Strategic marketing planning for a supplier of liquid food packaging products in Cyprus
Abstract
Purpose
This paper aims to provide a strategic review of the marketing function for a Cypriot company operating in the liquid food packaging industry (for reasons of confidentiality the name of the company is withheld). The paper focuses on the dairy market, where the company does not have a very strong market position, and illustrates how through an analysis of the environment (internal and external audit) the company's strategic direction and marketing plan can be designed more effectively.
Design/methodology/approach
The paper adopts a case study approach with primary research through in‐depth interviews with managers of the company under investigation.
Findings
The paper concludes that, by undertaking to rectify its weak marketing function, the company can develop capabilities that will lead to a fully integrated relationship with all its customers and significantly improve its market share.
Originality/value
The value of the paper lies in providing a new case study that highlights the importance of making the marketing function a more market/consumer oriented process that bridges the gap between strategic change and industrial complexity and instability.
Keywords
Citation
Vrontis, D., Kogetsidis, H. and Stavrou, A. (2006), "Strategic marketing planning for a supplier of liquid food packaging products in Cyprus", Journal of Business & Industrial Marketing, Vol. 21 No. 4, pp. 250-261. https://doi.org/10.1108/08858620610672623
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited