Numico, Europe’s second largest infant food manufacturer, decides to refocus its strategy on its core markets after an ill-fated incursion in the US vitamins market that has left it with large losses. An integral part of the strategy is the launching of new and innovative products that address previously untapped needs. The case follows the challenges faced by Numico and its first supplier of finished products during the launch of the first product to be launched under the new strategy.
Keywords
Supply Chain, New Product Launch, Outsourcing, Demand Forecast, Information Usage, Production Management, Operations Management
Settings
Western Europe
November 2002 - January 2004
Available Languages
English
Related material
Teaching note, Video
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