Cobra Beer : biting into new markets / Mark de Rond, Simon Burdus & Stephanie Hebblethwaite.
Material type:
TextSeries: Publisher: [London] : SAGE, 2016Description: 1 online resource : illustrations (black and white, and colour)Content type: - text
- still image
- computer
- online resource
- 9781473974937 (ebook) :
- 658.5752 23
Originally Published in: De Rond, M., Burdus, S., & Hebblethwaite, S. (2007). Cobra Beer: biting into new markets 2007. Cambridge: University of Cambridge, Judge Business School.
The case charts the growth of Cobra Beer since 2003, focusing on five particular areas of diversification: (1) product; (2) geographical; (3) sourcing; (4) distributional; and (5) organisational. We also analyse the process of product development at Cobra, with specific reference to Cobra Bite; a fruit-flavoured premium lager launched in May 2007.
Description based on online resource; title from home page (viewed on May 3, 2016).
Licensed e-book