The marketing manager of Ciba-Geigy's Agro Division in France must recommend a marketing strategy and marketing mix for a new fungicide. The degree of market coverage and whether to take an undifferentiated or a differentiated approach are the major issues.

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Capital

By Reinhard Angelmar, Wolfgang Munk, Thierry Azalbert

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Reference 4310
Published 31 May 1994
Length 25 page(s)
Topic Marketing
Region Europe
Industry Publishing, Writing and Editing

The French subsidiary of the German publishing company Gruner & Jahr, itself a subsidiary of the Bertelsmann Group, is considering the launch of a new business magazine called CAPITAL. The market looks unattractive, is new to the company, and the financial risk is high. The case describes the various steps in product development.

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Gervais-Danone/Dr Oetker (B)

Reinhard Angelmar

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