FOR THE HISPANIC MARKET IN THE UNITED STATES
These case talks about two partners, Franco and Rivera, and their struggle to start a business consisting onexporting bread made in Puerto Rico, Pan Sobao, to the United States. The business idea was great, the Hispanic market in the United States is big and growing, Puerto Rican people are the secondlargest component of Hispanic population. This fact, along with the one of cultural heritage opened the opportunity for this business to grow in the United States.
Unfortunately, the founders of PanBoricua, Inc had to go through a lot of trouble for turning their business into a success. This essay focuses on the principal problems aroused from running Pan Boricua, Inc.
Francoand Rivera faced many problems trying to export the Pan Sobao to the Hispanic market in the United States. The two main reasons of their problems were that neither Rivera nor Franco had experience inexporting products and, the intermediates or distributors they chose led them through several failures that are detailed in the following table:
|1 |2000 pounds of bread mix sobao were spoiled due to logistical problems.|
|2 |Overconfidence trade links with this because many of their distributors stoled their idea for the |
| |business and implemented itdirectly. |
|3 |Wrong Alliances. In this case, as in the second, made alliances with the wrong people who failed |
||to fulfill the responsibility of distributing bread. |
|4 |Negotiations without definition of...