MARKET RESEARH PROJECT

Apprentice

CAMILO MENA SERNA

 ANGELA MARIA LOPEZ GONZALEZ

MATERIALS AND TEST CENTER

TECHNOLOGIST IN MARKET MANAGERMENT

FILE: 2104677

Zaragoza - Antioquia

2020

 Instructor

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PROPOSAL IN ENGLISH LANGUAGE OF A PRODUCT OR SERVICE

Aprendice

CAMILO MENA SERNA

MATERIALS AND TEST CENTER

TECHNOLOGIST IN MARKET MANAGERMENT

FILE: 2104677

2020

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 PROPOSAL IN ENGLISH LANGUAGE OF A PRODUCT OR SERVICE
COMPANY: THE WORLD OF PINEAPPLE
To put the topics into practice, carry out the following activities related to the
learning object “Market Segmentation.

1. Enter the learning object “Market Segmentation”, found in project activity3

“Specify design parameters for the presentation of the product or service
according to market segments”. Open a document using the office
automation tool of your choice and enter the activities to develop there.

2. Read the vocabulary located in the “Vocabulary” section. Develop the

vocabulary crossword on segmentation variables and match the concepts
with the terms referring to this topic. Take screenshots of the results
obtained and paste them into the document.

3. Read the text "Food arounf World" found in the "Let's read" section. Develop
the reading comprehension exercises. Take screenshots of the correct
answers and paste them into the document.

4. Read the information about accounting and non-accounting in the “Let's

read” section and classify the nouns into accounting and non-accounting.
Take a screenshot of the results obtained and paste them into the
document.

5. Listen to an audio on a piece of information provided by Albert Roberts, in

the “Let's listen” section. Do the comprehension exercises on the audio and
take screenshots of the results obtained. Save the captures in the
document.

6. Read and listen to the information on English Idioms in the Business

Context.

7. Create a proposal on how to present a product or service in the market of

the city that Albert described. Use the vocabulary and idioms studied in this
Learning Object. Record the proposal in audio, in the format of your
preference. The audio should not be longer than two minutes. Save the file
and send it to the instructor through the virtual learning platform.

DESARROLLO
R/ 1. Vocabulary

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R/ 2.

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R/ 3.

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R/ 4.

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R/ 7. Link: https://voca.ro/4OvsTKvMshC

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 PROPOSAL IN ENGLISH LANGUAGE OF A PRODUCT OR SERVICE
COMPANY: THE WORLD OF PINEAPPLE

VARIABLE DEFINITION

The company THE WORLD OF PINEAPPLE, is a

company located in the municipality of Zaragoza
Antioquia - Colombia, which is dedicated to the
production and marketing of pineapple Oro miel, with
experience in the market, by offering products with
Geographic good quality standards.
Segmentation
Icially market penetration will take place in the
municipality of Zaragoza.

The company THE WORLD OF PINEAPPLE, aims to

make life easier by generating experiences of trust,
based on age directing its strategy to teenagers and by
role in the home arriving with large presentations to
housewives. 

“For 2015 the population of the municipality of

Zaragoza Antioquia was 30,738 inhabitants. Regarding
pineapple segmentation, middle-class women ranging
from 15 to 50 years old represent 26.17% of the total
portion of the municipality's inhabitants and more
specifically in the urban area, there is a population of
13,978 population. Making a rough estimate of the
middle class of women between 15 and 50 years old,
the population of women between this age range is
approximately 35.8%. For the same year in question,
there are 2,994 households, of which 61% of them
both parents work, this characteristic is mainly very
visible in young married couples ”(General Census
DANE, 2005).

Age and Life - Cycle of These characteristics have a positive impact on the
Segmentation market coverage of the pineapple that the company EL
THE WORLD OF PINEAPPLE will commercialize, due
to the fact that the population is growing rapidly and
the market's focus is aimed at the segment of women
between 15 and 50 year old.

