MARISA “For you, a treat”

Abstract

Subject area

Entrepreneurs, Strategic planning, Management, Family businesses.

Study level/applicability

Undergraduate and Graduate (as an introductory case study).

Case overview

Marisa® is a consolidated bakery in Guadalajara México, selling a wide variety of dessert products. It has achieved fast growth and has diversified with other brands, either by buying or developing them. Examples are Tía Lola® (economical cakes) and Dolce Natura® (artisanal ice creams). The company founder has maintained not only the growth and development of her brand but also the organizational values and culture. These she has transmitted to her over 400 employees. The company is currently facing expansion.

Expected learning outcomes

The expected learning outcomes are as follows: to distinguish the different expansion strategies; to discuss how to maintain culture and values in a firm despite time and growth; to analyze the current market and long-term objectives, as well as different competitors of the firm; and to make strategic decisions at the corporate level.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS: 3: Entrepreneurship.

Citation

Lopez, C.E. (2018), "MARISA “For you, a treat”", , Vol. 8 No. 2. https://doi.org/10.1108/EEMCS-08-2017-0190