Cas - ARGOS : Strategic Development, Audit and marketing recommendations

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ARGOS : Strategic Development, Audit and marketing recommendations

Référence :

M1804(GB)

Langue

Type

Etude de cas

Catégorie

Management Général/Stratégie

Collection

CCMP

Campus

Groupe ESC Pau

Auteur(s)

DOSQUET Frédéric, MARSAUD Jean-Louis, VERON Julien

Résumé

This case is based on nearly 30 years of experience of the Managing Director of ARGOS (co-author of this case) in the insurance sector. The student who is commissioned by ARGOS therefore needs to answer several strategic and operational questions. ARGOS wishes to carry out a review on one of its targets, car pounds. In order to carry out the mission, ARGOS first asks you for a study using traditional market analysis tools. Then, secondly, it asks you to think about an action plan to increase business with specific targets.

Objectifs pédagogiques

The objectives are as follows:
- To check the student's fundamental knowledge of market diagnosis,
- To check the student's operational knowledge related to communications,
- To develop the student's ability to summarise and present a strategic, operational recommendation.

Mots-clés

Study case, Exam case, Strategic marketing, Operational marketing, Audit, Insurrance Assurances

Public

Bachelor and 1st year Masters students specialising in marketing, communications and insurance.

Secteur d'activité

Assurances automobile

Caractéristiques particulières

This case can be envisaged using either an inductive approach or a hypothetical-deductive approach. It can be inserted within the context of a module on Sales Teams, B2B communications or within the context of a final exam focusing on strategic and operational marketing.
A diaporama of 18 slides is available to debrief the case.

Année de la problématique :

2013

Livraison :

Livraison par lien de téléchargement

Nombre de pages :

19 avec 3 page(s) annexe(s)

Temps d'utilisation :

3h00

Code du secteur d'activité :

66 - Assurance

Note pédagogique :

Oui (12 pages) - incluse