The municipality has a population illiteracy rate of 5

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 years and over and 15 years and over, the main rest.
The level of education of women is between, students,
professionals, university, housewives and
postgraduate, Marital Status Single, married,
separated, widowed and common law. Its income level
is 1,316,000 pesos, of Catholic denomination,
evangelist, Jehovah's Witness, etc. Of different
ethnicities but the Afro-Colombian and mestizo, of
Colombian nationality, Venezuelans predominate.
Ecuadorian and Brazilian. Her Occupation is as a
student, professional, employee, doctor, lawyer and
businesswomen.

Of the total population of Zaragoza, 51.2% are men

and 48.8% are women. The company wants to replace
the need to achieve proximity between customers and
their families.
The population is found in the urban area with 13,978
inhabitants and in the rural area with 16,760
Population (according to DANE data projected as of June 30,
Segmentation 2017)

We can segment consumers based on the benefits

they seek from a product, hence the company EL THE
WORLD OF PINEAPPL, defined that pineapple buy
their customers whole and hydrated pineapple, that
their customers buy in large surfaces, neighborhood
Benefit Segmentation stores , supermarkets and schools, that they buy for
health, flavor or as a light product and that they buy
the product fortnightly, and that they pay 7,000
thousand pesos for whole pineapple and 2,000 for
dehydrated.

That they contribute to the economic, social and

environmental well-being of our stakeholders, with
innovation and excellence, offering everything:

 Low prices.
 More comfort and convenience.
 Product innovation in the market.
 Optimal service points for customer service in
any region of the country.
 Excellent quality product.

The population object of this project is from the middle,

upper middle and upper class strata, has a healthy

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 lifestyle, women who are more aware of their health,
physical condition and appearance, of a personality
that has to do with self-admiration of his figure,
Psychological egocentric and with a high degree of self-esteem.
Segmentation Outgoing, self-confident, vain, energetic, dynamic.

We have established the previous purpose as making

life easier by generating experiences of trust,
delivering a good product, with innovation and
excellence.

We have a product functionality, durability, economy,

ease of use, distribution, proximity, speed of delivery,
OCCASION flexibility and additional services or added values
SEGMETATION offered to its customers.

You can accurately determine how often people

consume the product offered by this type of business.

Income sectors in Colombia:

Agriculture, livestock, hunting, forestry and fishing
6.11%
Exploitation of mines and quarries 7.32%
Manufacturing industries 10.70%
INCOME Electricity supply gas and water 3.45%
SEGMENTACION Construction 7.47%
Commerce, repair, restaurants and hotels 12.04%
Transport, storage and telecommunications 7,10%
Financial establishments, insurance and real estate
activities 19.86%
Social, communal and personal services activities
15.35%

A record is kept of purchased products, purchase

frequency, type of purchase (new purchase, modified
buyback, direct buyback), purchase criteria, purchase
BEHAVIORAL volume, product use, type of buyer and seller
SEGMENTACION relationship, organization of the purchasing
department, purchasing processes and decision
making.

Likewise, the company defined its geographical

location, number of employees, volume of sales,
company seniority, industrial classification codes,
technological progress, and technical and financial
capacity.

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 BEHAVIORAL
SEGMENTACION In the modern world, end-users of consumer goods are
increasingly researching more about the product and
have sufficient nutritional information on what they are
buying or intend to buy in the future; For this, the
company THE WORLD OF PINEAPPL will offer, on its
website, information related to the production process
of the Oro honey pineapple and the health benefits of
eating the product frequently.

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 BIBLIOGRAPH
Bibliotheca SENA 2020

https://www.dane.gov.co/index.php/estadisticas-por-tema

https://www.dane.gov.co/index.php/estadisticas-por-tema

http://fermoline.com/analisis-de-las-4-ps-de-la-fruteria-de-mi-barrio/

https://sena.territorio.la/content/index.php/institucion/Titulada/institution/SENA/Vent

as/621113/Content/OVA/guia3/pdf/formatos/TGM-AP03-EV04.pdf

https://repositorioinstitucional.ceu.es/bitstream/10637/6380/1/Plan%20de

%20marketing_lancimiento%20de%20un%20nuevo%20producto_Reebok

%20Energy_TFG_Carlos%20Galve%20Espinosa.pdf

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