Product details

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Subject category: Marketing
Published by: China Europe International Business School
Published in: 2009
Length: 10 pages
Data source: Generalised experience

Abstract

Cameron Smith, the newly appointed Business Unit Manager was sitting in his Edinburgh office overlooking the majestic wall of the Edinburgh castle. The company at which he was working, JF Macfarlan Smith, was almost as old as the castle. Founded in 1780, the prosperous pharmaceutical company has been in business ever since. Now, for Smith, there was a new challenge on his desk: expanding the ingredient branding concept of the chemical Bitrex (R) or, to be more precise, ''the most bitter substance in the world'', to his customers in the Far East. This was not an easy task, especially as there were many other players involved in the business.
Location:
Industry:
Size:
Middle-sized
Other setting(s):
2008

About

Abstract

Cameron Smith, the newly appointed Business Unit Manager was sitting in his Edinburgh office overlooking the majestic wall of the Edinburgh castle. The company at which he was working, JF Macfarlan Smith, was almost as old as the castle. Founded in 1780, the prosperous pharmaceutical company has been in business ever since. Now, for Smith, there was a new challenge on his desk: expanding the ingredient branding concept of the chemical Bitrex (R) or, to be more precise, ''the most bitter substance in the world'', to his customers in the Far East. This was not an easy task, especially as there were many other players involved in the business.

Settings

Location:
Industry:
Size:
Middle-sized
Other setting(s):
2008

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