3. Producción
Browse
12 results
Search Results
- Some of the metrics are blocked by yourconsent settings
Item type:Publication, Ferrari five: How to recover control of the traditional channel in Colombia?(Emerald, 2020-04-30)Learning outcomes: The learning outcomes are as follows: to analyze host market characteristics and consumer behavior to develop sound value propositions; to distinguish the characteristics of traditional retail as opposed to the ones of modern retail; to identify the potential benefits and challenges of working with traditional retail; to discuss how informality may affect business relations; and to identify potential avenues to align divergent interests between the focal firm and traditional retailers. Case overview/synopsis: The case described the situation faced by French International Company (FICO), a leading manufacturer of cigarettes, after the acquisition of Fosforera Colombiana (FOCOSA) in Colombia. FICO aimed to leverage the leadership position of FOCOSA and of its flagship brand Ferrari Lights that possess a 60% market share. However, after just a few months, it was clear that the acquired subsidiary was not performing adequately. The financial results obtained were disastrous. To face this situation, FICO appointed as the new marketing director to Waldo Tarantini who has experienced dealing with informal markets. To be aligned to the Colombian consumption pattern of five cigarettes daily, Waldo decided to launch a new presentation of the leading brand denominated Ferrari five, a package of 5 cigarettes at COP 1000. Considering that more than 60% of the sale can be explained by traditional retail, it was mandatory to secure its participation. Nevertheless, traditional retailers obtained up to 56% margin by selling single sticks. Waldo and his team rapidly needed to craft a commercial strategy to secure the participation of traditional retailers in a market plagued by informality, smuggling products and lack of control from national authorities. Complexity academic level: The case is intended to be used at the early stages of post-graduate studies and in executive education programs addressing issues such as emerging markets, informality, the base of the pyramid, trade marketing and product launches. In particular, the case can be used in MSc in Marketing’s students, first-year MBA students or executives following short courses. The field of studies in which the case should be taught is marketing or trade marketing in particular when analyzing emerging economies. Supplementary materials: Teaching notes are available for educators only. Subject code: CSS 8: Marketing. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Lanza y...¡Canasta!(Pontificia Universidad Católica del Perú. Departamento Académico de Ciencias de la Gestión, 2015)Todos esperan tres puntos cuando su jugador lanza desde fuera de la línea. Si no hay canasta y el otro equipo recupera la pelota, se tiene que pasar a la defensiva y resistir el ataque; de tener una defensa débil, los competidores se aprovechan y el partido mismo está en juego. Análogamente, todos los empresarios esperan tener éxito cuando lanzan un nuevo producto. Si no ocurre así y alguien aprovecha el error, tienen que reorganizarse y resistir el inevitable ataque. En caso de que no puedan recuperarse, los competidores sacan ventaja y la sobrevivencia misma de la empresa está en juego. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, ¿Cuánto cuesta? ¿Cuánto vale?(Pontificia Universidad Católica del Perú. Departamento Académico de Ciencias de la Gestión, 2015)Costo y valor son conceptos que se han relacionado desde que las personas dejaron de consumir solo lo que recolectaban o cazaban y se dieron cuenta de que podían cambiar sus excedentes con otras personas. El intercambio se hacía entre productos del mismo valor, tomando como referencia cuánto tiempo y esfuerzo costaba obtenerlos. Como a veces era difícil establecerlo, apareció un referente "universal": la mercancía-dinero. La cantidad de esa mercancía que se intercambiaría por el producto sería su precio. Desde entonces, el costo y el valor se han tomado como factores para determinar el precio de los productos; asimismo, son diversas las perspectivas teóricas conocidas sobre estos conceptos. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Los clientes en la evaluación de la calidad de servicio(Pontificia Universidad Católica del Perú. Departamento Académico de Ciencias de la Gestión, 2016)¿En qué se parecen la PUCP, LATAM, Supermercados Peruanos y Movistar? En que todos ofrecen principalmente servicios; sector cuyos clientes esperan más y mejores alternativas, más flexibilidad, precios bajos y un servicio de cada vez mejor calidad (Kesavan, R., Mascarenhas, O., Bernacchi, M. y Panitz, E., 2014). Este último punto, la percepción del cliente de una alta calidad en los servicios, de acuerdo con las investigaciones que se han hecho al respecto y con la experiencia empresarial, genera mayores utilidades, ahorro de costos y aumento en la participación de mercado (Parasuraman, Berry y Zeithaml, 1992). - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The effects of COVID-19 pandemic on tourism sector(2021-10-20)In this research, we are going to analyze the effects of Covid 19 pandemic on the human resources management in the tourism sector. MakeMyTrip is Indian online tourism company which provides online travel services, including flight tickets, domestic and international vacation packages, hotel reservations, railways and bus tickets. MakeMyTrip has branch office in New York, Singapore, Kuala Lumpur, Phuket, Bangkok, and Dubai. This sector is one of the most affected by the pandemic. This study aims to analyze how employees adapt to the new needs of the sector and how companies motivate them to meet the organizational goals. The method used in this study was descriptive method in which the data taken from secondary source such as research articles and scientific journal. The results found that as many as 350 employees of MakeMyTrip had been laid off in order to maintain the company financial remain stable. They also reduce their variable costs such as advertising, sales promotions, payment gateway costs, optimized IT infrastructure and expenses related to the operation of their offices and other facilities. