Gervais-Danone / Dr. Oetker (A)

Published 04 Jan 1997
Reference 1903
Topic Marketing
Region Europe
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