B to B marketing
- Presentation of the company
- The ready-meal market
- Positioning- marketing mix
- B2B strategy
- Value chain of Stalaven
- Value perceived
- How stalaven makes its customers understand its real value
- A ?global turnkey package?: many extra services
- Communication- advertisement
In the context of the B to B group project we have chosen to study the company Jean Stalaven. We can justify this choice because it is a company often not very known by the consumers; nevertheless it is an important actor of the mass retail market. Indeed, they are often the producer of the ready-made meal that you can find at the catering shelves or stands in the hypermarket. Moreover it is a local actor because the head office is based in St-Brieuc and Jean Stalaven is a Breton. Nowadays it is a part of a giant of the French food-processing industry: Euralis. All of these reasons lead us to do a study about their marketing strategy.
That's why after a brief historical and a brief presentation of the company. We have studied the market of ready-made meal, and its trends. Then we are going to analyse the marketing mix of Jean Stalaven. To finish we are going to show the BtoB strategy of the company, with the value that they want to transmit, and the ways used to do that.
Within the framework of the restructuring of its Food pole, Euralis announces the closure of two Breton factories of Stalaven: the site of Saint-Agathon (salads caterer) will be closed at the end of 2012 and that of Saint-Brieuc (delicatessen) in 2014. The production of both sites will be transferred in Yffiniac, which will benefit from a 7 million euros of investment. However, Jean Stalaven wants to keep his image of familial group and authenticity with the quality of the product.
[...] Finally we will focus on what is done by Stalaven in order to make the value of its offer understood by the customer. Value chain of Stalaven As explained in the introduction, this part aim at define the whole Value Chain of activities performed by Stalaven. We will present it as following M.Porter's model. - Primary activities o Inbound and outbound logistics are well handled by the company, from receiving raw materials to distribution to its different customers. Outbound logistics have been recently developed by using financial resources of Euralis. [...]
[...] With 1500 employees and a turnover of 238 million Euros, it is easy to see the big evolution of the company. Besides, Jean Stalaven is now part of the Euralis group that is a leader in the food- processing industry in France. Stalaven employed persons on 3 logistic platforms and 7 industrial sites in 2010, among which 2 are dedicated to the elaboration of fresh ready-made meal, Dunkerque ( 59 ) and Roye ( 80 The group exports its products in about ten countries, mainly in the Western Europe. [...]
[...] It permits the group to offer 200 new products each year. o Human resources have been integrated since the creation of a formation center to train its employees. This formation center is also part of the service activity of the company as it serves also to train employees of some of its customers. Value Perceived From different sources, we tried to have a more precise idea about the product of Stalaven. We chose to briefly talk about final consumer opinion, but we focused above all on professional customer view point, looking for information in specialized news like LSA, Usine Nouvelle and press releases of Stalaven. [...]