Repositorio Institucional Universidad EAFIT :: Examinando por Materia "Market segmentation"

Examinando por Materia "Market segmentation"

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Análisis de la utilidad potencial del mercado colombiano a través de modelos de segmentación y customer life value para una empresa originadora de créditos de libranza
(Universidad EAFIT, 2022) González Cano, Juan José; Montoya Cano, Jorge Esteban; Ochoa, Natalia
Currently companies define their target market to have a greater focus on certain individuals and groups of the population, however, they fail to understand in depth what is the future economic benefit that these market niches represent, to understand if their business model is attractive from a financial point of view. This project is directly focused on the Colombian financial sector, seeking to make a direct contribution to the way in which companies in this sector analyze and define the economic potential of their target market, through the use of analytical and financial tools such as segmentation models and Customer Life Value analysis, resulting in the value that each niche can possibly represent in utility for the company, allowing it to outline a business strategy that ensures sustainability over time and in the market. Thanks to the comprehensive capabilities of the project team, segmentation techniques will be used to support different types of variables to find very homogeneous groups in their individuals, but very heterogeneous among them and thus get to know which clusters will lead the company to obtain a greater benefit.
Análisis del consumidor fitness de la ciudad de Medellín
(Universidad EAFIT, 2016) Henao Ortega, Erica Susana; Vásquez Vélez, Susana; Serrano Rivero, Sergio Andrés; Rojas De Francisco, Laura Isabel
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 Andrés
The 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 itself
Aplicaciones nativas de Facebook como herramientas de construcción de Bases de datos de audiencias para una marca
(Universidad EAFIT, 2017) Rodríguez Ramírez, Mauricio; Castaño Aristizábal, Juan Felipe; Muñoz Molina, Yaromir
Social media and their impact on human interaction are the results of spontaneous processes over Internet; a collaborative interaction platform that has allowed connecting people from different countries —with different beliefs, thoughts and ideologies— in a common place to co-create solutions to universal issues, transmit information that could be restricted in other media by high communicative spheres or just to leave a digital print in a virtual world that turns richer and more complex in its processes of accumulation, transformation and analysis of information -- Facebook has been the pioneer social network in exploiting the capacity of congregation, communication, and use of a platform as an interactive media between people, communities, and brands; which has resulted in an increase in popularity and penetration of use in the world and Colombia supported by increases in the number of users and interactions -- This evolution opens up a relevant bidirectional communication window between the brands and their consumers -- This work determines the contribution to the information (or potential segmentation) of audiences that the interfaces called “Facebook native applications” have in the database construction, starting off from interaction data and some characteristics from users who had interaction with a Facebook game for this particular case which provides data that can be organized and classified in order to obtain valuable information from the audiences —its interaction with the native application and its demographic information -- Based on these results, it can be demonstrated that the use of Business intelligence tools applied to databases obtained from Facebook native applications has the potential for generating audience information as rich in its information as the amount of it in the database of characteristics and variables of the users that interacted with the native application
Clasificación ABC Multicriterio: tipos de criterios y efectos en la asignación de pesos
(2011-11-28) Vélez Gallego, Mario César; Castro Urrego, Jaime Andrés; Castro Zuluaga, Carlos Alberto; Vélez Gallego, Mario César; Castro Urrego, Jaime Andrés; Castro Zuluaga, Carlos Alberto; Universidad EAFIT. Departamento de Ingeniería de Producción; ccastro@eafit.edu.co; marvelez@eafit.edu.co; jcastrou@eafit.edu.co; Gestión de Producción y Logística
ABC classification is traditionally performed in companies in order to define and implement an inventory control policy for all the products within the same category -- The classification of products into categories is done according to their importance or relevance for some kind of criteria, usually the consumption or annual usage (for raw materials or spare parts) or demand or annual sales (for finished goods) using the well-know Pareto´s principle -- However, sometimes it is highly recommended and necessary to use additional criteria in order to make a more effective differentiation of stocks -- Therefore, this paper presents a collection of useful criteria for ABC classification; describes its meaning and how it must be measured -- Additionally, an example of a critical stage of a classification ABC with three criteria, shows that depending on the weights assigned and the characteristics of the products included in the classification process, the validity of some criteria are lost in the analysis
Comportamiento de compra de estudiantes universitarios de la ciudad de Armenia
(Universidad EAFIT, 2013) Vélez Parra, Gloria Inés; Osorio Ceballos, Hugo; Cuéllar Bermúdez, Ulises Orestes
