Mabe: Learning to Be a Multinational (B)
(7 pages of text)
Mexican electric appliances company Mabe had grown from being a leading national firm in its field to an international company with presence in most of the Americas and Russia. It had ventured into emerging markets and intended to continue its expansion to other countries. The company gathered together five directors to form an Action Learning team that would evaluate its entry into India together with directors from its potential partner, Italian company Indesit. The Action Learning team had to analyze the company’s prospects and make its recommendations with respect to entering the Indian market. However, despite being a market with great potential, India also posed a series of problems, including a lack of transportation infrastructure, an excess of industry capacity for electric appliances and the cultural challenge of a multinational Mexican company marketing to Indian consumers. Should Mabe go ahead with its move into India? If so, what would be the best way to enter the market?
This case can be taught on its own, or in combination with Mabe: Learning to Be a Multinational (A) 9B13M042
- To develop strategic corporate abilities on a global level.
- To develop operational abilities on a global level.
- To understand the importance of the international and intercultural context.
India, Mexico, Large, 2013
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