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Table: Managing In Mexico


Marketing: CONSUMER GOODS

TABLE: Managing In Mexico

Despite the peso crisis, many U.S. marketers in Mexico are digging in for the

long haul:

COMPANY STRATEGY

APPLE Continue ads; ease credit for dealers; hold

COMPUTER demonstrations and seminars to create demand

FORD Postpone new import model; shift manufacturing of some models

to Mexico; new image ads

KRAFT Cut margins on imported cereals; postpone

FOODS launch of high-priced imports

MAYBELLINE Continue importing from the U.S.; cut margins; offer free in-

store makeovers

NABISCO Shifted to domestic production before devaluation; will follow

through on plans to launch new lines


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