Summary
Describes the market share tactics in a maturing market, which comprises four national brands and Gervais-Danone.
Teaching objectives
To illustrate the problems involved in maintaining a market share in a maturing industry; to assess marketing mix elements and the use of repression-based market models for planning. An opportunity is provided for industrial and competitive analysis.
Keywords
- MARKET SHARE TACTICS
- ASSESSMENT OF MARKETING MIX ELEMENTS
- AR1997
