info:eu-repo/semantics/acceptedVersion
Marketing in the tobacco industry: analytic view of marketing strategies and consumer´s perceptions in the actual context of France, Colombia and United States
Registro en:
instname:Colegio de Estudios Superiores de Administración - CESA
reponame:Biblioteca Digital – CESA
Autor
Giraldo Guzmán, Juan Sebastián
Resumen
Esta investigación responde a la percepción las personas la industria del tabaco y sus estrategias de comercialización. Esto será concebible y complementado mediante el estudio de la evolución de la industria, las principales barreras y las estrategias de marketing para mantener a los consumidores y atraer nuevos. Definition of the tobacco industry.
History and evolution.
Main companies across the world.
Actual context of the tobacco industry.
Case of Colombia.
External conditions.
Case of France.
External conditions.
Case of United States.
External conditions.
Marketing in the tobacco industry.
Product strategy.
Type of products.
Packaging.
Price strategy.
Promotion strategy.
Placement and distribution strategy.
Consumer´s perception and behavior.
Consumer´s profile and information (Secondary data).
Case of Colombia.
Case of France.
Case of United States.
Primary data information.
Methodology used.
Analysis matrix.
Results obtained and analysis. Administrador de Empresas The crucial objective is to be possible to answer how do people perceived the tobacco industry and its marketing strategies. This will be conceivable and complemented by studying the evolution of the industry, the principal barriers and the marketing strategies to keep consumers and attract new ones. Pregrado