Two inexperienced, but ardently committed, entrepreneurs face the hassles of a brand new venture: exporting dough from Puerto Rico to cities in America with large numbers of Puerto Rican immigrants who are longing nostalgically for their beloved pan sobao (bread made with vegetable shortening). With thousands of Puerto Ricans living in and/or moving to the United States and after several occurrences of fraud by associates of the entrepreneurs, they are considering the best way to make the most of what seems to be an opportunity for doing business outside their house that is Caribbean.
Pan Boricua Developing a Market Strategy for the Hispanic Market in the United States Case Study Solution
These entrepreneurs are facing several challenges: 1) Preparing to discover opportunities and to get personally involved in a demanding export company 2) Distinguishing and placing the brand in a busy market. Is a nostalgic feeling enough of a motivator to engage customers with the brand? 3) Determining whether institution is a substitute for market data and feasibility determination.
PUBLICATION DATE: August 17, 2009 PRODUCT #: 909A20-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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