Return to results
Published cases (2006), ESSEC Business School

Olymp'ia flavors, b to b market segmentation: part a

FAUCHER Hubert , Fabre M.

This is a lively and deeply documented case series, dealing with the issues and challenges of business-to-business market segmentation, in the flavour industry context. Given the breadth of the topic, this long case was split into two parts. This Part (A) deals with 'macro-segmentation', a now traditional concept focused on markets rather than customer behaviour. Link to the article

FAUCHER, H. and FABRE, M. (2006). Olymp'ia flavors, b to b market segmentation: part a. ESSEC Business School.

Keywords : #Business-to-business-(B-to-B), #Marketing, #Market, #Segmentation, #Segment, #Customer, #Portfolio, #Strategic, #Group, #Flavour, #Food, #Dairy, #Ingredient, #Chemistry, #Technology, #Industry, #Key-account-management-(KAM), #Europe, #Application, #Core-list, #ABC, #Marketing