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Selling Ready-to-Drink Tea in Southeast Asia: C2 Green Tea in Vietnam (B)
Roberto GalangCase IVEY-9B11M119-ECorporate Governance, Marketing, StrategyThis case is a supplement to Selling Ready-to-Drink Tea in Southeast Asia: C2 Green Tea in the Philippines (A).Starting at €5.74
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Selling Ready-to-Drink Tea in Southeast Asia: C2 Green Tea in Indonesia (C)
Roberto GalangCase IVEY-9B11M120-ECorporate Governance, Marketing, StrategyThis case is a supplement to Selling Ready-to-Drink Tea in Southeast Asia: C2 Green Tea in the Philippines (A).Starting at €5.74
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Selling Ready-to-Drink Tea in Southeast Asia: C2 Green Tea in the Philippines (A)
Roberto GalangCase IVEY-9B11M118-ECorporate Governance, Marketing, StrategyBetween 2004 and 2011, the Universal Robina Corporation (URC) launched its first ready-to-drink bottled tea product, C2, in three Southeast Asian markets: the Philippines, Vietnam, and Indonesia. URC’s founder hoped to replicate the success that ready-to-drink tea had achieved in China and Japan. Because of the differences in competitive tactics and consumer preferences in each market, URC needed to modify its strategic plan for each to improve t...Starting at €8.20