Product details

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Subject category: Marketing
Published by: INSEEC - Organisation et Développement
Originally published in: 2019
Version: May 2019
Length: 13 pages
Data source: Generalised experience

Abstract

The La Ferronnerie Company manufactures wrought-iron products for chimneys. These products are distributed via specialized retailers on the whole of the French territory. The company is a family business which must face the transition between craftsmanship and industrial production. The manager has a hard time coping with the modifications to be brought to his company, not only in the technical field, but also in marketing and trade. Nothing is happening on the net and not the slightest change has been made towards digital strategy. Up to now, the company rests upon local notoriety but competitors have arisen, especially those coming from abroad and proposing very attractive pricing. The student's task is to analyze the situation and propose the setting up of a new model, in order to attain an industrial dimension.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Time period

The events covered by this case took place in 2018.

Geographical setting

Region:
Europe
Country:
France

Featured company

La Ferronnerie
Type:
Public company
Industry:
Wrought ironwork

About

Abstract

The La Ferronnerie Company manufactures wrought-iron products for chimneys. These products are distributed via specialized retailers on the whole of the French territory. The company is a family business which must face the transition between craftsmanship and industrial production. The manager has a hard time coping with the modifications to be brought to his company, not only in the technical field, but also in marketing and trade. Nothing is happening on the net and not the slightest change has been made towards digital strategy. Up to now, the company rests upon local notoriety but competitors have arisen, especially those coming from abroad and proposing very attractive pricing. The student's task is to analyze the situation and propose the setting up of a new model, in order to attain an industrial dimension.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2018.

Geographical setting

Region:
Europe
Country:
France

Featured company

La Ferronnerie
Type:
Public company
Industry:
Wrought ironwork

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