Maestría en Gestión Empresarial

URI permanente para esta colecciónhttps://hdl.handle.net/10906/130314

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Análisis de la estrategia para la creación de las Tiendas “Amor a primera vista” de Calzatodo
(Universidad Icesi, 2023-06-16) Escalante, Juan Camilo; Ramírez Pérez, Pamela; Ramírez Robledo, Enrique;
The objective of this document is to present an analysis of the alternatives for opening their own stores of the Amor a Primera Vista de Calzadoto brand. Through an overview of the footwear industry, economic and fashion trends and the challenges of the sector are presented. A comparison is made with rival brands that offer women's footwear such as Studio and Zara. Through surveys, a sample of potential customers were consulted to learn about their footwear purchasing habits. Visits to current Calzatodo stores where the brand is available were also made to learn about the displays and to have the opportunity to interview the saleswomen of each store. Subsequently, the financial analysis of two alternatives were carried out, the first was to continue in Calzatodo stores but improving the presentation of the brand and generating an independent online store. The second option considered the opening of stores under the own brand. According to the economic conditions, the first option was viable due to investment costs and better performance in indicators such as the net present value and the internal rate of return. It is concluded that the first option is the most appropriate, at the same time the brand must work to improve its marketing in order to establish itself in the retail industry. Currently it has advantages such as its quality, product diversity, innovative designs and aspects that are valued by customers. If it is established, it is feasible that it can make its online store independent as an independent brand and even at a medium size it can have its physical stores, which is possible because it would have a higher sales volume and would make this initiative financially viable.
Análisis Estratégico de la línea de negocio “Amor A Primera Vista” de Calzatodo
(Universidad Icesi, 2023-06-16) Rangel Ramos, Rafael; Velasco Rivera, Julián; Ramírez Robledo, Enrique
This degree project consists of the resolution of the business challenge of the Master's in Business Management, which focused on the case of Calzatodo, a footwear company. Next, the different key aspects to be addressed in this report are explored. It begins by analyzing global trends in the footwear industry. It is essential to understand how this sector is evolving worldwide, considering aspects such as the demand for sustainable products, the growing customization of footwear, the rise of e-commerce, and the impact of technology on footwear design and manufacturing. Then, the presenters delve into the world of benchmarking, examining cases of companies that have faced dilemmas like Calzatodo's. Through this comparative analysis, successful strategies and lessons learned from other companies in managing their brand in the competitive footwear market will be identified. Next, market research is conducted. To make informed decisions, it is crucial to gather data from various secondary sources, such as industry reports and competitor analysis. Additionally, user interviews are presented, and observations are carried out to gain a deeper understanding of consumers' needs and preferences. Afterwards, the necessary financial analysis was conducted to launch the brand, evaluating production costs, expected profit margins, marketing and advertising expenses, as well as projected revenue streams. This analysis provides a clear view of the project's financial feasibility and enables strategic decisions based on solid grounds. Then, a comprehensive strategic review of the project was conducted, integrating the findings from market research and financial analysis to define the most suitable strategic direction for the Calzatodo brand, considering aspects such as differentiation, market segmentation, and value proposition. Subsequently, the pros and cons of the project were analyzed, providing solid and well-founded recommendations. By examining the positive and negative aspects, it is possible to evaluate the risks and opportunities associated with the launch of the Calzatodo brand stores, providing clear and success-oriented recommendations. Finally, a comprehensive proposal for the launch of the Calzatodo brand stores is presented. This proposal includes marketing strategies, distribution and brand positioning, as well as specific actions to carry out a successful launch and capture consumers' attention. Keywords: footwear industry, brand dilemmas, market research, financial analysis, strategic proposal.
