bachelor thesis
Estudio de mercados plataformas .com
Fecha
2020-01-23Registro en:
Pereira E. (2020). Estudio de mercados plataformas .com. (Trabajo de Pregrado). Universidad Santo Tomas. Bogotá, Colombia.
reponame:Repositorio Institucional Universidad Santo Tomás
instname:Universidad Santo Tomás
Autor
Pereira Medina, Elsy Vanessa
Institución
Resumen
Cencosud is a multiformat retail with presence in five countries, has several business lines such as: supermarkets, home improvement, department stores, shopping centers and financial services, the diversification of the company has allowed it to be one of the companies with the greatest offer in south america. In Colombia it has two of the six business units, in home improvement we find Easy and in Supermarkets we find Jumbo and Metro. (Cencosud, Cencosud, s.f). Due to the quantity of products that are handled in the company, it is divided into two areas in order to have a correct administration of them: In the Food area there are all food products and Non-Food is made up of non-food products; In Non Food we locate the departments of Hard and soft Bazaar, Textile, Office and White Brown and PAE. In each of these departments, alliances are created with suppliers, communication strategies and sales analysis of their respective products, in order to grow and gradually gain recognition within the national market, to be identified as one of the best retail acquisition prices in the market.
The Brown department is responsible for the purchase of products such as television and different audio products that are booming nationwide, offering customers high-profile brands and giving small brands the opportunity to show high quality products at a low cost. For this reason it is important as a department, to have clarity of the products that are in bets week by week by the suppliers and by the competition, in addition to identifying how the competition is responsible for communicating them, without neglecting that it is important to recognize the prices at that the communication will be presented. For this reason, after identifying the strengths, weaknesses, opportunities and threats that the department had in the weekly decision-making process, a matrix was considered, where the information collected from the products with their respective prices can be filled out according to the study of market made to the competition, with the aim of identifying the best prices offered in the market and thus create a product-price strategy so that communication is assertive towards customers and that is reflected in the increase in sales.