Product details

A newly established Head Quarters marketing function is moving towards unified marketing planning at Haaks Europe, the European regional division of Haaks International, a medium sized producer of confectionery and snack products. A previous attempt at Head Quarters-led co-ordination among Haaks' heretofore 15 autonomous country operations had failed. A new divisional president wants a unified marketing plan as a first step toward future pan-European initiatives. The European marketing Vice President is given the responsibility for proposing to country managers a structure for local marketing plans that would identify opportunities for pan-European coordination. The issues raised have to do with the possible structure and coverage of such a plan as well as its time horizon, performance objectives, and resolution of possible conflicts.