Carvel Ice Cream - Developing the Beijing Market
(10 pages of text)
The manager of business development for Carvel Asia Limited is trying to determine how best to increase ice cream cake sales in Beijing. In doing so, he needs to develop a complete marketing program which includes decisions about product offerings, pricing, placement (distribution) and promotion - the 4 Ps. Carvel Asia was a 50-50 joint venture between Carvel (USA) and China's Ministry of Agriculture.
The teaching objectives are to: show the interrelationships among marketing mix elements in a marketing strategy; develop analytic and decision skills in the creation of a marketing plan; highlight the difficulty in transferring brand-named products into new and/or developing markets. This case can be used as an opening case in an MBA marketing course.
China, Medium, 1998
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