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Subject category: Marketing
Authors: Paul Lapoule (NOVANCIA Business School Paris)
Originally published in: 2002
Version: Nov 2003

Abstract

Dominique had always been fascinated by wines and vineyards, and he wanted to make it his career. Everything fell into place when he met Camille, tenant and manager of the Leclerc hypermarket in Gouesnou (Brest suburb/Finistere/France) which belongs to Edouard Leclerc. Camille asked Dominique to make recommendations for a new layout of the wine department, as they wanted to make it more attractive. Dominique did a study of the wine market, as well as the recent performance of the company and the store, and submitted his recommendations for the wine department. The results of a study concerning the expectations and buying habits of the store''s customers also enabled him to recommend a new layout for the wine department. The teaching objectives include acquiring or improving skills in the following areas: (1) doing a market study; (2) analysing company strategy; (3) doing internal and external diagnoses of French producers and the distributors (the Leclerc company and store); and (4) brand management and wine merchandising.
Location:
Industry:
Other setting(s):
2002

About

Abstract

Dominique had always been fascinated by wines and vineyards, and he wanted to make it his career. Everything fell into place when he met Camille, tenant and manager of the Leclerc hypermarket in Gouesnou (Brest suburb/Finistere/France) which belongs to Edouard Leclerc. Camille asked Dominique to make recommendations for a new layout of the wine department, as they wanted to make it more attractive. Dominique did a study of the wine market, as well as the recent performance of the company and the store, and submitted his recommendations for the wine department. The results of a study concerning the expectations and buying habits of the store''s customers also enabled him to recommend a new layout for the wine department. The teaching objectives include acquiring or improving skills in the following areas: (1) doing a market study; (2) analysing company strategy; (3) doing internal and external diagnoses of French producers and the distributors (the Leclerc company and store); and (4) brand management and wine merchandising.

Settings

Location:
Industry:
Other setting(s):
2002

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