Benchmarking en la comercialización de aceites de oliva Premium: El caso de Castillo de Canena
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2022-05-04
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Jaén: Universidad de Jaén
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[ES] Cualquier organización empresarial tiene a su alcance una serie de herramientas las cuales posibiliten a la misma el hecho de convertirse en una empresa líder del sector. Una de ellas es el benchmarking, opción a tener en cuenta dentro del marco de la gestión empresarial propiamente dicha, que tiene como meta la obtención de información, ya sea ésta tratada de una manera específica y/o general, teniendo como modelo una empresa líder del sector en cuestión, es decir, el desarrollo de un proceso de recopilación de información valiosa que optimice cada una de las estrategias de una organización en relación al producto y/o servicio. El proceso de gestión de dicha información se lleva a cabo a través del estudio de las distintas prácticas y mecanismos de actuación de aquellas empresas consideradas como casos de éxito. Aplicando una lógica empresarial, es importante no caer en el error de realizar una copia de aquello que realicen nuestros competidores, sino llevar a cabo un proceso de aprendizaje continuo. Esta investigación nace con el firme propósito de analizar, contrastar y evidenciar los factores clave del éxito en la producción y comercialización de productos Premium que permitan la consecución del éxito empresarial mediante el análisis y estudio del Grupo Castillo de Canena.
[EN] Any business organization has at its disposal a series of tools which make it possible for it to become a leading company in the sector. One of them is benchmarking, an option to take into account within the framework of business management itself, whose goal is to obtain information, whether it is treated in a specific and / or general way, having as a model a leading company of the sector in question, that is, the development of a valuable information gathering process that optimizes each of the strategies of an organization in relation to the product and / or service. The process of managing said information is carried out through the study of the different practices and mechanisms of action of those companies considered as success stories. Applying business logic, it is important not to make a copy of what our competitors do, but rather to carry out a continuous learning process. This research was born with the firm purpose of analyzing, contrasting and demonstrating the key factors of success in the production and commercialization of Premium products that allow the achievement of business success through the analysis and study of the Castillo de Canena Group.
[EN] Any business organization has at its disposal a series of tools which make it possible for it to become a leading company in the sector. One of them is benchmarking, an option to take into account within the framework of business management itself, whose goal is to obtain information, whether it is treated in a specific and / or general way, having as a model a leading company of the sector in question, that is, the development of a valuable information gathering process that optimizes each of the strategies of an organization in relation to the product and / or service. The process of managing said information is carried out through the study of the different practices and mechanisms of action of those companies considered as success stories. Applying business logic, it is important not to make a copy of what our competitors do, but rather to carry out a continuous learning process. This research was born with the firm purpose of analyzing, contrasting and demonstrating the key factors of success in the production and commercialization of Premium products that allow the achievement of business success through the analysis and study of the Castillo de Canena Group.