It produces the food products and promotes them in mass to large institutional buyers with whom it has a strong customer orientation. But, the head of the processed edible oils business at Cargill India, the fully owned subsidiary company, is confronting a dilemma with the parent company's value proposition around B2B.
Standard alterations launched by the federal government to official regulations governing the edible oil business in India compound this unpredictability. In order to gain control over the two variables, he's examining the prospect of moving into the business to consumer (B2C) space in India. It is a fresh strategic direction not only for the Indian subsidiary company but also for Cargill Inc. Will he be able to attain buy in not only from the parent company but also from his own managers? Will he be able to pull marketing professionals who will boost his new brands to the Indian consumer?
PUBLICATION DATE: August 02, 2013 PRODUCT #: W13338-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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