Mipuf.es: Managing for Growth

  • Reference: IIST-MI-153-E-E

  • Number of pages: 25

  • Geographic Setting: Spain

  • Publication Date: Jun 19, 2017

  • Source: San Telmo (España)

  • Type of Document: Case

  • Industry Setting: Digital Marketing

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Description

In January 2016, Francisco (aka Paco) Mirasol, director general and founder of MiPuf.es, which made over 70% of its sales through the online channel, was considering how to boost sales. Despite the significant growth achieved since its establishment in 2005, Paco noticed it had been slowing down over the last few months. He felt there were still opportunities both online and offline, but was not clear on which of these possibilities to prioritize and which to discard. Being his main limitation the scarcity of financial resources, one way to grow could be entering Amazon, but some in the team were not in favor of this option.

Keywords

Digital marketing Electronic Commerce Growth Sales