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Quality in the supermarket sector in Peru(Inderscience Publishers, 2021-01-01)This research aims to analyse the supermarket companies in Peru that have implemented or not a quality management system (QMS), considering the total quality management (TQM) factors. The instrument includes four blocks (top management, supplier, process management and customer) and nine factors, as well as 35 variables based on a sample of 73 companies in the Peruvian supermarket sector. In this sector, companies with and without the quality management system did not have significant differences in the nine TQM factors. It is also analysed if ISO 9000:2015 principles are considered in the TQM factors and if the managers in the companies are doing what they are asked in the questionnaire. This study gives a new perception and new insights about the management of the supermarket sector in Peru in terms of quality and the important impact that this topic have in these companies. A more comprehensive exploration of supermarket's quality management in developing countries with a different perspective would be useful for enhancing the literature.1 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Factors influencing customers’ purchasing behavior and satisfaction in Pizza Hut(2021-06-21)Fast food restaurants are prominent in many countries and they emphasize factors that can influence their customers’ purchasing behavior and boost their satisfaction of dining in and ordering online from their restaurants. The of this study is to identify the factors that are influencing customers’ purchasing behavior and satisfaction in Pizza Hut to provide useful advice to the business to assist the management in planning their strategies. The research was conducted through primary data sources such as surveys and secondary data sources such as website research. The participants in the survey totaled 106 Pizza Hut customers from Malaysia and Indonesia. The results of this study were Pizza Hut customers’ behavior is influenced by cultural factors, environmental and family factors, promotional and marketing factors, promotional price factors, and lifestyle factors while customers’ satisfaction is influenced by the variety of menu options, availability of payment methods, ease of navigation on the website, the service quality and other factors. They are helpful for the company to implement strategies to grasp customers’ attention and improve its performance. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Consumer behavior analysis on online and offline shopping during pandemic situation(2021-10-20)Shopping has undergone a paradigm shift as a result of technological influence, with most consumers preferring online purchasing to traditional physical store shopping. The current pandemic scenario has resulted in a shift in customer spending patterns both online and offline. This paper identifies and analyses customers’ behavior towards online and retail shopping based on various factors affecting their behavior on which mode of shopping most they prefer during the pandemic situation. Primary data was used and a structured questionnaire was utilized to obtain the data. An online survey was conducted to collect from 200 heterogeneous kinds of people. The data collected were subjected to frequency analysis, Chi-square test, and Cronbach’s Alpha Test. IBM Statistical Package for Social Sciences (SPSS v23) was used for analyzing the data. The results revealed that among the various technological factors the proficiency rate of respondents utilizing, the internet has shown a significant impact on the consumers’ preference towards the mode of shopping. Factors like quick product information, a wider choice of products, better prices and discounts highly influence the consumers to opt for online shopping, whereas faster delivery time and product quality reliability and accuracy influence the consumers to choose offline shopping. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Inclusive innovation in agricultural value chains: Lessons from use of a systems approach in diverse settings(Taylor & Francis, 2022-05-17)Systems approaches are widely promoted for inclusive innovation, but their use and results are seldom evaluated. We assessed applications of the Participatory Market Chain Approach (PMCA), which combines elements of innovation system and value chain approaches, in eight cases in Africa, Asia, Europe, and Latin America. We found that the PMCA performed best where the policy environment favoured value chain development, the chain offered significant potential for value addition, and the PMCA was implemented with high fidelity to its basic principles, and as part of a larger development effort. Facilitation was crucial for developing locally appropriate implementation procedures and engaging smallholders, commercial entrepreneurs, researchers, and other service providers throughout the PMCA application. By focusing on commercial innovation, the PMCA offered a strategic entry point for stimulating more systemic innovation. We conclude with six lessons on (1) how commercial innovation can trigger broader innovation; (2) the need to engage commercial entrepreneurs in innovation processes; (3) the importance of committed, motivated and capable facilitators; (4) the advantage of embedding the PMCA in a broader development effort; (5) how systems approaches can help R&D organizations respond better to market demands; and (6) the contributions of systems approaches to innovation capacity. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Advertising and Eco-Labels as Influencers of Eco-Consumer Attitudes and Awareness: Case Study of Ecuador(2023-12-20)The present study identified the influence of green advertising and eco-labels on the attitude and environmental awareness of millennials who purchase ecological products in shopping centers in Ecuador. The research was quantitative, correlational and with a cross-sectional design. A total of 430 millennials participated in the study. A 20-question survey was applied in person outside the shopping centers of Quito and Guayaquil - Ecuador. The convergent and discriminant validity of the research model was verified using Confirmatory Factor Analysis (CFA) and Structural Equation Models (SEM). SPSS 20 and AMOS 24 programs were used for statistical analysis. The results show that green advertising influences environmental attitudes (β: 0,245) and awareness (β: 0,110) and specifically influences purchasing behaviour (β: 0,154) for green products. Although eco-labels do not directly influence purchasing behaviour (β: 0,128), they influence the attitudes (β: 0,406) and ecological awareness (β: 0,277) of millennials who buy organic products. This article is one of the first studies to identify the relationship between green advertising elements and green product purchasing behaviors among millennials in a developing country, concluding that marketing strategies based on green advertising and eco-labels have an impact on the attitude and environmental awareness of millennials, but only advertising directly affects purchasing behaviour while eco-labels do not. This research has social implications since it corroborates that millennials are concerned about environmental problems and are willing to contribute to sustainability.