IESE (España)
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Refreshing the Orbed Private Label
Villanueva, Julian; Nueno, José Luis; Soldado, PilarCase M-1345-EMarketingFor several weeks Daryl had been spending a lot of time preparing a presentation he would make to the company's executive committee. In the presentation, he would have to make a recommendation on the repositioning of Orbed's store-brand soft drinks. The next day, he had to talk his proposal over with Richard Balmori, the director of the store-brand department, and Joe Rod, Orbed's commercial director. A few months earlier, Sandfer, a British supp...Starting at €8.20
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Refrescando la marca propia en Orbed
Villanueva, Julian; Nueno, José Luis; Soldado, PilarCase M-1345MarketingDaryl Board llevaba varias semanas dedicando mucho tiempo a preparar la presentación que realizaría ante el comité de dirección de la compañía. En dicha presentación, debía proponer sus recomendaciones acerca del necesario reposicionamiento del refresco de la marca Orbed. Al día siguiente, discutiría su propuesta con Richard Balmori, director del Departamento de Marcas Propias, y con Joe Rod, director comercial. Unos meses antes, Sandfer, una emp...Starting at €8.20
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Salers Dairy Products
Soler, Edi; Esteves, Joel; Ormazabal, GaizkaCase C-781-EAccounting and Control"We could revisit the cream issue but I'm not sure it's worth the trouble. The Spaniards will never accept the deal?" Manuel Da Silva, sales manager of the Portuguese division of Salers Dairy Products, said these words at a meeting held in January 2013 at the factory in Fundão, a beautiful town located in eastern Portugal. That morning, Paulo Moreira (the CEO of the Portuguese division) and the rest of the Fundão factory's top management team wer...Starting at €8.20