The Tasty Bite Story

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG015 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Shipping & Handling Charges extra


Turnaround Strategy
Case Length : 6 Pages
Period : 1986-2001
Pub Date : 2001
Teaching Note : Available
Organization : Tasty Bite Eatables Ltd, HLL
Industry : Food, Beverages & Tobacco
Countries : India


The case 'The Tasty Bite Story' is intended to give insight into how a small ready-to-serve food company, Tasty Bite, was able to achieve a turnaround by focusing on its marketing efforts. Tasty Bite was running into huge losses and its products were not being accepted in Indian markets. The case examines how the company managed to overcome its problems with the help of a 4 'C' strategy and other marketing initiatives. The case is so structured as to enable students to understand how TBEL was able to achieve a turnaround and emerge as a major food brand in the US market. The students should understand the 4 'C' strategy and its implementation, as well as the company's other initiatives for increasing customer focus.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


Marketing Strategies


  Page No.
The Turnaround 1
The Background 1
The Turnaround Story 2
Future Plans 5


The Tasty Bite Story, ready-to-serve, food company, Tasty Bite, marketing efforts, huge losses, Indian markets, 4 'C', TBEL, turnaround, major food brand, customer focus

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