EBK MARKETING
9th Edition
ISBN: 9780134292779
Author: Stuart
Publisher: YUZU
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Chapter 8, Problem 36C
Summary Introduction
To describe: The decision facing NT about the way company should maintain profitability and market share.
Introduction: Tapped birch water has been there for years but was unnoticed till NT made the product available for the consumers. NT is famous for its unique production and supply chain network which has a short two-week window during which the product is harvested. This has helped NT gain a competitive edge over competitors. The company often has to deal with some contradictory statements regarding product benefits. NT is a small player in a niche market which has built a strong distribution network over the years. The company’s ability to excel over competitors depends upon how well it implements product innovation and marketing strategies.
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