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Analysis of the German cosmetics market as an entry opportunity for Colombian companies : an approach to the hair care segment

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dc.contributor.advisorUseche, Alejandro J.
dc.contributor.advisorDeolarte Falcó, Rubén
dc.creatorGarcia Borray, Dennys Yurlen
dc.creator.degreeMagíster en Dirección y Gerencia de Empresasspa
dc.creator.degreetypeFull timespa
dc.date.accessioned2019-05-27T19:51:43Z
dc.date.available2019-05-27T19:51:43Z
dc.date.created2019-03-03
dc.date.issued2019
dc.descriptionLa industria cosmética se caracteriza por una tendencia dinámica al aumento y cobertura de nuevos mercados. Las empresas cosméticas colombianas están enfocando sus esfuerzos hacia estas tendencias. La presente investigación positivista y descriptiva se enfoca en el análisis de la perspectiva de las entidades de apoyo colombianas para la exportación, sobre la oportunidad que tienen las empresas cosméticas colombianas de ingresar al mercado alemán bajo un enfoque específico de clientes para la industria cosmética en el segmento de cuidado del cabello. Los datos fueron recolectados a través de cuestionarios diseñados bajo PESTEL, las Cinco Fuerzas de Porter y las variables que más afectan las empresas cuando quieren acceder a un nuevo mercado. Los hallazgos exponen dos grandes oportunidades para que los colombianos ingresen al mercado alemán: por un lado, modos de exportación y por el otro, modos intermedios de comercio como contrato de fabricación de ingredientes naturales para productos cosméticos.spa
dc.description.abstractThe cosmetics industry is characterized by a dynamic trend to increase and coverage of new markets. Colombian cosmetics companies signed up this trend. This positivist and descriptive research focused on the analysis of the perspective of Colombian supporting entities about the opportunity that Colombian cosmetics companies possess of entering the German market. Additional analysis was developed with the identification of a specific group of customers for the cosmetic industry in the hair care segment. The data was collected through questionnaires designed under PESTEL, Porter's Five Forces and the variables that most affect companies when they want to access a new market. The findings exposed two major opportunities for Colombians to enter the German market: Export modes or intermediate modes as contract manufacturing of natural ingredients for cosmetic products.spa
dc.description.embargo2021-05-27 01:01:01: Script de automatizacion de embargos. info:eu-repo/date/embargoEnd/2021-05-27
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.48713/10336_19789
dc.identifier.urihttp://repository.urosario.edu.co/handle/10336/19789
dc.language.isospa
dc.publisherUniversidad del Rosariospa
dc.publisher.departmentFacultad de administraciónspa
dc.publisher.programMaestría en Direcciónspa
dc.rightsAtribución-NoComercial-SinDerivadas 2.5 Colombiaspa
dc.rights.accesRightsinfo:eu-repo/semantics/openAccess
dc.rights.accesoAbierto (Texto Completo)spa
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dc.source.instnameinstname:Universidad del Rosariospa
dc.source.reponamereponame:Repositorio Institucional EdocURspa
dc.subjectAnálisis del macro ambientespa
dc.subjectAnálisis de mercadospa
dc.subjectIdentificación de grupos específicos de clientesspa
dc.subjectModos de entrada a un mercadospa
dc.subject.ddcCostura, vestuario, vida personalspa
dc.subject.keywordMacro-environment analysisspa
dc.subject.keywordindustry analysisspa
dc.subject.keywordMarket analysis with the identification of a specific group of customersspa
dc.subject.keywordEntry modesspa
dc.subject.lembIndustria de cosméticosspa
dc.subject.lembAnálisis de mercadeospa
dc.subject.lembSegmentación del mercadospa
dc.titleAnalysis of the German cosmetics market as an entry opportunity for Colombian companies : an approach to the hair care segmentspa
dc.typemasterThesiseng
dc.type.documentTesisspa
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaTesis de maestríaspa
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