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Ice-Fili Case -Relative Costs. Key Competitors: Nestle (1st Mover: brands & owns distribution) & Regional Producers (low cost). Ice-Fili failed to price and market according

Ice-Fili Case

-Relative Costs.

Key Competitors: Nestle (1st Mover: brands & owns distribution) & Regional Producers (low cost). Ice-Fili failed to price and market according to it's choices. Relative costs (key choices vs rivals).

Need a spreadsheet relative cost with major assumptions.

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