Mustika Ratu - Navigating Through Social and Economic Crisis
商品編號：9A99M045
出版日期：2000/03/29
再版日期：2010/01/18
商品來源：
商品主題：General Management/Strategy; International Business
商品類型：Case (Field)
涵蓋議題：Consumer Marketing;Environmental Business Management;Pricing Strategy;Distribution
難易度：4 - Undergraduate/MBA
內容長度：22 頁
地域：Indonesia
產業：Retail Trade
事件年度：1998
Mustika Ratu is a leading Indonesian manufacturer of health and beauty products and traditional herbal supplements that began as a modest enterprise and had grown to become one of Indonesia's most successful consumer products companies. However, in May 1998, in response to the social, political and economic chaos Indonesia was experiencing (sparked by the Asian financial crisis of 1997), the capital erupted in a sea of violence. The rioting affected almost every business operating in Indonesia. Mustika Ratu's managing director must decide whether to design and implement a new strategic marketing plan in light of the external environment and a potential decline in revenue growth or to remain true to the strategies that had garnered success in the past. The case will help students appreciate the importance of remaining true to a successful strategy, yet flexible enough to respond to the realities of the external environment, especially during times of crisis, when managers will be most tempted to deviate from their strategy. It also will help students understand how opportunities can arise from crisis, including fast-tracking international expansion plans, better positioning current products or launching new product lines, making acquisitions, or investing in capital intensive projects in times when inputs can be procured at a lower cost.
教學手冊：Mustika Ratu - Navigating Through Social and Economic Crisis - Teaching Note
補充材料：