個案資料
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Neilson International in Mexico (B)
內容大綱
Neilson linked up with Sabritas, a Pepsico Co. subsidiary, and launched Neilson brand chocolate bars in Mexico. The next year, Neilson sales to Mexico exceeded $23 million. The Mexican peso abruptly underwent a 40% devaluation which put major pressure on both partners' margins. This raised issues of future pricing and competitive response. More fundamentally, there were now concerns about the overall stability and potential of the Mexican market. (This is a supplement to Neilson International in Mexico (A).)
學習目標
This case can be used in 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.