EBK PRINCIPLES OF MARKETING
17th Edition
ISBN: 9780134461434
Author: Armstrong
Publisher: YUZU
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Chapter 3, Problem 3.15VC
Summary Introduction
Case summary:
B Company is a big fast-food burger restaurant that is exclusively for fries and burgers. The business of B Company gradually decreases as people become little conscious on their health, as it involves more fatty and high calorie foods.
Later, B Company came up with an idea of low fatty fries in order to bring health consciousness to consumers. This type of French fries is called as “satisfries”. But, it is not enough for the company to make health food lovers happy. Satisfries were considered little than the fry fiasco.
Characters in case:
B Company
To discuss: The
Introduction:
Marketing environmental forces are classified among 5 areas.
- Political and regulatory environment
- Economic environment
- Competitive environment
- Technological environment
- Social and cultural environment
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