Maple Leaf Consumer Foods - Fixing Hot Dogs (A)
商品編號：9B03M017
出版日期：2003/05/28
再版日期：2009/10/22
商品來源：Ivey
商品主題：General Management/Strategy
商品類型：Case (Field)
涵蓋議題：Strategic Change;Managing Implementation;Product Strategy
難易度：4 - Undergraduate/MBA
內容長度：13 頁
地域：Canada
產業：Food and Kindred Products
事件年度：2001
Maple Leaf Foods is Canada's largest and most dominant food processor. The recently appointed senior marketing director discovers on her first day on the job that the hot dog business at the company is completely broken: market share is down, profits are in free-fall, the products taste bad, there is a proliferation of brands and her team is a mess. To make matters worse, she inherits a job where there is little market data in the files and little to go by to help guide her decisions. She must prepare a short-term plan and a clear strategy for the future. The supplement to this case, Maple Leaf Consumer Foods - Fixing Hot Dogs (B), product 9B03M018, looks at the senior marketing director's short-term plans. Also available is the video, Maple Leaf Consumer Foods - Fixing Hot Dogs, product 7B03M017, that provides an update to what happened and a discussion with the senior marketing director.
教學手冊：8B03M17
補充材料：7B03M017