IDEAS home Printed from https://ideas.repec.org/a/col/000129/006354.html
   My bibliography  Save this article

Más Que Tácticas Para Sobrevivir

Author

Listed:
  • ANA MARÍA ARBOLEDA ARANGO
  • CLAUDIA VIVIANA RODRÍGUEZ
  • JUAN PABLO VALENCIA

Abstract

RESUMENHOP es una empresa líder en suministrosde oficina que enfrenta la problemática de contar con una gran variedad de eventos comerciales dirigidos a clientes de los diferentes canales. Permanentemente implementanuevas tácticas para llegar al cliente y para estar notoriamente en el punto de venta. Sin embargo, la diversidad de actividades del canal está afectando su rentabilidad. Este comportamiento es sustentado por el departamento comercial como el único camino para ser competitivos. Además,la multiplicidad de actividades comerciales parece no estar jugando a favor sino en contra del cumplimentode los objetivos de venta. Con este marco, una serie de preguntas llevan al estudiante a pensar más allá de las tácticas con las que HOP reacciona en el día a día, para pasar a pensar en una estrategia comercial de largo plazo teniendo en cuenta un plan a tres anos y una propuesta de evaluación y seguimiento.

Suggested Citation

  • Ana María Arboleda Arango & Claudia Viviana Rodríguez & Juan Pablo Valencia, 2009. "Más Que Tácticas Para Sobrevivir," Estudios Gerenciales, Universidad Icesi, June.
    • Handle: RePEc:col:000129:006354
    as

    Download full text from publisher

    File URL: http://biblioteca2.icesi.edu.co/cgi-olib?session=29547545&infile=&sobj=3350&source=webvd&cgimime=text%2Fhtml
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Canales de distribución; retail environment; planeación estratégica; investigación de mercados; confusión del cliente.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:col:000129:006354. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Coordinador ICESI (email available below). General contact details of provider: https://edirc.repec.org/data/fciceco.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.