Subject category:
Strategy and General Management
Published by:
NACRA - North American Case Research Association
Length: 22 pages
Data source: Field research
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Abstract
Brewer Birra Moretti has grown by since its acquisition by Canada's John Labatt Limited. Still, Moretti remains unprofitable and needs an infusion to continue taking market share from the leading brands. Without this additional investment by its now-strained Canadian parent, the Italian firm must cut marketing or capital expenditures, or perhaps even merge with a competitor. Moretti management is proud of it's past success. Its future, however, depends entirely on Labatt's decisions.
Subject category:
Strategy and General Management
Published by:
NACRA - North American Case Research Association
Length: 18 pages
Data source: Field research
About
Abstract
Brewer Birra Moretti has grown by since its acquisition by Canada's John Labatt Limited. Still, Moretti remains unprofitable and needs an infusion to continue taking market share from the leading brands. Without this additional investment by its now-strained Canadian parent, the Italian firm must cut marketing or capital expenditures, or perhaps even merge with a competitor. Moretti management is proud of it's past success. Its future, however, depends entirely on Labatt's decisions.
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Subject category:
Strategy and General Management
Published by:
NACRA - North American Case Research Association
Length: 18 pages
Data source: Field research