Ebro Puleva has been transformed through a series of international acquisitions into the world's biggest bundle rice company and second biggest pasta company, once Spain's biggest sugar company. In 2009, Chairman Antonio Hernandez Callejas must determine the best way to continue now that the sugar business of the company has been sold.
A particular question is whether the company should advertise its dairy trade, which is incomplete to Spain. The case discuss the firm's branding strategy, advancement to integration, and organizational organization used to administer a worldwide company. The case also describes several changes in consumer behavior and the retail food market brought on by the international financial crisis.
PUBLICATION DATE: December 23, 2009 PRODUCT #: 510026-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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