What is Market Strategy

Inducascos S.A. was first established in 1998 in the city of Medellín, Colombia. After a decade of instability and financial bankruptcy due to lack of capital, scarce infrastructure, and insufficient labor not only in number but also in terms of the qualification level, Inducascos became the market leader in the manufacturing and commercialization of helmets in the Colombian market. Its ability to deal with the unstable local market and the fierce competition resulting from the entry of imported products has positioned Inducascos as the leading brand of motorcycle helmets. For the last decade, the company's strategy has focused on the internationalization of the manufacturing process and the updating of the commercial strategy in order to consolidate an attractive product portfolio, which manages to offer differentiated products for a segmented market at competitive prices. This chapter explores Inducascos S.A.