Resumen

COLMENARES D., OSCAR A.  y  SAAVEDRA, JOSÉ LUIS. Cheap Supermarket Launching in Venezuela . estud.gerenc. [online]. 2008, vol.24, n.106, pp.101-122. ISSN 0123-5923.

The present case of study rises in the context of food retail distribution in Venezuela in 2005-2007 years, which had shown diverse mutations and changes due to socioeconomic conditions of the country and the global trends. The international chain of Supermarkets Cheap, of Thai origin, is a retail distribution company of products of massive consumption. Cheap was interested in launching commercial operations in Latin America and they took Venezuela as a pilot country. For it, they want to develop a net of shops with brand and own concept adapted to the characteristics and requirements of the local market. In this respect, it must diagnose the business scene, analyze the current market and design a plan of action to achieve their aims.

Palabras clave : Retail food distribution; marketing strategy; segmentation; positioning.

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