Para los estudiantes universitarios los bienes y servicios de diversión son un factor fundamental entre sus actividades cotidianas, por lo tanto, conocer cuáles son los comportamientos de compra de los jóvenes, asociados a este tipo de productos, se convierte en un factor determinante para aquellas organizaciones que se dedican a estas actividades, por medio de esta investigación se pretende entregar herramientas para que dichas organizaciones puedan establecer sus estrategias -- Para lograr este objetivo, se aplicó una encuesta personal estructurada orientada a 384 jóvenes universitarios de las universidades pertenecientes a U51, además de realizar una sesión de grupo con 9 jóvenes de estas universidades -- Con la recolección de la información lograda con estas técnicas, se pudo establecer que no existe diferencia marcada entre el comportamiento de los jóvenes de estas universidades, en cuanto a adquirir productos asociados a la diversión se refiere, teniendo en cuenta las diferencias demográficas que se pueden presentar y fundamentalmente, basados en la información demográfica, con los estudiantes de la Universidad del Quindío -- Los jóvenes son poco ritualistas, buscan divertirse principalmente, con rumba nocturna, música y comiendo fuera de casa; su principal grupo de referencia corresponde a sus amigos, que no siempre coinciden con sus compañeros de universidad; buscan divertirse además con productos de calidad, en lugares cómodos, que ofrezcan variedad y buen servicio
Criterios complementarios para la segmentación de clientes no residenciales en una empresa de servicios públicos domiciliarios
(Universidad EAFIT, 2016) Grajales Posada, Francisco; Serrano Rivero, Sergio Andrés; Muñoz Molina, Yaromir
Uno de los más importantes procesos que se lleva a cabo al interior de las áreas de mercadeo de toda empresa es la segmentación de clientes, puesto que determina las características principales que definen a los consumidores de los bienes y servicios de la misma -- Los bienes y servicios que las empresas de servicios públicos domiciliarios ofrecen a sus clientes no residenciales son parte vital de su aparato productivo y representan un porcentaje importante de su estructura de costos -- Este estudio parte del inventario de los criterios que son tenidos en cuenta por ellas para caracterizar sus segmentos en la actualidad hasta llegar a proponer nuevos criterios de segmentación y un modelo que les permita a las mencionadas organizaciones adaptar sus estrategias de mercadeo con base en las necesidades de los clientes, con el fin de generar comportamientos de lealtad con un impacto positivo en sus retornos financieros
Diseño de un modelo de comercialización virtual para laboratorios LAPROFF S.A.
(Universidad EAFIT, 2017) Saldarriaga Vélez, Jorge; Marín, Víctor Hugo; Henao Cálad, Mónica
Diseño de un modelo de negocio : el caso Lareparepa y sus nuevos segmentos de mercado
(Universidad EAFIT, 2025) Collazos Valderrama, Zulli Nathalia; Herrán Ruiz, Diana Marcela; Escalante Gómez, Juan Esteban
Diseños y Decoraciones D&D. Diseño de un modelo de negocio para la producción y comercialización de cuarzo decorativo y piedras de jardinería
(Universidad EAFIT, 2017) Hoyos López, David Alejandro; Bedoya Velásquez, Beatriz Eugenia; Henao Cálad, Mónica
Elaboración de un manual de procedimientos para la selección de socios distribuidores de maquinaria y equipos de aplicación industrial en Colombia
(Universidad EAFIT, 2017) Romero Álvarez, Rafael Leonardo; Álvarez Barrera, Claudia Patricia; Muñóz Restrepo, Camilo Andrés
Estrategia comercial para la aplicación efectiva de subsidios familiares de vivienda en familias de estratos uno, dos y tres en Pereira
(Universidad EAFIT, 2017) Bedoya Márquez, Germán; Hoyos Villa, Óscar Alberto; Uribe de Correa, Beatriz Amparo
This study analyses the process of the purchase of housing of low income families through subsidies granted by Comfamiliar Risaralda, which considers the factors that affect the processes of application, allocation and acquisition of housing by these families -- The analysis begins with a literature review that shows the existing conditions that support the housing policy for low income families in Colombia -- It also shows how this policy is a replication of programs that have been applied in countries such as Brazil, Peru, Argentina and Chile -- Then, a statistical analysis was carried out of the subsidies granted from 2000 to 2016 -- To complete the analysis, are given the results of the information gathered by means of 10 focus groups that were attended for 105 people that received subsidies in 2014, from de Comfamiliar Risaralda, between 2015 and 2016 -- From the analysis emerged aspects such as mortgage credit amount, programmed savings, the information of the process and the allocation timing, as critical factors that complement the purchase process -- This analysis ends with the definitions of the following concepts, which must be taken into account to generate a complete commercial proposal including strategy, marketing, consumer behavior, market segmentation and brand positioning that permit to increase the effectiveness of the subsidies application for low income families that are members of Comfamiliar Risaralda
Estrategia para la marca Ver Limpio de la empresa Soluciones Químicas y Arquitectónicas
(Universidad EAFIT, 2017) Bustamante Márquez, Ana María; Rojas De Francisco, Laura Isabel; Lema Vélez, Juan Pablo
Estructuración financiera y determinación de viabilidad de una nueva unidad empresarial para el procesamiento de uchuva deshidratada, con sede en el municipio de Tunja, Boyacá
(Universidad EAFIT, 2018) Puentes Niño, Ana María; González Gallo, Germán Alonso; Alzate Valencia, Óscar Alberto
