Unilever (B): Frigo Spain

This is the second of a two-case series (500-003-1 and 500-004-1). This case study was designed to discuss the implications of a global decision in a local market. It focuses on strategic issues, but the main strength of the case is to analyse and discuss the details of implementation. Many cases deal with strategic issues but the more operational details are sometimes overlooked. The case includes strategic elements (how to adjust to global strategy in a local market, reflecting the global vs local debate), operational elements (elements to be re-decorated and determining responsibilities), logistics (time frame and costs), and both internal and external communication actions). The case should not be considered a local one. It tries to reflect the complexity of making a global strategy work, using the Spanish subsidiary as an example. This case contains colour exhibits. "1999 EFMD European Case Writing Competition Category Winner".