Repositorio Institucional Universidad EAFIT ::Examinando por Materia "MICE"

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Propuesta de modelo de negocio para prestar servicios de catering y merchandising en la ciudad de Medellín
(Universidad EAFIT, 2023) Hoyos Giraldo, Maristella; Giraldo Hernández, Gina María; Uribe de Correa, Beatriz Amparo
This research work is in accordance with the strategic plan to encourage and increase the supply of local services for MICE tourism in the city of Medellín and its metropolitan area. The development was based on a descriptive exploratory research, and through the use of mainly qualitative approach instruments, with the purpose of designing a business model for the creation of an integrated Catering and Merchandising services company, defining its competitive strategy. for the segment of companies and organizations in the Aburrá Valley. The research showed as a result that the business structure of Medellín and its metropolitan area has been growing after the pandemic. Retaking the celebration of corporate events as a key tool in the relationship, positioning and competitiveness in their markets. Thanks to this investigative work, the elements of value generation for this market were identified and a comprehensive business model proposal was developed that responds to the needs and expectations of the customer segment, and likewise, opportunities for the creation of a company that implements the proposed business model.