Abstract
The market position of a large and regionally dominant matches manufacturer has eroded over the years. A market research study reveals interesting facts about the preferences, attitudes and behavior of consumers and retailers. A creative marketing strategy is required to stay on top of a price conscious market.
Additional Information
| Product Type | Case |
|---|---|
| Reference No. | MAR0194 |
| Title | Lightwel Match Company |
| Pages | 8 |
| Published on | Jan 1, 1978 |
| Year of Event | 1975 |
| Authors | Dholakia, Nikhilesh; Roy Dholakia, Ruby; Bothra, K C; |
| Area | Marketing (MAR) |
| Discipline | Organizational Behaviour, Strategic Management |
| Sector | Manufacturing |
| Country | India |
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