ManuBrand International

Published 03 Jan 1996
Reference 4683
Topic Marketing
Region Europe
Summary

Marketing-Manufacturing decisions need to be made by a branded goods manufacturer who is faced with the possibility of producing a private label for a retailer.

Teaching objectives

The case aims to demonstrate the impact of decisions taken by marketing/manufacturing on the firm as a whole. Often, in their interest to optimize their function, the functional areas will make decisions detrimental to the organization as a whole.

Keywords
  • Marketing - Manufacturing Interface
  • Line Extensions
  • Private labels
  • Brands