Ivey Business School (Canada)
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Multinational Beverage Inc.: An Orange Juice Dilemma
Miranda R. Goode; Jessica MylesCase IVEY-9B20A057-EMarketing, StrategyIn September 2019, a marketing director at Multinational Beverage Inc. faced a dilemma: she needed to determine how to reverse the declining sales and market share of her Florida-based orange juice brand, Fresh Squeeze. While one potential solution was to move production to Brazil to take advantage of lower production costs, the marketing director also had to consider the effect this would have on Fresh Squeeze’s brand image. Given industry dynam...Starting at €8.20