Antonio Ortega, the owner of Bebida Sol, a private-label carbonated soft drink business based in Mexico, was contemplating whether to put money into a new zero- calories soda product line, Hola-Kola. This was the first major capital investment decision Antonio had to make after his father passed away.
About the probable market size and the costs connected to this particular new product line, some data accumulated through a market study. Along with these data was likewise the proven fact that his existing regular soda sales might be severely eroded by the new product line. He would create value for his company and needed to ascertain if this capital investment was worth making.
PUBLICATION DATE: September 13, 2013 PRODUCT #: TB0343-HCB-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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