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Abstract
A small company in the flour milling industry examines the need to diversify into more profitable products. Issues of new product development are tested together with a launch strategy for a product which was suitable for export. The case develops the material background with a strong marketing emphasis. The case has been used at undergraduate level in courses in international marketing. It has also been used at postgraduate level MBS and MBA marketing courses. It requires considerable pre class preparation for effective use.
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Abstract
A small company in the flour milling industry examines the need to diversify into more profitable products. Issues of new product development are tested together with a launch strategy for a product which was suitable for export. The case develops the material background with a strong marketing emphasis. The case has been used at undergraduate level in courses in international marketing. It has also been used at postgraduate level MBS and MBA marketing courses. It requires considerable pre class preparation for effective use.