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Case from journal
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Reference no. NAC1912
Subject category: Marketing
Published by: NACRA - North American Case Research Association
Published in: "The Case Research Journal", 1999
Length: 15 pages
Data source: Field research

Abstract

Pierre Charles had just been appointed Marketing Director of Nestle''s subsidiary in Ghana, West Africa. While he had some knowledge of marketing in developing countries because of reports that periodically crossed his desk in Switzerland, the Ghana market was totally new to him. The subsidiary''s main products were canned and powdered milk, powdered cocoa drinks, coffee, and Maggi spice cubes. Charles was faced with an unfamiliar and uncertain country environment with a dearth of readily available market data. Yet, he was expected to make strategy decisions in order for Nestle to compete effectively and maintain profitability.

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Abstract

Pierre Charles had just been appointed Marketing Director of Nestle''s subsidiary in Ghana, West Africa. While he had some knowledge of marketing in developing countries because of reports that periodically crossed his desk in Switzerland, the Ghana market was totally new to him. The subsidiary''s main products were canned and powdered milk, powdered cocoa drinks, coffee, and Maggi spice cubes. Charles was faced with an unfamiliar and uncertain country environment with a dearth of readily available market data. Yet, he was expected to make strategy decisions in order for Nestle to compete effectively and maintain profitability.

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