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Onset Ventures Essay

2317 words - 10 pages

503-S61
ABRIL 10, 1990

STEPHEN A. GREYSER NORMAN KLEIN

El Retiro de Perrier: Una fuente de problemas
El 11 de febrero de 1990, un artículo del New York Times informó que el día anterior se había suspendido la producción mundial de Perrier, la marca de agua embotellada importada más popular en los Estados Unidos. Según el New York Times, los distribuidores estadounidenses y canadienses también habían empezado a recoger todas las botellas existentes (aproximadamente 72 millones de botellas) en esos países. Posteriormente se informó que las ventas anuales de Perrier en los Estados Unidos eran de 300 millones de botellas, mientras que las ventas anuales mundiales eran de 1.100 millones ...view middle of the document...

Aunque esta sustancia “no estaba permitida” en la planta embotelladora de Vergeze, Francia, era “aparentemente un ingrediente de un limpiador usado erróneamente para limpiar la maquinaria de embotellado” en una línea de producción específicamente destinada a la distribución en Estados Unidos. La compañía también dijo que “aparentemente sólo las botellas destinadas a Estados Unidos fueron afectadas.” Riding también hizo notar que, en el mercado bursátil, las acciones de Perrier que se habían cotizado en 1.692 francos el viernes 9 de febrero, habían cerrado a 1.490 francos el lunes siguiente. Source Perrier (la empresa matriz), predijo que las ganancias de 1989 no serían afectadas
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El caso de LACC número 503-S61 es la versión en español del caso de HBS número 590-104. Los casos de HBS se desarrollan únicamente para su discusión en clase. No es el objetivo de los casos servir de avales, fuentes de datos primarios, o ejemplos de una administración buena o deficiente. Copyright 2004 President and Fellows of Harvard College. No se permitirá la reproducción, almacenaje, uso en planilla de cálculo o transmisión en forma alguna: electrónica, mecánica, fotocopiado, grabación u otro procedimiento, sin permiso de Harvard Business School.

Purchased by KRISTIAN PALME (vgarcia@palmexico.com.mx) on November 10, 2011

503-S61

El Retiro de Perrier: Una fuente de problemas

significativamente por el retiro del producto. (El agua embotellada Perrier representaba únicamente 11% de las ventas totales de la compañía.) Source Perrier también anunció que las investigaciones conducidas por un laboratorio universitario francés, confirmaron que no se hallaba benceno en la fuente natural de agua que Perrier embotellaba. Según Source Perrier, el proceso de embotellado para el mercado estadounidense ya se había reiniciado. Pero Jane Lazgin, representante de la subsidiaria norteamericana en Greenwich, Connecticut, afirmó que Perrier seguiría fuera del mercado estadounidense por dos o tres meses, y que los “reportes que afirmaban que los embarques recomenzarían antes, eran erróneos.” El 13 de febrero apareció un segundo artículo en el New York Times con el título “El retiro de Perrier: ¿Cuánto daño causará?” El reportero, Anthony Ramírez, escribió que “analistas industriales y aun competidores, creían que Perrier podía corregir los problemas que fueron causados por el retiro de su agua embotellada debido al gran dominio sobre sus rivales.” (Ver el Anexo 1 para obtener más información sobre el mercado estadounidense de agua embotellada.) Sin embargo, los mismos analistas y competidores creían que el retiro de Perrier podía ofrecer una gran oportunidad a los competidores si permanecía fuera de los anaqueles los dos o tres meses que el Grupo Perrier de América había predicho. El 14 de febrero, un breve artículo del New York Times informó que Japón había...

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