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Donnie - The Donnie GmbH Case Study

Schlegelmilch, Bodo B. and Villanueva-Weinzierl, Gina and Gabriel, Christoph (2013) Donnie - The Donnie GmbH Case Study. WU Case Series, 2. WU Vienna University of Economics and Business, Vienna.

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Abstract

The Donnie case presents current strategic marketing issues of an Austrian firm operating in a saturated industry in Central and Eastern Europe. Donnie GmbH is a privately owned company that markets high quality door handles in Austria, Slovakia and the Czech Republic. The two main objective of the case are: (1) to evaluate the company´s current market position and (2) to present key issues in assessing the current business and in establishing a new marketing strategy for Donnie. The case is primarily suitable for international marketing programs, but can also be used in courses that focus on competitive strategy. It intends to familiarize participants with a variety of international marketing strategy dimensions, in particular the evaluation of market segments at different levels (geographic and end users). The case also illustrates how to prioritize and balance the company´s past strategic success with its future direction through pricing, promotion and sales decisions. (authors' abstract)

Item Type: Paper
Additional Information: This is a hypothetical case scenario adapted from general market information. All characters and events herein described are fictitious.
Keywords: Österreich / Unternehmen / Marketingstrategie / Marktsegmentierung / internationales Marketing / Ostmitteleuropa
Classification Codes: RVK QP 680
Depositing User: ePub Administrator
Date Deposited: 25 Feb 2013 14:19
Last Modified: 26 Sep 2014 10:47
URI: http://epub.wu.ac.at/id/eprint/3792

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