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Case
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Reference no. EX02-35-001
Spanish language
Published by: Tecnologico de Monterrey
Originally published in: 2018
Version: 4 May 2018
Revision date: 28-May-2019
Length: 11 pages
Data source: Field research

Abstract

This is a Spanish version. This case illustrates the decision taken by the end of 2010 Hernan Zapata, president and owner of Euroceramica, SA, dedicated to the design, manufacture and marketing of sanitary ware and ceramic tiles based in Antioquia, Colombia. The dilemma was to close or maintain the line of business focused on retail, Eurocasa, SA, with showrooms in different regions of Colombia. The case seeks that students apply their knowledge on the strategic direction applied to the companies.

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Abstract

This is a Spanish version. This case illustrates the decision taken by the end of 2010 Hernan Zapata, president and owner of Euroceramica, SA, dedicated to the design, manufacture and marketing of sanitary ware and ceramic tiles based in Antioquia, Colombia. The dilemma was to close or maintain the line of business focused on retail, Eurocasa, SA, with showrooms in different regions of Colombia. The case seeks that students apply their knowledge on the strategic direction applied to the companies.

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