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

Published 09 Jan 2005
Reference 1903
Topic Marketing
Region Europe
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