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Capstone Casa Luker
Autor
Cuervo Torres, Juanita
Puentes Arce, Juliana
Arenas Almanza, Juana Valentina
Duarte Gutierrez, Nicolas Felipe
Institución
Resumen
The Capstone Consulting project was carried out during the year 2022 and aims to solve the challenge proposed by a company focused on the confectionery and chocolate market, to enter the North American market (Canada and the United States) as a company based on the private label and prioritize sustainable packaging as a differentiating variable. It was approached with a mixed methodology with Concurrent Triangulation Design (DITRIAC), where different quantitative sources of information were used, together with different numerical analyses such as competitive benchmarking and the evaluation of the company in relation to trends. Similarly, qualitative sources were explored with interviews to experts (belonging to the company and external) that provided value to the analysis and were key to establish guidelines to improve the focus of the research, aiming to understand the psychosocial factors of the markets analyzed. This project is of great value to the company since it provides an overview of the competitive environment and, therefore, a detailed analysis of the company's position with respect to its competitors; additionally, it exposes market trends and demands (focused on the United States and Canada) that can guide the company with basic guidelines to follow in its strategic route to expand its market share and gain greater acceptance, considering sustainable packaging as an element to be prioritized. Finally, the proposed strategies provide different areas of opportunity that the company can explore in its entry into these markets and to provide a more attractive offer for customers, so that, understanding this research in an integrated way, it works as an enabler for the correct segmentation of the territories and to establish key priority points for the creation of a roadmap with concrete initiatives for entry into the territories or for the development of a portfolio of sustainable packaging, considering that the differentiator for the company is in knowing in an assertive and agile way the demands and trends of the consumer.