ABSTRACT
In 1951, the brothers Juan and Florencio Gomez Cuetara founded a firm in Reinosa, a province of Santander, Spain. The firm, Cuetara, started selling biscuits – crackers, wafers, cookies – baked according to a formula that the brothers originally developed. In terms of regions, the per capita consumption of biscuits, bread, and pastries is higher in the central and south-central regions of Spain, and is much lower in the Canary Islands. This fact is simply the result of two factors: lifestyles and the prevailing density of population. Cuetara has been approached by its Moroccan distributor – Distribuidora General Alimentaria – which is interested in entering into a joint venture with Cuetara to start up a subsidiary in Morocco. However, Miguel Angel Cuetara, the CEO, is not absolutely convinced that the joint venture is the best option. This company imports the Cuetara products directly from the Jaen plant on a wholesale basis, which carries a 20 percent discount.
