An iconic American brand must ascertain how to optimize net profit by raising the sales of its maximum-margin items in the face of endless retailer pushback including reduced shelf space and promotional support of those same products.
This case is acceptable for required MBA advertising classes along with pricing and brand direction electives at both the undergraduate and MBA levels. The analytics of the case suppose that pupils can compute both percentage and dollar margins.
PUBLICATION DATE: July 06, 2009 PRODUCT #: UV5142-HCB-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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