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Free Case

Gervais-Danone / Dr. Oetker (A)

By Reinhard Angelmar
Published 04 Jan 1997
Reference 1903
Topic Marketing
Industry Food and Beverages Production
Region Europe
Length 15 page(s)
Language English
Inspection copy
Teaching note
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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
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Gervais-Danone/Dr Oetker (B)

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

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      About the author
      Angelmar

      Reinhard Angelmar

      Emeritus Professor of Marketing

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