B&G Desarrollo de Negocios es una empresa especializada en la gerencia de capital humano que rápidamente expandió su cartera de clientes y de servicios. Sin embargo, tras cuatro años de operaciones, la captación de nuevos clientes y las ventas de algunos servicios disminuían. La nueva situación ha puesto a sus propietarios a pensar estratégicamente.
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Abstract
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.
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