Marrón Glacé José Posada

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Language:   Spanish
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Case Study


José Posada is a Galician producer of agro-food products who is revising his international strategy with two lines of products in four markets: Spain, Japan, Russia and France). The student is asked to consider and decide which strategies and tools to use in this market. In this interactive case, the student should develop an internalization plan for José Posada’s Spanish company. The case also includes the production process involved in making turrón and how José Posada laid out the development of the product and the expansion of the company’s product portfolio, diversifying it depending on the market to which it was directing itself.