| Multinational Beverage Inc.: An Orange Juice Dilemma- Teaching Note |
| 作者姓名：Miranda R. Goode; Jessica Myles |
| 商品類型： | 商品編號：8B20A057 |
| 出版日期：2020/07/07 | 內容長度：8 頁 |
Teaching note for product 9B20A057.
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| Multinational Beverage Inc.: An Orange Juice Dilemma |
| 作者姓名：Miranda R. Goode; Jessica Myles |
| 商品類型：Case (Gen Exp) | 商品編號：9B20A057 |
| 出版日期：2020/07/07 | 內容長度：9 頁 |
In September 2019, a marketing director at Multinational Beverage Inc. faced a dilemma: she needed to determine how to reverse the declining sales and market share of her Florida-based orange juice brand, Fresh Squeeze. While one potential solution was to move production to Brazil to take advantage of lower production costs, the marketing director also had to consider the effect this would have on Fresh Squeeze’s brand image. Given industry dynamics, .....more
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