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Case
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Reference no. E511-068-1
Spanish language
Subject category: Marketing
Authors: Maria Antonia Cervilla (IESA); Raquel Puente (IESA)
Published in: 2010
Length: 25 pages
Data source: Generalised experience

Abstract

This is part of a case series. In 2003, newly imposed exchange controls to curb imports benefited St. Moritz. Following a year of unprecedented sales growth, management deployed a strategy to keep revenues high. New chocolate market segments were explored; together with ways to widen industry leadership; but soon the dark side of state controls loomed: scarcities in imported raw materials. The teaching objectives are: Analyze the company's portfolio in order to identify the stage in the product life cycle of each product and develop the best strategy for each one; Evaluate the ideal positioning strategy for each product by developing a communications plan that includes: specific objectives and a media plan; Assess the distribution channel strategy and discuss the advantages and disadvantages of each of these channels to serve different segments; Analyze the pricing strategy followed by the company for its products and evaluate if it is consistent with the desired positioning for the different brands. The case is recommended for postgraduate students.
Location:
Size:
Medium
Other setting(s):
2004

About

Abstract

This is part of a case series. In 2003, newly imposed exchange controls to curb imports benefited St. Moritz. Following a year of unprecedented sales growth, management deployed a strategy to keep revenues high. New chocolate market segments were explored; together with ways to widen industry leadership; but soon the dark side of state controls loomed: scarcities in imported raw materials. The teaching objectives are: Analyze the company's portfolio in order to identify the stage in the product life cycle of each product and develop the best strategy for each one; Evaluate the ideal positioning strategy for each product by developing a communications plan that includes: specific objectives and a media plan; Assess the distribution channel strategy and discuss the advantages and disadvantages of each of these channels to serve different segments; Analyze the pricing strategy followed by the company for its products and evaluate if it is consistent with the desired positioning for the different brands. The case is recommended for postgraduate students.

Settings

Location:
Size:
Medium
Other setting(s):
2004

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