Browsing Administración y Negocios Internacionales by Author "Sanchez Maltese, Alonso"
El perfil del consumidor peruano en el sector de bebidas no alchólicas (BNA)Cuya, María Laura; Buralli Valdez, Roberto; Sanchez Maltese, Alonso; Zevallos Dávila, Humberto (Universidad Peruana de Ciencias Aplicadas (UPC), 2017-02-18)This paper examines the effect of applying a product adaptation or tropicalization strategy, compared to the strategy of using global products with minimal adaptations, in the non - alcoholic beverages sector of the Peruvian market between 2010 and 1015. In this sense, it will analyze historical data of the performance of the brands competing in that market to determine which have been the ones that have had the best results during the analyzed period. Also the products offered by the brands studied will be analyzed to determine which offer products Adapted to the Peruvian market (tropicalized) and which offer global products (standardized). In this way it will be possible to determine which strategy has been the most effective to compete in the Peruvian market. Market studies and specialized press reports will also be consulted to complement and assist the analysis of the data studied. The data analyzed suggest that there is no clear relationship between the use of adaptation strategies or product standardization in the Peruvian soft drink market. Rather, the results suggest that the companies with the best results are adapting their brands to changes in the lifestyles of their consumers, and not those that make variations only when it refers to the flavors and varieties of beverages considered Popular in the target audience of the brand. For this reason, this essay concludes that the adaptation of non-alcoholic beverages must be understood as adapting beverages to meet the needs of consumers.Acceso abierto