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Case
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Reference no. 9A99A017
Subject category: Marketing
Authors: Mark Vandenbosch (Ivey Business School, Western University); Tom Gleave (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1999
Version: 2017-05-24
Revision date: 7-Jun-2017
Length: 12 pages
Data source: Field research
Topics: China; Pricing strategy; Product concept; Marketing communication; Distribution; International; Marketing
Share a link: https://casecent.re/p/15106
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Abstract

The manager of business development for Carvel Asia Limited is trying to determine how best to increase ice cream cake sales in Beijing. In doing so, he needs to develop a complete marketing program which includes decisions about product offerings, pricing, placement (distribution) and promotion - the 4 Ps. Carvel Asia was a 50-50 joint venture between Carvel (USA) and China's Ministry of Agriculture.
Location:
China
Industry:
Manufacturing
Size:
Medium
Other setting(s):
1998
Teaching note
-
Reference no. 8A99A17
Subject category: Marketing
Authors: Mark Vandenbosch (Ivey Business School, Western University); Tom Gleave (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1999
Version: 1999-11-16
Length: 14 pages
Data source: Field research
View full details
Case
-
Reference no. 9A99AS17
Spanish language
Subject category: Marketing
Authors: Mark Vandenbosch (Ivey Business School, Western University); Tom Gleave (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1999
Version: 1999-07-17
Length: 16 pages
Data source: Field research
Topics: Product concept; Pricing strategy; Distribution; Marketing communication
View full details
Case
-
Reference no. 9A99AT17
Traditional Chinese language
Subject category: Marketing
Authors: Mark Vandenbosch (Ivey Business School, Western University); Tom Gleave (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1999
Version: 2007-02-15
Length: 17 pages
Data source: Field research
Topics: Distribution; Pricing strategy; Product concept; Marketing communication
View full details

About

Abstract

The manager of business development for Carvel Asia Limited is trying to determine how best to increase ice cream cake sales in Beijing. In doing so, he needs to develop a complete marketing program which includes decisions about product offerings, pricing, placement (distribution) and promotion - the 4 Ps. Carvel Asia was a 50-50 joint venture between Carvel (USA) and China's Ministry of Agriculture.

Settings

Location:
China
Industry:
Manufacturing
Size:
Medium
Other setting(s):
1998

Related

Teaching note
-
Reference no. 8A99A17
Subject category: Marketing
Authors: Mark Vandenbosch (Ivey Business School, Western University); Tom Gleave (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1999
Version: 1999-11-16
Length: 14 pages
Data source: Field research
View full details
Case
-
Reference no. 9A99AS17
Spanish language
Subject category: Marketing
Authors: Mark Vandenbosch (Ivey Business School, Western University); Tom Gleave (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1999
Version: 1999-07-17
Length: 16 pages
Data source: Field research
Topics: Product concept; Pricing strategy; Distribution; Marketing communication
View full details
Case
-
Reference no. 9A99AT17
Traditional Chinese language
Subject category: Marketing
Authors: Mark Vandenbosch (Ivey Business School, Western University); Tom Gleave (Ivey Business School, Western University)
Published by: Ivey Publishing
Originally published in: 1999
Version: 2007-02-15
Length: 17 pages
Data source: Field research
Topics: Distribution; Pricing strategy; Product concept; Marketing communication
View full details