Bénédicta: Rejuvenating the target?

This is January 2026.
On the cold sauce market, Bénédicta's consumer base is ageing. Your boss intends to make the brand more attractive to a younger demographic that is currently turning away. The brand can develop new recipes to meet the expectations of this new target.
Students are asked to produce the following elements: internal and external analysis, a marketing strategy (target & positioning), marketing mix on 4Ps, costing and scheduling these recommended actions, executive summary.

Assess students' capacities to :
1) Analyse the situation, taking into account internai and environment constraints, especially focusing on
the younger male target
2) Summarise
3) Define a strategy or a comprehension vision; corne up with consistent strategic scenarios
4) Argue about an action plan
this case should especially enable students to:
- Run and external/ internai analysis and a diagnosis of an evolving market.
- Build a double SWOT diagnosis
- Devise several strategic alternatives and know how to arbitrate between these alternatives
- Develop a justified recommendation for evolving sales operations, while identifying Key Success Factors
- Defined quantified strategi marketing objectives,
- Devise a marketing plan (product/price/place/promotion).
- Cost the marketing plan and devise a schedule for the recommended actions

Summary case, exam case, strategic diagnosis, market analysis, grwoth and development strategy, marketingmix,
marketing strategy, SWOT

Master
Mastères spécialisés
Executive MS

Agroalimentaire

PPT de Débrief (33 slides)

Année de la problématique : 2026

Livraison : Livraison par lien de téléchargement

Nombre de pages : 50 avec 20 page(s) annexe(s)

Temps d'utilisation : de 4 à 6 heures

Code du secteur d'activité : 15 - Industries alimentaires