HERTA: Maintaining the brand attractiveness vs Private Labels

In January 2024, on the mature Strasbourg sausage segment of the self-service cured meat market, Herta is the leading brand but is competing with Private Labels.
In this context, your boss feels the need to boost the brand attractiveness vs these Private Labels.

Your mission as an assistant product manager is to come up with recommendations in that direction.
Based on your analysis of the situation, you could either work on all the mix variables to animate the existing line, and/ or launch a new variant.
Herta's R&D strength is such that new recipes can quickly be developed along the directions you will point out.

Assess students' capacities to:
1) Analyse while taking the corporate internal and environment constraints into account especially focusing on the gen Z target
2) Summarise
3) Define a strategy or a comprehensive vision; come up with consistent strategic scenarios
4) Argue about an action plan

This case should especially enable students to:
- Run an external and internal analysis/ a diagnosis of an evolving market
- Build a double SWOT diagnosis
- Develop a justified recommendation for evolving sales operations, while identifying Key Success Factors
- Define quantified strategic marketing objectives
- Devise a marketing plan (product / price / place / promotion / physical environment / process / people / productivity-quality)
- Cost the marketing plan and devise a schedule for the recommended actions

Strategic diagnosis - Market analysis - Growth and development strategy - Marketing-mix - Marketing strategy

L3
M1, M2
Masters spécialisés

Préparation industrielle à base de viande

PPT (format PDF) debriefing (32 slides)

Année de la problématique : 2024

Livraison : Livraison par lien de téléchargement

Nombre de pages : 43 avec 18 page(s) annexe(s)

Temps d'utilisation : de 4 à 6 heures

Code du secteur d'activité : 15 - Industries alimentaires