@unpublished{kurepository25,
           month = {October},
           title = {La guerra t{\'a}ctica en la {\'u}ltima milla: Un estudio de caso de la guerra de Hard Seltzer en Nicaragua},
            year = {2025},
            note = {Unpublished},
         address = {San Marcos},
       publisher = {Keiser University},
     institution = {Keiser University Latin American Campus},
            type = {Technical Report},
        abstract = {Este estudio de caso analiza la rivalidad t{\'a}ctica entre Hard Seltzer Spark, de la Compa{\~n}{\'i}a Cervecera de Nicaragua (CCN), y Seltzer Flor de Ca{\~n}a en el emergente mercado nicarag{\"u}ense de hard seltzer. Examina un modelo de competencia de pocos rivales, caracterizado por la interdependencia y la rigidez de precios, seg{\'u}n el modelo de Sweezy, e integra los planteamientos de Porter sobre diferenciaci{\'o}n y ejecuci{\'o}n estrat{\'e}gica. A partir de evidencia de campo y de un sondeo de mercado, identifica la interacci{\'o}n entre la estrategia digital y la visibilidad en el punto de venta como los factores determinantes del posicionamiento y del {\'e}xito competitivo en el segmento de mercado.
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This case study analyzes the tactical rivalry between Hard Seltzer Spark, produced by Compa{\~n}{\'i}a Cervecera de Nicaragua (CCN), and Seltzer Flor de Ca{\~n}a in the emerging Nicaraguan hard seltzer market. It examines a model of competition among a few rivals characterized by interdependence and price rigidity, following Sweezy's framework, and integrates Porter's approaches to differentiation and strategic execution. Based on field evidence and market survey data, the study identifies the interaction between digital strategy and point-of-sale visibility as key factors determining brand positioning and competitive success among consumers.},
             url = {https://kurepository.keiseruniversity.edu.ni/id/eprint/25/},
          author = {Cerda V{\'a}squez, Orlando Salvador},
        keywords = {Hard Seltzer, estudio de caso, posicionamiento, marketing mix, punto de venta, competencia estrat{\'e}gica, case study, positioning, marketing mix, point of sale, strategic competition.}
}