Tesis
URI permanente para esta comunidadhttps://hdl.handle.net/20.500.12640/4147
Examinar
4 resultados
Resultados de la búsqueda
Ítem Acceso Abierto Lead users method as a source of innovation for E-commerce businesses(Universidad ESAN, 2018) Ramos Meoño, Paola LisbethThe objective of the present study is to demonstrate wheter lead user method is more useful than traditional market research method as a source of innovation for e- businesses. Also, to prepared a contribution about the use of lead user method as a source of innovation in e-business, adding new facts and implications that help to improve the actual knowledge about the topic in order to encourage the best practice in the field. Making an interpretative approach in study field, I could find some answers to my research question. Firstly, main characteristics firms expect a new market research method have in order to apply it for their market researches are the use by recommendation and faster in results. Secondly, the choosing of a market research method, must to generate value through the use of KPI´s and reflected in one of the five dimensions of e-commerce value grid. Finally, even Scholars have developed research studies about lead user method and its application to different kind of business since 80´s, few people had listened to lead user method.Ítem Restringido Marketing strategy report(Universidad ESAN, 2018) Cheel Trujillo, Sandra ConyluEl documento es un Reporte de Marketing realizado para la empresa Zibtek LLC. La empresa pertenece a la industria de Software y su oficina principal se encuentra ubicada en Utah – Estados Unidos. Para analizar la industria se realizó un focus group de 7 participantes, relacionados con el sector de Software, del cual se obtuvieron diferentes insights y sugerencias para definir recomendaciones para la empresa Zibtek. Estas recomendaciones se enfocan en incrementar su portafolio de clientes a través del marketing digital, es decir la promoción a través de sus redes sociales y el mensaje que transmiten a los clientes potenciales a través de su website. Además, se incluye la evaluación de precios, evaluación de la competencia, evaluación del actual modelo de recursos (Offshoring) y se da a conocer las nuevas tendencias de servicios que se proyectan con crecimiento en el mercado durante los próximos años. Con el análisis realizado, se brindan diferentes estrategias para que la empresa pueda incrementar su número de clientes y ganar reconocimiento en el mercado.Ítem Acceso Abierto Hermes Law - Capstone Experience(Universidad ESAN, 2018) Fernández La Torre, Estefany MariesterThe following thesis is a researching project to assist Hermes Law company to overcome challenges regarding pricing and marketing facing the legal industry in the United States. As part of the Double Degree program within Esan University and the University of Dallas, I was a participant of the Capstone Team that developed this project. The principal objective of this work was to research the Legal Industry, specifically regarding to price strategy and advise Hermes Law what would be the best option they could take. Hermes Law desired to have an innovative way of pricing their services and we had several reunions with them to fully understand what they were expecting as our Capstone Client. To start, the Capstone Team executed primary and secondary analysis in the Legal Industry. After gathering and analyzing all the relevant information, we dedicated various weeks in developing attractive models to cover the expectations and needs of our client, Hermes Law. Finally, we also developed a marketing strategy to implement and attract clients through emphasizing the benefits of applying our proposal.Ítem Acceso Abierto Rave + Lily : empowering women through design(Universidad ESAN, 2016) Montoro Carrascal, Oscar AlbertoRaven + Lily is an ethical fashion and lifestyle brand dedicated to empowering women through design. This company develops long term partnerships with talented female artisans around the world to create their collections of apparel, gifts, and accessories. Raven + Lily is dedicated to fair trade and eco-friendly principles, striving to provide their customers with fashionable products that are good to the environment as well as the people that make them. They currently help employ over 1,500 marginalized women at fair trade wages to give them access to a safe job, sustainable income, health care, education, and a real chance to break the cycle of poverty for themselves and their families. The goal of this project is to help Raven + Lily reach more female artisans and their families by developing a comprehensive marketing strategy for attracting new customers and keeping the customers they already have. First we made a marketing analysis of the ethical fashion industry. In the analysis we learned about the industry, evaluate Raven +Lily s main competitors, and analyze customer s behavior in regards of ethical fashion. After the analysis we made an evaluation of Ravel +Lily strengths, opportunities, threats and weaknesses to assess what could we leverage and what could be improved. Then we made a segmentation analysis using Raven +Lily s data and data from specialized marketing companies. Finally we developed a strategy around each identified segment, and provide metrics to measure the performance of each proposed action. Initially, Raven +Lily had identified only one customer segment, which is very similar to one of the two segments we identified. Female buyers older than 35, with high household income, own their own house, and married. By targeting only that segments a Raven + Lily Client Written Report 4 May 2016 large group of potential customers was being left behind, the millennials. The millennials is the other segment we propose to target. Our strategy includes develop a loyalty online program to retain customers and incentivize purchases, offer a meet the artisan travel to engage customers and prove transparency, increase the home decor line because of its potential increase in sales, and partner with social media influencers to increase brand awareness.
