Cas pédagogiques

SHAM : Assurances Médicales et Responsabilité Civile Professionnelle

M. BADOC

2009

Créée à Lyon en 1928, la Société Hospitalière d'Assurances Mutuelles (SHAM) est une mutuelle spécialisée dans la couverture des établissements de santé et médico-sociaux pour lesquels elle propose une offre d'assurance IARD complète. Avec un encaissement de 200 millions d'euros dans la branche de Responsabilité Civile Médicale, elle en est le leader en France.
Assurant près de 70 % des établissements de santé français et près de 50 % des établissements médico-sociaux dédiés à l'hébergement et au handicap, elle domine son marché historique.
Depuis 2004, les statuts mutualistes de SHAM lui permettent de proposer des produits d'assurance aux médecins afin de couvrir leurs activités professionnelles. Ce marché de plus de 204 000 assurés représente un potentiel de chiffre d'affaires important, estimé toutes branches IARD confondues à 500 millions d'euros.
Le Responsable du Service Communication et Marketing SHAM vous propose de travailler sur la problématique suivante : Quelle stratégie marketing élaborer afin de développer via Internet la vente d'assurance de responsabilité civile professionnelle sur le marché des médecins français ?

Mots clés : Cas d'examen , Cas de synthèse , Plan marketing , Marketing des services , Canaux de distribution , B to B to C , Marketing, mix , Benchmarking , Marketing viral , Segmentation clients , Business model , Lancement d'un nouveau service , SWOT , Business plan , Politique commerciale , Etude de marché , Rentabilité

Librinova: a Start-up for Digital Innovation in Publishing

B. GARRETTE

2017

The Librinova case features a start-up company operating as a self-publishing platform in France. The two young women who created Librinova have a strong experience in the publishing industry, which made them able to create a unique value proposition for client-writers. The company started to operate in March 2014. The case takes place in the first quarter of 2017, just before Librinova goes for a third round of funding. The main question is whether the company has a real chance to raise the money it needs. This question points to the more fundamental issue of Librinova’s competitive advantage and growth potential. More specifically, the discussion should examine whether Librinova’s “digital platform” business model makes sense in the emerging multi-sided market for digital publishing

Mots clés : Two-sided markets - Digital platform - Business model - Start-up - Innovation - Disruption - Book - E-book - Self-publishing

Nespresso France: Encapsulating Sustainability

O. SIBONY

2017

As its single-serve coffee system grows in popularity, Nespresso France is under pressure from the media and environment-conscious opinion leaders to address the problem posed by its disposable aluminium capsules. Options range from ignoring the problem to sponsoring a nationwide recycling program that will handle all the metals consumers throw away. What should Nespresso do?

Mots clés : Strategy; Corporate reputation; Corporate Social Responsibility (CSR); Sustainability; Crisis Management; Ethical Decision Making

Bain Capital’s “Take Private” of China Fire

D. GROMB, M. KITTEN

2016

The case centers on the 2011 buyout of China Fire, a NASDAQ-listed Chinese fire protection firm. The MBO, backed by private equity firm Bain Capital, comes amid a wave of "take China privates" aimed at exploiting valuations depressed by fraud scandals at some U.S.-listed Chinese firms. In response to the $9 cash bid, China Fire's board has formed a Special Committee to negotiate terms. As the committee's financial advisor, Barclays Capital must conduct financial due diligence, including the valuing of China Fire with various methods.

