First Catering Produktion AG

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Case

Reference no. 805-021-1

Subject category: Entrepreneurship

Authors: Ev Mullner (University of St. Gallen); Thierry Volery (University of St. Gallen)

Published by: University of St Gallen

Published in: 2005

Length: 14 pages

Data source: Field research

Topics: Strategy; Core competencies; Low cost strategy; Growth

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Abstract

Markus Oberholzer, founder and manager of the airline catering firm First Catering Produktion AG, received an invitation to tender from the airline AsianAir. The potential value of the contract was approximately 3 million Swiss francs. Since First Catering had no previous business relationship with AsianAir, Markus convened a meeting with his key staff to discuss the prospect of submitting an offer. While most of the team members were keen to submit the offer, Markus Oberholzer remained sceptical. The case consists of a 6 page case description, and an appendix showing financial data and an original tender invitation.

Location:

Switzerland

Industry:

Airline catering

Size:

156 employees

Other setting(s):

2002