BIO ANIMA or how to develop a comprehensive marketing strategy on a booming market, while integrating the constraints intrinsic to SMEs.
Référence :
M1773(GB)
Langue
Type
Etude de cas
Catégorie
Management Général/Stratégie
Résumé
BIO ANIMA is a small company that has been founded by a homeopathic veterinarian. It sells 100% natural veterinary products made from essential oils.
This product offer complements the classic veterinarian products and is currently experiencing booming sales both among consumers who care about their pets' well-being and among some specialised marketing channels who intend to build a competitive advantage they lost when suppliers of so-called classic veterinary products started flooding the shelves of mass retailers.
That is how the BIO ANIMA company has grown extremely fast and quickly conquered new markets. Unfortunately, the lack of marketing strategy combined with the need to quickly set foot in new retailing channels is now weakening the company's position.
This case study is based on an actual company and allows students to develop a comprehensive marketing strategy on a booming market, while integrating the constraints intrinsic to SMEs.
This product offer complements the classic veterinarian products and is currently experiencing booming sales both among consumers who care about their pets' well-being and among some specialised marketing channels who intend to build a competitive advantage they lost when suppliers of so-called classic veterinary products started flooding the shelves of mass retailers.
That is how the BIO ANIMA company has grown extremely fast and quickly conquered new markets. Unfortunately, the lack of marketing strategy combined with the need to quickly set foot in new retailing channels is now weakening the company's position.
This case study is based on an actual company and allows students to develop a comprehensive marketing strategy on a booming market, while integrating the constraints intrinsic to SMEs.
Objectifs pédagogiques
Assess the students' capacities to:
I - Analyse a situation both taking the corporate issues and environment into account :
- Summarise information
- Define a strategy or global vision, come up with different consistent strategic scenarii
- Defend an action plan with relevant arguments
II - More specifically this case should be an opportunity for students to:
- Run an analysis (both external and internal)/ and diagnose an changing market.
- Build a double SWOT diagnosis
- Develop a justified recommendation for changes in sales activites identifying its Key Success Factors.
- Define quantified strategic marketing objectives,
- Devise a marketing plan (product/price/distribution/communication).
- Cost the marketing plan and reverse schedule the actions.
I - Analyse a situation both taking the corporate issues and environment into account :
- Summarise information
- Define a strategy or global vision, come up with different consistent strategic scenarii
- Defend an action plan with relevant arguments
II - More specifically this case should be an opportunity for students to:
- Run an analysis (both external and internal)/ and diagnose an changing market.
- Build a double SWOT diagnosis
- Develop a justified recommendation for changes in sales activites identifying its Key Success Factors.
- Define quantified strategic marketing objectives,
- Devise a marketing plan (product/price/distribution/communication).
- Cost the marketing plan and reverse schedule the actions.
Mots-clés
Briefing case - Examination case - Marketing strategy - Marketing diagnosis - Mix plan - SME - Competitive advantage - Retailing channels.
Public
Pre-requisites : introduction to marketing and marketing strategy classes
Bac + 3 to Bac + 5 students, Business school students from bachelor to master level, either in initial training or continuing education settings.
Bac + 3 to Bac + 5 students, Business school students from bachelor to master level, either in initial training or continuing education settings.
Secteur d'activité
Veterinary products
Caractéristiques particulières
This case study was written to serve as an exam subject (4 hours). It can be used as an episodic case to illustrate the different working stages on a marketing diagnosis and mix plan.
It can be also used as a conclusion for a course (initial or continuous education) dealing with marketing strategy and marketing mix;
French version also available : M1773(GB) BIO ANIMA
It can be also used as a conclusion for a course (initial or continuous education) dealing with marketing strategy and marketing mix;
French version also available : M1773(GB) BIO ANIMA
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Année de la problématique :
2011
Livraison :
Livraison par lien de téléchargement
Nombre de pages :
42 avec 23 page(s) annexe(s)
Temps d'utilisation :
plus de 3 heures
Code du secteur d'activité :
24 - Industrie chimique, pharmaceutique, parapharmaceutique
Note pédagogique :
Oui (43 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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