Diversificación del modelo de comercialización del sector Retail Hard Discount para productos marca propia de la categoría de snacks y bebidas no alcohólicas.
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Date
2024-11-25
Authors
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios - UNIMINUTO
Type
Sistematización de Experiencias
Rights
Acceso Restringido - http://purl.org/coar/access_right/c_16ec
Abstract
El presente documento muestra la investigación realizada sobre la factibilidad de usar el canal de máquinas dispensadoras o más conocidas como máquinas vending para comercializar productos marca propia de la categoría de snacks y bebidas no alcohólicas de la compañía portuguesa de Retail Hard Discount tiendas Ara; con esta iniciativa se abre una importante posibilidad de cubrir esta necesidad con una alternativa de canal de comercialización diferente que permita llegar a ese mercado desatendido por este sector teniendo en cuenta que es un negocio poco explotado y en desarrollo para el territorio colombiano. Se realiza un análisis basado en la observación, las características y los datos recopilados por la compañía por medio de un enfoque empírico - analítico que busca explicar los objetivos, describir el problema y generar hipótesis planteando un estudio de caso que lleve a encontrar propuestas de mejora.
Con todo lo anterior se busca identificar factores que permitan ver la ventaja de atender un nicho de mercado desatendido actualmente para generar crecimiento por medio de otra unidad de negocio de comercialización por medio del canal vending calculando la rentabilidad, además de obtener argumentos basados en la investigación que permitan tomar una decisión final sobre si el proyecto es viable, se debe modificar o finalmente se debe descartar para buscar otras alternativas que permitan diversificar o complementar el modelo de negocio actual.
This document shows the research carried out on the feasibility of using the channel of dispensing machines or better known as vending machines to market own brand products in the category of snacks and non-alcoholic beverages of the Portuguese retail company hard discount Ara stores; With this initiative, an important possibility opens up to cover this need with a different marketing channel alternative that allows reaching that market neglected by this sector, taking into account that it is a little exploited and developing business for the Colombian territory. An analysis will be carried out based on observation, characteristics and data collected by the company through an empirical-analytical approach that seeks to explain the objectives, describe the problem and generate hypotheses by proposing a case study that leads to finding proposals for improvement. With all of the above, we seek to identify factors that allow us to see the advantage of serving a currently neglected market niche to generate growth through another marketing business unit through the vending channel, calculating profitability, in addition to obtaining arguments based on research. that allow a final decision to be made on whether the project is viable, should be modified or finally discarded in order to look for other alternatives that allow diversifying or complementing the current business model.
This document shows the research carried out on the feasibility of using the channel of dispensing machines or better known as vending machines to market own brand products in the category of snacks and non-alcoholic beverages of the Portuguese retail company hard discount Ara stores; With this initiative, an important possibility opens up to cover this need with a different marketing channel alternative that allows reaching that market neglected by this sector, taking into account that it is a little exploited and developing business for the Colombian territory. An analysis will be carried out based on observation, characteristics and data collected by the company through an empirical-analytical approach that seeks to explain the objectives, describe the problem and generate hypotheses by proposing a case study that leads to finding proposals for improvement. With all of the above, we seek to identify factors that allow us to see the advantage of serving a currently neglected market niche to generate growth through another marketing business unit through the vending channel, calculating profitability, in addition to obtaining arguments based on research. that allow a final decision to be made on whether the project is viable, should be modified or finally discarded in order to look for other alternatives that allow diversifying or complementing the current business model.
Description
Realizar un estudio de factibilidad para la utilización de máquinas Vending como canal de comercialización de marcas propias del modelo Retail Hard Discount en la ciudad de Pereirapara el año 2024.
Keywords
Comercialización, Retail, Vending, Viabilidad, Commercialization, Retail, Vending, Viability