Business Case Studies & Business Publications

EAC Nutrition: Regional Expansion Strate...

Christmann, Petra,...

Case

EAC Nutrition: Regional Expansion Strategy

Christmann, Petra; Leong, Jin; Tan, Michele

BP-0449 | Published July 19, 2002 | 27 pages Case

Collection: Darden School of Business

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Learning Objectives

This case can be used in management of international business courses to illustrate the analysis of market attractiveness, the importance of fit between firm capabilities and market requirements, and the effects of multimarket competition. It describes the international expansion challenges facing EAC Nutrition, the infant formula division of a Danish conglomerate, in early 2002.Growth in EAC's core markets of Thailand and Malaysia has stagnated and EAC is contemplating three expansion options: entry into India, geographic expansion within China, and product line expansion in existing markets.