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Lanzamiento De Supermercados Cheap En Venezuela

Author

Listed:
  • OSCAR A. COLMENARES D.
  • JOSÉ LUIS SAAVEDRA

Abstract

El presente caso de estudio se plantea en el contexto del sector de distribución de alimentos al detal en Venezuela en los anos 2005 al 2007, el cual ha ostentado diversas mutaciones y cambios en función de las condiciones socioeconómicas del país y las tendencias globales. La cadena internacional de Supermercados Cheap, de origen tailandés, es una empresa dedicada a la distribución al menor de productos de consumo masivo, que estaba interesada en abrir operaciones comerciales en Latinoamérica tomando como país piloto a Venezuela. Para ello, quiere desarrollar una red de tiendas con marca y concepto propio adecuada a las características y exigencias del mercado local. En este sentido, debe diagnosticar el escenario de negocios y del mercado actual del sector y disenar un plan de acción para cumplir con su objetivo.

Suggested Citation

  • Oscar A. Colmenares D. & José Luis Saavedra, 2008. "Lanzamiento De Supermercados Cheap En Venezuela," Estudios Gerenciales, Universidad Icesi, June.
    • Handle: RePEc:col:000129:004729
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    More about this item

    Keywords

    Sector de distribución de alimentos; estrategia de mercadeo; segmentacióny posicionamiento.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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