In 2002, Brazilian-based Petrobras joined the Argentine retail fuel (petrol) market. Enterprises are faced with several challenges. On the one hand, Argentina is experiencing one of the worst economic and social crisis in history. On the other hand, the local fuel market dominated by a few players with brands that have significant Mindshare customers for many years. In addition, staff morale in EG3, company acquired by Petrobras to enter the local market, was besieged by uncertainty and frustration as a result of a string of mergers and acquisitions and basic remote management personnel. Finally, the Brazilian-born company could jeopardize its appeal for Argentine consumers, taking into account cultural and sport-based (soccer) rivalry between the two neighboring countries. Case is the script and calls for a decision as to which market segment (s), it should be designed as it is to brand your station and what other solutions related marketing has to do so given the domestic and international ambitions. This case was in 2007, Curtis E. Tate Jr. Award for the best case, published in the Journal of Case Studies, and is also available in Spanish and Portuguese. "Hide
by Javier Jorge Silva, Femando Zerboni, Esteban Coppolillo, Andres Chetman Source: North American Case Research Association (NACRA) 20 pages. Publication Date: April 1, 2006. Prod. #: NA0166-PDF-ENG
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