Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2001-05-24
Length: 17 pages
Data source: Published sources
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Abstract
Pledge (a furniture polish) grew in volume and profit throughout the 1970s but has run into difficulties throughout the 1980s. A new market development manager decides that a 'hard look' is needed for the 1990s. Considerable history and data on the product are included. Students should come away from the case with the understanding that a large market share gives the company a competitive advantage in both economies of scale in manufacturing and the resources available for marketing expenditures.
Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2003-09-24
Length: 9 pages
Data source: Published sources
About
Abstract
Pledge (a furniture polish) grew in volume and profit throughout the 1970s but has run into difficulties throughout the 1980s. A new market development manager decides that a 'hard look' is needed for the 1990s. Considerable history and data on the product are included. Students should come away from the case with the understanding that a large market share gives the company a competitive advantage in both economies of scale in manufacturing and the resources available for marketing expenditures.
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Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2003-09-24
Length: 9 pages
Data source: Published sources