Segmentación del mercado de un destino turístico de interior. El caso de A Ribeira Sacra (Ourense)

A Ribeira Sacra es un destino turístico que engloba municipios de las dos provincias interiores de Galicia. En este entorno espacial se desarrolla una investigación para describir el perfil de los visitantes e identificar diferentes segmentos de consumidores basados en sus motivaciones turísticas, describiéndose variables que definan a cada grupo. La heterogeneidad detectada en los motivos que argumentan los visitantes pone de relieve que la oferta turística y las estrategias de comunicación deben orientarse hacia aquellos segmentos de consumidores que más valoren los atractivos que constituyen ventajas diferenciales de la zona: fundamentalmente los aspectos naturales y patrimoniales en el territorio analizado. Las conclusiones pretenden contribuir a mejorar la estrategia de comercialización y promoción de este destino turístico para cada uno de los segmentos detectados.

Strategiaprosessi monikansallisessa yrityksessä

Tämän kandidaatintutkielman tavoitteena on tunnistaa strategiaprosessin eri vaiheet sekä kuvailla, miten prosessi toteutettiin tapausyritys Suominen Oyj:llä. Tavoitteina on myös analysoida, miten Suominen Oyj:n henkilöstö kokee oman suhteensa organisaatioon, sen strategiaan, tavoitteisiin ja arvoihin. Analyysin pohjalta pyritään muodostamaan kuva siitä, kuinka strategian implementoinnissa on onnistuttu. Lisäksi tarkastellaan, eroavatko nämä kokemukset eri maissa tapausyrityksessä. Tutkimuksessa käytetään sekä kvalitatiivisia että kvantitatiivisia tutkimusmenetelmiä. Suominen Oyj:n strategiaprosessista hankitaan informaatiota kahdella laadullisella puolistrukturoidulla teemahaastattelulla. Kvantitatiivisen analyysin kohteena puolestaan on tapausyrityksen yhdeksältäkymmeneltä ylimmässä asemassa työskentelevältä henkilöltä kerätty tilastollinen kyselydata, jota analysoidaan muun muassa Kruskal-Wallisin testillä sekä Spearmanin korrelaatioanalyysillä. Tutkielmassa muodostetaan kuva prosessista, jossa hyvin muotoiltu strategia sekä selkeät tavoitteet luovat pohjan strategian implementoinnille. Onnistuneen implementoinnin keinoja ovat muun muassa kehitysohjelmat, tarkka rekrytointi, tavoitteiden ja palkkioiden sitominen strategiaan, strategian kanssa yhteensopiva organisaatiokulttuuri, useamman eri hierarkiatason osallistuminen ja erilaisten kontrollijärjestelmien sekä implementointityökalujen hyödyntäminen. Havaitaan, että tapausyritys käyttää näistä keinoista useampaa. Yrityksen monikansallisuus vaikuttaa erityisesti organisaatiokulttuuriin sekä sisäiseen viestintään. Tutkielman kvantitatiivisen analyysin tulokset näyttävät, ettei maiden välillä ole tilastollisesti merkittäviä eroja siinä, miten henkilöstö kokee oman suhteensa tapausyritykseen, sen strategiaan, tavoitteisiin ja arvoihin. Kvantitatiivisen analyysin perusteella Suominen Oyj:n strategiaprosessi on onnistunut hyvin. Tutkimuksessa esitellään vielä muutamia kehitysajatuksia yritystä sekä mahdollisia jatkotutkimuksia varten.

Get your website noticed How to reach, acquire and retain customers online

The Internet has developed itself as a major tool in marketing. With the advent of the Internet, online marketing has become the main marketing strategy used by most companies to promote their products. However, with the Internet, competition among companies has increased as each company has an opportunity to reach the same type of potential consumers through the Internet. This implies that for a company to attract and retain customers, it has to employ unique features in its website in order to make it stand out. This study was aimed at determining the features of a company’s website which can help to attract and retain customers. It was also meant to find out about the online marketing strategies that can be used to attract customers at the initial stage as well as find out on how companies engage their customers on their site. In this study, the qualitative method of research was used. Data collection was done using interviews. The interviewees were selected from marketing agencies in Finland

Increasing value add in white collar work using lean methods

The efficient indirect office work brings competitive advantage for companies in a rapidly changing business environment. The direct work methods in factory floors have been developed already for decades, but the office work is an area where the potential to improve the value add has not been studied and utilized systematically so far. The first objective of the thesis work is to find useful method for identifying and managing value add using literature. The usefulness of the method is validated in the case company`s environment. The second objective of the work is to understand what kind of effort is required to create more efficient target setting for the white collar employees. The operative level targets should be linked more tightly to the company strategy. Lean methods are selected as a tool for the improvement, since they are widely used in all kinds of industries and they are already familiar in other functions in the case company. Based on the literature review, suitable improvement methods are selected. The core of the lean is to identify the value add of a customer and eliminate the waste. Also visual control, cross functional work team, flow office and continuous improvement are used. The methods are tested in one production line and the results and feedback indicate that methods are useful in the studied environment.

