Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 589-010-1
Subject category: Marketing
Published by: INSEAD
Published in: 1989
Length: 16 pages
Data source: Field research

Abstract

This case concerns market share tactics in a maturing market comprising four national brands plus Gervais-Danone. It provides an illustration of problems involved in maintaining market share in a maturing industry, and provides an assessment of marketing mix elements and the use of regression based market models for planning giving an opportunity for industry and competitive analysis. A follow-up case (589-011-1) and video (589-010-3) have also been produced. There is a French translation of this case available (F589-010-1) (18 pages).
Location:
Industry:
Size:
DEM362 million sales
Other setting(s):
1982-1983

About

Abstract

This case concerns market share tactics in a maturing market comprising four national brands plus Gervais-Danone. It provides an illustration of problems involved in maintaining market share in a maturing industry, and provides an assessment of marketing mix elements and the use of regression based market models for planning giving an opportunity for industry and competitive analysis. A follow-up case (589-011-1) and video (589-010-3) have also been produced. There is a French translation of this case available (F589-010-1) (18 pages).

Settings

Location:
Industry:
Size:
DEM362 million sales
Other setting(s):
1982-1983

Related