Ivey Publishing
Mavesa's Nelly Brand: Pricing to Gain Market Control
Product Number:
9B00A008
Publication Date:
06/19/2000
Revised Date:
01/06/2010
Length:
23 pages (10 pages of text)
Product Type:
Case (Field)
Source:
Ivey
The economy segment in the market for mayonnaise in Venezuela has become extremely competitive. Mavesa, Venezuela's largest and most professional consumer goods firm, finds its pioneer Nelly brand under assault from large players such as Kraft, and small nimble regional players such as Albeca. In this competitive scenario, Nelly's managers decide to cut price on the brand. The managers must analyze the implications of cutting price, including both the profitability impact of a pricing decision, as well as strategic competitive considerations.
Issues:
Disciplines:
International,  Marketing
Industries:
Manufacturing
Setting:
Venezuela, Medium, 1999
Intended Audience:
MBA/Postgraduate
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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