masterThesis
Desarrollo de una nueva oferta para Esenttia: Comercialización de Poliacrilamida
Autor
Rivera Valencia, Beatriz Stella
Institución
Resumen
ESENTTIA is a company of the Ecopetrol Business Group, whose mission is "To provide innovative solutions to the world of plastics, contributing to the sustainable transformation of society". To fulfill this objective, the company seeks to strengthen synergies with the group and develop new businesses that are levers of the evolution of the organization. Consequently, ESENTTIA has been given the task of analyzing a new business initiative that represents a new source of income and, at the same time, strengthens the relation with the business group: the chosen initiative was the production of Polyacrylamide. The production of PAM was initially focused on the improved of EOR industry for oil wells, however, after investigating the market, the vision was enriched and its approach was modified, thus emerging the commercialization of polyacrylamide with multi-industrial approach. Through the expansion of the double diamond methodology and supported by the use of research tools such as the PEST and the 4 A's, it was possible to determine that the commercialization of polyacrylamide should be focused on the water treatment market and in the paper industry, markets that show greater potential for development and growth. Later, a value map was drawn up and the needs of the clients of the industries in question were determined, and after that, the creation of a robust value proposition that would allow entering the polyacrylamide market. Finally, a financial analysis of the proposal is added to the technical and market analysis, which allows to conclude that the project has an economic viability and that the entry into this new market by ESENTTIA can become a business opportunity, allowing it to the company to expand its product portfolio and leverage continued growth. Additionally, the organization is recommended to strengthen its processes of identification, development and evolution of new innovation projects by integrating external analysis tools, such as the Double Diamond and the 4 A's, that add to the design of value proposals and Business become instruments of great potential for the global understanding of needs and allow the development of new offers focused on the real consumer needs.