Publication: Investigación de mercados de un instrumento de
análisis articular: un caso práctico
Authors
Tortosa Tarancón, Alessandro
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Publisher
Murcia: Servicio de Publicaciones de la Universidad de Murcia
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DOI
https://doi.org/10.6018/sportk.362331
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info:eu-repo/semantics/article
Description
Abstract
El proceso de lanzamiento de nuevos productos debe estar basa-
do en datos del mercado que permitan realizar una estrategia de entrada y
comunicación que permita minimizar al máximo la incertidumbre. El ob-
jetivo del trabajo fue realizar una investigación de mercados para establecer
una estrategia de ventas y comunicación adecuada para un instrumento de
análisis del tobillo. Para ello se administró un cuestionario a 138 depor-
tistas y 130 fisioterapeutas. Los resultados sugieren realizar una estrategia
de comunicación centrada en un modelo push y una estrategia de ventas
concentrada, sin necesidad de segmentación por disponibilidad de pago por
el producto o edad. Por lo que podemos concluir que esta investigación de
mercados tuvo el resultado esperado, y ayudó a crear estrategias de marke-
ting centradas en el encaje producto-cliente
Abstract: The launch of new products process must be based on market data that let make an entrance and communication strategy that will make decrease uncertainty. The main objective of this market research is to es- tablish a suitable sales and communication strategy for an ankle analysis instrument. To reach the objective, a questionnaire was administered to 138 athletes and 130 physiotherapist. The results support a communication strategy based in a push model and a focused sales model, without necessity of segmentation by pay availability or age. We can conclude that this mar- ket research had the result expected, and helped to the creation of the right marketing strategies focused on the product-market fit.
Abstract: The launch of new products process must be based on market data that let make an entrance and communication strategy that will make decrease uncertainty. The main objective of this market research is to es- tablish a suitable sales and communication strategy for an ankle analysis instrument. To reach the objective, a questionnaire was administered to 138 athletes and 130 physiotherapist. The results support a communication strategy based in a push model and a focused sales model, without necessity of segmentation by pay availability or age. We can conclude that this mar- ket research had the result expected, and helped to the creation of the right marketing strategies focused on the product-market fit.
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Citation
Sport TK: revista euroamericana de ciencias del deporte, Vol. 8 Núm. 1 (2019): Suplemento 1. Monográfico. Análisis de servicios deportivos y perfil del usuario de centros deportivos
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