CANDIA : Building sustainable business growth for a commodity product

Belonging to Sodiaal, the biggest French dairy cooperative, Candia was one of the first marketed liquid milk brands in the world. Its leading position however has been greatly challenged in last decades. Profound changes have occurred in consumption trends in Western Europe. Price competition is fierce, especially after the European quotas were demolished. Candia is facing a strategic turning point. What does the brand need to do to revive? How to keep up with the changing trends and a new environment? And finally, how to market and bring added value to a commodity product such as milk? This case study intends to raise awareness amongst students regarding the marketing strategy needed by a mature "cash-cow" brand. It offers also opportunities to look at the challenges faced today by the business model of agricultural cooperative, which is not a very common topic, but its importance deserves our attention.

- Learn how to extract key information from variable resources, diagnose a brand's performance while understanding the interferences of multiple business stakeholders.
- Evaluate and compare different marketing strategies and form recommendations.
- Create added value for agricultural commodity products and how to build sustainable business growth for agricultural cooperatives.

France Dairy market, Candia, Consumer trends, Brand management, Business strategy, Value creation, Portfolio management, Commodity marketing, Competitive advantage, Agricultural Cooperative business model, SWOT analysis

Formation initiale : M1, M2, Mastères spécialisés
Formation continue diplômante : MBA, Executive MS
Formation continue non diplômante : Cadre, dirigeant

Produits laitiers

Année de la problématique : 2017

Livraison : Livraison par lien de téléchargement

Nombre de pages : 15 avec 8 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures

Code du secteur d'activité : 15 - Industries alimentaires