Teaching note for product 9B21A001.

In late 2019, the Colombian company Agricola Himalaya SA was undertaking a strategy to double its sales by 2030. The company’s popular Hindu brand of teas, developed over six decades, had expanded to include not only black and green teas but also herbal teas, fruit teas, ready-to-drink products, and an iced tea line. Over the past 10 years, the company had enjoyed steady growth, distributed its products throughout the Americas, and developed a communications .....more