Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 597-019-1
Subject category: Marketing
Published in: 1997

Abstract

Cadbury Schweppes is a major company in beverages and confectionery whose brands and products are marketed in over 190 countries around the world. John Nielsen, Vice President and Marketing Director of Schweppes Europe is leaving the company. His departure leads Francoise de Lavalette to re-think the European marketing strategy and re-consider the structure. Two tendencies confront each other within the European group: (1) facilitating a more global policy; and (2) having a more local approach. The educational objective is to understand and participate in the process of internationalisation in an already global company.
Industry:
Other setting(s):
1995

About

Abstract

Cadbury Schweppes is a major company in beverages and confectionery whose brands and products are marketed in over 190 countries around the world. John Nielsen, Vice President and Marketing Director of Schweppes Europe is leaving the company. His departure leads Francoise de Lavalette to re-think the European marketing strategy and re-consider the structure. Two tendencies confront each other within the European group: (1) facilitating a more global policy; and (2) having a more local approach. The educational objective is to understand and participate in the process of internationalisation in an already global company.

Settings

Industry:
Other setting(s):
1995

Related