Alejandra Gonzalez (B&G founder) felt that it was becoming increasingly difficult to find new clients. She also expected to lose some of the company’s most important clients in the near future and was not sure how they could be replaced. Gonzalez knew that all B&G’s clients were recommended by friends or acquaintances, but this route had reached saturation point. So the management team needed to develop a business strategy that consisted of refocusing the limited resources available on a specific positioning.