LAY'S: Enhancing the sustainable and CSR dimensions in the brand's marketing policy

The potato chip market is stable in spite of the sanitary conditions. Lay's, the market leader, intends to strengthen its position by increasingly emphasizing its commitments in terms of corporate social responsibility and sustainable development.
Your mission as an assistant product manager is to come up with recommendation in that direction.

Assess students' capacities to:

1)      Analyse while taking the corporate internal and environment constraints into account especially focusing on CSR/ SD
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

summary case, exam case, strategic diagnosis, market analysis, growth and development strategy, marketing-mix, marketing strategy, CSR, sustainable development

Pre-requisite: introduction to marketing and marketing strategy, services marketing

Bac + 3 to bac + 5 students
business students
Masters and Advanced Masters students initial training or continuous education

Potato-based products (10-31-14)

PPT : 36 slides

Année de la problématique : 2020

Livraison : Livraison par lien de téléchargement

Nombre de pages : 61 avec 19 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures

Code du secteur d'activité : 15 - Industries alimentaires