midiscom: How to remain the leader on sensory marketing?

Sensory marketing is increasingly attracting companies who see there an additional way to differentiate in all types of sectors. Technological innovations now enable this market to reinvent itself and to make sensory marketing more accessible both for customers and suppliers.
Midiscom is a sensory marketing specialist, which is remarkable on the French market in the sense that it covers all the market segments, and also because it managed to adapt to the market changes. And yet, it is now experiencing difficulties, faced with the increasingly aggressive competition of American giants and with the rising power of new entrants, which are rewriting the market codes.
Hélène Nouvel, the Sales Manager, thus decided to call on you as an external consultant. Your mission is to make recommendations to help her counter that pervasive competition and revive the corporate growth. This is the only way for this SME not to be taken over by a multinational company

- Analyse while taking the corporate internal and environment constraints into account.
- Summarise.
- Define a strategy or a comprehensive visions; come up with consistent strategic scenarios.
- 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

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

Advertising agencies

- PPT : Débriefing (36 slides)

Année de la problématique : 2016

Livraison : Livraison par lien de téléchargement

Nombre de pages : 38 avec 4 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures (de 5 à 6 heures)

Code du secteur d'activité : 51 - Commerce de gros et intermédiaires du commerce