Subject category:
Strategy and General Management
Published in:
2014
Length: 13 pages
Data source: Field research
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?
Subject category:
Strategy and General Management
Published in:
2014
Length: 7 pages
Data source: Field research
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?
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Subject category:
Strategy and General Management
Published in:
2014
Length: 7 pages
Data source: Field research