Michel & Augustin Cookies: Culinary Adventurers Competing against Food Industry Giants

Name: Michel & Augustin Cookies: Culinary Adventurers Competing against Food Industry Giants (English version)
SKU: IN-S358

Bruno, Hernan A;Plassmann, Hilke

Product #:IN-S358

Supplier:INSEAD

Discipline:Marketing

Details:Case (PDF) • 14 pages • 2014-03-25 (Rev: 2020-07-15)

Subjects:

Marketing Entrepreneurship

Industries:

Food and beverage sector

Your Price:

$9.71

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The case illustrates the challenges faced by entrepreneurs launching a new product in a highly competitive market with limited resources. The case is set in 2005 and puts the student in the shoes of Michel and Augustin. Copy and paste the url into a browser http://cases.insead.edu/michel-and-augustin/home to access all case support material (videos, related articles and academic papers)

Learning 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.