SUBJECT: Proposal for restructuring Zone III operations to allow for greater cultural sensitivity that will in turn increase sales of Nestle products in that zone. This memo outlines an action plan to increase Nestle product sales (particularly its Maggi line) in the individual markets of Zone III. The plan focuses on a redirection of organizational alignment, which will increase the market penetration desired by headquarters.
Zone III, as organized by Nestle headquarters in Switzerland, encompasses the geographical territories of Mexico, Central America and South America. This organizational structure is convenient geographically but lacks strategic soundness because of the nature of the markets. Any comments such as those found in the case that pertain to transferring, in whole or in
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