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
