Case 4, Regina Bear

Case 4, Regina Bear -...

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  1.   Briefly summarize the marketing problem facing Yuma. Many a months ago a lot of copy cats started to pop up some of which have more financial backing behind  them then Yuma but Yuma still decided they would stick with their tried and true marketing philosophy, but the  rapidly shifting market situation demands a serious analysis and review. Rumblings from quite a few  knowledgeable corners say that if Yuma does not act fast their company will be in serious jeopardy. Some  Yuma team members however feel strongly about the approaches they have built their brand, reputation and  customer bases on and are reluctant to change.  2.  What was the initial marketing strategic program used by Yuma? Initially, Yuma Puma created a strategic program to provide "cool" college students with free cases of the drink  for campus parties. This guerilla campaign was successful in boosting sales. It was launched in South America 
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Case 4, Regina Bear -...

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