Abstract
PurposeThis 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/approachThe paper adopts a case study approach with primary research through in‐depth interviews with managers of the company under investigation.FindingsThe 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/valueThe 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.
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