Mots clés : Company valuation, buyout, reverse merger, China

Equipe de France de natation: la conquête des sommets

T. PARIS

2016

L’équipe de France de natation rentre des Jeux olympiques d’Atlanta avec ce bilan sans ambiguïté : trois participations aux finales individuelles, aucune médaille, pour une délégation de vingt-quatre nageurs. La France est une nation de second rang en natation.
Seize ans plus tard, l’équipe de France rentre des Jeux de Londres, en 2012, avec 7 médailles dont 4 en or, ce qui lui permet de figurer en 3ème position au classement mondial des médailles, derrières les États-Unis et la Chine, et ce, après en avoir remporté 10 aux Championnats du monde de Shanghai l’année précédente. En l’espace de quelques années, la France de la natation est passée de l’antichambre au podium mondial. Coup de chance ? Génération spontanée de nageurs talentueux ?
Au contraire, le cas, qui s'appuie sur des entretiens avec l'ensemble des acteurs (nageurs, entraîneurs, fédération) impliqués dans cette période, montre que cette métamorphose est le résultat d’une action de management, c’est-à-dire la conséquence d’actions structurantes, conduites à différents niveaux, celui de l’entraînement, celui des clubs, celui de la Fédération nationale, pour faire basculer la natation française dans une culture de la victoire.
Mots-clés : Performance, sport de haut niveau, management des talents, gestion du changement

How a feminist activist group builds its repertoire of actions: a case study

F. HILDWEIN

2016

This chapter analyses the tactical repertoire of a French feminist group focusing on the absence of women in high positions in organisations and in positions of power. The article presents an example of a CSO actively promoting the emancipation of women and introducing new theoretical perspectives, by questioning French feminism. Theoretical and ideological resources can provide a good starting point for the struggle for women’s emancipation, enabling women to create new tactical repertoires to voice their claims and reveal patterns of domination. The analysis presented here describes the strategy of an activist group attempting to trigger change in organisations and in management practices and demonstrates how a social movement is influenced by its theoretical inspirations. The chapter concludes that research into the tactical repertoires of social movements should pay more attention to the theoretical inspirations that motivate activist groups and to the innovations conducted by activists in renewing their repertoire

Mots clés : social movements, tactical repertoire, feminism, activist groups, women, emancipation

L’Oréal: Attracting the Next Billion Consumers

P. DUSSAUGE, N. LUGAGNE

2016

Oil: Betting on Prices after the "Big Drop"

J. GHEZ

2016

Prada’s Hong Kong IPO

D. GROMB, Alberta DI GIULI

2016

In March 2011, Prada is preparing an IPO, set for June in Hong Kong. A team at one of its underwriters, Crédit Agricole’s CLSA unit, is setting a preliminary price range, structuring the offering and preparing the IPO process.

Mots clés : Prada, Initial public offering, IPO, Hong Kong, China

Staying West or Turning East? A New Greek Tragedy

J. GHEZ

2016

This case invites participants to explore three strategic options that Athens has in the wake of renewed economic and political tensions within the EU and the reelection of Prime Minister Alexis Tsipras.
The first option is to rebuild stronger ties with the EU - an option that the United States, the world's first power, seems to privilege.
The second option is to look east, towards Moscow and/or even Beijing, in order to reduce the country's dependence on the EU.
The third option is to look for a third way by leveraging the country's unique assets and refining its true value proposition in the 21st century.
The case considers which of these options would put a definite end to the Greek tragedy.

Mots clés : Greece, EU, business and government, shared value, geopolitics, EU debt crisis, reinvention, differentiation, creative destruction, strategic foresight, long, term strategies, prisoner's dilemma

The Cosyloo – Summit Water Partnership: Innovation at the Base of the Pyramid

B. GARRETTE

2016

The Cosyloo – Summit Water Alliance case describes a partnership between Cosyloo, a “social business” start-up producing an innovative sanitation equipment, and Summit Water, a public utility corporation operating in South East Asia. The two companies are discussing an alliance to address sanitation needs at the “Base of the Pyramid” (BoP) in an economically viable way. The combination of Cosyloo’s technology and Summit Water’s market access creates the conditions for a disruptive innovation, both in terms of product and business model. However the road to success is likely to be bumpy. The discussion of the case focuses on whether and how to kick-off and grow the project, which requires assessing its business potential, refining the business model and crafting the governance and organization of the joint-venture.

Mots clés : Base of the Pyramid, Alliance, Innovation, Inclusive business, Partnership, Sanitation, Water, Start-up


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