Plumrose Latinoamericana, a subsidiary of the Danish Group, The East Asiatic Company Ltd A/S (EAC), better known in Venezuela as Plumrose, is the country's greatest player inside the processed meat trade. Bent Porsborg, CEO of the Plumrose, was anxious that regardless of repeated promotion efforts, Plumrose's share in the deviled ham group had been stagnating, at less than 10% over the last 10 years, while the marketplace leader Underwood, a General Mills brand, appreciated close to 90% market share.
The general manager of the General Mills Venezuela informed Porsborg, at an assembly in the year 2004, that he did not really contemplate Plumrose as a rival to add insult to injury. Following that meeting, Porsborg promptly created a special task force to launch an aggressive assault in the deviled ham category. Learning objectives: How to write a marketing plan and develop a marketing strategy.
Plumrose Latinoamericana Relaunching Deviled Ham In Venezuela (A) Case Study Solution
PUBLICATION DATE: August 16, 2010 PRODUCT #: IMD542-PDF-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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