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Published cases (2016), ESSEC Business School

Complex B2B Customer-Supplier Negotiation – DAIR’ING Fruit Prep’s vs. DELISSIA Biscuits

The case illustrates the relationship between a biscuit manufacturer and one of its key suppliers in the preparation of fruit. The supplier is the European company Dair'ing, represented by Suzy O'Brien, Manager of the Fruit Ingredients Division. Dair'ing has recently become one of the world leaders in the supply of fruit-based ingredients, following a period of intensive growth, both organic and through strategic acquisitions, from the dairy sector, its initial area of activity. The group is now structured into four divisions specializing in food products, ingredients, flavorings and agro-industry, each of which reports to the central holding company. The client, Delissia, is represented by Victor du Thil, Senior Purchasing Expert ("Category Sourcing Manager"). He is one of the market leaders of European biscuits. Victor and Suzy are preparing their annual negotiating appointments, scheduled for early next week. The stakes are high ... The learner plays one of the assigned roles and prepares the negotiation ... Link to the article

FAUCHER, H. (2016). Complex B2B Customer-Supplier Negotiation - DAIR’ING Fruit Prep’s vs. DELISSIA Biscuits. ESSEC Business School.

Keywords : #Purchasing-policy, #B2B, #B, #to, #B, #BtoB, #Business-to-Business, #Procurement, #Sourcing, #Customer-/-supplier-relationship, #Purchasing-marketing, #Industrial-marketing, #Commercial-negotiation, #Key-account-management, #Key-account, #Marketing