Europa Group Seguros, S. A.: Estrategia Go-To-Market

By Font, Vicente / González, Jorge

Marketing

Europa Group Seguros (EGS), filial española de una compañía de seguros alemana, tiene que decidir qué hacer con la fuerza de ventas directa lanzada el año anterior. Los primeros resultados no son concluyentes. Al decidir, deberá tener en cuenta que desde la sede le han reclamado un crecimiento constante. Algunos de los miembros del equipo operativo de EGS señalan que sería mejor para la compañía invertir en la red de agentes tradicional, mientras que otros sugieren desarrollar aún más el canal de corredores independientes.

Collection: IESE (España)

Ref: M-1378

Format: PDF

Number of pages: 11

Publication Date: Dec 10, 2020

Language: Spanish, English

Description

Year: 2018

Geographic Setting: España

Learning Objective

Este caso permite comparar los pros y los contras de diferentes tipos de redes de ventas, directas e indirectas, según los objetivos de la empresa.

Europa Group Seguros, S. A.: Estrategia Go-To-Market

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Europa Group Seguros, S. A.: Estrategia Go-To-Market

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Learning Objective

Europa Group Seguros, S. A.: Estrategia Go-To-Market

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