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Liste de cas en : Marketing

Nombre total de cas : 8

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Cas 1 à 8 sur 8

Pallas et le développement de 'Feez', enzyme de nutrition animale - Formuler une stratégie marketing business-to-business (Version française)
Ref: ESSEC_M_078_1
Auteur(s) : Hubert Faucher
Mots-clés : BtoB Marketing; Business-to-Business, Industrial, Strategy; Feed Industry; Additives; Agribusiness; Formulation; Europe; Animal Nutrition; Specialty, Strategic Plan, Planning;
Pallas is an Austrian firm specialized in feed nutritional additives. 'Feez', one of its key products, is an enzymatic compound which enhances the nutritional value of wheat-and barley-based diets for...


Toutatis semences de tournesol - Stratégie de distribution en agro-fourniture (Version française)
Ref: ESSEC_M_075_1
Auteur(s) : H. Faucher
Mots-clés : Marketing; B-to-B, B2B, BtoB (Business to Business); Plant; Breeding; Genetics; Distribution; Channel; Food; Seed; Variety; Varieties; Competition; Strategy; Market; Industrial
En Janvier 2005, Jean-Claude Rinac, Chef de Produit Tournesol France chez Galix Semences, a de bonnes raisons d´être satisfait. Trois nouvelles variétés de tournesol viennent d´être validées pour la...


Technology Push Product: Finding New Markets For Beta Fine Powders (French Version)
Ref: ESSEC_P_059_1
Auteur(s) : C. Qu, F. Tache
Mots-clés : Chemical products; Technology push; Product innovation; Innovation and technology management
This case describes a rather complicated managerial task of looking for potential market for technology push product. Ultimately, innovation is only meaningful if used for new products. One can not...


Olymp''IA Flavors, Segmentation de marché B-to-B, arômes alimentaires - Cibler pour croître - Partie A (Version française)
Ref: ESSEC_M_080_1
Auteur(s) : Hubert Faucher, Marie-Neige Fabre
Mots-clés : Business to Business (B to B, B-to-B, B2B); Marketing, Market; Segmentation, Segment; Customer, Portfolio; Strategic, Group; Flavour; Food, Dairy; Ingredient, Chemistry; Technology, Industry; Key Account Management (KAM); Europe, Application; Core List; ABC
This is a lively and deeply documented case series, dealing with the issues and challenges of business-to-business market segmentation, in the flavour industry context. Given the breadth of the topic,...


Olymp''IA Flavors, Segmentation de marché B-to-B, arômes alimentaires - Gestion de portefeuille client et micro-segmentation - Partie B (Version française)
Ref: ESSEC_M_081_1
Auteur(s) : Hubert Faucher, Marie-Neige Fabre
Mots-clés : Business to Business (B to B, B-to-B, B2B); Marketing, Market; Segmentation, Segment; Customer, Portfolio; Strategic, Group; Flavour; Food, Dairy; Ingredient, Chemistry; Technology, Industry; Key Account Management (KAM); Europe, Application; Core List; ABC
Part (B) deals with customer portfolio management and 'micro-segmentation', focusing on customers' behaviour and business potential.

Case also available in 'licence établissement': see CCMP...


Buffer BiAc Acidifiers: Competitive Product Positioning (French Version)
Ref: ESSEC_M_014_1
Auteur(s) : H. Faucher, B. Doulle
Mots-clés : Marketing; Business-to-business; B-to-B; B2B; Industrial marketing; Food; Agri-food; Ingredients; Competitive positioning; Competitive analysis; Acidifiers; Industrial inputs; Bio industries; Bio industry;
Bio Indus features a European player in the bio industries producing top quality ingredients, among which, a range on acidifiers sold under the brand name 'BiAc'. To move away from the commodity business,...


Fruit Prep Supplies: Dair'ing vs Delissa: How Corporate Purci-Behaviour Impacts B to B Negotiation: Delissia Part (French Version)
Ref: ESSEC_M_016_1
Auteur(s) : H. Faucher, S. Bestel
Mots-clés : Procurement; B-to-B, B to B, B2B (business to business); Purchasing; Behaviour; Marketing; Reverse marketing; Negotiation; Power; Asymmetric information; (Negotiation) strategy; Fruit, preparation; Food; Ingredient(s); Technology; Key account management
Fruit Prep' Supplies' features marketing and purchasing strategies in the agri-food business-to-business context, and how corporate purchasing behaviour impacts business negotiation. To best illustrate...


Fruit Prep Supplies: Dair'ing vs Delissa: How Corporate Purci-Behaviour Impacts B to B Negotiation: Dair'ing Part (French Version)
Ref: ESSEC_M_016_2
Auteur(s) : H. Faucher, S. Bestel
Mots-clés : Procurement; B-to-B, B to B, B2B (business to business); Purchasing; Behaviour; Marketing; Reverse marketing; Negotiation; Power; Asymmetric information; (Negotiation) strategy; Fruit, preparation; Food; Ingredient(s); Technology; Key account management
Fruit Prep' Supplies' features marketing and purchasing strategies in the agri-food business-to-business context, and how corporate purchasing behaviour impacts business negotiation. To best illustrate...




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