A local products store for engaged customers
Référence :
M2291(GB)
Langue
Type
Cas multimédia
Catégorie
Marketing
Collection
CCMP
Campus
Résumé
This teaching case enables students to develop their skills in conducting both qualitative and quantitative studies through a concrete example: Les Fermiers du Coin, a store located near Nantes and founded by committed producers to offer consumers high-quality local products at fair prices.
The qualitative phase explores customer motivations, loyalty, and word-of-mouth drivers.
The quantitative phase assesses customer satisfaction, identifies profiles of responsible consumers, and leads to targeted marketing recommendations.
Students are invited to analyze the methodologies used, enrich them, interpret the results, and propose concrete actions.
The qualitative phase explores customer motivations, loyalty, and word-of-mouth drivers.
The quantitative phase assesses customer satisfaction, identifies profiles of responsible consumers, and leads to targeted marketing recommendations.
Students are invited to analyze the methodologies used, enrich them, interpret the results, and propose concrete actions.
Objectifs pédagogiques
- Conduct an in-depth qualitative study with store customers: analyze their motivations, attitudinal and behavioral loyalty, word-of-mouth drivers, and build an exploratory typology of these customers.
- Conduct a quantitative study: measure customer satisfaction regarding the store's operational levers (product range, pricing, services, merchandising, communication), identify consumer profiles, and analyze their specific characteristics.
- Analyze and improve the research methodologies used (interview guide, questionnaire, sampling), and formulate concrete proposals to enhance them.
- Interpret the results of both study phases, cross-analyze qualitative and quantitative data, and develop a structured customer diagnosis.
- Propose, justify, and defend a targeted marketing action plan (customer experience, loyalty, communication, word-of-mouth), tailored to the identified profiles and the store's strategic objectives.
- Conduct a quantitative study: measure customer satisfaction regarding the store's operational levers (product range, pricing, services, merchandising, communication), identify consumer profiles, and analyze their specific characteristics.
- Analyze and improve the research methodologies used (interview guide, questionnaire, sampling), and formulate concrete proposals to enhance them.
- Interpret the results of both study phases, cross-analyze qualitative and quantitative data, and develop a structured customer diagnosis.
- Propose, justify, and defend a targeted marketing action plan (customer experience, loyalty, communication, word-of-mouth), tailored to the identified profiles and the store's strategic objectives.
Mots-clés
Market research - Qualitative methodology - Quantitative methodology - Responsible consumption - Local products - Specialized food retail
Public
L1, L2, L3
M1, M2
Masters spécialisés
MBA, Executive MS
M1, M2
Masters spécialisés
MBA, Executive MS
Secteur d'activité
Specialized food retail
Caractéristiques particulières
- PPT debriefing (25 slides)
- 3 Excel de données
- 3 Excel de données
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Année de la problématique :
2025
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
13 avec 22 page(s) annexe(s)
Temps d'utilisation :
de 4 à 6 heures
Code du secteur d'activité :
15 - Industries alimentaires
Note pédagogique :
Oui (25 pages)
- incluse
Montant :
Adhérents : 470,00 € HT / Non adhérent : 940,00 € HT
Licence :
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.
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Produits pédagogiques liés ...
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M2291
Cas multimédia
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Un magasin de produits locaux pour des clients engagés |
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