CASO DE ESTUDIO. MÁS QUE TÁCTICAS PARA SOBREVIVIR

Ana María Arboleda Arango; Claudia Viviana Rodriguez; Juan Pablo Valencia

doi:10.1016/S0123-5923(09)70076-2

Authors

Ana María Arboleda Arango M.S. en Relaciones Industriales, Iowa State University, 2002. Candidata a doctor en Administración de Tulane University, Estados Unidos. Profesora tiempo completo, Departamento de Mercadeo, Universidad Icesi, Colombia.
Claudia Viviana Rodriguez Especialista en Mercados y MBA, Universidad Icesi – Tulane University, Colombia y Estados Unidos.
Juan Pablo Valencia Especialista en Mercados y MBA, Universidad Icesi – Tulane University, Colombia y Estados Unidos.

DOI:

https://doi.org/10.1016/S0123-5923(09)70076-2

Keywords:

Distribution channels, Retail environment, Strategic planning, Marketing research, Client confusion

Abstract

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.

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