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Framberry Chile: Leveraging a Crisis for Competitive Advantage
This case revolves around Framberry Congelados S.A. (Framberry), an Osorno, Chile-based, privately held frozen berries produce wholesaler. Framberry was severely affected by the ongoing Covid pandemic that was expected to last for another three to five years. The pandemic directly or indirectly affected every aspect of Framberry's operations and threatened the company's survival unless an effective crisis management plan was formulated and successfully implemented. Framberry's Zonal Manager, Mr. Claudio Tapia, was tasked with designing and executing a comprehensive plan to navigate the company through the complex situation it faced.