Major changes in the marketing strategies and tactics of the large companies in today's business environment
Fil: Genov, Ruslan. University of Applied Sciences Hochschule Kaiserslautern. Faculty of Business Administration; Alemania.
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| Lenguaje: | English |
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2019
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| Acceso en línea: | http://hdl.handle.net/11185/2317 |
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oai:bibliotecavirtual.unl.edu.ar-handle:11185-23172022-03-21T17:32:45Z Major changes in the marketing strategies and tactics of the large companies in today's business environment Grandes cambios en las estrategias de marketing y las tácticas de las grandes empresas en el entorno empresarial actual Genov, Ruslan Ruda, Walter Ruda, Walter Esterellas, Julián Esterellas, Julián Strategy Business model Management Estrategia Modelo de negocios Gestión Fil: Genov, Ruslan. University of Applied Sciences Hochschule Kaiserslautern. Faculty of Business Administration; Alemania. Fil: Genov, Ruslan. Universidad Nacional del Litoral. Facultad de Ciencias Económicas; Argentina. En una situación de profundización de la crisis política y económica global, el modelo de negocios de muchas de las principales empresas se está volviendo obsoleto. El objetivo de la tesis de maestría es examinar la teoría de la gestión estratégica y aplicar el modelo teórico al funcionamiento de la empresa. Lindab Group fue elegido como una empresa líder que opera en una de las ramas de negocios más grandes del mundo: la industria de la construcción. Las acciones de negocio de desarrollo han sido monitoreadas y analizadas. Luego se presentaron los principales cambios en las estrategias de marketing en un entorno empresarial cambiante. Finalmente, las tácticas que la compañía ha emprendido para alcanzar los objetivos a largo plazo se han considerado en la tercera parte. El documento está considerando el nivel de efectividad de las estrategias aplicadas en una empresa grande y tiene el ambicioso objetivo de evaluar si la estrategia elegida por Lindab Group es efectiva y permitiría a Lindab mantener el mercado de productos de acero. Este propósito se presenta en un marco teórico en la Parte Uno, que aclara los conceptos y enfoques básicos. Luego, la Parte Dos se ocupa de la selección, mejora y desarrollo de la metodología. La estrategia de selección complementó el análisis del mercado europeo de la construcción y un análisis del entorno interno y externo de la empresa, que se describen en la Parte Tres. In a situation of deepening the global political and economic crisis, the business model of many of the major companies are becoming obsolete. The aim of the master's thesis is to examine the theory of strategic management and apply the theoretical model to the operation of the company.Lindab Group was chosen as a leading company that operates in one of the largest business branches in the world: the construction industry. The development business actions have been monitored and analyzed. Then the main changes in marketing strategies in a changing business environment were presented. Finally, the tactics that the company has undertaken to achieve the long-term objectives have been considered in the third part. The paper is considering the level of effectiveness of the strategies applied in a large company and has the ambitious objective of assessing whether the strategy chosen by Lindab Group is effective and would allow Lindab to maintain the steel products market. This purpose is presented in a theoretical framework in Part One, which clarifies the basic concepts and approaches. Then, Part Two deals with the selection, improvement and development of the methodology. The selection strategy complemented the analysis of the European construction market and an analysis of the company's internal and external environment, which are described in Part Three. 2019-07-05 info:eu-repo/date/embargoEnd/2020-11-08 2017-12-08 08/11/2020 info:eu-repo/semantics/masterThesis info:ar-repo/semantics/tesis de maestría info:eu-repo/semantics/acceptedVersion SNRD http://hdl.handle.net/11185/2317 eng Atribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0) info:eu-repo/semantics/embargoedAccess http://creativecommons.org/licenses/by-nc-nd/4.0/deed.es application/pdf |
| institution |
Universidad Nacional del Litoral |
| collection |
Biblioteca de tesis |
| language |
English |
| topic |
Strategy Business model Management Estrategia Modelo de negocios Gestión |
| spellingShingle |
Strategy Business model Management Estrategia Modelo de negocios Gestión Genov, Ruslan Major changes in the marketing strategies and tactics of the large companies in today's business environment |
| description |
Fil: Genov, Ruslan. University of Applied Sciences Hochschule Kaiserslautern. Faculty of Business Administration; Alemania. |
| author2 |
Ruda, Walter |
| author_facet |
Ruda, Walter Genov, Ruslan |
| format |
Thesis |
| author |
Genov, Ruslan |
| author_sort |
Genov, Ruslan |
| title |
Major changes in the marketing strategies and tactics of the large companies in today's business environment |
| title_short |
Major changes in the marketing strategies and tactics of the large companies in today's business environment |
| title_full |
Major changes in the marketing strategies and tactics of the large companies in today's business environment |
| title_fullStr |
Major changes in the marketing strategies and tactics of the large companies in today's business environment |
| title_full_unstemmed |
Major changes in the marketing strategies and tactics of the large companies in today's business environment |
| title_sort |
major changes in the marketing strategies and tactics of the large companies in today's business environment |
| publishDate |
2019 |
| url |
http://hdl.handle.net/11185/2317 |
| _version_ |
1728547958251585536 |
| score |
11.8626 |