Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Prize winner
Case
-
Reference no. IMD-5-0358
Subject category: Marketing
Authors: Dominique Turpin
Published by: Institute for Management Development (IMD)
Originally published in: 1989
Version: 06.03.2008
Length: 27 pages
Data source: Field research

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

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