Philip Morris KK - The Case Centre

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Case

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Reference no. IMD-5-0358-IT

Italian language

Subject category: Marketing

Authors: Dominique Turpin (International Institute for Management Development (IMD))

Published by: International Institute for Management Development (IMD)

Originally published in: 2007

Version: 08.08.2007

Length: 28 pages

Data source: Field research

Topics: Pricing; Competition; Market positioning

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Abstract

This is an Italian version. The marketing manager of Philip Morris KK (PMKK) must decide how his company should react after learning that competitor RJ Reynolds plans to introduce a Yen 200 cigarette in Japan, attacking PMKK's position in the lower end of the Japanese market.

Location:

Industry:

Food and tobacco

Other setting(s):

1987

About

Abstract

This is an Italian version. The marketing manager of Philip Morris KK (PMKK) must decide how his company should react after learning that competitor RJ Reynolds plans to introduce a Yen 200 cigarette in Japan, attacking PMKK's position in the lower end of the Japanese market.

Settings

Location:

Industry:

Food and tobacco

Other setting(s):

1987

Related

Teaching note

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Reference no. IMD-5-0358-T

Subject category: Marketing

Authors: Dominique Turpin (International Institute for Management Development (IMD))

Published by: International Institute for Management Development (IMD)

Originally published in: 1993

Version: 21.01.93

Length: 7 pages

Data source: Field research

View full details

Case

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Reference no. IMD-5-0358-ES

Spanish language

Subject category: Marketing

Authors: Dominique Turpin (International Institute for Management Development (IMD))

Published by: International Institute for Management Development (IMD)

Originally published in: 2003

Version: 03.12.2003

Length: 28 pages

Data source: Field research

Topics: Pricing; Competition; Market positioning

View full details

Case

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Reference no. IMD-5-0358-PT

Portuguese language

Subject category: Marketing

Authors: Dominique Turpin (International Institute for Management Development (IMD))

Published by: International Institute for Management Development (IMD)

Originally published in: 2005

Version: 08.08.2005

Length: 28 pages

Data source: Field research

Topics: Pricing; Competition; Market positioning

View full details

Case

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Reference no. IMD-5-0358-RU

Russian language

Subject category: Marketing

Authors: Dominique Turpin (International Institute for Management Development (IMD))

Published by: International Institute for Management Development (IMD)

Originally published in: 1989

Version: 16.04.2007

Length: 29 pages

Data source: Field research

Topics: Pricing; Competition; Market positioning

View full details

Case

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Reference no. IMD-5-0358

Subject category: Marketing

Authors: Dominique Turpin (International Institute for Management Development (IMD))

Published by: International Institute for Management Development (IMD)

Originally published in: 1989

Version: 06.03.2008

Length: 27 pages

Data source: Field research

Topics: Pricing; Competition; Market positioning

View full details