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.
[...] 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. Part analysis and diagnosis I. The external environment of the Fromagerie Berthaut 1. The PESTEL analysis Political analysis - Created in 1957 with the European Economic Community, achieved in 1992, the Common market eased restrictions on the movement of goods within Europe. [...]
[...] Berthaut has to make all the factory's employees aware of the necessity for producing a quality and safe cheese. Indeed, we have seen that a quality problem in a cheese really negatively influences the sales. In order to guarantee a good level of sales, all the company has to be involved in the quality process. The results of the sanitary tests will be available in all the retailers and on the website of Berthaut. This will allow the customers to be reassured about the cheese's quality Increase the export sales In order to maintain the exports growth, Berthaut has to improve and modernize its website. [...]
[...] Berthaut could intervene as an external speaker to talk about the cheese manufacturing, the marriage between wine or meat and cheese, and could also organize a visit of its factory. All these actions would lead to create a strong relation between future professional of the food sector and the brand Berthaut. This is totally coherent with the strategy of Berthaut to develop its notoriety and its reputation Message Berthaut will help you to improve your training by opening you to new horizons. [...]
[...] However they are very demanding as regards safety and traceability: Epoisses is a risk cheese concerning the development of listeria. - Buyers can switch between the Epoisses and AOC or AOP cheeses, but are they really substitutable . Bargaining power of suppliers - Main suppliers: milk producers (and Marc de Bourgogne suppliers). - With the Common Agricultural Policy and quotas on the milk market, the quality and quantity of available milk are deteriorated (see above). - The quality of milk is essential for the Epoisses cheese producers who use raw milk. [...]
[...] The business model Selling “Epoisses” cheese to consumers thanks to different distribution channels Pillars Building block of business model Product Value proposition The “Epoisses” cheese The AOC Label: image of quality Process and traditional production: very high know-how Top-of-the-range product Customer Target customer Middle and upper classes biggest consumers of AOC cheeses) Distribution Wholesalers (especially for channel the international distribution) Commercial outlets: super and hypermarkets, specialized distributors at fresh cut counters Own store on the production site: the Berthaut Store Relationship Demand for transparency Privileged relationship Try to have a trust relation Pull strategy No advertising campaigns Infrastructure Value configuration Internal resources: management Material investments Quality, Administration and finance, Sales) Financial resources: Loss of An own store A strong identity No real brand strategy External resources: Geographic situation / place History No partnership with milk producers Distribution channels. [...]
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