Problem 1. To what market dynamics or perceptions is Rey responding with his bold strategy?
Problem 2. Why did he launch his brand positioning and pricing changes with little or no market research?
Problem 3. Would you have an interest in taking on the challenge of revitalizing Emilia?
Problem 4. Would you fire Augustin Rey based on his to-date performance?
Problem 5. If you succeeded Rey, what would your action plan be?