Abstract
In the context of the B to B group project we have chosen to study the company Jean Stalaven. We can justify this choice because it is a company often not very known by the consumers; nevertheless it is an important actor of the mass retail market. Indeed, they are often the producer of the ready-made meal that you can find at the catering shelves or stands in the hypermarket. Moreover it is a local actor because the head office is based in St-Brieuc and Jean Stalaven is a Breton. Nowadays it is a part of a giant of the French food-processing industry: Euralis. All of these reasons lead us to do a study about their marketing strategy.
That's why after a brief historical and a brief presentation of the company. We have studied the market of ready-made meal, and its trends. Then we are going to analyse the marketing mix of Jean Stalaven. To finish we are going to show the BtoB strategy of the company, with the value that they want to transmit, and the ways used to do that.
Within the framework of the restructuring of its Food pole, Euralis announces the closure of two Breton factories of Stalaven: the site of Saint-Agathon (salads caterer) will be closed at the end of 2012 and that of Saint-Brieuc (delicatessen) in 2014. The production of both sites will be transferred in Yffiniac, which will benefit from a 7 million euros of investment. However, Jean Stalaven wants to keep his image of familial group and authenticity with the quality of the product.
