Subject category:
Marketing
Published by:
San Telmo Business School
Length: 25 pages
Data source: Field research
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Abstract
APEAM is the association of avocado growers and packers of the Mexican state of Michoacán, the world's largest producers of this crop. In 2018, they were America's leading suppliers of avocado. However, new challenges arise in APEAM's primary destination market (the United States) with the changes promoted by the new president Donald Trump, as well as in other markets. There is also trouble in the domestic market and at the heart of the Mexican avocado industry. In this situation, what decisions should the association make? What changes, if any, should APEAM introduce in its processes, systems, and structures? What challenges and what opportunities do they have before them?
Time period
The events covered by this case took place in 2018-.Geographical setting
Region:
Americas
Country:
Mexico
Location:
Michoacán
Featured company
APEAM
Type:
Privately held
Subject category:
Marketing
Published by:
San Telmo Business School
Length: 12 pages
Data source: Field research
Spanish language
Subject category:
Marketing
Published by:
San Telmo Business School
Length: 12 pages
Data source: Field research
Subject category:
Marketing
Published by:
San Telmo Business School
Length: 26 pages
Data source: Field research
About
Abstract
APEAM is the association of avocado growers and packers of the Mexican state of Michoacán, the world's largest producers of this crop. In 2018, they were America's leading suppliers of avocado. However, new challenges arise in APEAM's primary destination market (the United States) with the changes promoted by the new president Donald Trump, as well as in other markets. There is also trouble in the domestic market and at the heart of the Mexican avocado industry. In this situation, what decisions should the association make? What changes, if any, should APEAM introduce in its processes, systems, and structures? What challenges and what opportunities do they have before them?
Settings
Time period
The events covered by this case took place in 2018-.Geographical setting
Region:
Americas
Country:
Mexico
Location:
Michoacán
Featured company
APEAM
Type:
Privately held
Related
Subject category:
Marketing
Published by:
San Telmo Business School
Length: 12 pages
Data source: Field research
Subject category:
Marketing
Published by:
San Telmo Business School
Length: 12 pages
Data source: Field research
Subject category:
Marketing
Published by:
San Telmo Business School
Length: 26 pages
Data source: Field research