Nestle (Philippines)
商品編號：9A97G012
出版日期：1997/10/24
再版日期：2010/04/02
商品來源：
商品主題：General Management/Strategy; International Business
商品類型：Case (Field)
涵蓋議題：Branding;International Marketing
難易度：4 - Undergraduate/MBA
內容長度：7 頁
地域：Philippines; Switzerland
產業：Manufacturing
事件年度：1996
In early 1996, the vice president of the instant drinks department of Nestle (Philippines), had to decide how to respond to a major change in Nestle's environment. Until January 1996, imports of coffee in any form - green beans, roasted, or ground and processed - were prohibited. As of January 1996, however, coffee within a specified quota could be imported over a 30 per cent tariff. Nestle was the only foreign-owned producer of coffee in the Philippines and had over 60 per cent of the market, up from 52 per cent seven years before. Over the same period, total coffee consumption in the Philippines doubled. Nestle produced its coffee from Philippine-grown robusta beans, since Philippine arabica beans were of inferior quality. Outside the Philippines, however, usually a mixture of robusta and arabica beans were used. There were rumors that both Procter and Gamble (Folgers) and Kraft General Goods (Maxwell House) were planning to enter the Philippine market, initially via imports, but possibly in the future with production facilities.
教學手冊：Nestle (Philippines) - Teaching Note
補充材料：