Management of a terroir company: The example of the Burgundian cheese producer Berthaut

Type :

Presentation

Pages :

15 pages

Format :

.doc

Published date :

01/15/2009

Category :

Business & market

Sub category :

Management

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Summary :

Introduction.
The external environment of the Fromagerie Berthaut.
1. The PESTEL analysis.
2. Internationalization drivers and their influence on the company's activity.
3. The offer on the Epoisses market: Porter's five forces.
The internal environment of the company.
1. Key success factors: The minimum to survive in this industry.
2. Mechanisms, logic and coherence of the model.
3. Financial performance.
The business model.
The SWOT generic strategies.
Business area of the Fromagerie Berthaut.
1. Mission statement.
2. Strategic directions and related measurable objectives.
Action plan.
1. Be more recognized.
2. Be irreproachable.
3. Increase the export sales.
Be irreproachable: Employees, the first concerned.
1. Stakeholders concerned by the change.
2. Selection of one target audience.
3. Message.
4. Media.
5. Budget.
Be recognised.
1. Message.
2. Target.
3. Medium.
4. Budget.
Evaluate and control the strategy: Story boards.
Bibliography.

Abstract

The Fromagerie berthaut is one of the four AOC Epoisses producers. It is located in Côte d'Or, in Burgundy. Since 1956, this cheese dairy has produced the "Epoisses", a terroir soft dough cheese made with raw milk. Over the last ten years, the company's sales have regularly increased in France and abroad leading berthaut to heavily invest in order to increase production capacity in 1998. In 1999 a serious crisis put an end to this growth: two people had been victims of the presence of listeria in some Epoisses cheese. The Fromagerie berthaut, non-responsible for this infection, lost 282,000 euros in 1999 due to the confidence crisis. In this fragile context, fall in sales and consumers confidence crisis, how could berthaut restore a healthy situation and develop its activity? In a first part, an analysis and a diagnosis of the Fromagerie berthaut will be made. Then, in a second part, the strategy to follow will be formulated. Finally, the way to implement the strategy will be explored in the third part, and the forth part will provide a story board to control and evaluate the strategy.