IMD-5-0765 © 2010
Turpin, Dominique
The B-case looks at the results achieved by Plumrose in 2007, two years after the business’s relaunch of deviled ham in Venezuela. Plumrose’s fearless invention moves had taken by surprise Underwood’s direction and took a while to react.
Plumrose CEO Bent Porsborg was planning the next moves to continue taking market share away from the competition. Learning objectives: How to write a marketing plan and develop a marketing strategy.
Plumrose Latinoamericana Relaunching Deviled Ham In Venezuela (B) Case Study Solution
Subjects: Marketing, Marketing strategy; Food industry, Emerging markets, Latin America; Competitors
Settings: Venezuela ; Processed meat; Food ; Sales of US$230 million; 3,400 employees ; 2007
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