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Case
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Reference no. BAB017
Published by: Babson College
Originally published in: 2000
Version: 13 March 2000

Abstract

Vina San Pedro (VSP) is the third largest vineyard in Chile and has recently expanded its capacity. The new president is considering how fast to push into both foreign and domestic markets, where efforts should be focused, and how to balance capacity within the context of uncertain, volatile markets and the vagaries of foreign exchange. Meanwhile, he has to position growth in the context of new return-on-capital-employed objectives. The teaching purpose is to understand the complexity of balancing production, marketing and uncertainty within the context of international trade.
Location:
Industry:
Other setting(s):
1999

About

Abstract

Vina San Pedro (VSP) is the third largest vineyard in Chile and has recently expanded its capacity. The new president is considering how fast to push into both foreign and domestic markets, where efforts should be focused, and how to balance capacity within the context of uncertain, volatile markets and the vagaries of foreign exchange. Meanwhile, he has to position growth in the context of new return-on-capital-employed objectives. The teaching purpose is to understand the complexity of balancing production, marketing and uncertainty within the context of international trade.

Settings

Location:
Industry:
Other setting(s):
1999

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