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Pepsi-Cola Spain - 1994
Iniesta, Francisco; Pons, J. M.Caso M-1042-EMarketingAt the end of March 1994 the executives of Pepsi-Cola Spain decided to review the events of the last three years, possibly the period of greatest competitive intensity in the Spanish soft drink market. They intended to evaluate the marketing actions taken during this period, particularly new product launches and their advertising strategy.Desde 8,20 €
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Sony España, S.A.: Pyxis
Pons, J. M.; Shimizu R.Caso M-868-EMarketingA young product manager at Sony España is responsible for the preparation of a marketing plan for the launch of a new product in a category that is totally new for the company: a global positioning system for orientation, which has clear differences from the rest of its competitors. They must make decisions about price, distribution channels and estimate first-year sales in order to able to make the necessary orders from the factory in Japan.Desde 8,20 €