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Author(s) -
Alfonso Gastañaduy
Publication year - 1995
Publication title -
cuadernos de difusión
Language(s) - English
Resource type - Journals
eISSN - 1815-6606
pISSN - 1815-6592
DOI - 10.46631/jefas.1995.n6.06
Subject(s) - marketing , product (mathematics) , focus (optics) , contrast (vision) , business , marketing strategy , computer science , artificial intelligence , mathematics , physics , geometry , optics
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.