Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Abstract

This case describes an important business decision that Perfetti Van Melle, the world's third largest confectionary company, was faced with. After having successfully built out many mature and emerging markets with its product line of Chupa Chups lollipops, Mentos and Alpenliebe candies, the company is now looking to expand into new territory - Africa. It evaluates different markets with regards to their potential and their risks and weighs different options with regards to potential entry modes. Which market should Perfetti Van Melle choose?
Location:
Size:
19,000 employees
Other setting(s):
2007

About

Abstract

This case describes an important business decision that Perfetti Van Melle, the world's third largest confectionary company, was faced with. After having successfully built out many mature and emerging markets with its product line of Chupa Chups lollipops, Mentos and Alpenliebe candies, the company is now looking to expand into new territory - Africa. It evaluates different markets with regards to their potential and their risks and weighs different options with regards to potential entry modes. Which market should Perfetti Van Melle choose?

Settings

Location:
Size:
19,000 employees
Other setting(s):
2007

Related