The case shows how a dynamic responsiveness of the market leader in the automotive sector in Colombia arises. GM Colmotores generates strategies to respond to changes, opportunities and challenges of the market and competitors. Also the flexibility and evolution of the company over the years has always been the largest market share in the industry shows. The development of the case allows you to view and through the ability to direct their advertising strategies in a different way, will create a differentiation advantage which does not affect a very high margin costs and increasing returns. So it will have a competitive advantage over its competitors, acquiring responsiveness, remaining flexible to change both the general and specific environment, such as those generated by market actors, such as customers, suppliers and competitors.
