Robertet The Thucydides Trap in the Flavour and Fragrance Industry
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My 12 years experience in the flavour and fragrance industry has given me a comprehensive understanding of The Thucydides Trap. I had the privilege to witness The Thucydides Trap, when I joined Robertet as a marketing executive. I was able to observe the company’s approach and strategies to build brand equity, and how they have fallen short, leading to market saturation, low brand recognition and sales declines. go to this site Firstly, the company failed to create a distinct and meaningful value proposition. Their
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I am Robertet and we are a world leader in the industry, having introduced the first natural fragrance technology over 30 years ago. Our aim is to innovate the future of perfumery, offering a wide range of natural fragrance solutions across all product segments. We constantly improve and evolve our solutions to respond to the ever-changing consumer demand. In this case study, we looked at the Thucydides Trap, which describes the situation when a market leader finds itself overtaken in a single market or category by an upstart
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In the early 1960s, The Thucydides Trap had no conceptual meaning. It was a well-known Greek myth that described how warring cities in Athens and Sparta became allies, with each state supporting the other in the course of the Peloponnesian War. Fast forward to 2019 and the Flavour and Fragrance Industry. A comparable conflict between consumer-facing businesses that can’t agree on any common principles is in full swing. This is because these companies
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Robertet the Thucydides Trap is a real-life scenario that a lot of businesses face when looking to expand in new markets. This strategy can be effective when done well, but it often doesn’t work in practice. Robertet, a French perfume company, came to the United States market around 1986. Its founder, Robert Cottier, was a pioneer of modern perfume making, starting his company as a small workshop in 1961. After Cottier’s death
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The Flavour and Fragrance Industry: an Exploratory Case Study This exploratory case study is based on data from a company that I work for, Robertet, a leading global manufacturer of fragrance ingredients. The company operates in three distinct but related areas: (1) raw materials; (2) manufacturing and packaging; (3) sales and marketing. Raw Materials In the first area, Robertet has a vast portfolio of raw materials. The majority are natural fragrance
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Robertet The Thucydides Trap in the Flavour and Fragrance Industry “Robertet” is a famous French fragrance company which is known for manufacturing high-quality and original fragrances. It is present in multiple geographic regions around the world, and its market share is increasing year by year. One of its most successful fragrance lines is “Fragrance N°1”, which contains a blend of 31 different notes that include citrus fruits such as bergamot, le