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Case
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Reference no. 9-905-404
Subject category: Marketing
Authors: David E Bell (Harvard Business School); Hal Hogan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2004
Version: 25 March 2005
Length: 20 pages
Data source: Field research
Topics: Distribution
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Abstract

Bright Dairy has been growing rapidly since becoming a public company. The Chinese market for milk products is still wide open. What should it be doing to make sure it captures a significant share of the potential market?
Location:
China
Industry:
Agriculture
Size:
USD750 million revenues, 15,000 employees
Other setting(s):
2004
Teaching note
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Reference no. 5-505-066
Subject category: Marketing
Authors: David E Bell (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2005
Version: 1 March 2005
Length: 3 pages
Data source: Field research
View full details

About

Abstract

Bright Dairy has been growing rapidly since becoming a public company. The Chinese market for milk products is still wide open. What should it be doing to make sure it captures a significant share of the potential market?

Settings

Location:
China
Industry:
Agriculture
Size:
USD750 million revenues, 15,000 employees
Other setting(s):
2004

Related

Teaching note
-
Reference no. 5-505-066
Subject category: Marketing
Authors: David E Bell (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 2005
Version: 1 March 2005
Length: 3 pages
Data source: Field research
View full details