文章基本信息

标题：CASO DE ESTUDIO. MÁS QUE TÁCTICAS PARA SOBREVIVIR
本地全文：下载
作者：Ana María Arboleda Arango ; Claudia Viviana Rodriguez ; Juan Pablo Valencia 等
期刊名称：Estudios Gerenciales
印刷版ISSN：0123-5923
出版年度：2009
卷号：25
期号：111
页码：147-161
语种：Spanish
出版社：Universidad Icesi
摘要：HOP is a company leader in office provisions competing for its profitability. HOP faces the problem of having a great variety of commercial events directed to clients from different channels and retail environments. HOP is constantly implementing new tactics for the client, aiming to be noticed (if such is possible) at the point of purchase. Nevertheless, the diversity of activities designed for the clients are affecting its profitability, but this behavior is supported by the commercial department as the only way to compete. In addition, the various retail activities are not favoring but limiting the achievement of sales objectives. Given this frame, the set of questions that the case offers, takes the student to think beyond the tactics HOP is using, in a long term retail strategy considering a three-year plan and a proposal for measuring and tracking the firm’s performance.
其他摘要：HOP is a company leader in office provisions competing for its profitability. HOP faces the problem of having a great variety of commercial events directed to clients from different channels and retail environments. HOP is constantly implementing new tactics for the client, aiming to be noticed (if such is possible) at the point of purchase. Nevertheless, the diversity of activities designed for the clients are affecting its profitability, but this behavior is supported by the commercial department as the only way to compete. In addition, the various retail activities are not favoring but limiting the achievement of sales objectives. Given this frame, the set of questions that the case offers, takes the student to think beyond the tactics HOP is using, in a long term retail strategy considering a three-year plan and a proposal for measuring and tracking the firm’s performance.
关键词：Distribution channels;Retail environment;Strategic planning;Marketing research;Client confusion;CANALES DE DISTRIBUCIÓN;PLANEACION ESTRATEGICA;INVESTIGACION DE MERCADOS;CLIENTES