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Case
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Reference no. 596-034-1
Subject category: Marketing
Authors: Cezley I Sampson (Arthur Lok Jack Graduate School of Business)
Published in: 1996

Abstract

The case focuses on marketing challenges facing monopoly suppliers within the Jamaican domestic market. In this case, however, the challenge comes not from government regulation but from the real threat of competition. Contact Flavourene Company (Jamaica) Ltd, was, prior to 1983, the only major manufacturer of toothpaste in Jamaica. The company''s monopoly position in the Jamaican market was challenged early in the following year by the launch of a competing product, the Laven Group. The case describes the marketing strategy employed by Laven and the counter-strategy developed by Contact. The challenge presented by the case is what strategies Contact should employ to maintain its market share over the long term given the continued competitive pressure of the Laven Group''s Rosefresh product and imported products. The case also presents the challenge the Laven Group faces in trying to counter Contact''s significant position within the Jamaican market place. The case also raises the issue of the impact of exports on the competitiveness of both companies.
Location:
Industry:
Size:
150 workers
Other setting(s):
1986

About

Abstract

The case focuses on marketing challenges facing monopoly suppliers within the Jamaican domestic market. In this case, however, the challenge comes not from government regulation but from the real threat of competition. Contact Flavourene Company (Jamaica) Ltd, was, prior to 1983, the only major manufacturer of toothpaste in Jamaica. The company''s monopoly position in the Jamaican market was challenged early in the following year by the launch of a competing product, the Laven Group. The case describes the marketing strategy employed by Laven and the counter-strategy developed by Contact. The challenge presented by the case is what strategies Contact should employ to maintain its market share over the long term given the continued competitive pressure of the Laven Group''s Rosefresh product and imported products. The case also presents the challenge the Laven Group faces in trying to counter Contact''s significant position within the Jamaican market place. The case also raises the issue of the impact of exports on the competitiveness of both companies.

Settings

Location:
Industry:
Size:
150 workers
Other setting(s):
1986

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