¡Qué buena leche!

• Autor: Gastañaduy, Alfonso
• Formato: artículo
• Fecha de Publicación: 1995
• Institución: Universidad ESAN
• Repositorio: ESAN-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.esan.edu.pe:20.500.12640/2874
• Enlace del recurso: https://revistas.esan.edu.pe/index.php/jefas/article/view/485; https://hdl.handle.net/20.500.12640/2874; https://doi.org/10.46631/jefas.1995.n6.06
• Nivel de acceso: acceso abierto
• Materia: Business strategy; Marketing approach; Market opportunities; Market information; Estrategia de negocio; Enfoque de marketing; Oportunidades de mercado; Información de mercado; https://purl.org/pe-repo/ocde/ford#5.02.04

This case study deals with the strategy designed by a company to introduce a mass consumer product to the market. It describes all the steps followed in reality to apply the decisional marketing tools. To do this, it shows the contrast between the classic sales approach followed by the company that "rests on its laurels" and that of an aggressive, dynamic company with a clear strategic marketing focus. He recommends also discussing the use of market opportunities that are sometimes so obvious that they are not "seen", and the importance of using market information to optimize decisions.