Examinando por Materia "MERCADEO DE ALIMENTOS"
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Ítem Análisis de factibilidad para un modelo de negocio que reduzca la pérdida y desperdicio de alimentos en Antioquia(Universidad EAFIT, 2017) Restrepo Bridge, Julián; Escalante Gómez, Juan EstebanThe food waste problem in the world has become increasingly critical and is beginning to appear on different government agenda -- This has led to more and more research about the subject -- One of the most complete studies was carried out by the Food and Agriculture Organization of the United Nations (FAO, 2012), which evidenced the negative social, economic and environmental impacts generated by this problematic -- In developing countries like Colombia, the social problem is critic, there is a large number of people in a state of vulnerability due to lack of food (DNP, 2016) -- The present work is a feasibility analysis for a business model that reduces food waste in the different stages of the production chain -- The work will be developed under the United Nations Organization for Industrial Development - UNODI methodology -- The deliverable of the project will be a document that evaluates the viability of a business model that generates positive impacts for people, the environment, businesses and investorsÍtem Análisis estratégico del entorno, la industria y el mercado, para un negocio especializado en papitas fritas tipo francesas + toppings, dirigido al consumidor final en Medellín(Universidad EAFIT, 2018) Wildbret Montoya, Juan Felipe; Rojas de Francisco, Laura Isabel; Serrano Rivero, Sergio AndrésThe present research aims to diagnose, through a strategic analysis, the circumstances of the environment, the industry and the market faced a business specialized in french fries to the final consumer in Medellin -- The study focuses mainly on the consumer's knowledge of the product to base future business strategies -- As a method of study, an exploratory research was carried out with a mixed qualitative-quantitative methodological approach applied to three fronts of study as follows: in the first one the "desk research" technique was applied, allowing a documentary review of secondary sources to establish the macro business environment and characterization of the industry -- On the second front, interviews were conducted with entrepreneurs and chefs of the sector, as well as the use of a model of competitive analysis by Michael Porter, as well as the benchmarking tool for the category -- In the third and last consumer-related front, the focus group technique is applied to know the consumer's qualities of the product, and to complement the measurement a quantitative probabilistic research is developed throughout the city of Medellin through a face-to-face survey, with the purpose of establishing the different groups of generational consumers, the preferences and consumption habits of the chips where the main segmentation variable was age; using different multivariate analysis that facilitates the statistical treatment of data in a simple way -- The investigative exercise allowed to establish an attractive scenario for the future realization of strategic planning and the management of a business specialized in P. F. T. F. from the macro environment and the consumer itselfÍtem Aporte de la estrategia del marketing de destino para el posicionamiento de Bogotá como destino gastronómico(Universidad EAFIT, 2021) Castro Lozano, Juan Carlos; Lleras Lozano, Mario Alberto; Rojas De Francisco, Laura IsabelThis study arose from the limited documentation on the gastronomic offer and its opportunities in Bogotá and sought to identify the gastronomic aspects that Bogotá has to contribute to a destination marketing strategy. It was an exploratory and mixed research, with a mostly descriptive component, which was supported by the analysis of structured and semi-structured interviews with people involved in the field of gastronomy and tourism, surveys of diners and secondary sources. Among the main findings of the field work, it is highlighted that Bogotá has the elements to consolidate itself as a gastronomic tourist destination, since in the city there is a varied culinary offer, the development of gastronomic products and of the food industry, the rise of market places, fairs and gastronomic outreach events, as well as culinary research and training centers. In addition, while tourists seek experiences related to local culture, nationals are interested in a sophisticated offer of foreign culinary options. This research suggested that the capital has yet to explore different destination marketing strategies based on the perceptions of residents, national visitors and international tourists, as well as messages that highlight the uniqueness of the city in terms of its gastronomic scene, areas and gastronomic routes, cultural diversity, tourist infrastructure, and the type of visitors it attracts. The above is constituted as a fundamental aspect for the positioning of Bogotá as a gastronomic destination worldwide. The present degree work presented limitations for its development due to the global pandemic of the coronavirus (COVID-19), which made it difficult to survey foreign visitors and tourists and affected the measurements regarding the evolution of tourism, consumption and the gastronomy sector, in the short and medium term.