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