Estrategias de mercadeo en el sector cosmético en España
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Date
2021-05-23
Authors
Echavarría Torres, María Teresa
Advisors
Álvarez Rojas, Vladimir
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios
Type
Thesis
Rights
Restringido
Abstract
Laboratorios Duben Benjumea es una empresa colombiana que fabrica y comercializa productos de belleza a nivel nacional, la cual identifico una gran oportunidad de negocio en el sector cosmético en España, este trabajo tiene como finalidad diseñar estrategias de mercadeo para así lograr el ingreso del protector de labios “Balm Stick” a este mercado. Para llevar a cabo esta investigación se realizó un estudio de mercado en sector cosmético en España y Colombia, se escogió la ciudad de Zaragoza en base a que es una de las que más presenta demanda del producto debido a sus condiciones climáticas, se analizó las competencias directas que hay en el sector, como es su distribución y cuáles son las barreras comerciales que se tiene entre ambos países y la segmentación de los consumidores. Se tomo fuentes de información de diferentes trabajos de investigación relacionados en la web, algunas teorías sobre mercadeo, cifras encontradas en la web sobre el sector, los competidores y consumidores en Zaragoza España. Por último, para poder establecerlas estrategias de mercadeo se elaboraron tres matrices(DOFA, PESTY PORTER)para tener una análisis externo e interno del sector y de la empresa y se establecieron las actividades correspondientes para el complimiento de dichas estrategias.
Laboratorios Duben Benjumea is a Colombian company that manufactures and markets beauty products nationwide, which identified a great business opportunity in the cosmetic sector in Spain, this work aims to design marketing strategies to achieve the entry of the lip protector "Balm Stick" to this market. To carry out this research a market study was conducted in the cosmetic sector in Spain and Colombia, the city of Zaragoza was chosen because it is one of the cities with the highest demand for the product due to its climatic conditions, the direct competition in the sector was analyzed, as is its distribution and what are the trade barriers that exist between the two countries and the segmentation of consumers. Sources of information were taken from different research works related to the web, some marketing theories, figures found on the web about the sector, competitors, and consumers in Zaragoza Spain. Finally, to establish the marketing strategies, three matrices were elaborated (DOFA, PEST and PORTER) to have an external and internal analysis of the sector and the company and the corresponding activities were established for the fulfillment of these strategies.
Laboratorios Duben Benjumea is a Colombian company that manufactures and markets beauty products nationwide, which identified a great business opportunity in the cosmetic sector in Spain, this work aims to design marketing strategies to achieve the entry of the lip protector "Balm Stick" to this market. To carry out this research a market study was conducted in the cosmetic sector in Spain and Colombia, the city of Zaragoza was chosen because it is one of the cities with the highest demand for the product due to its climatic conditions, the direct competition in the sector was analyzed, as is its distribution and what are the trade barriers that exist between the two countries and the segmentation of consumers. Sources of information were taken from different research works related to the web, some marketing theories, figures found on the web about the sector, competitors, and consumers in Zaragoza Spain. Finally, to establish the marketing strategies, three matrices were elaborated (DOFA, PEST and PORTER) to have an external and internal analysis of the sector and the company and the corresponding activities were established for the fulfillment of these strategies.
Description
Diseñar estrategias de mercadeo que permitan el ingreso de productos para el cuidado de los labios en el sector cosmético en España.
Keywords
Globalización, Exportación, Estrategias, Mercadeo, Protector labial, Globalization, Export, Strategies