Abstract EN:

This work of applied economics is divided in two parts: the first parts include an analysis of the American food sector and its organization. It specifies food manufacturers-distributors relationships; food market structures (economies of scales, barrier to entry,) and presents the main actors with their corporate strategies. The first part also sums up the different research work of American agricultural economists since the last war and points out the two main factors of the sector's mechanisms: brand promotion, especially the central role of advertising, and the necessity to launch new products. The second part presents French food companies settled in the United States, and the corporate strategies they develop, utilizing diverse schools of strategic thinking. A first chapter analyzes the competitive advantage of the French firms, as well as the effects of foreign direct investment on the competitive positioning of these firms. With the example of the cheese sector, the second chapter shows the need to analyze thoroughly each cheese segment in order to optimize the utilization of promotional activities (promotions, advertising merchandising) on each of them. The third chapter analyzes the process of new product creation as a source of competitive advantage. It raises the issue of first mover advantage versus late entrant advantage. This last chapter also sums up comments and scenarios about the potential strategies for French firms in the US. The general conclusion consolidates the lessons learned in the two parts. It shows that French firms posses the required competitive advantages to conquer the US food market. This conquest would provide them with additional competitive advantages, stemming from the US market structure, and usable in turn in a larger internationalization process.