In mid-2011, the management of Brasil Foods, a top Brazilian branded foods company and protein exporter, is assessing strategies for international and domestic increase. The team has received approval from the antitrust authorities in Brazil to complete the amalgamation of Perdigao and Sadia, the two enormous food manufacturers that had united to form Brasil Foods in 2009. Now, the team is free to focus on their ambitious plan to double earnings by 2015.
Domestically, the plan calls for Brasil Foods to keep its retail market share that is allowed and expand its existence in the fast-growing food service sector. Globally, the plan sets out a vision of Brasil Foods evolving from an exporter to a multinational that is true. The team believes their operational expertise and scale joined with the booming market in Brazil and vast agricultural resources form the ideal stage for attaining their vision. Additionally they face serious staff problems, including integrating workers from Sadia and Perdigao -longtime industry competitions-and developing an international team that understands foreign markets.
PUBLICATION DATE: December 19, 2011 PRODUCT #: 512C10-HCC-CHI
This is just an excerpt. This case is about SALES & MARKETING
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