As a company that manufactures and sells a commodity product loses market share to a smaller competitor, what market strategy should it develop?
The Arden Company has lost market share for its commodity product to a smaller competitor, Columbia Corporation, which has a young, aggressive team with a mandate for increasing its market position. Arden's new business head seeks to develop a market strategy that will counter Columbia's tactics and deal effectively with the challenge. In this case students study economic indicators such as market share, sales, variable margin, and capacity utilization to consider Arden's options and to create a market strategy to counter Columbia's inroads.
El siguiente caso tiene como objetivo el desarrollo de una estrategia de marketing para The Arden Company, una organización que produce y comercializa un commodity.
Case ID: 100501SPA