Análisis de estrategias de marketing internacional en franquicias con menú saludable del norte de Barranquilla

Franchises are the fastest-growing business organizations in Barranquilla, especially those for food marketing and, to a greater extent, fast food restaurants (Conde, 2011). The purpose of this research was to analyze international marketing strategies in franchises with a healthy menu in northern Barranquilla, Colombia. For this, a quantitative, non-experimental, transectional and descriptive approach was used; The population was limited to 34 franchises. As a result, growth in sales and geographic expansion of franchises of this type were corroborated, and strategies used by them were found in accordance with international marketing mix. Finally, it was concluded that the majority of franchises with a healthy menu in northern Barranquilla implemented market penetration strategies to increase their participation within it and applied new market development strategies to sell current products in other markets, as well as strategies of developing new products to improve their performance in today's markets. However, they did not employ diversification strategies.

• Autores: Montero Guerrero, María Angélica; Álvarez Diaz, Raiza Yalid
• Fecha de publicación: 2020
• Institución: Corporación Universidad de la Costa
• Repositorio: REDICUC - Repositorio CUC
• Idioma: spa
• OAI Identifier: oai:repositorio.cuc.edu.co:11323/6431
• Acceso en línea: https://hdl.handle.net/11323/6431; https://repositorio.cuc.edu.co/
• Palabra clave: Strategy; International marketing; Franchise; Healthy food; Estrategia; Marketing internacional; Franquicia; Comida saludable
• Rights: openAccess
• License: Attribution-NonCommercial-ShareAlike 4.0 International