The Pepsi mark was surmounting of the Argentine group Baesa and had as objective to increase its participation in the Brazilian of cooling, controlled market for the Coca-Cola, that it dominated about 50% of the sales, compared with 6% of Pepsi. The Baesa had as objective to arrive 30% of participation in the market in few years. He was discovered that one sound technician recorded meetings of the Baesa and delivered ribbons of the colloquies to the Coca-Cola, that was knowing of all the strategical plans of Pepsi, thus being able to take the measures adjusted to prevent itself. The Pepsi, that obtained to increase the sales in the start for 8% of the market, fell down disastrously from a high place for 4% in very short time and after six months the Baesa group the surmounting of Pepsi for the Brahma vendeu. We could cite several other cases involving known marks. Reducing the quarrel for micron-environments, one known mine has a formula of special gravy for sandwiches, that do not count nor for the wife. Exactly in the period where it did not act in the feeding segment, now it came back, divulged to such prescription. Another example seemed, entrepreneur of the sector of vehicles, a friend of long date, discovered, does not know as, a skill to make milk candy without the sugar addition.
Also he was interviewed in programs of TV where the journalists had tried of all the forms, without success, to extract the secret. I can guarantee that the candy is a delight. But where we want to arrive, in objective way, with this quarrel? The objective is to know, or to consider a reflection, on until point is interesting to repass the knowledge to our employees and trainees. An author, I do not remember the name, affirmed that the knowledge valley absolutely nothing if could not be shared. On the other hand one old teacher mine of the course Strategical Management in Marketing said that we must teach ‘ ‘ pull of gato’ ‘ not it ‘ ‘ puuuuuuuulo of gato’ ‘ , that is, never it teaches everything duly warned to create a future competitor. At time of unfair competition and incited it is always cautious to take certain cares. The values are distorted, the people are not respected and consideration does not exist stops with the other, as it affirmed Lobato in its article.
Today you extend the hand, support, teach, aid, and tomorrow she could be surprised at a sonorous slap. Worse, this is normal. No matter how hard let us know of this, it is difficult to accept such behavior, considered a treason. Exactly leaving the classic standard of the treason, that sends to us the adultery one to it, attitude thus can so be dolorida and be suffered how much. But the market is cold, people is calculators for being in this context.