This case examined Guanabana Handmade (owned by SUGAR CANE Sociedad Limitada) (Guanabana), a Spanish company specializing in handmade-fashion and home-decoration accessories manufactured in Colombia. Guanabana had built a strong reputation by overcoming operational challenges typical in the handicraft sector. Now, the company faced a strategic decision: should it expand its wholesaling model to incorporate new products and markets or should it transition into the retail market to capitalize on growth opportunities? Students would analyze Guanabana’s business model, competitive environment, and potential growth strategies, evaluating the trade-offs of possible growth strategies and considering issues such as market demand and organizational capabilities.
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