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Abstract
As of mid-August 1991, Dannon is present on the Czechoslovakian market through a joint-venture with the Benesov state dairy farm, and produces high quality fruit yoghurts. After the greatly encouraging success of the market test Dannon decides to widen its distribution network; four weeks later sales have decreased 50%. The case''s objective is to place the student in Alexander Delmas position (Marketing & Sales Manager) who must jointly establish the Dannon fruit yoghurt situation and define a reasonable marketing policy for Dannon Czechoslovakia. This is the first marketing case study written about Czechoslovakia and Eastern Europe. In addition, there is a (B) case (592-035-1).
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Abstract
As of mid-August 1991, Dannon is present on the Czechoslovakian market through a joint-venture with the Benesov state dairy farm, and produces high quality fruit yoghurts. After the greatly encouraging success of the market test Dannon decides to widen its distribution network; four weeks later sales have decreased 50%. The case''s objective is to place the student in Alexander Delmas position (Marketing & Sales Manager) who must jointly establish the Dannon fruit yoghurt situation and define a reasonable marketing policy for Dannon Czechoslovakia. This is the first marketing case study written about Czechoslovakia and Eastern Europe. In addition, there is a (B) case (592-035-1).
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