Case Study1 Reading 1

Case Study- Unit 1- Careers- YOUJUICE
YouJuice, an international drinks company, needs a dynamic new director to build Latin American sales.
Background
YouJuice Inc., based in Monterrey, Mexico, sells ready-to-drink juices all over the world. It was originally a Mexican company, but it is now owned by a large US Corporation. YouJuice is currently looking for a Sales and Marketing Director for its sales facilities in Brazil, Argentina and Colombia.
Recently, sales results have been poor. Overall, sales revenue was 355 below target. The reasons are:
1. Sales staff are not highly motivated, and staff turnover is high.
2. The Sales Managers say that the low sales are due to strong competition in this segment of the market. 3. The previous director had no clear strategy for developing sales.
4. Not enough market research has been done, and the customer database does not produce reliable results.
A New Appointment
There are three candidates for the position of Sales and Marketing Director. They all work for YouJuice in either Mexico or one of the foreign subsidiaries. The new director will be based in Sao Paulo, Brazil.
Here is an extract from the job description:
-The successful candidate will be:
 a strong personality with leadership qualities

 energetic, dynamic, and enthusiastic

-He/She will have:
 a good academic background and relevant work experience
 organisational and interpersonal skills
 numeracy skills and analytical ability
 good linguistic ability.
The position will involve frequent travel in three countries.

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