Influencia de la cultura colombiana en la estrategia de negocio de las multinacionales chilenas en Medellín en el sector retail
Márquez Godoy, José Ignacio | 2014
With the increasing of the world trade, it begins to talk about globalization, being this tendency that have influenced in business, consume, eagerness and the worry of enterprises to satisfy their clients. The Retail sector is a format to cover different markets because of international expansion. The advances in Colombia in the Retail sector have been significant. This phenomenon is due to the entrance of big multinationals like Chilean network Cencosud. Colombia is one of the most recommended and attractive countries for foreign stakeholders. The Chilean investment in Colombia is constantly uprising, so the Retail sector is formed basically by big Chilean networks like Falabella, Homecenter, Easy, Sodimac and Sencosud.
Study, learn and analyze in deep the local culture, in this case Colombia, is a determinative task in the success of business, with the purpose of obtaining the acceptance of the customer. The culture plays an important role, while addressing the behavior of the consumer.
The developed tasks in this exploratory project consist of extracting information from primary and secondary sources for the achievement of the main objetives.
Features are extracted about the behavior of Colombian consumer and the Chilean consumer from the researches “MEGATRENDS 2011 – 2013” and people who lives in Medellin (Colombia). Research and business supply strategy were made based on Jumbo and hence Cencosud, to achieve the Chilean hypermarket characteristics in Medellin city. To determine the offer, was performed an photographic observation in Chile and visits were made to Jumbo of Medellin city completed with the perception of the interviewed. In the interviews, treated issues related to the purchase frecuency, visit reasons, preferences, installations among others, in order to determine what drives people to buy or not in Jumbo.
Regarding about the characteristics of Jumbo Medellin, we could determine that the main reasons that Antioqueño’s goes to a hypermarket are because of discounts, prices and strategic locations.
Furthermore, it was determined that the business model of Jumbo Colombia similar than in Chile and thus the cultural behavior of the Colombian consumers and specifically Antioqueño’s are not absolutely relevant in their business organization.