St Michel tackling the adult snacking market
Référence :
M2001(GB)
Langue
Type
Etude de cas
Catégorie
Marketing
Résumé
The biscuit market is stable in spite of the frequent launches by the multinational companies operating there, who are developing very strong means in advertising and promotion to support their products.
St Michel is an old, heritage brand on this market, but its position remains rather marginal compared to flagship brands owned by giant corporations such as Mondelez.
Your mission, as an assistant product manager, is to supply management with recommendations to help the brand fend off competitors, in order to successfully enter the ever-growing adult snacking segment.
St Michel is an old, heritage brand on this market, but its position remains rather marginal compared to flagship brands owned by giant corporations such as Mondelez.
Your mission, as an assistant product manager, is to supply management with recommendations to help the brand fend off competitors, in order to successfully enter the ever-growing adult snacking segment.
Objectifs pédagogiques
Assess the students' abilities to:
- Analyse while taking the corporate internal and environment constraints into account.
- Summarise.
- Define a strategy or a comprehensive vision; come up with consistent strategic scenarios.
- Argue about an action plan.
This case should especially enable students to:
- Run an external and internal analysis/ a diagnosis of an evolving market.
- Build a double SWOT diagnosis.
- Develop a justified recommendation for evolving sales operations, while identifying Key Success Factors.
- Define quantified strategic marketing objectives.
- Devise a marketing plan (product/price/place/promotion/ physical environment/ process/ people/ productivity-quality).
- Cost the marketing plan and devise a schedule for the recommended actions.
- Analyse while taking the corporate internal and environment constraints into account.
- Summarise.
- Define a strategy or a comprehensive vision; come up with consistent strategic scenarios.
- Argue about an action plan.
This case should especially enable students to:
- Run an external and internal analysis/ a diagnosis of an evolving market.
- Build a double SWOT diagnosis.
- Develop a justified recommendation for evolving sales operations, while identifying Key Success Factors.
- Define quantified strategic marketing objectives.
- Devise a marketing plan (product/price/place/promotion/ physical environment/ process/ people/ productivity-quality).
- Cost the marketing plan and devise a schedule for the recommended actions.
Mots-clés
Marketing Planning - Product launch - Branding strategy - Innovation - FMCG marketing
Public
L3, M1, M2, Specialized Mastères
Executive Education: managers
Executive Education: managers
Secteur d'activité
Biscuit market
Caractéristiques particulières
- PPT :Debriefing (42 slides)
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Année de la problématique :
2017
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
27 avec 14 page(s) annexe(s)
Temps d'utilisation :
plus de 3 heures (3 h to 6 h)
Code du secteur d'activité :
15 - Industries alimentaires
Note pédagogique :
Oui (7 pages)
- incluse
Montant :
Adhérents : 360,00 € HT / Non adhérent : 720,00 € 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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M2001
Etude de cas
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St Michel : à l'assaut du snacking adulte |
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