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Case
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Reference no. 598-001-1
Subject category: Marketing
Published in: 1998
Length: 25 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

This case examines the growth of retailer concentration, the developments in private label branding and the difficulties in launching new products into convenience goods markets which are increasingly dominated by the multi-national companies. The case should demonstrate the following elements of strategic marketing to students: (1) to give students an awareness of the difficulties for companies attempting to define the markets in which they operate particularly in industries subject to rapid changes where traditional industry boundaries are no longer appropriate and categories are being redefined; (2) to discuss how strategic choices are frequently constrained by existing corporate competencies; (3) to illustrate the impact of multinational organisation parentage on a company; and (4) to illustrate several key concepts in the area of strategic marketing such as the impact of buyer power, multi-market competition, sphere of influence, and experience curve issues. Transparencies ''Irish Biscuits Ltd'' (598-001-7) are available to accompany this case. This case contains colour exhibits.
Location:
Size:
GBP100 million
Other setting(s):
1996

About

Abstract

This case examines the growth of retailer concentration, the developments in private label branding and the difficulties in launching new products into convenience goods markets which are increasingly dominated by the multi-national companies. The case should demonstrate the following elements of strategic marketing to students: (1) to give students an awareness of the difficulties for companies attempting to define the markets in which they operate particularly in industries subject to rapid changes where traditional industry boundaries are no longer appropriate and categories are being redefined; (2) to discuss how strategic choices are frequently constrained by existing corporate competencies; (3) to illustrate the impact of multinational organisation parentage on a company; and (4) to illustrate several key concepts in the area of strategic marketing such as the impact of buyer power, multi-market competition, sphere of influence, and experience curve issues. Transparencies ''Irish Biscuits Ltd'' (598-001-7) are available to accompany this case. This case contains colour exhibits.

Settings

Location:
Size:
GBP100 million
Other setting(s):
1996

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