Subject category:
Marketing
Published by:
Cranfield School of Management
Length: 2 pages
Data source: Field research
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https://casecent.re/p/24187
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Abstract
The marketing manager of the British operation of a European company engaged in manufacturing and supplying building products has growing doubts about the market performance of the company''s most important product. The question is posed of whether to commission market research to measure accurately the market share. The case raises issues of product line policy, channels of distribution and overall marketing strategy.
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Abstract
The marketing manager of the British operation of a European company engaged in manufacturing and supplying building products has growing doubts about the market performance of the company''s most important product. The question is posed of whether to commission market research to measure accurately the market share. The case raises issues of product line policy, channels of distribution and overall marketing strategy.