Ítem El consumo en los Food Trucks : el caso de Medellín(Universidad EAFIT, 2019) Moreno Arcila, Catalina; Marmolejo Montoya, Diana Carolina; Muñoz Molina, Yaromir; Restrepo Ayala, CamiloThe growth of the hospitality industry and its focus on experiences, the development of tourism, better and wider cultural, government support entrepreneurship and an increasingly open to entertainment population, among other things, were the factors that prompted the investigation of how likely are the people of Medellin to consume food trucks, a global phenomenon that is already present in the city and has had a significant growth since its arrival. This research aims to identify the propensity of people in the city of Medellin to consume food at food trucks, to determine profiles and segments of existing and potential customers. Similarly, it is intended to identify motivators and inhibitors elements of market demand in question; to analyze in depth what factors can be categorized as key elements in value creation. For this it is proposed to conduct in-depth interviews with experts in the food sector and the subject matter, observations, surveys and study of literature.Ítem Estrategias corporativas y competitivas de gerentes de mercadeo del sector de alimentos y bebidas en el área metropolitana del Valle de Aburrá(2019) Duque Carvajal, Edilson Andrés; Restrepo Díaz, David AlejandroThe marketing manager plays a very important role in the design and execution of the company's strategy, so that his profile as a strategist, his skills and technical capacity to generate value, are determinants to build the base of growth and sustainability of the business. All this contributes directly, both to the performance of the company's management, as well as to the management of the stakeholders that must evaluate and decide on the corporate and competitive strategies of their businesses, among which the author poses (Puranam & Vanneste, 2016) as sources of potential synergies for decision-making and strategy development, such as research and development managers, human resources, finance, purchasing, the legal manager, production, distribution and sales. Marketing managers are immersed in a complex business and consumer dynamics: on the one hand, the limitations in controlling the external and internal conditions of their environment, on the other hand, the absence of a long-term vision due to the requirement of short-term results. Around this dynamic, the tools and methodologies raised in the academic field, such as competitive analysis, product strategy, marketing communication, price management, innovation and development of new products, brand management and marketing plan, can not to be related to the type of problems and difficulties that are generated in the process of strategic decision making in the area of business marketing. Since marketing professionals face a combination of conditions and situations that are difficult to predict and control, defined by the author (Bennett, 2014) as Volatility, Uncertainty, Complexity and Ambiguity (VUCA), work strategies and dynamics that balance are generated between theory and technical capacity, and through the process, practices and experiences acquired and adapted to elements in transformation of the industrial ecosystem in which the company participates and the brands it represents are generated. This research work stems from this need, and therefore has as its main objective, categorize corporate and competitive strategies among marketing managers in Medellin in the food and beverage companies sector.Ítem Estrategias de competencia en el mercado de las bebidas no alcohólicas en Colombia(Universidad EAFIT, 2019) Duque Martínez, Andrés; Montoya Henao, José Alejandro; Rendón García, John JairoÍtem Evaluación de la introducción de la avena en hojuela, molida y/o instantánea, al mercado colombiano: estudio de mercado(Universidad EAFIT, 2017) Orozco Toro, Juan Eduardo; Serrano Rivero, Sergio Andrés; Uribe Ochoa, Beatríz AmparoThe purpose of the next study is a timely need of a marketer food powder company located in the city of Medellin, which wants to expand its portfolio introducing new products with the objective of diversifying the offer for the segment of consumers belonging to socioeconomic levels 1, 2 and 3, include a larger number of clients to penetrate different marketing channels, thus allowing the company to offer the value propositionÍtem Pass-through of International food prices to domestic ination during and after the great recession: evidence from a set of Latin American economies(Universidad EAFIT, 2011) Tamayo Zea, Esteban; Jalil, MunirWe examined how international food price shocks have impacted local ination processes in Brazil, Chile, Colombia, Mexico, and Peru in the past decade -- Using impulse-response analysis coming from cointegrated VARs, we wind that international food ination shocks take from one to six quarters to pass through to domestic head-line ination, depending on the country -- In addition, by calculating the elasticity of local prices to an international food price shock, we found that this pass-through is not complete -- We also take a closer look at how this type of shock affects local food and core prices separately, and asses the possibility second round effects over core ination