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Academic Term Papers Catalog THE COFFEE DIVISIONS OF GENERAL FOODS: A MARKETING CASE STUDY.
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| 07667. THE COFFEE DIVISIONS OF GENERAL FOODS: A MARKETING CASE STUDY. Case study prepared from publicly-available sources, studying the problems of a market leader in a slow-growing, mature industry. General Foods makes Maxwell House, Yutan, Sanka, Brim, International Coffee, and other brands; reorganized along "entrepreneurial," growth-seeking lines in 1980-91, the company has tried to take account of demographic changes and seeks new coffee market segments. Study details these efforts, with statistics on GF and coffee markets, and recommends that they be continued and intensified. 17p. 33f. 12b. | $119 |
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