Marketing mix Protein Kissèe La in Ivory Coast
Référence :
M1994(GB)
Langue
Type
Cas condensé
Catégorie
Marketing
Collection
CCMP
Auteur(s)
Résumé
The case study introduces the company Protein Kissèe La (PKL) located in Ivory Coast.
The customers target is the Bottom of the worldwide economic Pyramid population, so called the BoP (Bottom of the Pyramid) Population.The company must adapt its products to this BoP. population with a low purchasing power and often located in remote and scattered areas.The income of the target populations, their living conditions and their consumption behaviors sharply contrast with those of developed countries. Due to this, the company must adapt its business model and marketing strategies to serve the BoP Populations.
The customers target is the Bottom of the worldwide economic Pyramid population, so called the BoP (Bottom of the Pyramid) Population.The company must adapt its products to this BoP. population with a low purchasing power and often located in remote and scattered areas.The income of the target populations, their living conditions and their consumption behaviors sharply contrast with those of developed countries. Due to this, the company must adapt its business model and marketing strategies to serve the BoP Populations.
Objectifs pédagogiques
Acquisition of new knowledge:
- Presentation of two mix-marketing tools which are dedicated to the poor populations of the emerging countries.
Acquisition of new skills (know-how):
- Application of these tools.
- Checking of the correct understanding of the business problems and concepts which
underlie the case: cross-analysis of tools.
Pedagogical objectives for the acquisition of behavioural competences (interpersonal skills):
- Decision-making ability in emergency situations: suggesting some lines of recommendation given the 3 tools.
- Negotiation ability with local populations, local partners, international institutions.
- Ability to analyse and summarize a complex situation: the populations of emerging countries have characteristics that are rarely addressed and rarely implemented in the case studies.
- Presentation of two mix-marketing tools which are dedicated to the poor populations of the emerging countries.
Acquisition of new skills (know-how):
- Application of these tools.
- Checking of the correct understanding of the business problems and concepts which
underlie the case: cross-analysis of tools.
Pedagogical objectives for the acquisition of behavioural competences (interpersonal skills):
- Decision-making ability in emergency situations: suggesting some lines of recommendation given the 3 tools.
- Negotiation ability with local populations, local partners, international institutions.
- Ability to analyse and summarize a complex situation: the populations of emerging countries have characteristics that are rarely addressed and rarely implemented in the case studies.
Mots-clés
Strategic Marketing - Mix-marketing - Bottom/Base of the Pyramid (BoP) - 4P+1 - Kotler - 4A - Prahalad - 5D - Bhan
Public
- Students: undergraduate and master
Secteur d'activité
Food-processing industry
Caractéristiques particulières
- PPT: debriefing (30 slides)
- This mini-case is one of the three studies extracted from the French case: M1855
- This mini-case is one of the three studies extracted from the French case: M1855
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Année de la problématique :
2013
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
8 avec 2 page(s) annexe(s)
Temps d'utilisation :
1h30
Code du secteur d'activité :
15 - Industries alimentaires
Note pédagogique :
Oui (9 pages)
- incluse
Montant :
Adhérents : 180,00 € HT / Non adhérent : 360,00 € 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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M1855
Etude de cas
|
Un Marketing Stratégique destiné aux Populations démunies "BoP"-3 cas |
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M1993(GB)
Cas condensé
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Marketing mix for Grameen Danone Foods Ltd in Bangladesh |
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M1995(GB)
Cas condensé
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Marketing mix for Ajinomoto Co Ltd in Ghana |
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