Examinando por Materia "Oportunidades de productos importados"

Mostrando 1 - 1 de 1
  • No hay miniatura disponible
    Publicación
    Definición de oportunidades de productos importados para la atención de necesidades del sector HORECA en Pereira
    (Universidad EAFIT, 2025) Mejía García, Kevin; Uribe de Correa, Beatriz Amparo; Londoño Vélez, Natalia
    The HORECA sector, which includes businesses such as hotels, restaurants, casinos, and institutional food services, is one of the most important drivers of the Colombian economy. This is why the research objective focuses on identifying opportunities for the portfolio of imported products in the HORECA sector in the city of Pereira. By conducting a documentary review through marketing and consumer behavior frameworks, combined with understanding the context and perception of business owners, the research identifies their main challenges and needs, decision-making processes, and the development of a communication and commercialization strategy for the product category in question. The findings indicate that the most relevant challenges lie in the workforce and the changing dynamics of the market, aligned with decision-making processes that follow a similar structure across organizations. However, depending on the size of the company, the level of complexity may increase. Regarding the determination of commercialization strategies and opportunities in the sector, it is identified that there is a demand for a variety of imported ingredients in line with the growing trend of international cuisine in the city, as well as the implementation of process technologies. This is paired with marketing through highly qualified advisors, providing support and training, and participation in innovation and technology fairs to strengthen relationships and improve the company’s positioning.