Carvel Ice Cream - Developing the Beijing Market (Traditional Chinese version)

Mark B. Vandenbosch; Tom Gleave

商品編號：9A99AT17
出版日期：2007/02/23
再版日期：
商品來源：
商品主題：International Business; Marketing; Communications
商品類型：Case
涵蓋議題：China;Distribution;Marketing Communication;Product Concept;Pricing Strategy
難易度：5 - MBA/Postgraduate
內容長度：17 頁
地域：China
產業：Manufacturing
事件年度：1998

The manager of business development for Carvel Asia Limited is trying to determine how best to increase ice cream cake sales in Beijing. In doing so, he needs to develop a complete marketing program which includes decisions about product offerings, pricing, placement (distribution) and promotion - the 4 Ps. Carvel Asia was a 50-50 joint venture between Carvel (USA) and China's Ministry of Agriculture.

教學手冊：Carvel Ice Cream - Developing the Beijing Market - Teaching Note
補充材料：