MarketinG - CoMMuniCation Marketing 10 Case tudies

management sup

M a r k e t i n g - C o mm u n i c at i o n

Marketing:

10 Case

Studies

Case studies with solutions

Claire Garcia Jean-Louis Martinez

? Dunod, Paris, 2013 ISBN 978-2-10-058833-6

The case studies presented in this book have been written by students reading the "Marketing et Strat?gies Commerciales" Masterdegree at the ESG Management School (2012), closely supervised by their professors. The amount of data provided has been considerably useful in the drafting of this book. We are grateful to these students.

Table of Contents

Foreword

VII

Case 1 ? MPO Fen?tres

1

How to succeed in the PVC window market?

Case 2 ? Renault

23

How to launch a crossover in the European market?

Case 3 ? Sequovia

48

How to become a facilitator of sustainable development?

Case 4 ? Lacoste

76

How to organize a sponsorship operation to take over the Moroccan golf Open?

Case 5 ? PhilaPoste

100

How can we attract the general public to philately?

Case 6 ? La Grande R?cr?

120

How to remain in the top 5 of the toys industry?

Case 7 ? Samsung

142

How best to launch its first Netbook?

Case 8 ? Siemens

166

Which strategy to implement in launching the Xpress offer to SMEs?

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