Evaluación de las estrategias implementadas por la franquicia ecuatoriana helados Bogati para su penetración en el mercado de Nueva York

This scientific article analyzes the different strategies implemented by the Bogati Ice Cream brand to bring its artisanal ice cream to New York City in the United States. Among the strategies evaluated, the areas of marketing, adaptation, operations management, and brand positioning stand out. For the analysis, a mixed methodology was implemented with which both qualitative and quantitative results could be collected. The document highlights several of the fundamental points that the brand implemented for the operation and adaptation of the brand in New York, such as marketing work, market research, and innovation. It also highlights the challenges that the brand faces, such as differentiating itself from several of its competitors in a market saturated with this type of company and at the same time the demands to maintain high standards of product quality. This article concludes that Bogati's approach serves as a model for small businesses seeking to enter global markets through localized strategies and cultural integration. The knowledge acquired illustrates how important it is to understand the cultural and economic dynamics of the target market to achieve sustainable international growth.

• Главный автор: Gallo Fajardo, Adriana Valeria (author)
• Формат: bachelorThesis
• Язык: spa
• Опубликовано: 2025
• Предметы: FRANQUICIA; MARKETING; ESTRATEGIA; INNOVACIÓN Y ADAPTACIÓN CULTURAL
• Online-ссылка: https://dspace.uniandes.edu.ec/handle/123456789/19698