Compañía Cervecera de Nicaragua: Growth Options for Low-Income Markets

In late May of 2001, the executive team of the commercial area of Nicaragua Brewing Company (NCC), a leader in the production and marketing of beer in Nicaragua, was evaluating growth options allowing you to reverse the negative trend of sales. After several years with very good results, adjustments in prices caused by reactive changes in the country's fiscal policy negatively affected the business performance. Over the past 18 months, the average monthly sales volume had decreased by 10%. The situation led to consider the volume recovery as one of the main objectives of the company.