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Ciba-Geigy France: agricultural division

Author: Angelmar, Reinhard INSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 1987.Language: EnglishDescription: 28 p.Type of document: INSEAD CaseAbstract: 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 issuesPedagogical Objectives: Planning for a new product in the French agricultural chemical market; stagnating demand; competitive dynamics involves substitution between different product classes, and between brands within each product class; oligopolistic market structure; users and use contexts are highly diverse. Development of a market coverage strategy (undifferentiated, differentiated, concentrated), a product positioning strategy, and a marketing mix for a technically superior new product in an industrial market. Analysis of alternative bases for market segmantation
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Planning for a new product in the French agricultural chemical market; stagnating demand; competitive dynamics involves substitution between different product classes, and between brands within each product class; oligopolistic market structure; users and use contexts are highly diverse. Development of a market coverage strategy (undifferentiated, differentiated, concentrated), a product positioning strategy, and a marketing mix for a technically superior new product in an industrial market. Analysis of alternative bases for market segmantation

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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