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Caso Bertoko

Author

Listed:
  • Aparicio de Castro, María Gloria
  • Barañano Orbe, Leire
  • Lafuente Ruiz de Sabando, Amaia

Abstract

[ES] La empresa Bertoko Gar, S.A. es una microcervecera fundada en el año 1999 que produce y comercializa una cerveza que se caracteriza por su carácter local y artesanal. Pese a no existir en su entorno más próximo empresas que comercialicen cerveza embotellada con las mismas particularidades que los productos de Bertoko, desarrolla su actividad en un sector que se encuentra dominado por las cervezas de fabricación industrial de las grandes compañías multinacionales. En la actualidad, y tras haber determinado sus objetivos futuros, Bertoko se encuentra diseñando su estrategia de marketing y concretando cuáles serán las acciones que llevarán a cabo en un futuro próximo (algunas de las cuales se detallan en el caso).

Suggested Citation

  • Aparicio de Castro, María Gloria & Barañano Orbe, Leire & Lafuente Ruiz de Sabando, Amaia, 2001. "Caso Bertoko," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    • Handle: RePEc:ehu:cuader:6998
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    File URL: https://addi.ehu.es/handle/10810/6998
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