Resumen

ARBOLEDA ARANGO, ANA MARÍA; RODRIGUEZ, CLAUDIA VIVIANA  y  VALENCIA, JUAN PABLO. MÁS QUE TÁCTICAS PARA SOBREVIVIR. estud.gerenc. [online]. 2009, vol.25, n.111, pp.147-161. ISSN 0123-5923.

Beyond Survival Tactics 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, lead 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.

Palabras clave : Distribution channels; retail environment; strategic planning; marketing research; client confusion.

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