Posted by & filed under Part 1 Business in a Global Environment, Part 2 Starting and Growing Your Business, Part 3 Management: Empowering People to Achieve Business Objectives, Part 4: Marketing Management.

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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