In 1996, as the Castro regime began welcoming limited international investment back to Cuba, Nestl signed a letter of intent with the Cuban government to build an ice cream factory in Havana's El Cotorro neighborhood. The plant, a joint venture between the Cuban government and Nestl , would produce high-quality ice cream products for tourists and affluent Cubans. Nearly twenty years after this decision to enter the Cuban market, it is not clear how successful the investment has been and what the future might hold for Nestl on the island. Nestl has faced important challenges in Cuba-such as supply shortages, entrenched domestic competitors, and risk of government interference-but there has been evidence of some marketing and financial success. The 2015 normalization of diplomatic relations may bring new strategic threats and opportunities as American companies begin to eye the Cuban market and current competitors prepare for market changes. In the case, students will evaluate Nestle's investment and strategy for future growth in the Cuban market and consider the company's market entry strategy, operations, and finances.

【書誌情報】

ページ数：15ページ

サイズ：A4

商品番号：HBSP-KEL919

発行日：2015/9/25

登録日：2016/1/6