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Brita Essay title: Brita Sales decline (1999), result of market change bottled water (fastest-growing industry). (exhibit1) Should be market led instead of marketing led (ch1 p16 ). As the market changes, so does the values demanded. Their late response entails consequences such as: Brita only achieved 35% share compared to 65% PUR FM market share.
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03External Environment AnalysisLate ResponseMarket ChangesResult Of Market Change