Lambsa Case Essay

4071 words - 16 pages

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David Corral, director de marketing de LAMBSA, se recostó en el sillón de su despacho mientras se aflojaba el nudo de su corbata; acababa de recibir los primeros datos sobre los resultados del lanza- miento del huevo líquido LAMBSA, el último producto que la compañía acababa de sacar al mercado. Los resultados eran calamitosos. Mientras se reponía del susto, pensaba de qué modo iba a informar al presidente de los resultados, ya que era una persona muy exigente y había depositado muchas esperanzas en este producto. No aceptaba fracasos.
La empresa LAMBSA
LAMBSA es una de las principales empresas alimentarias de España, que en 1993 facturó 80.000 millones de pesetas. LAMBSA fue creada en 1969 por Luís Mairal, su actual presidente y propietario. Ese año compró una pequeña central lechera que producía 3.000 litros de leche al día, que vendía en las tiendas del entorno. Poco a poco la empresa fue creciendo, a base de ampliar la capacidad de producción de la planta y con la introducción de nuevos productos y la expansión a otras zonas de España. El salto definitivo lo dio en la década de los ochenta, hasta el punto que en 1993 LAMBSA ocupaba más de 2.000 empleados repartidos por las 7 plantas de producción y las 19 delegaciones de venta que tenía por toda España.
Desde el principio, el presidente de LAMBSA tuvo muy clara la estrategia a seguir: invertir todo lo necesario para lograr los productos de mayor calidad del mercado y, al mismo tiempo, crear una marca sólida a través de una publicidad masiva.
Los productos de LAMBSA
En los 25 años de historia de LAMBSA, la gama de productos se ha ido ampliando, especialmente en los cinco últimos años. En 1969, Luís Mairal intuyó que el formato de «brik» se iba a imponer como envase de la mayoría de los líquidos de consumo doméstico. Desde entonces la compañía ha ido introduciéndose en el mercado con productos nuevos aprovechando la tecnología del «brik» y obte- niendo de este modo importantes economías de escala.
A la hora de decidir los nuevos productos siempre se buscaba que fueran mercados relativamente nuevos y con un crecimiento anual superior al 10%. y que tuvieran ciertas sinergias con los productos de LAMBSA. Así después de la central lechera, la empresa incorporó a su gama productos como agua mineral, zumos, nata, mantequilla, batidos, cereales, huevos. La incorporación de estos productos venía justificada por el fuerte crecimiento de esos mercados o por la clara conexión con el producto originario de la leche o el formato de «brik», y con el canal de ventas de las tiendas de...

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