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Essay text:
Perfetti Van Melle is a family owned company, and the family is still very involved in the marketing process.
1. Marketing strategy
Marketing strategy is the marketing logic by which the business unit hopes to achieve its marketing objectives. Marketing strategy had three interdependent parts: segmenting markets into groups that can be served, ways of developing advantageous relations with those customers, and strategies to handle competitors. The market strategy in the Netherlands is based on innovation and speed on the market. Perfetti Van Melle wants to be the first and the best, they search for growth and growth in share...
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