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Case
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Reference no. UVA-BP-0449
Subject category: Strategy and General Management
Authors: Petra Christmann (Darden School of Business, University of Virginia); Jin Leong (Darden School of Business, University of Virginia); Michele Tan (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 2002
Version: 03.2004
Length: 30 pages
Data source: Generalised experience
Topics: Business location; Competitive analysis; Industry economics; International business; International strategy
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Abstract

This case describes the international expansion challenges facing EAC Nutrition, the infant formula division of a Danish conglomerate, in early 2002. Growth in EAC's core markets of Thailand and Malaysia has stagnated and EAC is contemplating three expansion options: entry into India, geographic expansion within China, and product line expansion in existing markets. This case can be used in management of international business courses to illustrate the analysis of market attractiveness, the importance of fit between firm capabilities and market requirements, and the effects of multi-market competition.
Teaching note
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Reference no. UVA-BP-0449TN
Subject category: Strategy and General Management
Authors: Petra Christmann (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 2002
Version: March 2004
Length: 15 pages
View full details

About

Abstract

This case describes the international expansion challenges facing EAC Nutrition, the infant formula division of a Danish conglomerate, in early 2002. Growth in EAC's core markets of Thailand and Malaysia has stagnated and EAC is contemplating three expansion options: entry into India, geographic expansion within China, and product line expansion in existing markets. This case can be used in management of international business courses to illustrate the analysis of market attractiveness, the importance of fit between firm capabilities and market requirements, and the effects of multi-market competition.

Related

Teaching note
-
Reference no. UVA-BP-0449TN
Subject category: Strategy and General Management
Authors: Petra Christmann (Darden School of Business, University of Virginia)
Published by: Darden Business Publishing
Originally published in: 2002
Version: March 2004
Length: 15 pages
View full details