Mars was made the world's biggest confectionery business by the takeover, and Wrigley became a standalone subsidiary company of Mars. Wrigley had been outperforming the remaining portion of the confectionery industry in the 10 years leading to the amalgamation.
The merger enabled both Mars and Wrigley to leverage each other's strengths to continue their paths of growth. How has Wrigley triumphed in China's chewing-gum market through product innovation? Bolstered by Mars's fiscal strength and product portfolio, what merchandise-innovation strategy can it adopt to seize the chances for continual success?
PUBLICATION DATE: December 07, 2009 PRODUCT #: HKU878-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
WM Wrigley JR Company Innovation in Chinas Confectionery Market Case Solution
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