Mariño-Buitrago, Sara Sofia; Cuervo-Zambrano, Natalia Isabel; Buitrago-Reyes, Richard Orlando
The study was based on an exhaustive quantitative analysis that revealed the crucial need for Tostao Café y Pan to return to its initial value proposition to reposition itself in the Bogotá market. This original proposal highlighted the offering of high-quality products at fair prices, a strategy that had been the key to the chain's success in the past.
