MHR 505 Study Guide - Quiz Guide: Organizational Chart, Occupational Stress, Team Dynamics
27 Feb 2015
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Document Summary
As summarized from the cerjugo sa" case, since 1960 cerjugo has grown to establish itself as the largest manufacturer and distributor of beer in latin america, with four beer brands accounting for 98 percent of the market share. The company employs 2500 employees, and in the last year had revenues exceeding million. Seeking new growth opportunities, cerjugo management has decided to expand product lines into juices. This decision has resulted in several challenges for president manuel, his employees and the company. It is evident that cerjugo is a company in trouble, and there are several symptoms that allude to this. The primary red flag is that the juice business"s forecasted sales and profit targets have not been met for two consecutive years. Besides lack lustre sales, the company"s juice line has developed a poor brand reputation, and the general consensus by consumers is the perception of ailing quality.
