Peru`s Aje Group: Successfully Competing with the Global Cola Giants?

Case Code: MKTG417
Case Length: 17 Pages
Period: 1988-2019
Pub Date: 2020
Teaching Note: Available

Price: Rs.500
Organization : AJE Group
Industry :Food & Beverage
Countries : Peru, India,Thailand, Nigeria, Mexico
Themes: Strategy Formulation, Marketing Strategy, International Business,Diversification Strategy

Abstract Case Intro 1 Case Intro 2 Excerpts

THE EMERGENCE OF AJE AS A SOUTH AMERICAN COLA GIANT

As of 1988, the anti-capitalist guerilla movement called ‘Shining Path’ was extremely active in Peru. Consequently, waves of violence broke out in the country, forcing Don Eduardo Añaños (Añaños) and his family to abandon their farmland in the countryside and flee to the relative safety of the capital of Huamanga province, Ayacucho. Having lost their former means of livelihood, they began to look out for a new business opportunity...

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