Proyecto de identificación de los mercados potenciales y canales de distribución en empresa de implementos para hogar. Caso: Imusa.
Franco Echeverri, José Fernando | 2009
This project was made in basis of the search for potential markets and to know the appropriate distribution channels for Imusa. This was achieved through investigations, statistics and analytical process which will be announced in the following: market segmentation, market size, Colombia’s 4 factors for each Colombia’s market, size of markets in different colombias, per capita consumptions for each Colombia in each market, size of sales of Imusa, Imusa coverage depending of each Colombia, participation of sales in each Colombia of Imusa, new way to analyze sales: Nielsen regions, coverage of Imusa as Nielsen parametrization, participation as Nielsen parametrization, Nielsen analysis for each area, analysis of coverage of the total sales from Imusa for each Colombia, purchasing habits of the end user, commercial universe segmented, knowledge of the current structure of Imusa, Imusa’s competitors, trade competitiveness, Pareto customers, analysis of existing distributors of Imusa, managing price and trade policies, handling of discounts, strategic vision of the channels at 2013: development of self-Channel - hard discount, business philosophy and the new segmentation of the retail market and their universes. Through these processes, were reached conclusions that allowed a solution to the points of view that were said in first place.