Case study - Entrepreneurship - Michel&Augustin
-
Upload
margauxsydney -
Category
Business
-
view
181 -
download
4
description
Transcript of Case study - Entrepreneurship - Michel&Augustin
![Page 1: Case study - Entrepreneurship - Michel&Augustin](https://reader035.fdocuments.us/reader035/viewer/2022062303/55847263d8b42abf538b4b75/html5/thumbnails/1.jpg)
Entrepreneurship and Innovation
IntroductionFrench agro-food company, “a range of new-to-the-market products” 2004 , ParisMichel De Rovira Augustin Paluel-Marmont
1- High schoolBachelor in Management graduated in 1989
2- Michel (“the brain” of the organisation) → New York for Finance industryAugustin (creativity through recipes) → Hotels ‘Club Med’ (=friendship, adventures, sports and fun) marketing branch in Air France, French Airline Company. 3- 2003 → “The Parisian bakeries Guide” 2.000 etablishements, testing both “baguettes” and “pains au chocolat” 4- January 2005 Salah sold out “the little round and good biscuits” Reasons to become entrepreneurs: being their own bosses, working together, implanting their ideas, collecting financial rewards thanks to their ideas.
My presentation follows the 4 steps of entrepreneurial process.
![Page 2: Case study - Entrepreneurship - Michel&Augustin](https://reader035.fdocuments.us/reader035/viewer/2022062303/55847263d8b42abf538b4b75/html5/thumbnails/2.jpg)
Margaux Ronfaut – Case Study July 2013 Entrepreneurship and Innovation
Deciding to be… Nature of the firm80 different recipes
3 global categories: sugary biscuits, salty biscuits and fresh milky products.
Michel’s stepmother’s kitchen
6.000 outlets → Fr, Switz, Lux, Belg, USA, Russ, Jpn, Singpr and Taiwan
2006 → supermarkets, “Monoprix” as a privileged partner
Target → upper middle class clientele
Average consumption of biscuits = 27g per day /children
22g/day/adult (3 cookies)
Plenty of competitors
Nature of entrepreneurship lifestyle start-up
entrepreneurial firm
1st product, “little round and good biscuits” → home-made + new quality onto the food market in
France
Risk Taking & Leadership
High level of creativityConcept → to offer gourmet products (fun at the
tasting) and healthy
Wish to share team’s real-time momentsPromotion is their main innovation
+complicity+packaging
![Page 3: Case study - Entrepreneurship - Michel&Augustin](https://reader035.fdocuments.us/reader035/viewer/2022062303/55847263d8b42abf538b4b75/html5/thumbnails/3.jpg)
Margaux Ronfaut – Case Study July 2013 Entrepreneurship and Innovation
Developing successful ideas…
Who is targeted?
12-25 y.oldMothersHigh purchasing power
Willingness to consume products made with Fresh ingredients (home recipes) + biologically designed
Flat management
“The banana plantation”
Innovation as the constant lighthouse
Possible new market(s). News products HR Capital reinvested Export
![Page 4: Case study - Entrepreneurship - Michel&Augustin](https://reader035.fdocuments.us/reader035/viewer/2022062303/55847263d8b42abf538b4b75/html5/thumbnails/4.jpg)
Margaux Ronfaut – Case Study July 2013 Entrepreneurship and Innovation
Management practices
“Do what others do not want to do”.Use of storytelling 46,000 followers on Facebook18 million units of sales in 2012Income: 22 million AU$/2012
Promotion Strategy → make the ‘Buzz’ http://www.youtube.com/watch?v=sLJ4Tb2Ys4s
July 2009: ‘Tribute to Michael Jackson’ http://www.youtube.com/watch?v=1XliC5OiCe8
February 2010: ‘Bill Gates drinking ‘a cow to drink’ in the Entrepreneurs’ forum Paris’ http://www.youtube.com/watch?v=X5bFBGsql4Y
November 2011: ‘Real Cookie’ Launch
![Page 5: Case study - Entrepreneurship - Michel&Augustin](https://reader035.fdocuments.us/reader035/viewer/2022062303/55847263d8b42abf538b4b75/html5/thumbnails/5.jpg)
Margaux Ronfaut – Case Study July 2013 Entrepreneurship and Innovation
Managing every day…
![Page 6: Case study - Entrepreneurship - Michel&Augustin](https://reader035.fdocuments.us/reader035/viewer/2022062303/55847263d8b42abf538b4b75/html5/thumbnails/6.jpg)
Margaux Ronfaut – Case Study July 20013 Entrepreneurship and Innovation
Risks analysis
Market that is almost saturated
Keep their position + motto
Being different and creative can endanger
packaging around French presidential elections
Suggestions to maintain competitive advantage(s)
Bakeries’ chain in Africa
Foundation which helps new venture’s managers
Overseas implementations
Competitors
![Page 7: Case study - Entrepreneurship - Michel&Augustin](https://reader035.fdocuments.us/reader035/viewer/2022062303/55847263d8b42abf538b4b75/html5/thumbnails/7.jpg)
Margaux Ronfaut – Case Study July 2013 Entrepreneurship and Innovation
https://www.youtube.com/watch?v=BiW8yEUVzL0
Conclusion