St Michel tackling the adult snacking market

The biscuit market is stable in spite of the frequent launches by the multinational companies operating there, who are developing very strong means in advertising and promotion to support their products.
St Michel is an old, heritage brand on this market, but its position remains rather marginal compared to flagship brands owned by giant corporations such as Mondelez.
Your mission, as an assistant product manager, is to supply management with recommendations to help the brand fend off competitors, in order to successfully enter the ever-growing adult snacking segment.

Assess the students' abilities to:
- Analyse while taking the corporate internal and environment constraints into account.
- Summarise.
- Define a strategy or a comprehensive vision; 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.

Marketing Planning - Product launch - Branding strategy - Innovation - FMCG marketing

L3, M1, M2, Specialized Mastères
Executive Education: managers

Biscuit market

- PPT :Debriefing (42 slides)

Année de la problématique : 2017

Livraison : Livraison par lien de téléchargement

Nombre de pages : 27 avec 14 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures (3 h to 6 h)

Code du secteur d'activité : 15 - Industries alimentaires