學門類別
哈佛
- General Management
- Marketing
- Entrepreneurship
- International Business
- Accounting
- Finance
- Operations Management
- Strategy
- Human Resource Management
- Social Enterprise
- Business Ethics
- Organizational Behavior
- Information Technology
- Negotiation
- Business & Government Relations
- Service Management
- Sales
- Economics
- Teaching & the Case Method
最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
VALUING A TOBACCO BRAND: MATRIX
內容大綱
Swiss German Tobacco plans to introduce a new tobacco brand in the Czech Republic. The company has been operating in the country until 2007, when a currency crisis has taken the country out of a euro peg, and into a dollarization of the economy. The new brand is to be labeled "Matrix", as a glamour product targeted to a sophisticated segment, and competing with already established Kent Nanotek, manufactured by British American Tobacco. The question of whether to introduce the brand or not boils down to a valuation exercise, where the major inputs are: the expected demand for the product, driven by population growth; the prospects for tobacco in the country; and technical requirements in production and distribution. Participants are confronted sequentially with these challenges. Learning objectives: This is acapital budgeting and investment selection case, a comprehensive exercise of a Tobacco firm that designs a new brand, which is to be introduced in the market. It is a good illustration of the Free Cash Flow technique, used here for investment appraisal throughout a series of seven challenges.