The Aspen Institute's 2014 Business & Society International MBA Case Competition introduces a new business case study produced by the Yale School of Management and Tecnologico de Monterrey: San Miguel: Expanding the Amaranth Market.
Benito Manrique, his brother Diego, and Bruno Pagliai founded a small amaranth factory in the out-of-
the-way Mexican village of Huixcazdha. Despite the plant's rural location and unschooled work force,
the company had pioneered the processing of amaranth into a number of different and unique products.
The company had also played a significant role in the development of the small community in which it
was located, transforming the place into a "rural utopia" over the preceding 28 years.
The company's primary customer had been the governments of Mexican states that used San Miguel's
products in their dietary programs. Amaranth had many nutritional properties. It was gluten free and
high in protein, containing essential amino acids not present in other vegetative food sources. It also had
a pleasant taste that could be combined with other foods. In spite of these qualities, the amaranth market
had never really taken off in Mexico or in rest of the world.
San Miguel's leadership wanted to increase sales for their products. They admitted that they had
concentrated on production and development in lieu of marketing and now wished to put together a
coherent communications strategy, a branding strategy, and eye-catching product labeling. The company
also wanted to revisit the mix of products and customers the company engaged to see if it could optimize
the company's offerings and distribution channels. They hoped to do all of this while not compromising
the values that had guided the company and its relationship with its workers and community.
For this year's case, students were asked to help the leadership of San Miguel create a communications/
marketing strategy. In particular:
Given the company's unique social mission and values, teams were prompted to specify:
To access the 2014 case study, please login below:
The language above is not to be reproduced or repurposed without the written permission of the case
authors. For more information about the case study program at the Yale School of Management,
contact Jaan Elias.
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