CMM - Compania Minera Montemorelos
Case number:
A12-02-0022
Abstract
The case describes the transformation of a traditional Mexican company in response to growing international competition for the GCC (Ground Calcium Carbonate) market in Mexico. The company is considering whether to enter the U.S. market and the best method of entry. GCC is primarily utilized in the paper, plastics, and paint and coatings industries. Transportation costs and industry dynamics present a difficult challenge for senior management.
Teaching
Study the methods of international entry and industrial markets segmentation.
Case number:
A12-02-0022
Subject:
Marketing
Year:
Setting:
US, Mexico
Length:
15 pages
Source:
Field