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商品編號： W20569 出版日期： 2020/07/07 作者姓名： Goode, Miranda;Myles, Jessica 商品類別： Marketing 商品規格： 9p 再版日期： 地域： Brazil;United States 產業： Manufacturing 個案年度： 2019 -
商品敘述：
In 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 dynamics, would becoming a low-priced competitor lead to the right positioning for Fresh Squeeze, or were Florida oranges the heart of this business?
涵蓋領域：
Brands;Consumers;Distribution;Brand management;Consumer markets
相關資料：
Case Teaching Note, (W20570), 8p, by Miranda Goode, Jessica Myles
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