個案資料
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Neilson International in Mexico (A)
內容大綱
This case examines a proposed marketing joint venture which would introduce Neilson brand chocolate bars to Mexican consumers. Pepsico Foods' Mexican subsidiary -- already servicing 450,000 retail stores -- has suggested a joint branding agreement. Alternative distribution arrangements are available which would allow Neilson to maintain greater control over its name, at the cost of slower market access. (A sequel to this case is available Neilson International in Mexico (B).)
學習目標
This case has been used with good results in a variety of undergraduate and MBA courses and Executive Programs: Strategy, International Management, International Marketing, and Marketing. The case is easy for students to grasp because everyone is an expert on chocolate bars. Nonetheless, it is rich in issues, to the extent that if the (B) case is used as a handout for in-class discussion, it will be difficult to finish in an 80-minute period. Because Neilson's entry into Mexico represented their first, major international foray, the case may be best positioned early in most courses. This allows students to develop a market entry strategy, which is typically handled in the first sessions in international courses. If used in marketing, the case may best be used in a section dealing with distribution issues.