Case Name :      Selling Ready-to-Drink Tea in Southeast Asia: C2 Green Tea in the Philippines (A)

Authors :           Roberto Galang

Source :             Ivey Publishing

Case ID :            W11687

Discipline :        General Management

Case Length :    08 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The primary teaching objectives of these cases are:Comparing and contrasting the strategies required for launching a product in three diverse Southeast Asian marketsEvaluating constituent decisions towards achieving growth by geographic market expansionClarifying the similarities and differences between the business contexts of China, the Philippines, Vietnam and Indonesia, especially in terms of beverage sectorsThese cases are suitable for use in discussions about growth by product and international diversification in courses on corporate strategy, business policy and/or international management (business) – particularly when discussing growth and competitiveness options in relation to organization and strategy. Since URC’s products are mainly successful in its domestic market, the cases emphasize issues concerning the decisions and management strategies underlying expansion into new areas after a company has experienced considerable success in its own geographic markets.