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Companies´ Reactions to Rival´ s Actions in the Fast Moving Consumer Goods Industry: Examples of companies in the cosmetics goods industry
Mälardalen University, School of Sustainable Development of Society and Technology. (2891)
Mälardalen University, School of Sustainable Development of Society and Technology. (2891)
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Date:                             June 8th, 2012

Course:                          EFO 705 Master Thesis Course

Program:                       International Marketing

Authors:                        Jolita Kilinskaite (jke11003), Simone Kolar (skr11003)

Title: Companies´ Reactions to Rival´ s Actions in the Fast Moving Consumer Goods (FMCG) Industry-

 Examples of companies in the cosmetics goods industry

 

Research Question: How do companies in the FMCG industry react to rivals actions?

 

Purpose: The purpose of this thesis is to describe and analyze how companies react to rival´s actions

 

Method: The thesis is based on secondary research and primary research. The primary research is based on semi-structured interview processes and critical incidents

 

Target audience: Companies in the FMCG industry, Academics and Teachers in the field of Strategy and Marketing who are interested in competitive    marketing strategies in the FMCG industry

 

Keywords: Differentiation strategy, Imitation Strategy, Co-opetition, Rival´s actions, FMCG industry, Competition, Critical incidents

 

Conclusion: This master thesis concentrates in theory on three common reaction strategies in marketing, which are defined as differentiation, limitation, and co-opetition and describes possible rival´s actions, the roots that cause certain reaction strategies. Based on the literature, interviews were conducted with the marketing managers from four different companies in the cosmetics goods industry, in order to prove whether the interviewed managers support the defined reaction strategies. The result was a support for the differentiation and imitation strategy. However, co-opetition was only used by one of the companies and is therefore seen as a less important strategy, at least in the marketing departments of the         interviewed companies.

Place, publisher, year, edition, pages
2012. , 83 p.
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:mdh:diva-14989OAI: oai:DiVA.org:mdh-14989DiVA: diva2:539012
Uppsok
Social and Behavioural Science, Law
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Available from: 2012-07-03 Created: 2012-07-02 Last updated: 2012-07-03Bibliographically approved

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Master thesis(1186 kB)1583 downloads
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