JEFAS (antes Cuadernos de Difusión) Vol. 1 Nº 1 (1992)

Permanent URI for this collectionhttps://hdl.handle.net/20.500.12640/4091

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Author: search.filters.author.Gastañaduy, AlfonsoEnd date: 1992

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    Mercadeo informal estrategia de pequeña empresa: la necesidad obliga
    (Universidad ESAN. ESAN Ediciones, 1992-03-30) Gastañaduy, Alfonso
    It presents the case of a textile entrepreneur facing a difficult situation due to the oversizing of his business and the neglect of marketing variables, at a time when inflation levels are high and a sharp recession process is beginning. Forced by necessity, he has to close two of his four stores, liquidate his garment factory and return to informality. After taking a marketing management course at a prestigious institution, he sets about the task of preparing his strategic planning. The case is a good opportunity for students to deepen their understanding of the strategic planning process: the mission; the situational analysis, risks and opportunities of the general environment of the country and the competitive environment (strengths and weaknesses); and finally the objectives and strategies, all within a framework of free importation in a market economy context.
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    Pequeña empresa: papel de nuevo gerente de marketing Escobita Nueva
    (Universidad ESAN. ESAN Ediciones, 1992-03-30) Fischer, Konrad; Gastañaduy, Alfonso
    It presents the case of a family-owned garment company whose development has responded more to the founder's desire to provide his family with a sufficiently comfortable living than to the entrepreneurial vision that would have allowed it to respond to market signals, which has led the company to lose ground to the competition. The organization of production is described; the market strategy: product, price, distribution and sales, promotion and advertising; the characteristics of the market and the competition; and the financial situation. When the founder's son takes over the business, he evaluates this situation and considers different alternatives for action: specializing in a new product line; maintaining the same product line, but with new designs; entering other markets; changing its pricing policy; its distribution and sales system, as well as promotion and advertising. The discussion of the case can be oriented towards the analysis of these options.