International Marketing
Chupa Chups Vending: ?Choose Your Own Flavor?
For the past 5 years Andrew Lewis had been employed by the confectionary company Chupa Chups S.A., based in their Barcelona headquarters as area manager responsible for commercial and marketing activity in European markets. After 6 years of marketing experience with multinational consumer goods companies Andrew Lewis left Chupa Chups due to internal reorganization. Andrew still had many good friends at the company and had been asked to stay on as a marketing director for a subsidiary but declined for personal reasons.
Directly after leaving Chupa Chups Andrew was asked to join a large Catalan alcoholic beverage company. The firm is a leader in their industry and has significant international sales. The job was based in Barcelona (now his primary/only residence) and would focus on international marketing.
Three weeks before he was offered the job with the beverage company, Andrew entered discussions with a small Spanish manufacturing company named Discapa. Discapa manufactures vending equipment, and had just recently introduced a new lollipop vending machine, which was marketed in collaboration with Chupa Chups. Discapa wanted Andrew to be a freelance agent heading commercialization of the lollipop machine.
Chupa Chups S.A. is a Spanish
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