Turbulence Business in Colombia: The Case Study of Beverage Industry (In Spanish)

Abstract

This document is intended to perform an analysis of the beverage industry in Colombia, identifying how each of the companies surveyed faced turbulence in the environment to persist over time. It is structured into seven parts, following the introduction is a description of the sector in the period 2000-2009, identifying the major discontinuities that affected him. We proceed to an analysis of the sector through the evidence of overcrowding and study competitors. The following are cases of companies Bavaria, Postobón and Coca-Cola, emphasizing the strategies used to cope with the turbulence of the environment. Later a theoretical, seeking to identify elements of the management literature that can explain the behavior of firms. Finally, the conclusions and references.

Note: Downloadable document is in Spanish.

Keywords: Strategy, Turbulent Environments, Latin America

JEL Classification: L66, M00, M10