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Selling Ready-to-Drink Tea in Southeast Asia: C2 Green Tea in Indonesia (C)

Corporate Governance, Marketing, Strategy

Reference: IVEY-9B11M120-E
Year: 2004-2011
Number of pages: 5
Geographic Setting: Philippines, Vietnam, Indonesia
Publication Date: Feb 15, 2012
Source: Ivey Business School (Canada)
Type of Document: Case
Industry Setting: Accommodation & Food Services;

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Description

This case is a supplement to Selling Ready-to-Drink Tea in Southeast Asia: C2 Green Tea in the Philippines (A).

Learning Objective

The primary teaching objectives of these cases are: ·Comparing and contrasting the strategies required for launching a product in three diverse Southeast Asian markets. ·Evaluating constituent decisions towards achieving growth by geographic market expansion. ·Clarifying the similarities and differences between the business contexts of China, the Philippines, Vietnam, and Indonesia, especially in terms of beverage sectors.These cases are suitable for use in discussions about growth by product and international diversification in courses on corporate strategy, business policy, and/or international management (business) — particularly when discussing growth and competitiveness options in relation to organization and strategy. Since URC’s products are mainly successful in its domestic market, the cases emphasize issues concerning the decisions and management strategies underlying expansion into new areas after a company has experienced considerable success in its own geographic market.

Keywords

Beverages Consumer goods Emerging markets Indonesia International Expansion Philippines Vietnam