TY  - THES 
TI  - Entrando al mercado de toallitas húmedas para bebé en Colombia
PB  - Universidad Icesi
PY  - 2013
UR  - http://hdl.handle.net/10906/76399
AB  - The case tells the true story about a company which is looking to diversify their
products portfolio in the baby wipes market in Colombia, and should also do a
rethink of its competitive strategy, through the analysis of their mode of production,
product design, positioning, communication and business channel approach. The
case raises the global stage where the manager must look at all the possibilities
from the standpoint comprehensive as possible, given that the focus on only a few
of its strategic areas, quite possibly leave him in a weak position when taking the
best decision to achieve results and generate value for the brand.
KW  - Facultad de Ciencias Administrativas y Económicas
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Estudios de mercado
KW  - Competitividad
KW  - Estrategia competitiva
KW  - Consumidores - Actitudes
KW  - Comportamiento del consumidor
KW  - Consumer studies
KW  - Competitive strategy
KW  - Product launch
KW  - Baby Wipes Market
ER  -