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Prize winner
Case
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Reference no. IMD-5-0358
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1989
Version: 06.03.2008
Length: 27 pages
Data source: Field research
Topics: Pricing; Competition; Market positioning
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Abstract

The marketing manager of Philip Morris KK (PMKK) must decide how his company should react after learning that competitor RJ Reynolds plans to introduce a Yen 200 cigarette in Japan, attacking PMKK's position in the lower end of the Japanese market.

Time period

The events covered by this case took place in 1987.

Geographical setting

Region:
Asia
Country:
Japan
Location:
Tokyo

Featured company

Philip Morris KK
Industry:
Food and tobacco

Featured protagonist

  • Leonard D Spelt (male), Marketing Manager
Teaching note
-
Reference no. IMD-5-0358-T
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1993
Version: 21.01.93
Length: 7 pages
Data source: Field research
View full details
Case
-
Reference no. IMD-5-0358-ES
Spanish language
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2003
Version: 03.12.2003
Length: 28 pages
Data source: Field research
Topics: Pricing; Competition; Market positioning
View full details
Case
-
Reference no. IMD-5-0358-IT
Italian language
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2007
Version: 08.08.2007
Length: 28 pages
Data source: Field research
Topics: Pricing; Competition; Market positioning
View full details
Case
-
Reference no. IMD-5-0358-PT
Portuguese language
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2005
Version: 08.08.2005
Length: 28 pages
Data source: Field research
Topics: Pricing; Competition; Market positioning
View full details
Case
-
Reference no. IMD-5-0358-RU
Russian language
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1989
Version: 16.04.2007
Length: 29 pages
Data source: Field research
Topics: Pricing; Competition; Market positioning
View full details

About

Abstract

The marketing manager of Philip Morris KK (PMKK) must decide how his company should react after learning that competitor RJ Reynolds plans to introduce a Yen 200 cigarette in Japan, attacking PMKK's position in the lower end of the Japanese market.

Settings

Time period

The events covered by this case took place in 1987.

Geographical setting

Region:
Asia
Country:
Japan
Location:
Tokyo

Featured company

Philip Morris KK
Industry:
Food and tobacco

Featured protagonist

  • Leonard D Spelt (male), Marketing Manager

Related

Teaching note
-
Reference no. IMD-5-0358-T
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1993
Version: 21.01.93
Length: 7 pages
Data source: Field research
View full details
Case
-
Reference no. IMD-5-0358-ES
Spanish language
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2003
Version: 03.12.2003
Length: 28 pages
Data source: Field research
Topics: Pricing; Competition; Market positioning
View full details
Case
-
Reference no. IMD-5-0358-IT
Italian language
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2007
Version: 08.08.2007
Length: 28 pages
Data source: Field research
Topics: Pricing; Competition; Market positioning
View full details
Case
-
Reference no. IMD-5-0358-PT
Portuguese language
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2005
Version: 08.08.2005
Length: 28 pages
Data source: Field research
Topics: Pricing; Competition; Market positioning
View full details
Case
-
Reference no. IMD-5-0358-RU
Russian language
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 1989
Version: 16.04.2007
Length: 29 pages
Data source: Field research
Topics: Pricing; Competition; Market positioning
View full details
Awards, prizes & competitions
2008 - The Case Centre Awards - Category winner