Analyse SWOT : Pierre Hermé

Strengths :

- Worldwide fame and reputation (Vogue : Pierre Hermé is the « Picasso of Pastry) - Unique know-how - High level of innovation and creation - High quality products that convey a traditional, natural and authentic image - Wide range of products: macarons, chocolate candy, chocolate cakes, chocolate snacks, waffles… - Strong communication - Loyalty system: l’Atelier de Formation à la Haute pâtisserie Pierre Hermé

Weaknesses: - “Premium price” politic (high prices)

PESTEL Saudi Arabia

Economic environment

We notice a growing attention among global confectionery manufacturers on the Middle East market and for good reason. For a number of years, confectionery sales in the region have experienced double digit annual growth, increasing by nearly 15% annually between 2005 and 2009. Annual chocolate sales exceed $4.2 billion in the Middle East. This trend is observable in many countries and especially in Saudi Arabia: the country represents the biggest market in the Middle East. Indeed it is valued at $544 million and registered a 5% annual growth during the last couple of years, which is a great opportunity for confectionery manufacturers looking to increase profits.
Moreover, we notice that chocolate is king in Saudi Arabia: it accounts for 50% of total confectionary sales. The value of chocolate sales per unit is also rising, which offers many opportunities for profits.
As the average income per capita increases, currently at $15,000, so does purchasing power and expenditure on luxury products, such as premium chocolate. This is good news for high quality chocolate manufacturers like Pierre Hermé, who offers high class and premium chocolate to its customers.

Sociocultural environment

Given these high disposable incomes, consumers in more developed countries within the