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RESUMEN
RESUMEN
Palabras clave:
CRM (Customer Relationship Management), Estrategia de fidelización, Caldo de gallina MAGGI,
Nestlé
Abstract:
This research project focuses on analyzing the importance of Customer Relationship Management
(CRM) strategy among customers of MAGGI chicken broth from Nestlé in Barranquilla. The
problem at hand is how to keep consumers engaged in a highly competitive market and positively
influence their behavior. The presence of strong competitors like Knorr and Doña Gallina, who
have made substantial investments in marketing and advertising in the same area, is also
considered (Rodríguez & Pérez, 2019).
The problem formulation aims to understand the relevance of CRM strategy in this specific
industry (García, 2018). The justification highlights the significance of CRM strategies in retaining
frequent customers, understanding their preferences, and enhancing the relationship between the
company and its habitual consumers, particularly in the context of modern cuisine in Barranquilla
(Martínez & López, 2020). It also discusses how CRM benefits single mothers, businesses, and
suppliers, contributing to problem-solving in organizations (Ortiz, 2017).
The objectives of this project include identifying MAGGI chicken broth preferences among
customers (Hernández & Gómez, 2016), describing customer profiles for categorization in
Barranquilla (Díaz, 2018), and proposing CRM strategies for customer loyalty and categorization.
In Barranquilla, the chicken broth market is highly competitive, with various brands vying for
consumer preference. MAGGI, an internationally renowned brand under Nestlé, has maintained
its position in the market due to its quality and reliability in meal preparation (Hernández &
Gómez, 2016). However, in recent times, there have been health concerns about the ingredients
used in these broths, particularly monosodium glutamate, which has been associated with adverse
health effects such as headaches and sweating (García, 2018).
In addition to health concerns, MAGGI faces increasing competition from other brands like Knorr
and Doña Gallina, which have heavily invested in their marketing and advertising strategies to
attract Barranquilla consumers (Rodríguez & Pérez, 2019). These market conditions pose a
significant challenge for MAGGI in terms of retaining its regular customers and attracting new
ones.
In this context, Customer Relationship Management (CRM) strategy emerges as a crucial tool for
understanding and meeting consumer needs. CRM involves managing customer relationships
through various strategies and technologies (Díaz, 2018). In the case of MAGGI, implementing an
effective CRM strategy could help maintain customer engagement, understand their preferences,
and offer personalized deals that encourage them to continue choosing the brand's products.
In summary, this research project focuses on the importance of CRM strategy in the context of
MAGGI chicken broth consumers in Barranquilla. It will address customer preferences, their
profiles, and propose effective CRM strategies to maintain and increase customer loyalty in a
highly competitive market.
Introducción:
En el mundo empresarial actual, la gestión de las relaciones con los clientes se ha convertido en un
pilar fundamental para el éxito y la supervivencia de las organizaciones. La capacidad de
comprender, atender y fidelizar a los consumidores se ha vuelto esencial en un entorno altamente
competitivo y en constante evolución. En este contexto, el Customer Relationship Management
(CRM) o Gestión de la Relación con el Cliente, emerge como una estrategia clave para lograr este
objetivo.
En este contexto, la estrategia de CRM se presenta como una herramienta fundamental para la
empresa Nestlé y su marca MAGGI. La gestión eficaz de las relaciones con los clientes no solo
implica conocer sus preferencias, sino también entender sus necesidades y comportamientos de
compra. Además, se trata de crear experiencias personalizadas que fomenten la lealtad del cliente
y lo mantengan comprometido con la marca (Díaz, 2018).
Este proyecto de investigación tiene como objetivo principal analizar cómo la implementación de
estrategias de CRM puede influir en la fidelización y categorización de los consumidores de caldo
de gallina MAGGI en Barranquilla. Se busca identificar los factores que influyen en la preferencia
de los consumidores, describir sus perfiles y proponer estrategias específicas de CRM que
permitan a Nestlé mantener y aumentar su base de clientes leales.