A Terroir Olive Oil Mill Against Agri-Food Multinationals
商品編號：9B16M030
出版日期：2016/03/03
再版日期：2016/03/03
商品來源：Ivey
商品主題：Entrepreneurship; General Management/Strategy; International Business
商品類型：Case (Field)
涵蓋議題：SME;industry analysis;performance and strategy;olive oil industry
難易度：4 - Undergraduate/MBA
內容長度：17 頁
地域：France
產業：Agriculture; Forestry; Fishing and Hunting;
事件年度：2014
The chief executive officer of Les Moulins de la Brague (LMB), a seven-generation French olive oil miller, was worried about the future of the business. LMB was trying to find a profitable niche in a market that was filled with multinational companies, whose products came in a variety of quality and price ranges, and filled the shelves of French grocery stores. Although LMB had achieved critical acclaim for its blended olive oils made with spices and flavours, the business was unstable for a number of reasons. First, weather conditions had caused a decrease in the number of olives harvested. Second, on the consumer front, shoppers’ interest in the health benefits of olive oil, promoted by the popularity of the “Mediterranean diet” seemed to have peaked. Finally, the market was flooded with various levels of quality: low-quality brands with low prices; medium-quality brands that dominated consumer markets; and many high-end premium brands that were produced by olive mills just like LMB. With a market environment pressured in so many ways, how could LMB keep its 200-year-old millstones turning?
教學手冊：8B16M030;
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