stemming from the shock -- We wind that a transmission to headline prices does occur, and that part of the transmission is associated with rising core prices both directly and through possible second round effects, which implies a role for monetary policy when such a shock takes place -- This is especially relevant given that international food prices have recently been on an upward trend after falling considerably during the Great RecessionÍtem Plan de mercadeo para la producción y comercialización de piña Golden Extra Sweet MD2 deshidratada en Ecuador(Universidad EAFIT, 2013) Oleas Vega, Nelson Javier; Gómez, Jack Franklin; Henao Calad, MónicaEn este informe se presenta un plan de mercadeo acerca de la producción y comercialización de piña Golden Extra Sweet en Ecuador, para identificar y analizar las variables de mercadeo en estudio con el objetivo de poner en marcha este proyecto en el país -- En el capítulo 1 se hace una breve introducción de la historia, la definición y la evolución de los alimentos deshidratados en general -- En el capítulo 2 se presenta la descripción del proyecto de trabajo de grado; se presentan los antecedentes, el contexto que origina el problema para deshidratar piña y el alcance del proyecto en estudio -- En el capítulo 3 se describe el marco conceptual, con inclusión de: misión, visión, objetivos corporativos, valores empresariales, variables externas, variables internas, estrategias corporativas, análisis del mercado, medición del mercado, análisis de rentabilidad y de producto, estrategias y programas de mercadeo, programas de desarrollo del producto, programas de fijación de precios, programas de mercadeo directo y promoción de ventas, programas de ventas y distribución, y organización y gerencia de los programas de mercadeo y ventas, considerados para la realización del plan de mercadeo de la compañía ecuatoriana Agrícola OLEVESA. -- En el capítulo 4 se toman como base los conceptos mencionados en el capítulo 3, aplicados a la empresa objeto de estudio y, de modo específico, para la piña 4 deshidratada -- Cabe señalar que en los capítulos 3 y 4 se concentra la parte principal del presente informe -- Por último, en el capítulo 5 se presentan las conclusiones acerca del plan de mercadeoÍtem Reporte financiero Burkenroad / Latinoamérica – Colombia / Grupo Empresarial Colombina BVC: Colombina(Universidad EAFIT, 2016) Martínez Aguirre, Sebastián; Uribe Montoya, Santiago; Hernández Bonnet, Álvaro; Gaitán Riaño, Sandra ConstanzaSe recomienda comprar la acción de Colombina, la cual tiene un precio objetivo de $2.519, con una probabilidad del 90% que el precio de la acción oscile entre $1.810 y $2.460 pesos colombianos -- Esta comparación se hace contra el último precio registrado en la bolsa de valores para la acción de Colombina S.A de $1.033 en febrero del 2012, que muestra un potencial de valorización del 144% desde su último precio registrado -- La oportunidad también se ve después del análisis de múltiplos; EV/EBITDA y precio/Valor en Libros donde el último precio registrado muestra una subvaloración de Colombina si se compara con el referente de la industria colombiana, como lo es el Grupo Nutresa -- El buen desempeño está sustentado en la diversificación que tiene Colombina de sus ingresos, tanto en variedad de unidades de negocio (7 negocios), ingresos por país (más de 70 mercados atendidos), como en la apuesta hacia el futuro con la incursión en el mercado saludable de la totalidad de sus líneas, en las cuales es líder en Colombia, y de donde provienen el 65% de sus ingresos -- A su vez, espera recoger los frutos de inversiones efectuadas en años pasados en el mercado centroamericano y europeo donde hizo sus más recientes adquisicionesÍtem Viabilidad para importar mermelada de rocoto, ají amarillo y maíz morado peruano(Universidad EAFIT, 2014) Correa Peláez, Adelaida; Uribe de Correa, Beatríz Amparo; Rodríguez, Lina MaríaEn un mundo cada día más globalizado, los mercados están más abiertos e interesados en intercambiar nuevos productos que satisfagan los deseos de sus consumidores -- Ante esta realidad surge la intención de analizar la viabilidad de importar productos peruanos, cuidadosamente seleccionados, para comercializarlos en el Valle de Aburrá como oportunidad de negocio, aprovechando, además de la cercanía geográfica y cultural entre Perú y Colombia, la existencia de un acuerdo comercial suscrito que permite incrementar la competitividad de los productos extranjeros -- Para el desarrollo de este trabajo se investigó acerca del Perú, país desde donde se pretenden exportar los productos; y sobre Colombia, país en el cual se comercializarían, inicialmente en el mercado del Valle de Aburrá, que es la zona geográfica específica a donde se quiere entrar -- También se analizaron los aspectos legales en Colombia para la importación y comercialización -- Luego se revisó la información recogida y se llegó a unas conclusiones en cuanto a la viabilidad de este proyecto -- El mercado del Valle de Aburrá ofrece un gran potencial dado su tamaño y dinamismo -- En los últimos años se ha observado un incremento en la oferta y demanda por productos alimenticios extranjeros, permitiendo explorar la posibilidad de ofrecer productos con nuevos sabores en segmentos de productos consumidos habitualmente, tales como: las mermeladas y la comida picante