The Launch of Bacardi Silver
Parry, Mark E.;Jon...
The Launch of Bacardi Silver
Parry, Mark E.; Jones, Melanie
M-0704 | Published January 10, 1999 | 18 pages. Case
Collection: Darden School of Business
Product Details
In January 2002, Anheuser-Busch is preparing to launch Bacardi Silver, a new premium malt beverage. Marlene Coulis, director of new products for Anheuser-Busch, must decide what steps she should take to ensure a successful new product launch. In particular, she must decide how much money to invest in the launch.
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