Integración vertical, paso del comercio a la industria

The case narrates the history of a Colombian company taking the decision to vertically integrate adding to his marketing process the production process to manufacture the product, this means investing in infrastructure and the construction of a new plant. From this decision are disaggregated a number of strategic alternatives that will affect the operation of the company and finally the result obtained in the product to market. It is understandable that people who participate in these types of projects should have high administrative and strategic skills, but also their approach must be translate at the end a value proposition that includes differentiating factors identified and valued by the client.