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Supply-Side Analysis: The Value Proposition and Evaluation of Competitors
González, JorgeTechnical Note MN-411-EMarketingThis technical note proposes an approach to supply-side analysis from two perspectives: first, by presenting the concept of a value proposition, its dimensions, and models that develop this idea; and second, by introducing an approach to competitor analysis that takes into account the competitive arena in which an offering is situated.Starting at €8.20
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Analisis de la oferta: la propuesta de valor y evaluacion de competidores
González, JorgeTechnical Note MN-411MarketingEsta nota propone una manera de analizar la oferta de un mercado desde dos puntos de vista. En primer lugar, planteando el concepto de propuesta de valor, sus dimensiones y modelos de desarrollo. En segundo lugar, mediante un análisis de los competidores que considere el terreno competitivo donde se sitúa la oferta.Starting at €8.20
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Design of the Offering: Product Portfolios, Brands and Prices
González, JorgeTechnical Note MN-413-EMarketingThis technical note provides an overview of the main operational decisions involved in defining a company's offering: the products and/or services to be offered, the brands they will be marketed under, and the prices that will apply. Given the breadth of this subject, the focus is on the key issues that should be considered by general management. In the first part of the note, the defining elements of an offering developed to enter a new market a...Starting at €8.20
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Diseño de la oferta: carteras de productos, marcas y precios
González, JorgeTechnical Note MN-413MarketingEn esta nota se resumen las principales decisiones operativas para definir la oferta de una compañía: qué productos y/o servicios se van a ofrecer, bajo qué marcas y a qué precios. El enfoque que se propone para tratar un tema tan amplio consiste en centrarse en las consideraciones que debe realizar la dirección general. En la primera parte de la nota, se valoran los elementos que definen una oferta desarrollada para entrar en un nuevo mercado....Starting at €8.20