Delgado Company case study: Ruben Delgado was making wooden pens and pencils, which had unique engravings, as a hobby until in 2012, his talent got recognized the owner of a specialty shop, named Artsy Modern, that sells high-end office supplies. Within three months, the wooden pencils were and turned to be the best-selling product on Artsy Modern shop. Ruben Delgado had never thought of marketing his talent, but the rec sales were enough to change his mind. with limited resources, Ruben contacted three additional specialty shops. He explained his mnufacturing processes and engraving op to each. All three shop owners placed a trial order. Within two months, just before the holiday season, each shop owner placed an addi order. Ruben was thrilled! "I figured business would slow down after that." Ruben stated, "but in February, I was contacted by Elmore Distributors. At that point I had to make a huge decision about how far I wanted to go with this business. Elmore Distributors is one of the biggest retail that provides products for school fundraisers almost across all the USA. At the beginning 2013. Ruben was offered a two-year contract and immediate inclusion in Elmore's promotional flyer. Ruben Delgado accepted the offer along with it the responsibility to produce thousands of wooden pens and pencils. Delgado hired full-time employees and set up an assembly line to be able to cover the new demand. Ruben Delgado knew that to survive in business, he cannot place his total emphasis only Elmore Distributors, so he continued nurturing his four previously established specialty shops accounts. However, he did not try to target any additional distributor. From 2013 to 2015, Ruben built the company reputation on the manufacturing and distribution of a variety of high-quality wooden wri pens and pencils with customized engravings. His final customers are those who are looking for writing pens and pencils to buy that ar to use, more comfortable, more stylish, and have impeccable writing. They are willing to pay a premium price to buy personalized Delg- wooden pens and pencils. By the end of 2015, Ruben had to rethink his strategy when his contract with Elmore ended. Ruben decided to use the established bra name, Delgado, to expand his business. In a first phase, Ruben extended his writing pens and pencils lines by offering different shape adding quils, felt-tip pens, and multiple-cartridge pens that write in different colors. In a second phase, Ruben decided to add a new li Delgado Company case study: Ruben Delgado was making wooden pens and pencils, which had unique engravings, as a hobby until in 2012, his talent got recognized the owner of a specialty shop, named Artsy Modern, that sells high-end office supplies. Within three months, the wooden pencils were and turned to be the best-selling product on Artsy Modern shop. Ruben Delgado had never thought of marketing his talent, but the rec sales were enough to change his mind. with limited resources, Ruben contacted three additional specialty shops. He explained his mnufacturing processes and engraving op to each. All three shop owners placed a trial order. Within two months, just before the holiday season, each shop owner placed an addi order. Ruben was thrilled! "I figured business would slow down after that." Ruben stated, "but in February, I was contacted by Elmore Distributors. At that point I had to make a huge decision about how far I wanted to go with this business. Elmore Distributors is one of the biggest retail that provides products for school fundraisers almost across all the USA. At the beginning 2013. Ruben was offered a two-year contract and immediate inclusion in Elmore's promotional flyer. Ruben Delgado accepted the offer along with it the responsibility to produce thousands of wooden pens and pencils. Delgado hired full-time employees and set up an assembly line to be able to cover the new demand. Ruben Delgado knew that to survive in business, he cannot place his total emphasis only Elmore Distributors, so he continued nurturing his four previously established specialty shops accounts. However, he did not try to target any additional distributor. From 2013 to 2015, Ruben built the company reputation on the manufacturing and distribution of a variety of high-quality wooden wri pens and pencils with customized engravings. His final customers are those who are looking for writing pens and pencils to buy that ar to use, more comfortable, more stylish, and have impeccable writing. They are willing to pay a premium price to buy personalized Delg- wooden pens and pencils. By the end of 2015, Ruben had to rethink his strategy when his contract with Elmore ended. Ruben decided to use the established bra name, Delgado, to expand his business. In a first phase, Ruben extended his writing pens and pencils lines by offering different shape adding quils, felt-tip pens, and multiple-cartridge pens that write in different colors. In a second phase, Ruben decided to add a new li