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Quesos Andino S.A

Author

Listed:
  • Martha Lucía Aristizábal
  • Luis Fernando Ortiz
  • Hector Fabio Polanía
  • Hernando Ramos

Abstract

Una manana del 8 de octubre de 1996 se encontraba el grupo de gerentes de «Quesos Andino S.A.» evaluando los resultados de la situación del mercado, entregados por Nielsen. El senor Robert Douglas, Presidente de la Companía, cuestiona a la Gerentede Mercadeo, senora Stella García, sobre el comportamiento dela participación de mercado en el canal tradicional, con respecto a la competencia. Inmediatamente el senor Darío Espinosa,Gerente Nacional de Ventas, toma la palabra: «Es muy importan-te que usted sepa que la competencia ha incrementado su cobertura de distribución hacia el canal tradicional, mientras que la Companía continúa con problemas en la calidad de distribución y con productos muy enfocados hacia el canal de autoservicios".

Suggested Citation

  • Martha Lucía Aristizábal & Luis Fernando Ortiz & Hector Fabio Polanía & Hernando Ramos, 2000. "Quesos Andino S.A," Estudios Gerenciales, Universidad Icesi, April.
    • Handle: RePEc:col:000129:004799
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