Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • November 2018
  • Case
  • HBS Case Collection

Cepuros Foods Malaysia: Finding the Secret Sauce for Growth (Brief Case)

By: John A. Quelch and Katherine B. Hartman
  • Format:Print
  • | Language:English
  • | Pages:10
ShareBar

Abstract

Shelby Diaz, country manager for Cepuros Foods International—Malaysia (CFI-M), must decide a growth strategy for the expansion of CFI-M's line of salsas, particularly regarding whom to target and how to allocate marketing investments. CFI-M could expand aggressively by mass marketing to the general population. A more conservative approach would use targeted communications and promotions. Diaz needs to build an argument for a specific growth strategy and recommend which marketing investments CFI-M should pursue. The case can be used to discuss strategy, positioning, and marketing communications, which are relevant to considering alternative strategies for growth. The possibilities for growth include market penetration, product development, and/or market development. The case touches on the potential benefits and risks of each option given the competitive landscape, customer perceptions, and demand determinants. Students should find the product and distribution easy to understand, but the international market context provides a unique opportunity to apply core marketing principles. The case is recommended for upper-level undergraduate students or first-year MBA students studying marketing strategy. It can also be used in a course on international marketing.

Keywords

Growth and Development Strategy; Marketing Strategy; Marketing Communications; Product Positioning

Citation

Quelch, John A., and Katherine B. Hartman. "Cepuros Foods Malaysia: Finding the Secret Sauce for Growth (Brief Case)." Harvard Business School Brief Case 919-513, November 2018.
  • Educators
  • Purchase

About The Author

John A. Quelch

→More Publications

Related Work

    • November 2018
    • Faculty Research

    Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Spreadsheet for Instructors (Brief Case)

    By: John A. Quelch and Katherine B. Hartman
    • November 2018
    • Faculty Research

    Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Teaching Note (Brief Case)

    By: John A. Quelch and Katherine B. Hartman
    • November 2018
    • Faculty Research

    Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Spreadsheet for Students (Brief Case)

    By: John A. Quelch and Katherine B. Hartman
Related Work
  • Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Spreadsheet for Instructors (Brief Case) By: John A. Quelch and Katherine B. Hartman
  • Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Teaching Note (Brief Case) By: John A. Quelch and Katherine B. Hartman
  • Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Spreadsheet for Students (Brief Case) By: John A. Quelch and Katherine B. Hartman
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College