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Ítem Atributos que tienen en cuenta los compradores de la industria manufacturera en Cali y poblaciones aledañas para la selección de proveedor de plástico Stretch Film(2019) Granada Banguero, Alejandra; Baby Moreno, JaimeThis research initiative originated from the interest that stretch film production companies have in determining the attributes that generate value to manufacturing companies located in Cali and surrounding towns when they need to select suppliers of this material, which is used to pack their finished product for storage and dispatch. The main objective was the determination of the mentioned value generators, and the market orientation (MO) and the value perceived by the customer (VPC) constituted the basic theoretical framework that supports this work. The research is exploratory in nature and is developed in the realm of the industrial market. Through in-depth interviews with the purchasing agents of the manufacturing industry of the department of Valle del Cauca, results were obtained with which it is intended to provide tools to companies that sell or produce stretch film, so that they can perform better in the sector by means of buyer behavior analysis. The attributes found were classified into four groups: Relational, Product / price / quality / quantity, Physical distribution, and Service and Support. If the number of companies that mentioned an attribute was accepted as an indicator of its importance, the most important ones would be: "Reliability", "Price" and "Fast and reliable delivery", followed by "Communication" and "Compliance”. Finally, the qualitative results of this research serve as a starting point for subsequent quantitative investigations that contribute to determining the relative weight of the attributes found and the performance rating of the suppliers by the market.Ítem Desarrollo de capacidades dinámicas para la innovación aplicando metodología de sistemas suaves(Universidad EAFIT, 2022) Muñoz Rojas, Ana María; Vélez Castiblanco, Jorge IvánÍtem Diseño de plan de marketing para la empresa Esgryma Consulting Group en Cartagena, 2021(Universidad EAFIT, 2021) Mora Soto, Ernesto Fidel; Londoño Vélez, Natalia; Uribe de Correa, Beatriz AmparoMarketing has become an element to coordinate business activities. For this reason our objective was to propose the design of the marketing plan for the company Esgryma Consulting Group in Cartagena. Method. A study was carried out using two research modalities, qualitative and quantitative, and focused on the analysis of the market of occupational risk consultancies in Cartagena. To collect the information, a semi-structured interview was conducted with eight clients linked to the company, which allowed us to analyze the client's perception of the advisory, consulting and training services in occupational risk management from the marketing mix (4P). Additionally, a contextual and situational analysis was carried out to identify the consumption trends of the services offered by Esgryma, in addition to an analysis of the competitive environment comprising an internal and external environment, clients and competition, where we used tools such as DOFA, Pestel and Porter's 5 forces. Results. Current customers were analyzed based on their needs, motivations and buying habits to obtain insights that allowed us to propose strategies. Conclusions. This perspective allowed to propose the strategies of the marketing plan and its fundamental elements, such as objectives, strategies (4P) and tactics, budget and follow-up plan, in order to increase competitiveness and improve the value proposition and services to customers.Ítem Plan de mercadeo para la agencia de marketing digital Interficto S.A.S. de la ciudad de Medellín(Universidad EAFIT, 2022) Pino Ross, Johan Andrés; Castaño Aristizábal, Juan Felipe