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

By Reinhard Angelmar
Published 09 Jan 2005
Reference 1903
Topic Marketing
Region Europe
Length 16 page(s)
Language French
Inspection copy
6.00
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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
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Gervais-Danone / Dr. Oetker (A)

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    About the author
    Angelmar

    Reinhard Angelmar

    Emeritus Professor of Marketing

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