Examinando por Materia "Activations"

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    Plan de negocio para una unidad estratégica de activaciones en parque Arauco, según la adaptación de la metodología propuesta por Femsa y el Tec. de Monterrey
    (Universidad EAFIT, 2023) Valencia Toro, Juliana; Guevara Muñoz, Carlos Alejandro; Rodríguez Eslava, Juan Felipe; Giraldo Hernández, Gina María
    The research work focused on elucidating the underlying motivations for the development of a business plan for an strategic business unit specialized in revenues derived from activation-related activities. Through the application of various analytical and comparative methodologies, the aim was to discern the potential advantages of this initiative. The central purpose was to propose a structure and assess different scenarios for the establishment of an independent unit dedicated to complementary businesses. With this approach, there was an aspiration to enhance the net income derived from advertising and amplify the contribution to the EBITDA of Parque Arauco, Colombia division. This was realized through the formulation of the business plan, which aimed to capitalize on the revenues of Parque Arauco and its six commercial establishments in Colombia, generating additional income aligned with the entity's core business.