This case describes the meteoric rise of Brita in the US market, following the acquisition of local rights by The Clorox Company in 1989, until a sudden decline in 1999. The case details the various failed strategies attempted by the brand between 1999 and 2006 and poses the question as to what Brita should do to turn its fortunes around. The case presents the results of a recent segmentation study, which holds the key to developing the turnaround strategy.

【書誌情報】

ページ数：23ページ

サイズ：A4

商品番号：HBSP-INS326

発行日：2007/1/1

登録日：2021/12/23