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Leclerc Italy Culture

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INTERNATIONAL MARKETING PLAN - CULTURE The cultural norms of Italy are quite different than that of Canada, and should be respected to avoid offending anyone. The official language of Italy is Italian, which is a language with a strong differentiation between formal and informal addresses. When talking to strangers and elderly people, formal language should be used unless they initiate the informal tone. The handshake is a common form of non-verbal greeting, however it should be used both when starting and ending a conversation. One firm pump of the hand is sufficient. When addressing business clients who have yet to introduce their name, referring to them as signore or signora is recommended. Lei is the formal version of you, and tu is the informal version. Lei should always be used when talking to people who have a business relationship with you, as well as with …show more content…

Leclerc offers high quality chocolate covered cookies, which fulfills the need of consuming sweets in Italy. The target market for Leclerc in Italy would be the same as in North America; mainly for families or the younger generation. The convenient packaging allows busy parents to pack these into on-the-go lunches, or for children to enjoy as an after school snack. There are products that are competing for the market in Italy, such as the original Italian Pizelle cookie from Rezo. (pizelle.com) These are thin egg waffle cookies available in chocolate, vanilla, and original flavours. Leclerc cookies differ from Pizelle because our product is more decadent with the chocolate and butter cookie base. Leclerc products should have no problem with entering the Italian market, as there are not many added tariffs or government regulations on food products. International buyers will buy Leclerc brand products because we are a traditional Canadian company, and allow Canadian products to be showcased to the international

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