Ciba-Geigy France: agricultural division
Author: Angelmar, Reinhard INSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 1987.Language: EnglishDescription: 28 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: 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| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Europe Campus INSEAD Publications Display | Consultation only | BC000091 |
Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>
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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