Caso Scott Essay

1872 words - 7 pages

O.M. Scott & Sons Company HISTORIA DE LA COMPAÑIA: O.M. Scott & Sons Company es una empresa fundada en 1868, dedicada a la comercialización de productos para los jardines. En sus comienzos, el producto único eran semillas de césped, con un mercado local reducido, pero de rápido crecimiento. El foco principal de Scott era ampliar el número de productos, ampliar la zona geográfica de venta, hacer conocido el nombre y los productos así como también incentivar el cuidado de Césped, para lograr estos objetivos utilizo diversos medios. La Compañía comenzó con la venta de semillas por correo y la generación de publicidad y promoción mediante la publicación de una revista gratuita cuya temática principal era el cuidado del césped. En los años veinte, se amplió la gama de productos con un fertilizante especial para césped de casas particulares y en los años 30 se comenzó a distribuir productos a tiendas de detalle seleccionadas y centros de jardinería, así la compañía experimentó un crecimiento en ventas hasta 1945. Las ventas alcanzaron 2,7 millones de dólares y la utilidad neta después de impuesto a casi 30.000 Dólares. Luego entre 1945 y 1955 se introdujo un amplia gama de controles químicos contra hierbas y plagas de jardines así como también fertilizantes de césped, además se mejoro la calidad y se amplió la línea de semillas. En este período nuevamente se incrementaron las ventas a 11,4 millones de dólares y las utilidadessuperaron los 210.000 dólares a fines de 1955. Entre 1955 y 1961 se aplicó una política de expansión importante destinada al crecimiento y éxito de la compañía, producto de esta política, aumento el personal de ventas, se implementaron nuevas instalaciones, se ampliaron las existentes y el número de productos se triplico. Pero también a fines de 1961 se hizo necesario revisar el impacto de estas iniciativas para ver si aplicaba o no un cambio en los planes y políticas financieras En 1959, la dirección de la compañía, desconfiaba que la comercialización de productos fuese la óptima, pues estimaba que existía un mercado potencial que no había sido abordado aún por Scott. Paralelo a ello, existía el rumor que estaban presentes compañías importantes que deseaban entrar a competir en el mercado. Al estar en conocimiento de esta situación, la única solución era desarrollar una estrategia de penetración de mercado antes de tener competencia real y así poder eclipsarla. El objetivo de la estrategia, que desarrolló, fue obtener un crecimiento en ventas de un 25% y...

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