This research proposal is exposed as a solution to the problem of excess inventories suffered by international traders throughout a specific period of the year between June and August, the financial viability of starting a dehydrated cape gooseberry processor -- The research will expose the background of the product, its context in the Colombian and European market, as well as the impact it has on the different stakeholders directly and indirectly linked to the national horticultural sector -- Through a thorough investigation, we will get to know the countries with the highest consumption of dehydrated cape gooseberry, with the purpose of segmenting the market, knowing the niche where the product can be exported, analyzing the entire export process regarding INCOTERMS, packaging process, costs and freights, transportation and negotiation, among others, to minimize risks, costs and other inconveniences that arise in the negotiation of dehydrated cape gooseberry -- Likewise, technical, administrative, legal, environmental and financial analyzes will be carried out, taking into account costs, supplies, working capital, statement of the financial situation, income statement and free cash flow that allows knowing the IRR, NPV, EBITDA, EBITDA Margin, ROE and ROA of the new business unit
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 Amparo
The 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 proposition
Evaluación del potencial de mercado de un bioinsumo inmovilizador de cadmio en el Sistema Cacaotero Colombiano
(Universidad EAFIT, 2018) Alarcón Torres, Erika Andrea; Serrano Rivero, Sergio Andrés; Uribe de Correa, Beatriz Amparo
Formulación de estrategias para el desarrollo ejecutivo de Viento en Popa Ensamble - Popayán - Colombia: planificación, CRM y programación
(Universidad EAFIT, 2015) Gómez Coral, René Gabriel; Vinasco Guzmán, Javier Asdrúbal
La presente monografía hace un estudio de distintos elementos de la gestión cultural que se relacionan con la interacción del público y los artistas, a partir de ello, genera una propuesta metodológica que plantea una ruta estratégica diseñada para el desarrollo ejecutivo de Viento en popa ensamble en la ciudad de Popayán – Colombia, dicha ruta se traza para que la agrupación asuma una visión enfocada a la planificación, su programación y la formación de público
Formulación de un modelo de negocio para la comercialización de bienes inmuebles sobre planos
(Universidad EAFIT, 2018) Valencia Upegui, Daniel; Rivas Montoya, Luz María
This document presents the formulation of a business model for blueprint real estate commercialization based on the Canvas model by Osterwalder and Pigneur (2010) -- For this, it took as a departure point the identification of the different actors in the value chain of the building industry and the direct or indirect interrelation between them with the commercialization of a new property -- These interrelations were the necessary input to find the market segments and the respective value propositions for each one -- For this purpose, a qualitative research was carried out based on interviews and non-participant observations -- The process of analyzing the information allowed deepening in each of the market segments: customer jobs, gains and pains of those involved in the commercialization of new real estate properties -- This document contributes with the identification of the main client segments for the commercialization of real estate and with the definition of relevant value propositions for them -- In addition, it helps the regrouping of fifteen actors in the construction value chain into four relevant segments: marketer, designer, executor and client -- The detail of the customer jobs, gains and pains of these customer segments allowed the proposal of value propositions that alleviate the frustrations of the identified customer segments and, therefore, increase the chances of success on the value offered by the real estate company, since the products or services can be designed to attend to what is relevant to the client
Grupo Ancestro: propuesta musical a partir de la metodología de Peter Spellman
(Universidad EAFIT, 2015) Múnera Llano, Halmar; Vinasco Guzmán, Javier Asdrúbal
Herramienta para la selección de mercados internacionales y modos de entrada: seis preguntas estratégicas
(Universidad EAFIT, 2017) Rodríguez Gaviria, Marianela; De Villa Correa, María Andrea
This research reviews existing literature on the selection of international markets and entry modes to understand the process and the factors associated with these two decisions and to identify the concepts, tools, and models that companies use in their analysis of these two key decisions for internationalization -- From a systematic review of academic journals, practitioner journals, and academic texts of great relevance to the theme of study, I evidence that the academic literature has focused on the theoretical approaches associated to the decision of the modes of entry -- In addition, the academic and practitioner literatures show an absence of a guiding tool to address the process of analysis involved in the selection of international markets and modes of entry -- Consequently, this research proposes a guiding tool to address these two decisions, through six strategic questions that arise from a vision of international markets as a source of potential clients and from a vision of international markets as a source of advantages by location – The proposed tool also explains what concepts, tools, and models exist in the fields of strategy and international strategy, which are applicable to the suggested levels of analysis -- Finally, I reveal how multilatinas have responded to each one of the six strategic questions of the guiding tool -- For further research, I propose to explore how other companies have responded to these six strategic questions, and suggest to explore the creation of other concepts, tools or models that can complement and enrich the suggested different levels of analysis

Examinando por Materia "Market segmentation"

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