Product details

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Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 2005
Version: 2010-02-18
Length: 21 pages
Data source: Field research

Abstract

The chief executive officer and the marketing director of Saku Olletehase AS of Estonia must decide on the company''s product portfolio plan. Saku enjoyed market leadership in Estonia with its brand Saku Originaal; however, the strength in market share has weakened in recent years due to increasing competition and greater marketing acumen from other domestic producers. While domestic beer sales have fallen, the company has experienced increases in other product lines such as alcoholic long drinks, cider and non-alcoholic beverages, which complement its existing agreement to sell Pepsi and 7Up. For the last three years, the company has had the exclusive right to resell three well-known international beer brands (Guinness, Kilkenny and Carlsberg) in Estonia. With so many options and finite marketing resources, the company needs to decide where to focus its effort.
Location:
Size:
Medium
Other setting(s):
2004

About

Abstract

The chief executive officer and the marketing director of Saku Olletehase AS of Estonia must decide on the company''s product portfolio plan. Saku enjoyed market leadership in Estonia with its brand Saku Originaal; however, the strength in market share has weakened in recent years due to increasing competition and greater marketing acumen from other domestic producers. While domestic beer sales have fallen, the company has experienced increases in other product lines such as alcoholic long drinks, cider and non-alcoholic beverages, which complement its existing agreement to sell Pepsi and 7Up. For the last three years, the company has had the exclusive right to resell three well-known international beer brands (Guinness, Kilkenny and Carlsberg) in Estonia. With so many options and finite marketing resources, the company needs to decide where to focus its effort.

Settings

Location:
Size:
Medium
Other setting(s):
2004

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