ETHIQUABLE : boosting Ethiquable fair trade fruit juice line

Faced with the growing competition of Private Label Brands, particularly on the fruit juice market, the Ethiquable SCOP (Co-operative Production Company) is pondering about the ways to relaunch its activity on this segment. Meanwhile, it also wants to implement a more responsible approach and is therefore investigating new packaging possibilities and getting the AB certification (Organic farming) for its products.

Training to marketing decision making taking into account a number of constraints: those entailed by fair trade products, by a socially responsible product process, by environmental issues, and by the specific SCOP philosophy.

Briefing case - Internal Analysis - External analysis - SWOT - Strategic choices - Fair trade - sustainable development - SCOP - fruit juice

All business school or IAE students, however advanced depending on the standards required (from a simple diagnosis to strategic recommendations or an operational quantified action plan)

Different food industries

This case is the English translation of the original French version (M1701). Some schools teaching in English and French may want to use the same case in both classes. Both versions can be used independently.
A French version Video interview with co-founder of Equitable following actual case is also available (25 minutes). A debriefing presentation comes with the case ( 70 slides)

Année de la problématique : 2009

Livraison : Livraison par lien de téléchargement

Nombre de pages : 103 avec 60 page(s) annexe(s)

Temps d'utilisation : de 4 à 6 heures

Code du secteur d'activité : 15 - Industries alimentaires