Ivey Business School (Canada)
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Colombina S.A.: Entering the Ice Cream Market
Enrique Ramirez; Juanita Cajiao SaenzCase IVEY-9B18A008-EMarketing, StrategyIn March 2017, the vice-president of the ice cream division at Colombina S.A. (Colombina), was in her office at the company’s headquarters in Cali, Colombia. She was reviewing the growth figures for the company’s ice cream business, for which she was accountable. The sales target set for the company in 2010 was US$1 billion by 2020, and the ice cream segment would play a fundamental role in reaching that target. The vice-president remembered what...Starting at €8.20
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Managing the Competition: Category Captaincy on the Frozen Food Aisle
Madhu Viswanathan; Neil BendleCase IVEY-9B15A014-EMarketingAn executive at Freezer Foods, a manufacturer of ready-to-eat frozen meals, has just been told by a major customer, a retail supermarket chain, that it wants one of its two suppliers of frozen food to take over as category captain. A category captain is a third party, usually a manufacturer, who manages a category of goods for a retailer. The executive needs to think through the objectives of category captaincy from the retailer’s perspective and...Starting at €8.20