Michel et Augustin Cookies: Culinary Adventurers Competing against Food Industry Giants (French)

Published 30 Jun 2015
Reference 5757
Topic Marketing
Region Europe
Summary

The case illustrates the challenges faced by entrepreneurs launching a new product in an highly competitive market with limited resources. The case is set in 2005 and puts the student in the shoes of Michel and Augustin.

Teaching objectives

It allows students to see the strategic and tactical actions of a marketing plan in a clear, novel and fun context. For aspiring entrepreneurs, it offers an exciting opportunity to discuss the specific challenges related to launching a brand for a start-up.

Keywords
  • Marketing
  • Entrepreneurship
  • Food and Drink
  • Startup Marketing