Propuesta de un modelo de negocio por suscripción con el enfoque estratégico de océano azul para el mercado de productos para el cuidado de las mascotas en Bogotá
Archivos
Autores
Martínez Morales, Viviana Angélica
Director
Bottia Calderón, Juan Manuel
Rojas Amaya, José Stalin
Tipo de contenido
Trabajo de grado - Maestría
Idioma del documento
EspañolFecha de publicación
2023
Título de la revista
ISSN de la revista
Título del volumen
Documentos PDF
Resumen
Abstract
This document develops a review on different business models related pet marketing and
makes a business model proposal through the blue ocean strategy.
The goal is to conduce a quality jump based on client´s value and for the subscription
products market on pet care in Bogotá, looking in a unique and different service.
This document uses an exploratory method with expert validation and survey application
due this is product innovation in a market that doesn´t exist (Hernández Sampieri et al.,
2014). Some patterns were defined to create blue oceans based in four (4) out of (6) main
basic approaches or paths that rejects the markets boundaries. Those are: path to the
industry, path to a strategic group, path to a buyer’s group and path to functional-emotional
orientation.
As a result of utility test with pet’s owners and expert guidance, there is an market
opportunity for a gifts business through product subscription based on pet care products
with an monthly or bimonthly subscription in Bogotá for people who lives on 3 or 4 stratum
that have a pet like a dog or a cat.
Palabras clave
Descripción Física/Lógica/Digital
ilustraciones, diagramas, gráficos