Maccarese – From agriculture to food tech: Trading-Up and De-Commoditizing Valuable Raw Materials

The case is focused on th following area: (a) Understand the rationale and the drivers underlying the need of differentiation for a Company operating in a market where there is limited perceived difference in terms of raw material, (b) Understand the role of a new technology, blockchain, and its contribution to the food sector; (c) Understand how a data-driven approach can be leveraged in any sector, and the drivers on which it can impact and contribute to, and the role of technology in bringing in modern and advanced business strategies to a sector that is based on tradition, (d) Understand which strategies can be applied to reinforce Brand Equity in moments of strategy-switch while promoting company’s and product’s uniqueness can promote value, (e) Engage in teamwork and develop the ability to present conclusion backed with analysis