Abstract
The Fromagerie Berthaut is one of the four AOC Epoisses producers. It is located in Côte d'Or, in Burgundy. Since 1956, this cheese dairy has produced the “Epoisses”, a terroir soft dough cheese made with raw milk. Over the last ten years, the company's sales have regularly increased in France and abroad leading Berthaut to heavily invest in order to increase production capacity in 1998. In 1999 a serious crisis put an end to this growth: two people had been victims of the presence of listeria in some Epoisses cheese. The Fromagerie Berthaut, non-responsible for this infection, lost 282,000 euros in 1999 due to the confidence crisis. In this fragile context, fall in sales and consumers confidence crisis, how could Berthaut restore a healthy situation and develop its activity? In a first part, an analysis and a diagnosis of the Fromagerie Berthaut will be made. Then, in a second part, the strategy to follow will be formulated. Finally, the way to implement the strategy will be explored in the third part, and the forth part will provide a story board to control and evaluate the strategy.
