Confectionary Industry: Latin America and the Global Industry in 2006 Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

In 2006, the confectionery industry is one of the most dynamic and innovative sectors in the food industry. Although his fragmented worldwide allows the entry of new competitors, consumers in favor of established brands and new entrants need to make a major investment in marketing and advertising to build brand awareness. In contrast to other segments of the food and confectionery industry also depends on the consumer impulse purchases that challenge the new and well-known manufacturers maintain the availability, accessibility and attractive packaging and presentation of their products. In addition, the development of new products is essential to protect and grow its market share, with a change in consumer attitudes and preferences requires constant innovation in new areas, such as "limited edition", "sugar-free" products, and new products. Examines the global confectionery industry in 2006, and also addresses specific forces at work in Latin America confectionery market. "Hide
by Bruce McKern, Marisol Vidal Palma Source: Stanford Graduate School of Business 21 pages. Publication Date: June 21, 2006. Prod. #: IB65-PDF-ENG