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Prize winner
Subject category: Marketing
Authors: Fernando Robles (George Washington University)
Published in: 2001

Abstract

In response to globalisation and consolidation in the mature food industry and the potential to extract more profits from the value chain, Unilever has been pressured to pursue a more focused strategy and improve operating profits. The case examines the impact of the firm''s decision to pursue a focused global portfolio of brands on the Latin American food business strategy. The liberalisation of the business environment in Latin America offers Unilever unprecedented opportunities to implement a co-ordinated regional effort and intensify its dominance of food markets in the region. How should the firm implement the new directive to move toward a more focused brand portfolio? Is Latin America ready for a Pan- regional approach? The case examines three food categories: fat oils, ice cream and tea-based products to address these questions. A regional meeting of the Latin American division presents an opportunity to debate these issues and launch initiatives to integrate national and global businesses in the region. This case was sponsored by the Indiana University CIBER Case Collection.
Location:
Industry:
Size:
Large
Other setting(s):
1996-2000

About

Abstract

In response to globalisation and consolidation in the mature food industry and the potential to extract more profits from the value chain, Unilever has been pressured to pursue a more focused strategy and improve operating profits. The case examines the impact of the firm''s decision to pursue a focused global portfolio of brands on the Latin American food business strategy. The liberalisation of the business environment in Latin America offers Unilever unprecedented opportunities to implement a co-ordinated regional effort and intensify its dominance of food markets in the region. How should the firm implement the new directive to move toward a more focused brand portfolio? Is Latin America ready for a Pan- regional approach? The case examines three food categories: fat oils, ice cream and tea-based products to address these questions. A regional meeting of the Latin American division presents an opportunity to debate these issues and launch initiatives to integrate national and global businesses in the region. This case was sponsored by the Indiana University CIBER Case Collection.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1996-2000

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