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Case
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Reference no. 501-074-1
Subject category: Marketing
Authors: A Mukund; K Subhadra
Published by: IBS Center for Management Research
Published in: 2001
Length: 7 pages
Data source: Published sources

Abstract

This case is intended to give insight into how a small ready to serve food company, Tasty Bite, was able to achieve a turnaround by focussing on its marketing efforts. Tasty Bite was running into huge losses and its products were not being accepted in Indian markets. The case examines how the company managed to overcome its problems with the help of a 4 ''C'' strategy and other marketing initiatives. The case is so structured as to enable students to understand how TBEL was able to achieve a turnaround and emerge as a major food brand in the US market. The students should understand the 4 ''C'' strategy and its implementation, as well as the company''s other initiatives for increasing customer focus. The case is aimed at the MBA/PGDBA students as part of the Marketing elective curriculum.
Location:
Size:
Small
Other setting(s):
1992-2001

About

Abstract

This case is intended to give insight into how a small ready to serve food company, Tasty Bite, was able to achieve a turnaround by focussing on its marketing efforts. Tasty Bite was running into huge losses and its products were not being accepted in Indian markets. The case examines how the company managed to overcome its problems with the help of a 4 ''C'' strategy and other marketing initiatives. The case is so structured as to enable students to understand how TBEL was able to achieve a turnaround and emerge as a major food brand in the US market. The students should understand the 4 ''C'' strategy and its implementation, as well as the company''s other initiatives for increasing customer focus. The case is aimed at the MBA/PGDBA students as part of the Marketing elective curriculum.

Settings

Location:
Size:
Small
Other setting(s):
1992-2001

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