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McIlhenny Company: Japan
Gale, Christopher
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McIlhenny Company: Japan
Gale, Christopher Case M-0353 / Published April 2, 1991 / 22 pages.
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Product Overview

The VP of international marketing is considering expanding the company's business in Japan. Its most successful product is Tabasco pepper sauce, but the VP is now considering introducing a new line of spaghetti sauce to take advantage of the company's excellent brand image and of the trend in Japan to eat Western foods.




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  • Overview

    The VP of international marketing is considering expanding the company's business in Japan. Its most successful product is Tabasco pepper sauce, but the VP is now considering introducing a new line of spaghetti sauce to take advantage of the company's excellent brand image and of the trend in Japan to eat Western foods.

  • Learning Objectives