Switz Foods Pvt. Ltd.: Competing against Its Own Creation
商品編號：9B20A030
出版日期：2020/03/31
再版日期：2020/03/31
商品來源：Ivey
商品主題：International Business; Marketing
商品類型：Case (Field)
涵蓋議題：competition;competitive strategy;marketing strategy;brand protection
難易度：5 - MBA/Postgraduate
內容長度：13 頁
地域：India
產業：Accommodation & Food Services;
事件年度：2019
In mid-2019, the managing director of Switz Foods Pvt. Ltd. (SFPL), which owned the Mio Amore bakery brand, faced the dilemma of how to tackle its competition. Under a franchise agreement from 1989–2014, the company had manufactured and sold cakes and other food products in Eastern India under the Monginis brand name. Due to the managing director’s innovative and emotion-centric market positioning, Monginis quickly became the number one bakery brand in Eastern India. In 2015, however, the franchise licence was discontinued with a condition that, for a period of three years, Monginis would not enter the territories where SFPL had held the Monginis franchise. In 2015, SFPL created the new bakery brand, Mio Amore. In 2019, the Monginis brand re-entered the East Indian market. The managing director’s dilemma was how to sustain Mio Amore’s leadership position, while countering the competition from a former brand.
教學手冊：8B20A030;
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