Selling Ready-to-Drink Tea in Southeast Asia: C2 Green Tea in Vietnam (B)
商品編號：9B11M119
出版日期：2012/02/15
再版日期：
商品來源：Ivey
商品主題：General Management/Strategy; International Business; Management Science; Marketing
商品類型：Supplement
涵蓋議題：International expansion;emerging markets;consumer goods;multinational business enterprise;localization;Philippines, Vietnam, Indonesia
難易度：4 - Undergraduate/MBA
內容長度：6 頁
地域：Philippines, Vietnam, Indonesia
產業：
事件年度：2004
Between 2004 and 2011, the Universal Robina Corporation (URC) launched its first ready-to-drink bottled tea product, C2, in three Southeast Asian markets: the Philippines, Vietnam and Indonesia. URC’s founder, hoped to replicate the success that ready-to-drink tea had achieved in the Northeast Asian markets of China and Japan. Because of the differences in competitive tactics and consumer preferences in each market, URC needed to modify its strategic plan for each market to improve the likelihood of achieving success with C2. These cases encourage students to discern which characteristics are most important for success in each of these markets, thereby determining the profitability of each new international venture.In addition, the cases explore several issues pertaining to the internationalization of an emerging market firm —particularly one that does not have the advantage of being based out of a larger developing country like India, China or Brazil. As a corporation based in the Philippines, URC did not have the advantage of a sufficiently large domestic market to subsidize its international operations or an internationally known brand or national characteristic to leverage into new markets.The cases provide a comparative illustration of a geographical expansion into three different markets. Case A illustrates a local market expansion, in which the company is launching a Chinese product outside China in the hope of creating a new consumer market. Case B describes an international expansion, in which the company is launching the same product it found local success with, but this time in a market with a strong local competitor. Case C illustrates another international expansion, in which the company is launching the product in a mature market that contains many competitors.In each case, students are encouraged to understand the type of localization strategy required to ensure the success of the product launch. Students will also realize that despite being neighbours, the three Southeast Asian countries involved in these cases have such diverse tastes and consumer preferences that knowledge and experience gained from one market will not necessarily translate to success in the others.
教學手冊：8B11M118
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