Case Study

Plumrose Latinoamericana: Relaunching deviled ham in Venezuela (B)

5 pages
August 2010
Reference: IMD-5-0765

The B-case looks at the results achieved by Plumrose in 2007, two years after the company’s relaunch of deviled ham in Venezuela. Underwood’s management had been taken by surprise by Plumrose’s bold innovation moves and took a while to react. Meanwhile Plumrose CEO Bent Porsborg was planning the next moves to continue taking market share away from the competition.

Learning Objective

How to write a marketing plan and develop a marketing strategy.

Marketing Strategy, Food
Consumer Goods, Food and Beverage
Field Research
© 2010
Available Languages
Related material
Teaching note, Video
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics