Plumrose Latinoamericana: Relaunching deviled ham in Venezuela (B)
The B-case looks at the results achieved by Plumrose in 2007, two years after the company’s relaunch of deviled ham in Venezuela. Underwood’s management had been taken by surprise by Plumrose’s bold innovation moves and took a while to react. Meanwhile Plumrose CEO Bent Porsborg was planning the next moves to continue taking market share away from the competition.
How to write a marketing plan and develop a marketing strategy.
Consumer Goods, Food and Beverage
2007
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- Plumrose Latinoamericana: Relaunching deviled ham in Venezuela (A)
- Plumrose Latinoamericana: Relaunching deviled ham in Venezuela (B)
- Plumrose Latinoamericana: Relaunching deviled ham in Venezuela (A)
- Plumrose Latinoamericana: Relaunching deviled ham in Venezuela (B)
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
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