CASE STUDY. TRADING INDUSTRIAL GRADE WHEAT FLOUR ON THE ATLANTIC COAST (Article published in Spanish)
DOI:
https://doi.org/10.1016/S0123-5923(07)70028-1Keywords:
Wheat Flour, Atlantic Coast, Project, New Market, DifferentiationAbstract
This case study illustrates the decision faced by a Colombian company in the process of pursuing a new potential market. In this market the company share of market is almost void. This case analyzes the company, the market, the environment, like the first step to take a decision that could call for a dramatic change in the operations of the company.
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References
Walker Orville, C., Boyd Harper, W., Larreche, Jean-Claude y Mullins, J. (2005). Marketing estratégico. Enfoque de toma de decisiones. México: McGraw-Hill.
Hatton, A. (2000). La guía definitiva del plan de marketing. Madrid: Prentice-Hall.
Federación de Molineros de Colombia, Fedemol (2007). Informes del sector. Colombia: Autor.
Harinera del Valle (2007). Estudios de mercados 2006-2007. Colombia: Autor.
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