Repositorio Institucional Universidad EAFIT ::Examinando por Materia "B2B Marketing"

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Experiencia de compra de equipos de medición para la industria de construcción en Bogotá
(Universidad EAFIT, 2020) Londoño Laserna, Neyla Jeannelle; Posada Alvarez, Mariana; Acevedo Mejia, Erika Cristina; Asuad Serna, Maria Antonia
The urbanization is a megatrend. It is considered that by 2030 a large part of the population will be settled in cities and therefore will demand infrastructure resources. In Colombia, Bogotá's participation in the construction sector is evident with 40% over the rest of the country. In this context, small and medium sized companies denominated in Colombia as SMEs, distributors of measurement equipment, face a big challenge in the market. Thus, the objective of this research is to describe the experience in the procurement process, with an emphasis on touchpoints, by companies that demand construction measurement equipment. In addition, the expectation is to contribute to SMEs that do Business to Business (B2B) marketing and require to know the procurement process of their customers, to apply efficient marketing strategies. Regarding the target audience, this work is oriented to the people in charge of the acquiring process in construction companies, who will be interviewed to capture the information that will be the primary source of this research.