| • | TO DEVELOPE A SPECIALIZATION: Because of the great number of participants on the market, we had to specialize to get advantages above the competition. The blueberries production would be the main area of our company business and it would be extremely efficient and we could get a higher quality product. |
| • | TO DEFINE A VERTICAL INTEGRATION: Once we identified a serious trouble in the production chain, we make business units to take decisions in a secure way and to reduce risks. In fact that is our company vision. |
| • | TO ACHIEVE A DIVERSIFICATION: To count on only one product, which was the first one, the blueberries, would make our company very vulnerable and would bring a lot of risk; the market is very dynamic and we had to have another options. |
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| • | TO DEVELOPE INNOVETOR PRODUCTS: The mission of the company is to incorporate the innovation to the products, as a way to react in view of the necessities of the market and to maintain us in the vanguard so we could set a trend and take advantage. All this is very important to companies that aren’t big enough and their reaction in view of the market signals is faster. |
| • | TO ADD VALUE: There is another mission of the company which is incorporating value to the products; so we could be different from other companies, improve the specialization of the company and its workers, increase the company value and reduce risks in view of the dynamical market. The process, as the design and marketing are an important part of our strategy. |
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ROBSONBERRIES | CHILE