Segmentación del Mercado Empresarial: un estudio del sector brasileño de aluminio
DOI:
https://doi.org/10.24883/IberoamericanIC.v6i2.157Keywords:
Segmentación del Mercado Empresarial, Marketing Estratégico, Industria del Aluminio.Abstract
El artículo configura un estudio para la comprensión del proceso de segmentación del mercado de aluminio brasileño con énfasis en los beneficios buscados en el mismo. Para realizar el trabajo, se asumió inicialmente una postura exploradora para un posterior proceso descriptivo. En la etapa descriptiva se tomó como población objetivo a la industria productora de aluminio primario, la cual es compuesta por seis empresas: Albras, Alcan, Alcoa, BHP-Billiton, CBA y ValeSul. Finalmente, el estudio indicó que la conexión entre la segmentación tradicional y la debida a beneficios, parece ser mucho más débil de lo esperado en el sector de aluminio brasileño.
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