AP03-EV04 - Proposal in English for a Product or Service

Evidence
AP03-EV04 - Proposal in English for a Product or Service

Member:
René Alexander Nieto Castro

Profile - 2282579

Group - Gaes 9

Bilingualism Instructor
Jhooni Quintero González

National Learning Service SENA

Financial Services Center
Bucaramanga, Santander
July 2021
 AP03-EV04 - Proposal in English for a Product or Service

MARKET SEGMENTATION

1. Description of the product or service:

Product or Service Description

Company located in the City of Bucaramanga, dedicated to
the design, manufacture and supply of overalls, jackets, shirts
and personal protection items, such as helmets, glasses,
gloves; for workers in the construction sector, in number and
Design, manufacture
class; receiving the respective training about their use and
and supply of coveralls,
the possible risks derived from not using them. The intention
jackets, shirts and
is to contribute to generating better planning in the delivery
personal protection
process of said elements.
items, such as helmets,
glasses, gloves; for
The biggest beneficiaries will be workers in the construction
workers in the
sector, as they will receive their allowances at the work site,
construction sector.
preventing them from traveling to remote or inaccessible
places; thus generating savings in time and money, since
they will not have to travel to the company in charge of
supplying the respective endowment.

1. Identification of possible market segments to which to introduce the product or

service:

Possible market
segments to which the
Characteristics of the segment
N° product or service can
be directed
Companies Firms in the construction sector that do
1 not have the installed capacity for the design,
Construction
elaboration and delivery of work clothes or clothing to
their collaborators.
Companies that do not have enough products and / or
Contractor companies in
2 services for the design, production and supply of work
the construction sector
clothes or clothing.
Entities that carry out construction activities and that
3 State Entities do not have the possibility of designing, elaborating
and supplying work clothes or clothing.
People dedicated to the activities demanded by the
4 Workers in the
construction sector, who have the possibility of
construction sector
acquiring their work clothes or clothing.
 AP03-EV04 - Proposal in English for a Product or Service

2. Analysis of the market segments:

Key aspects that favor the Aspects that limit the

Segment
N° orientation of the marketing
identified
strategy
These clients allow other companies
to offer them the possibility of
1 Builders acquiring products or services that
guarantee the optimal development
of their daily activities.
Contractor These clients must comply with the
companies in regulations for the supply of clothing
the or clothing and in this way minimize
2 construction the possible risks that may arise in
sector the execution of their daily activities.
These clients want to acquire
products of excellent quality; since
3 State Entities
they do not have the possibility of
making this type of garment.
These clients wish to acquire this
type of garment due to the activity
Construction
4 they carry out on a daily basis, as
sector workers
they are not directly linked to any
construction company.
marketing strategy
They look for the best
option for the supply of this
type of products.
Low prices and poor quality
products, which makes it
impossible to enter the
target market effectively
and positively.
The competition through
the state contracting
platforms does not allow to
compete with excellent
proposals, since the most
economical one must be
presented; which makes it
difficult to acquire high
quality inputs.
Many of these workers
prefer to wear clothes for
daily use that are already in
regular condition.

3. Selection of the most attractive market segments.

Possible target or
N° target segments Justification
It is one of the segments with the highest participation in
the market and the highest accessibility; given that they
have a high number of workers and require that the supply
Construction
1 of the necessary garments be guaranteed in number and
Companies
type, for the execution of the tasks demanded by this
sector and that in turn comply with the regulations issued
for this purpose by the National government.
Contractor companies These companies must comply with what is established
in the construction for the construction sector, since they are mostly exposed
2 sector to surveillance and control by the entities that for this
purpose has been determined by the government in
relation to the building; Therefore, they must contract with
 AP03-EV04 - Proposal in English for a Product or Service

qualified companies with great experience in the sector of

endowments for this type of workers, and in this way
guarantee their integrity.
The bulk of these customers can purchase the products
3 Construction workers offered and thus guarantee their integrity.