IESE PUBLISHING - Información material docente

Dirección Comercial

IESE Publishing > Dirección Comercial

<< Volver

Imprimir

- Caso / Dirección Comercial
- The Launching of the Super Bock Mini (A). Market Studies in the Food Industry
- Martins, Ramiro; Porfírio, Mario; Vilares Morgado, André
- AESE (Portugal)

Sigla: AESE-0024-E
Resumen:
The launching of Super Bock Mini falls into the area of Market Studies and describes a situation in a bi-polar market of food consumer goods, in which one of the competitors is the object of an offensive in its comfort zone. The case examines the context, the considerations and the studies which were undertaken, thus allowing the re-creation of a real management situation in a market context. From the pedagogical point of view, this case can be classified as orientated to the decision taking process, as compared with more descriptive ones. The challenge to the students is to put themselves in the shoes of the Deputy Director of Marketing for the Beer Segment, so as to choose one of the four options previously presented as possible solutions. This case is divided into two parts, A and B. The first should be given to the students for preliminary study, while the second should be kept for class distribution. In the first part the situation is placed in context and described. The qualitative and quantitative market studies are presented, as well as the four proposed decisions. In the second part of the case we find an additional study, the ?Conjoint Analysis?, which allows an evaluation of these four proposals.

Palabras clave: Industry Analysis; Consumer Behavior

Áreas: Marketing

Departamento: Dirección Comercial

Año de los hechos: 2002 Área geográfica: Portugal

Nº de páginas: 25 Fecha de publicación: 31/03/2007 Fecha de revisión: 31/10/2008 Idioma: Inglés También disponible en:
Portugués (Portugal)

Material complementario: AESE-0025-E

Nota del instructor: AESET-0026-E