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Case
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Reference no. 596-038-1
Subject category: Marketing
Authors: Sylvie Laforet (Birmingham Business School); John Saunders (Loughborough University); T C Melewar (De Montfort University)
Published in: 1996

Abstract

The case is primarily concerned with the development of a comprehensive marketing plan for Kit Kat, a long-established chocolate biscuit bar produced by Nestle Rowntree, the UK''s largest exporter of chocolate and sugar confectionery. The case incorporates extensive information on the chocolate confectionery market and related supply chains, and is designed to acquaint students with SWOT analysis, to expose students to the effect of the European Union in marketing to this region, and to familiarise students with the principles of designing a marketing plan.
Location:
Industry:
Size:
GBP3.7 billion
Other setting(s):
1993

About

Abstract

The case is primarily concerned with the development of a comprehensive marketing plan for Kit Kat, a long-established chocolate biscuit bar produced by Nestle Rowntree, the UK''s largest exporter of chocolate and sugar confectionery. The case incorporates extensive information on the chocolate confectionery market and related supply chains, and is designed to acquaint students with SWOT analysis, to expose students to the effect of the European Union in marketing to this region, and to familiarise students with the principles of designing a marketing plan.

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Location:
Industry:
Size:
GBP3.7 billion
Other setting(s):
1993

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