Mustika Ratu: Navigating Through Social and Economic Crisis Harvard Case Solution & Analysis

Mustika Ratu is a leading manufacturer of Indonesian health and beauty products and traditional herbal supplements, which began as a modest company and have grown to become one of the most successful consumer products companies in Indonesia. However, in May 1998, in response to the social, political and economic chaos in Indonesia is experiencing (caused by the Asian financial crisis in 1997), the capital erupted in a sea of ​​violence. Riots engulfed virtually every business operating in Indonesia. Managing Director Mustika Ratu must decide whether to develop and implement a new strategic marketing plan in the light of the environment and the potential for reducing the growth of income or stay true strategy that was successful in the past. "Hide
by Louis Hebert, Donna Everatt Source: Richard Ivey School of Business Foundation 24 pages. Publication Date: January 1, 1999. Prod. # 99M045-PDF-ENG

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