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Abstract
The purpose of this article is to examine the issues related to the chewing gum marketing practices employed by a Cypriot company importing gum. Thus, the product, its target market, and competition are examined, a SWOT analysis is performed and the marketing mix is presented. Then the results are compared with the international market.
The case study method was employed to gain an initial understanding of the marketing practices employed by the company concerning the production of chewing gum.
The findings showed that the company offers a gum of superior quality, which in two years' time has captured a great share of a very competitive market. The company is giving special attention to the distribution and the promotion of the product.