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Case
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Reference no. F594-022-1
French language
Subject category: Marketing
Published by: INSEAD
Originally published in: 2005
Version: 07.2005
Length: 28 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

This is a French translation of ''594-022-1''. The French subsidiary of the German publishing company Gruner+Jahr, itself a subsidiary of the Bertelsmann Group, is considering the launch of a new business magazine called CAPITAL. The market looks unattractive, is new to the company, and the financial risk is high. The case describes the various steps in product development. Students must decide on whether to introduce the magazine and how. CAPITAL was subsequently launched and became the business magazine with the largest circulation in Europe. The teaching objective is to discuss: (1) the concept and implementation of a marketing culture in a non-traditional industry; (2) the role of innovation when entering a mature / declining industry; (3) the product development process, especially the role of customer and competitive research; (4) marketing mix decisions and financial analysis for new products; and (5) the sustainability of competitive advantage in an industry where imitation appears to be easy. There is an Excel spreadsheet to support this case (594-022-0). This case contains colour exhibits.
Location:
Industry:
Size:
FRF2billion, DEM3.3 billion, DEM15.5billion
Other setting(s):
1991

About

Abstract

This is a French translation of ''594-022-1''. The French subsidiary of the German publishing company Gruner+Jahr, itself a subsidiary of the Bertelsmann Group, is considering the launch of a new business magazine called CAPITAL. The market looks unattractive, is new to the company, and the financial risk is high. The case describes the various steps in product development. Students must decide on whether to introduce the magazine and how. CAPITAL was subsequently launched and became the business magazine with the largest circulation in Europe. The teaching objective is to discuss: (1) the concept and implementation of a marketing culture in a non-traditional industry; (2) the role of innovation when entering a mature / declining industry; (3) the product development process, especially the role of customer and competitive research; (4) marketing mix decisions and financial analysis for new products; and (5) the sustainability of competitive advantage in an industry where imitation appears to be easy. There is an Excel spreadsheet to support this case (594-022-0). This case contains colour exhibits.

Settings

Location:
Industry:
Size:
FRF2billion, DEM3.3 billion, DEM15.5billion
Other setting(s):
1991

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