A influência das redes sociais na perceção e escolha de um destino turístico na Geração Y

As redes sociais têm potencial para influenciar os indivíduos nas suas escolhas. O objetivo deste estudo é perceber se as redes sociais têm influência na perceção e escolha de um destino turístico por parte dos utilizadores. No sentido de entender todo o processo de partilha de conteúdos por parte dos utilizadores online, no que toca à divulgação de destinos turísticos, foi escolhida como referência a maior rede social a nível mundial - o facebook. Foi adotada uma metodologia quantitativa, assente na construção de um questionário colocado online a cerca de 250 pessoas, utilizadores de facebook, de ambos os sexos, e com idades compreendidas entre os 16 e os 32 anos – Geração Y ou geração Millennium. Os dados recolhidos foram tratados e analisados com o auxílio do software SPSS e do Google Forms. Foi possível, nesta investigação, identificar a sensibilidade dos indivíduos face à partilha de conteúdos turísticos realizados por amigos, familiares e ícones nas redes sociais. Este estudo é importante no sentido em que as empresas ligadas ao sector podem incentivar os utilizadores a partilhar as suas férias e conteúdos na página da empresa e tornar-se, assim, numa estratégia de marketing potenciando quer a sua visibilidade organizacional, quer a do destino em causa.

Restaurante nómada – Trotamundos

El Restaurante Trotamundos SAS, será un camión de comida (Food Truck), especializado en la preparación y comercialización de comidas gourmet con matices internacionales, rápida, para llevar y sin complicaciones. Nuestras preparaciones girarán en torno a una experiencia basada en el consumo de carne de res con sabores de diferentes países, enfocándonos en jóvenes universitarios y profesionales como nuestro segmento de mercado, estos ubicados en las localidades de Chapinero, Teusaquillo y Usaquén. Para facilitar el acceso de nuestros clientes situados en zonas tan distantes de Bogotá, Trotamundos funcionará en un moderno camión con una cocina diseñada acorde con la actualidad legislativa exigida para los restaurantes tradicionales y con los más altos estándares de higiene y calidad en manejo de alimentos. En la actualidad en la ciudad de Bogotá funcionan aproximadamente 60 restaurantes móviles, los cuales presentan una amplia variedad de productos desde jugos y postres hasta platos fuertes, en donde predominan las comidas rápidas tales como pizzas y hamburguesas entre otros. Nuestro principal diferenciador sobre la competencia, será la opción de una comida completa, elaborada en tiempos competitivos y a un precio justo. Para facilitar el reconocimiento de nuestro negocio ante nuestro nicho de mercado utilizaremos un llamativo camión parecido a un baúl de viaje de los años 20, que se trasladará en las localidades de Bogotá previamente mencionadas; adicionalmente usaremos redes sociales y volanteo para potenciar la promoción de la experiencia de nuestro cliente.

