysis
• Growth factors of the African market
• Segmentation
• Forces involved and distribution channels
• Key success factors for value creation (distribution channels, marketing approaches, pricing strategies, etc.)

Country: Ivory Coast, Cameroon

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