Selling Ready-to-Drink Tea in Southeast Asia: C2 Green Tea in the Philippines (A)
商品編號：9B11M118
出版日期：2012/02/15
再版日期：
商品來源：
商品主題：General Management/Strategy; International Business; Management Science; Marketing
商品類型：Case (Field)
涵蓋議題：International Expansion;Emerging Markets;Consumer Goods;Beverages;Philippines;Vietnam;Indonesia
難易度：4 - Undergraduate/MBA
內容長度：8 頁
地域：Philippines, Vietnam, Indonesia
產業：Accommodation & Food Services
事件年度：2011
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 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 to improve the likelihood of achieving success with C2. These cases encourage students to discern which characteristics are most important for success and thereby determine 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 lacking the advantage of being based out of a larger developing country like India, China, or Brazil. Based in the Philippines, URC did not have a sufficiently large domestic market to subsidize its international operations or an internationally known brand or national characteristic to achieve leverage in new markets.
The cases provide a comparative illustration of expansion into three different markets. Case (A) illustrates a local market expansion, while cases (B) and (C) describe international expansions. 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 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：Selling Ready-to-Drink Tea in Southeast Asia: C2 Green Tea in the Philippines - Teaching Note
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