Benito Manrique established his amaranth-processing company, San Miguel de Proyectos Agropecuarios, in 1986, largely as a development project to create a sustainable business to employ local residents. Despite the plant’s rural location and unschooled work force, the company had pioneered the processing of amaranth into a number of different and unique products. Nonetheless, Benito Manrique was the first to admit that the company’s marketing efforts were deficient. San Miguel lacked a coherent communications strategy, clear branding of its products, and eye-catching product labeling. The case asks students to create a marketing strategy for San Miguel, answering such questions as: 1) How should the company communicate its mission and product offerings to consumers? 2) What line of products should the company promote (or create)? 3) How should the company brand its products? and 4) What distribution channels should the company employ?
The Yale School of Management’s work on this Global Network case study has been made possible by the generous support of
The Brad Huang '90 Fund for Innovation in Case Studies.