Virgin Cola Case
Virgin Cola(
Shaking Up the Softdrinks Market
It was official. Hubert Tan was named Vice-President for Sales and Marketing of InterBev, the latest addition to the business empire of taipan Lucio Tan. Hubert’s choice was not a difficult decision to make. After all, being in his late twenties, he was a go-go type of person who had a passion for business. There was great expectation that his joining would contribute greatly to the Tan group of companies.
Hubert obtained his business and MBA degrees from one of the top educational institutions in China. His appointment was made barely a month before Mr. Lucio Tan signed a tie-up with Richard Branson, the world-renowned sportsman, billionaire, and owner of the Virgin Group of Companies. The tie-up would lead to the introduction of Virgin Cola to the Philippine market on April 2004.
”Congratulations Hubert,’ said Charlie Dy, Vice-President for Sales and Marketing of Asia Brewery Incorporated, also a member of the Lucio Tan group. “Any initial plans yet for our new product?”
“Thanks, Charlie. We have been working on it already. Our reports and studies pretty much give us valuable insights on what positions to take and which strategies to pursue,” was Hubert’s quick reply.
“In any case, won’t you have a celebration for the big event?”, asked Charlie, referring to Hubert’s appointment.
“Oh, not now, Charlie. I first have to smoothen things up at the office before I can even think of celebrating. How about lunch next week …. my treat! By then, I can discuss with you my proposal. I just have to clear up a few concerns in this area,” replied Hubert.
“Oh, well, we are very confident that it will be easy picking for you. Okay then … I’ll see you next week. In any case, you may give me a call anytime, if you need anything,” Charlie commented.
“I appreciate that very much. Thanks again,” said Hubert as he sauntered out of the room.
Company
Shaking Up the Softdrinks Market
It was official. Hubert Tan was named Vice-President for Sales and Marketing of InterBev, the latest addition to the business empire of taipan Lucio Tan. Hubert’s choice was not a difficult decision to make. After all, being in his late twenties, he was a go-go type of person who had a passion for business. There was great expectation that his joining would contribute greatly to the Tan group of companies.
Hubert obtained his business and MBA degrees from one of the top educational institutions in China. His appointment was made barely a month before Mr. Lucio Tan signed a tie-up with Richard Branson, the world-renowned sportsman, billionaire, and owner of the Virgin Group of Companies. The tie-up would lead to the introduction of Virgin Cola to the Philippine market on April 2004.
”Congratulations Hubert,’ said Charlie Dy, Vice-President for Sales and Marketing of Asia Brewery Incorporated, also a member of the Lucio Tan group. “Any initial plans yet for our new product?”
“Thanks, Charlie. We have been working on it already. Our reports and studies pretty much give us valuable insights on what positions to take and which strategies to pursue,” was Hubert’s quick reply.
“In any case, won’t you have a celebration for the big event?”, asked Charlie, referring to Hubert’s appointment.
“Oh, not now, Charlie. I first have to smoothen things up at the office before I can even think of celebrating. How about lunch next week …. my treat! By then, I can discuss with you my proposal. I just have to clear up a few concerns in this area,” replied Hubert.
“Oh, well, we are very confident that it will be easy picking for you. Okay then … I’ll see you next week. In any case, you may give me a call anytime, if you need anything,” Charlie commented.
“I appreciate that very much. Thanks again,” said Hubert as he sauntered out of the room.
Company