Análisis Estratégico para “Amor a Primera Vista”: Reto Empresarial
(Universidad Icesi, 2023-06-16) Méndez Hernández, Josefina; Díaz Moreno, Juan Sebastián; Álvarez Morales, Juan Camilo; Ramírez Robledo, Enrique
In recent years, the women's footwear market has unquestionably been a challenge for some companies. For this reason, this degree work had the purpose of designing a value proposition for the launch of its own stores of the “Amor a Primera Vista” brand of the Colombian company Calzatodo, and thus achieve a solid positioning of the brand in these dynamic markets. In its development, trends were explored, a benchmarking with similar brands was carried out, also a thorough market investigation, with which a brand diagnosis was established that presented certain opportunities. To solve these opportunities and enhance the strengths, a strategic plan was proposed that ranges from the optimization of the brand image with a rebranding of “Amor at Primera Vista” to APV and a media plan, to the promotion of the product, price indices and a talent development model. This strategic plan culminates from distribution with a mixed model for the launch of stores that is carried out gradually according to the returns on investment that are being obtained, the first year continuing in its own stores, the second year migrating to adjacent independent stores to the current ones and in the fourth year to launch boutiques. This model is financially feasible with a positive NPV and an interesting IRR. In short, this strategic plan is a transition proposal to make the brand independent and position it as an exclusive premium brand in a dynamic and changing market.
Diseño de una estrategia de negocio basada en el cliente: Análisis de línea de calzado “Amor A Primera Vista”
(Universidad Icesi, 2023-06-16) Dlaikan Mogollón, Haedel Nasib; Chávez Chaves, José Bilfredo; Ramírez Robledo, Enrique
A partir del análisis a la línea de negocio “Amor A Primera Vista”, de la empresa Calzatado, se resolvió el reto estratégico de abrir tiendas propias para posicionar la marca. Se recomienda implementar una estrategia basada en testear la aceptación de la marca en las tiendas actuales, comprender las características del cliente y ofrecer una experiencia diferencial que permita posicionar la marca en las nuevas tiendas a futuro. El análisis siguió la metodología desing thinking para definir las características del cliente ideal y cuantificar el mercado objetivo.
Propuesta para la creación de una unidad estratégica para la comercialización de aires acondicionados con funcionamiento a gas natural en la empresa Gases de Occidente
(Universidad Icesi, 2023-12-18) Correa Agudelo, Diana Marcela; Pimentel Barragán, Nicolas; Guzmán Ferrer, Diego; Ramírez, Carlos Enrique; Ramírez, Carlos Enrique
Technological innovation in the use of gas appliances has led the industry to develop solutions tailored to needs, including air conditioning equipment that runs on natural gas, impacting people's comfort and quality of life by being able to counteract strong climates, on the other hand, in the commercial and industrial field by facilitating the conditions for production processes.
Análisis de los esquemas de atención de servicio al cliente en Gases de Occidente
(Universidad Icesi, 2023-12-18) Chamorro, Maria Juliana; Zuñiga, Wilson Castañeda; Robledo, Carlos Enrique Ramírez
El objetivo de esta consultoría fue realizar un análisis profundo a todos los canales de atención que tiene actualmente Gases de Occidente para proponer una oportunidad de mejora y promover la migración de los usuarios de los canales físicos a los canales digitales. Después de probar todos los canales, haciéndose pasar por usuarios y de llevar a cabo entrevistas, se encontraron dos hallazgos, que los usuarios que más asisten a las oficinas tienen en su mayoría entre 55 y 65 años, y que los principales tramites por los que los usuarios siguen asistiendo a las oficinas físicas pueden ser solucionados o pueden encontrar una guía clara de cómo proceder con su trámite sin tener que asistir a la oficina desde el apartado de Preguntas Frecuentes FAQ.
Estrategia para impulsar el consumo de gas natural a través de la venta de calentadores
(Universidad Icesi, 2023-12-19) Tenorio, Natalia Márquez; Guerrero, Luisa Marcela Sandoval; Ramírez Robledo, Carlos Enrique
From the notion that an innovator idea is that which looks for new ways of doing things, the proposal described in this paper is to impulse the consumption of natural gas throughout three strategies for the sale and installation of gas water heaters in the homes where Gases de Occidente has presence, taking into account that with 4 cubic meters of consumption is the gas based product that most consumption represents. The first strategy is a digital marketing campaign to impulse the sale of water heaters through the program lead by Brilla. The second, is a BTL marketing strategy for the creation of a virtual store where the main product is the water heater , above all this strategy is directed to the other sale channels for this gas base product. Lastly, a communication strategy to strengthen the alliances between Haceb, Gases de Occidente, and the constructors companies for the installation of water heaters in construction sites with the Brilla program.
