Description: Goya says it became the U.S.’s biggest Hispanic-owned food company by catering to the tastes of varied Latin-American groups.
Source: CNNMoney.com – video report
Date: Sep 19, 2012
Link: http://money.cnn.com/video/smallbusiness/2012/09/19/sbiz-hwgs-goya.cnnmoney/
Questions for Discussions:
- Summarize the entrepreneurial factors that explain the success of the firm?
- What are the demographic and other factors that suggest the firm will continue to succeed?
- Besides the Hispanic market, who else might be a customer?
- Should the firm’s marketing strategy be different for the non-Hispanic market?
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