Maestría en Gerencia de Proyectos · 2026

Análisis de prefactibilidad para la modificación de la estrategia de comercialización para los bouquets de Valley Springs en Estados Unidos

This study aims to analyze the pre-feasibility of modifying the commercialization strategy of Valley Springs’ bouquets in the U.S. market, within a context characterized by high competition, price sensitivity, and cost variability. A mixed-method approach was adopted, combining quantitative analysis of financial and market data with a qualitative component based on semi-structured interviews with industry experts. This allowed the integration of documentary data with practical insights into market dynamics, strengthening the validity of the findings. The analysis revealed that the current pricing structure has limitations in adapting to cost fluctuations, particularly in floral inputs and logistics, which puts pressure on profit margins. Additionally, it was identified that institutional buyers value not only price, but also product quality, consistency, and delivery reliability. In this context, the results suggest that implementing a flexible pricing scheme, along with portfolio segmentation of bouquets, could improve the company’s competitiveness and financial sustainability. However, the viability of this strategy depends on the organization’s ability to manage risks related to cost volatility, market dynamics, and logistical operations. In conclusion, modifying the commercialization strategy is pre-feasible under conditions of continuous adaptation, cost control, and product differentiation, allowing Valley Springs to strengthen its position in the U.S. market.

Palabras clave

Tesauro de su biblioteca