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Assignment - Case synopsis
Brinda Patel, the India country manager for the US-based consumer products company Cottle-Taylor, has proposed a 2010 marketing plan and income statement. The plan takes into account Patel's detailed assessment of India's oral care market, in which large opportunities for growth are moderated by myriad economic and sociocultural factors. Patel's manager, Cottle's Vice President for Greater Asia and Africa, believes that Patel's projections are too modest, and asserts that a greater unit sales increase could be achieved with a higher investment in marketing. Patel reconsiders her original plan accordingly.
Questions
Study the Cottle-Taylor case and answer the following questions using the information given in the case:
a. What factors determine demand for toothbrushes? How can this demand be increased?
b. How is Cottle doing in India? Has Cottle enjoyed a first-mover advantage? Please explain.
c. What strategy should Cottle use to accelerate the development of the toothbrush market in India?
You must use word processing software (such as Microsoft Word) to prepare the TMAs, and submit them via the Online Learning Environment (OLE). All assignments must be uploaded to the OLE by the due date. Failure to upload a TMA to the OLE in the required format may result in the score for the TMA being adjusted to zero. Please avoid copying word for word from the case. You should use your own words as far as possible.
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