Mixel Agitateurs: an industrial SME conquering emerging markets

Mixel Agitateurs: une PME industrielle à la conquête des marchés émergents

Noémie Dominguez () and Ulrike Mayrhofer ()
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Noémie Dominguez: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Ulrike Mayrhofer: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: Mixel Agitateurs is a family-owned SME that designs, makes and sells mixers for industrial companies. Its head office is located near Lyon. The company sells its products in about 30 countries, and chiefly in Asia, Brazil and Western Europe. It has a production and sales subsidiary in China and, until 2015, a sales subsidiary in Brazil. Developed in closed collaboration with the management team of the company, this case-study concerns the international expansion of an industrial SME. Students are asked to propose a strategic diagnosis, analyse the internationalisation approach, study the development in emerging markets and make recommendations for the company's future development.

Keywords: Strategic diagnosis; international strategy; international management; international development; emerging markets; SME; Diagnostic stratégique; stratégie internationale; management international; développement international; marchés émergents; PME (search for similar items in EconPapers)
Date: 2016
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Published in 2016

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01299592

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