Propuesta para migración de clientes de Gases de Occidente a canales virtuales
(Universidad Icesi, 2023-12-19) Del Basto Gómez, Oscar Andrés; López Gómez, Gustavo; Vélez León, Vanessa; Ramírez, Carlos Enrique
In this graduate work, a strategic proposal is presented to the company Gases de Occidente (GdO), which comprehensively addresses the internal and external analysis of existing service channels, identifying opportunities for improvement, implementing technological solutions and establishing new strategies for the transition to virtuality that renew the customer experience and, in turn, minimize complaints, claims and requests.
Portal transaccional y WhatsApp como mecanismos de mejora del servicio al cliente en Gases de Occidente
(Universidad Icesi, 2023-12-20) Garcés Arias, Juan Carlos; Martínez Díaz, María José; Rodríguez Gasca, María Camila; Ramírez Robledo, Carlos Enrique
Actualmente, la empresa vallecaucana Gases de Occidente, presenta la necesidad de migrar a los usuarios que frecuentan los canales presenciales a los canales virtuales, ya sea actuales o abiertos para desarrollar nuevos canales que permitan a los usuarios ejercer el autoservicio. A partir de entrevistas y encuestas realizadas a personas mayores de 60 años que viven en el norte del Cauca, y a jóvenes de estrato 1, 2 y 3 con poco tiempo de trabajo de la ciudad de Cali, se pudo evidenciar que muchos de ellos no tienen disponibilidad económica o de tiempo para desplazarse a puntos físicos o para usar los canales actuales, sin embargo, sí tienen en común el uso de WhatsApp como medio de comunicación.
Portal Mi GdO: Propuesta para optimizar el servicio al cliente Gases de Occidente
(Universidad Icesi, 2023-12-20) Córdoba López, Juan Felipe; León Morillo, Michael Oswaldo; Ramírez Robledo, Carlos Enrique
This degree project aims to provide a solution to the problem posed by the business challenge of the Master's Degree in Business Management, focused on the case of Gases de Occidente (GdO), a company that distributes and markets natural gas and offers energy solutions in Valle del Cauca and North Cauca. Below, the different key aspects that will be addressed in this report are explored. It begins by analyzing global trends in customer service services of nationally and internationally recognized companies in the provision of public services through benchmarking, taking into account that it is essential to understand how the customer experience evolves, considering aspects such as personalization of care, comfort, accessibility and agility.
Ampliar el mercado de la crema de maní: La oportunidad de Manitoba
(Universidad Icesi, 2024-12-01) García Díaz, Alejandro; Ramírez Robledo, Carlos Enrique
This research addresses the challenge of increasing peanut butter consumption in Colombia, led by Manitoba, a company that dominates the local market. While this product is widely consumed in countries like the United States, where it is part of the basic food basket, its penetration in Colombia remains limited. The study analyzes the barriers and motivations of Colombian consumers, including factors such as lack of product knowledge and integration into daily diets. Based on these insights, innovative strategies are proposed, including educational campaigns, the development of new products, and targeted promotions. Results from experimental tests suggest significant potential for category growth, strengthening Manitoba's position as a transformative leader in the national market.
Propuesta para incrementar las ventas de la crema de maní de manitoba a traves de la creación de un adobo
(Universidad Icesi, 2024-12-12) Oviedo Rivera, Carolina; Escobar Parra, Ada Valery; Moreno Raigosa, Luis Alexander; Ramírez, Carlos Enrique
This proposal details a strategy to increase the use of peanut butter through a marinade, focusing on the development of a new product line called MANIDOBO from the company MANITOBA . The objective is to create a peanut butter - based 2 product that responds to the growing consumer demand for healthy and sustainable options, becoming an essential ingredient in Colombian gastronomy. Global market trends indicate a steady increase in the consumption of marinades that are low in sodium, free of preservatives and made with natural ingredients, reflecting a preference for healthier alternatives, driven by increased awareness about food an d demand for sustainable products. Market research, based on a survey, shows that a high percentage of participants are interested in trying traditional dishes that include peanut marinade. This, together with data from secondary sources, highlights the fe asibility of introducing innovative products in this sector, allowing the implementation of effective strategies in digital marketing, sustainability and product development.

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