In October 1985, S.A. Casamitjana Mensa (leader on the Spanish bleach market) was acquired by the Henkel Ibérica, S.A. Group (one of the biggest manufacturers of chemical products, adhesives, hygiene products, cosmetics, etc.). The takeover caused the new company problems managing marketing and sales. The problem was integrating Casamitjana’s brands, sales force, distribution management and manufacturing operations into Henkel’s company structure, in a competitive environment where all big companies in the sector were racing to buy companies that would consolidate their position on the Spanish market.
José L. Nueno, E. Farrero, M. Carrasco.; wrote this case published in IESE Publishing, January 1st, 1999
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