Product placement in integrated marketing communications strategy

Perinteisten markkinointiviestintäkanavien menettäessä jatkuvasti tehoaan mediakentän ja kohderyhmien sirpaloituessa yhä pienempiin yksiköihin markkinointiorganisaatiot etsivät vaihtoehtoisia tapoja tavoittaakseen kohdeyleisönsä. Yksi vaihtoehtoinen markkinointiviestintäkeino on tuotesijoittelu (product placement), jossa (merkki)tuotteita sijoitetaan erilaisten viihdetuotantojen, kuten elokuvien, televisio-ohjelmien ja tietokonepelien, tarinan yhteyteen, jotta yhä medialukutaitoisempi kohdeyleisö ei pystyisi välttämään kaupallista viestiä esimerkiksi vaihtamalla televisiokanavaa tai kääntämällä lehden sivua. Koska tuote on sijoitettu kerrottavan tarinan sisään, markkinointiviestin — eli tuotteen havaitsemisen — välttäminen on huomattavasti vaikeampaa kuin perinteisten markkinointiviestintämenetelmien kohdalla. Lisäksi, sijoitellut tuotteet ovat tavallisesti kiinteässä yhteydessä tarinan juonen ja henkilöhahmojen kanssa siten, että tuote saa näistä yhteyksistä positiivista vahvistusta imagolleen. Pro Gradu-tutkielman tarkoituksena oli selvittää tuotesijoittelun käyttökelpoisuutta markkinointiviestinnässä sekä miten kulutushyödykemarkkinoijat voivat hyödyntää menetelmää markkinointiviestintästrategioissaan. Tuotesijoittelun poikkeava luonne markkinointiviestintävälineenä tuotti kysymyksen miten tuotesijoittelua voitaisiin hyödyntää yhteistyössä muiden markkinointiviestintäkeinojen kanssa. Tätä varten tutkimuksessa tuotesijoittelu yhdistettiin integroidun markkinointiviestinnän (IMC) viitekehykseen. IMC-konsepti syntyi markkinointiviestinnässä vastaamaan samaan tarpeeseen kuin tuotesijoittelukin: pirstaloitunut mediakenttä ja yksittäiset kohderyhmät vaativat kehittyneempää ja yhtenäisempää markkinointiviestinnän suunnittelua ja toteutusta. Tutkimuksen johtopäätöksenä tuotesijoittelu todettiin käyttökelpoiseksi markkinointiviestintäkeinoksi mikäli viestinnän tavoitteena on muu kuin tuotteen myyntiin suorasti vaikuttaminen. Tuotesijoittelu on sen sijaan erittäin tehokas tuotetietoisuuden lisäämisessä, erityisesti tunnistamisen kohdalla. Tuotesijoittelu voi myös tuottaa suoran ostotarpeen mutta tällöin viestin vastaanottajalla täytyy olla vallitseva tarve kyseisen tuoteryhmän osalta ennen altistumista ko. markkinointiviestille. Tuotesijoittelu voidaan sisällyttää IMC-suunnitteluprosessiin markkinointiviestintästrategian kiinteänä osana. Integraatio markkinointiviestinnässä siten, että tuotesijoittelua tuettaisiin muilla viestintäkeinoilla yhtenäisen kampanjan kehittämiseksi on kuitenkin paljon ennakoitua harvinaisempaa, johtuen ehkä eniten tuotesijoittelun poikkeuksellisesta luonteesta ja kyseisen viestintämuodon vaikeasta hallittavuudesta markkinoijan taholta. Tutkimus toteutettiin normatiivisena case-tutkimuksena pääasiassa sekundäärisiä tietolähteitä hyödyntäen. Case-tutkimuksia varten kerättiin primääristä tietoa kyselylomakkeella kahdesta tuotesijoittelua käyttävästä kansainvälisestä yhtiöstä, jonka lisäksi myös sekundäärisiä tietolähteitä hyödynnettiin case-osan tiedonkeruussa.

Implementation of global make to inventory strategy at BASF SE

La optimización y armonización son factores clave para tener un buen desempeño en la industria química. BASF ha desarrollado un proyecto llamada acelerador. El objetivo de este proyecto ha sido la armonización y la integración de los procesos de la cadena de suministro a nivel mundial. El proceso básico de manejo de inventarios se quedó fuera del proyecto y debía ser analizado. El departamento de manejo de inventarios en BASF SE ha estado desarrollando su propia estrategia para la definición de procesos globales de manufactura. En este trabajo se presentará un informe de las fases de la formulación de la estrategia y establecer algunas pautas para la fase de implementación que está teniendo lugar en 2012 y 2013.

Big project ventures: facilitating a collaborative planning and implementation process

This book is based on a study of a complex project proposal by governments and corporations for a futuristic city, the Multifunction Polis (MFP). It encompasses issues and challenges symptomatic of growth initiatives in the global competitive environment. Academic rigor is applied using corporate strategy and business principles to undertake a detailed analysis of the project proposal & feasibility study and to subsequently construct practical guidelines on how to effectively manage the interpretation & implementation of a large-scale collaborative venture. It specifically addresses a venture which involves fragmented groups representing a diversity of interests but which aspire to related goals and, to this end, there is a need for cooperation & synergy across the planning process.This is an easy to read book of general interest and well suited to practitioners and academics alike. Its relevance is far-reaching, extending to venture situations defined by location, industry, community or social interest, the context, scale and scope of the project, and the role of organization management, project management, market and industry development and public policy. flap text of book

A Multifaceted Strategy for Implementation of the Ottawa Ankle Rules in Two Emergency Departments

Problem Despite widespread acceptance of the Ottawa ankle rules for assessment of acute ankle injuries, their application varies considerably. Design Before and after study. Background and setting Emergency departments of a tertiary teaching hospital and a community hospital in Australia. Key measures for improvement Documentation of the Ottawa ankle rules, proportion of patients referred for radiography, proportion of radiographs showing a fracture. Strategies for change Education, a problem specific radiography request form, reminders, audit and feedback, and using radiographers as “gatekeepers.” Effects of change Documentation of the Ottawa ankle rules improved from 57.5% to 94.7% at the tertiary hospital, and 51.6% to 80.8% at the community hospital (P<0.001 for both). The proportion of patients undergoing radiography fell from 95.8% to 87.2% at the tertiary hospital, and from 91.4% to 78.9% at the community hospital (P<0.001 for both). The proportion of radiographs showing a fracture increased from 20.4% to 27.1% at the tertiary hospital (P=0.069), and 15.2% to 27.2% (P=0.002) at the community hospital. The missed fracture rate increased from 0% to 2.9% at the tertiary hospital and from 0% to 1.6% at the community hospital compared with baseline (P=0.783 and P=0.747). Lessons learnt Assessment of case note documentation has limitations. Clinician groups seem to differ in their capacity and willingness to change their practice. A multifaceted change strategy including a problem specific radiography request form can improve the selection of patients for radiography.

