Mustika Ratu is a leading manufacturer of Indonesian health and beauty products and traditional herbal supplements, which began as a modest company and have grown to become one of the most successful consumer products companies in Indonesia. However, in May 1998, in response to the social, political and economic chaos in Indonesia is experiencing (caused by the Asian financial crisis in 1997), the capital erupted in a sea of violence. Riots engulfed virtually every business operating in Indonesia. Managing Director Mustika Ratu must decide whether to develop and implement a new strategic marketing plan in the light of the environment and the potential for reducing the growth of income or stay true strategy that was successful in the past. "Hide
by Louis Hebert, Donna Everatt Source: Richard Ivey School of Business Foundation 24 pages. Publication Date: January 1, 1999. Prod. # 99M045-PDF-ENG
Related Case Solutions & Analyses:
Reorienting Channels of Distribution
Marketing Implementation
Yanzhou Coal Mining Company Limited: Overseas Acquisitions (A)
L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai
Unlocking Growth in the Middle: How to Capture the Critical Middle Class in Emerging Markets
Novo Nordisk: Managing Sustainability at Home and Abroad
SawStop A
Montreaux chocolate usa: are americans ready for healthy dark chocolate?
Olam International
Longchamp
