個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Mavesa's Nelly Brand: Pricing to Gain Market Control
內容大綱
The economy segment in the market for mayonnaise in Venezuela has become extremely competitive. Mavesa, Venezuela's largest and most professional consumer goods firm, finds its pioneer Nelly brand under assault from large players such as Kraft, and small nimble regional players such as Albeca. In this competitive scenario, Nelly's managers decide to cut price on the brand. The managers must analyze the implications of cutting price, including both the profitability impact of a pricing decision, as well as strategic competitive considerations.