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Etudes de cas déposées (2006), ESSEC Business School

Senseo(r) case study

Dubouis Pascale, Parisot Mathieu, LE NAGARD Emmanuelle

Senseo(R) is a coffee machine jointly developed by Philips and Maison du Cafe (Douwe Egberts), and launched in 2001 in Holland and in 2002 in France. Senseo(R) is a open standard, composed of coffee machines manufactured by Philips, and coffee pads manufactured by Maison du Cafe. The case takes place in July 2004. Students play the role of Senseo's product manager who must face the launch of the first serious competitor, Tassimo, promoted by Kraft. The case presents the following information: (1) the launch strategy of Senseo(R), (2) key figures about Senseo's success, and (3) the marketing plan prepared for 2005. The students are required to: look at the strengths, weaknesses, opportunities and threats (SWOT) analysis of Concept Senseo(R) in September 2004, (2) to propose a new sales and marketing plan taking into account the arrival of Tassimo, and (3) to define a mid-term and long term strategy for Senseo(R). A CD-ROM containing two short video clips, is available to accompany this case. Lien vers l'article

DUBOUIS, P., PARISOT, M. and LE NAGARD, E. (2006). Senseo(r) case study. ESSEC Business School.

Mots clés : #New-product, #Innovation, #Domestic-appliances, #Coffee, #Co, #branding, #Competitive-reactions, #Marketing