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Master Thesis

L’amélioration du modèle économique du magasin de vente directe de l’exploitation du Lycée Nature à La Roche-sur-Yon

Abstract : The Lycée Nature farm is located on the outskirts of La Roche-sur-Yon. It includes several activities : livestock (600 pigs, 380 sheep and 12 000 poultry), field crops, meadows, market gardening (2 500 m² of greenhouses and 4 hectares of open field vegetables) and a direct sales shop. The farm is certified organic. The improvement of the economic model is not only studied from a monetary point of view, but also takes into account the motivations of customers for consuming organic food in short circuits (local products, fair remuneration of the producer, protection of health and the environment). The strategic diagnosis has enabled us to describe customers as "consumer actors". They attach great importance to the farm's sustainable practices. Consequently, one of the ways of optimising the shop's economic model is to join Bio Cohérence, a brand that is more demanding than the current organic regulations. The aim is to retain the loyalty of current " consumer actors " and to attract others. The diagnosis also highlights the high cost of labour in market gardening. In order to solve this problem, the farm is advised to invest in more efficient market gardening equipment (robot, hoes). The time saved with the use of this equipment will make it possible to increase the opening hours of the shop, to produce vegetables or fruit with high added value and thus to increase profitability.
Document type :
Master Thesis
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https://dumas.ccsd.cnrs.fr/dumas-03538733
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Submitted on : Friday, January 21, 2022 - 11:22:28 AM
Last modification on : Wednesday, April 6, 2022 - 4:08:08 PM
Long-term archiving on: : Friday, April 22, 2022 - 7:08:01 PM

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2021_Gaudin_Raymond_IEVU.pdf
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  • HAL Id : dumas-03538733, version 1

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Raymond Gaudin. L’amélioration du modèle économique du magasin de vente directe de l’exploitation du Lycée Nature à La Roche-sur-Yon. Sciences du Vivant [q-bio]. 2021. ⟨dumas-03538733⟩

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