Capel: At a Crossroads
商品編號：W40135
出版日期：2025/05/21
再版日期：
商品來源：
商品主題：Marketing; Strategy
商品類型：Case (Field)
涵蓋議題：marketing strategy;branding recovery;brand revitalization;product development;Pisco branding;Chilean spirits;brand loyalty;consumer behavior;STP marketing;brand crisis;market segmentation;target audience;brand positioning;brand strategy;heritage branding;Capel marketing;declining brand;brand trust;strategic marketing;psychographic segmentation
難易度：5 - MBA/Postgraduate
內容長度：11 頁
地域：Chile
產業：Accommodation & Food Services
事件年度：2022
Cooperativa Agricola Pisquera Elqui Limitada (Capel) produced Pisco Capel, Chile’s leading pisco brand, but sales of the product were declining. By 2022, the co-operative, a symbol of tradition and social responsibility, had suffered a significant drop in consumer trust and loyalty toward its flagship product. Francisco Valdebenito, the newly appointed marketing manager, needs to evaluate potential strategies for dealing with the market decline. Should the co-operative revitalize Pisco Capel’s market position or explore other alternatives, especially focusing on Capel’s other brands?
教學手冊：Capel: At a Crossroads - Teaching Note
補充材料：