Evaluation of implementation of a healthy food and drink supply strategy throughout the whole school environment in Queensland state schools, Australia

BACKGROUND/OBJECTIVES: This paper reports on the evaluation of the Smart Choices healthy food and drink supply strategy for Queensland schools (Smart Choices) implementation across the whole school environment in state government primary and secondary schools in Queensland, Australia. SUBJECTS/METHODS: Three concurrent surveys using different methods for each group of stakeholders that targeted all 1275 school Principals, all 1258 Parent and Citizens’ Associations (P&Cs) and a random sample of 526 tuckshop convenors throughout Queensland. Nine hundred and seventy-three Principals, 598 P&Cs and 513 tuckshop convenors participated with response rates of 78%, 48% and 98%, respectively. RESULTS: Nearly all Principals (97%), P&Cs (99%) and tuckshop convenors (97%) reported that their school tuckshop had implemented Smart Choices. The majority of Principals and P&Cs reported implementation, respectively, in: school breakfast programs (98 and 92%); vending machine stock (94 and 83%); vending machine advertising (85 and 84%); school events (87 and 88%); school sporting events (81 and 80%); sponsorship and advertising (93 and 84%); fundraising events (80 and 84%); and sporting clubs (73 and 75%). Implementation in curriculum activities, classroom rewards and class parties was reported, respectively, by 97%, 86% and 75% of Principals. Respondents also reported very high levels of understanding of Smart Choices and engagement of the school community. CONCLUSIONS: The results demonstrated that food supply interventions to promote nutrition across all domains of the school environment can be implemented successfully.

An ICT Implementation Strategy for Primary Schools in Fiji

Information and Communication Technology (ICT) has been embraced with hope and optimism in both developing and developed countries. While in the developed countries most citizens have access to one or many of the devices which utilize this technology (e.g. desktop, laptop, tablet, mobile phone), in developing countries this “luxury” can only be afforded by a privileged few. The use of these technologies in primary schools in developing countries is low. This is due to the fact that there are other bigger issues that some of these countries have to grapple with such as meeting the basic health and education needs of its citizens. Quality primary education and global development partnerships are two of the eight Millennium Development Goals of the United Nations (UNDP, 2012). Many Governments, NGO’s, service organizations, and individuals in developing countries are always looking at ways in which the disparity (not just in terms of ICT) can be narrowed. There has to be a greater collaboration between stakeholders in developing and developed countries (Mutonyi & Norton, 2007). How do stakeholders from developed countries engage with partners in developing countries to deliver meaningful and relevant outcomes for primary school students using ICT? As a first step getting the key stakeholders on side is critical. In the Fijian context, schools are managed and run by committees who are members of the community. Therefore, getting the committee on side together with the head-teachers and teachers is critical. Conversations about teaching and learning with technology can then follow with greater ease. The sustainability of any innovative approaches is also an essential element of this equation. Through this lens, this chapter investigates how ICT can be implemented in primary schools in Fiji. It proposes a three-layered approach which focuses on: (1) the community, school leadership, and teachers; (2) content, pedagogy, and technology, and (3) sustainability.

A critical success factors model for enterprise resource planning implementation

Enterprise Resource Planning (ERP) systems are integrated enterprise-wide standard information systems that automate all aspects of an organisations’ business processes. The ERP philosophy is that business systems incorporating sales, marketing, manufacturing, distribution, personnel and finance modules can be supported by a single integrated system with all of the company’s data captured in a central database. The ERP packages of vendors such as SAP, Baan, J.D. Edwards and Intentia represent more than a common systems platform for a business. They prescribe information blueprints of how organisation’s business processes should operate. In this paper, the scale and strategic importance of ERP systems is identified and the problem of ERP implementation is defined. Five company examples are analysed using a Critical Success Factors (CSFs) theoretical framework. The paper offers a framework for managers which provides the basis for developing an ERP implementation strategy. The case analysis identifies different approaches to ERP implementation, highlights the critical role of legacy systems in influencing the implementation process, and identifies the importance of business process change and software configuration in addition to factors already cited in the literature such as top management support and communication. The implications of the results and future research opportunities are outlined.