Back to search
extra

Gervais-Danone / Dr. Oetker (A) (French)

By Reinhard Angelmar
Published 01 Sep 2005
Reference 1903
Topic Marketing
Industry Food and Beverages Production
Region Europe
Length 16 page(s)
Language French
Inspection copy
6.00
Add to cart
Summary

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.

Keywords
  • Market share
  • Marketing mix
  • Competition
Related case to use with this case

Gervais-Danone / Dr. Oetker (A)

By  Reinhard Angelmar

    Add to cart
    About the author
    Angelmar

    Reinhard Angelmar

    Emeritus Professor of Marketing

    Recommended Cases

    Compagnie Luxembourgeoise de Telediffusion

    By  Reinhard Angelmar
    Add to cart Free Case
    Describes the European broadcasting industry. Traditional competitors are state-owned, national television stations. The industry is undergoing fundamental restructuring and much uncertainty exists over the industry's evolution due to changes in the technological and political (regulatory) environment.
      View case

      NICE or Nasty? Access and Reimbursement of Multiple Sclerosis Medicines in the UK

      By  Reinhard Angelmar,  Andrea Bieser
      Add to cart
      NICE (National Institute for Health and Clinical Excellence) reviews the cost effectiveness of medicines for the treatment of multiple sclerosis (annual cost per patient €10,000-18,000) and does not authorize their use within the UK National Health Service. However, an agreement between the manufacturers and the Department of Health is reached on an innovative risk sharing scheme.
        View case

        Royal Bank of Canada: Creating Profitable Relations with Small Business Clients

        By  Regine Slagmulder
        Add to cart
        Royal Bank of Canada or RBC, Canada's largest financial services group, is at the forefront of customer profitability analysis. The case illustrates how RBC uses customer profitability data to identify profit opportunities and make strategic decisions about its customer mix.
          View case