Philip Morris KK - The Case Centre

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Case

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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

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Abstract

This is a Spanish version. 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.

Location:

Industry:

Food and tobacco

Other setting(s):

1987

About

Abstract

This is a Spanish version. 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

Location:

Industry:

Food and tobacco

Other setting(s):

1987

Related

Teaching note

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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

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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

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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

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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

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

View full details