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Compact case
Case
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Reference no. IMD-5-0765
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2010
Version: 06.08.2010
Length: 5 pages
Data source: Field research
Topics: Marketing; Marketing strategy; Food industry; Emerging markets; Latin America; Competitors
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Abstract

This is part of a case series. The B-case looks at the results achieved by Plumrose in 2007, two years after the company's relaunch of deviled ham in Venezuela. Underwood's management had been taken by surprise by Plumrose's bold innovation moves and took a while to react. Meanwhile Plumrose CEO Bent Porsborg was planning the next moves to continue taking market share away from the competition.
Location:
Venezuela
Industry:
Processed meat, food
Size:
Sales of USD230 million, 3,400 employees
Other setting(s):
2007
Teaching note
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Reference no. IMD-5-0764-T
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD)); Philippe Margery (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2011
Version: 27.09.2011
Length: 7 pages
Data source: Field research
View full details
Case
-
Reference no. IMD-5-0764
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2010
Version: 06.08.2010
Length: 15 pages
Data source: Field research
Topics: Marketing; Marketing strategy; Food industry; Emerging markets; Latin America; Competitors
View full details
Supporting video
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Reference no. IMD-5-0764-V
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Published in: 2012
Length: 13 minutes
Data source: Field research
Topics: Marketing; Marketing strategy; Food industry; Emerging markets; Latin America; Competitors
Notes: File size 776.3MB. Click for more information.
View full details

About

Abstract

This is part of a case series. The B-case looks at the results achieved by Plumrose in 2007, two years after the company's relaunch of deviled ham in Venezuela. Underwood's management had been taken by surprise by Plumrose's bold innovation moves and took a while to react. Meanwhile Plumrose CEO Bent Porsborg was planning the next moves to continue taking market share away from the competition.

Settings

Location:
Venezuela
Industry:
Processed meat, food
Size:
Sales of USD230 million, 3,400 employees
Other setting(s):
2007

Related

Teaching note
-
Reference no. IMD-5-0764-T
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD)); Philippe Margery (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2011
Version: 27.09.2011
Length: 7 pages
Data source: Field research
View full details
Case
-
Reference no. IMD-5-0764
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Originally published in: 2010
Version: 06.08.2010
Length: 15 pages
Data source: Field research
Topics: Marketing; Marketing strategy; Food industry; Emerging markets; Latin America; Competitors
View full details
Supporting video
-
Reference no. IMD-5-0764-V
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD))
Published by: International Institute for Management Development (IMD)
Published in: 2012
Length: 13 minutes
Data source: Field research
Topics: Marketing; Marketing strategy; Food industry; Emerging markets; Latin America; Competitors
Notes: File size 776.3MB. Click for more information.
View full details