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Case

ANOVO: El Sat en la sombra (A)

By García del Pueyo, J. L. / Arana, J.

Marketing

ANOVO estaba especializada en reparaciones de teléfonos móviles y aparatos electrónicos que facturó 85 millones de € en 2021. Era el Servicio de Asistencia Técnica de varios fabricantes y distribuidores. Para venderle a una gran cadena de distribución, le ofertó una prueba piloto de dos meses de duración y para dos tiendas. Excedido ese periodo, la cadena le propuso extenderlo a 200 tiendas y durante 6 meses, hasta que pudiera realizar una licitación pública. Esta propuesta tenía un coste muy elevado -54.000 € mensuales- y generó una gran incertidumbre en el equipo comercial que debía decidir si la aceptaba. Su captación abría un gran mercado potencial y le acreditaba ante otros fabricantes.

Collection: San Telmo (España)

Ref: IIST-MI-229

Format: PDF

Number of pages: 24

Publication Date: Mar 14, 2023

Language: Spanish

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Learning Objective

Los objetivos pedagógicos son descubrir y reflexionar sobre - La venta B2B: singularidades, caminos y la aportación de valor. - La formulación de las propuestas comerciales en B2B. - La venta sin marca: de la demo al piloto.

ANOVO: El Sat en la sombra (A)

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ANOVO: El Sat en la sombra (A)

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