The Launch of Bacardi Silver

CASE ID:M-0704

SOLUTION ID:39038

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Case Analysis

In January 2002, Anheuser-Busch is preparing to launch Bacardi Silver, a new premium malt beverage. Marlene Coulis, director of new products for Anheuser-Busch, must decide what steps she should take to ensure a successful new product launch. In particular, she must decide how much money to invest in the launch.