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Caracterización Del Network Marketing

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Caracterización Del Network Marketing CARACTERIZACIÓN DEL NETWORK MARKETING EN LA CIUDAD DE MEDELLÍN Diana Paola Balvín Medina Aida María Uribe Franco INSTITUCIÓN UNIVERSITARIA ESUMER FACULTAD DE ESTUDIOS EMPRESARIALES Y DE MERCADEO MEDELLÍN 2014 CARACTERIZACIÓN DEL NETWORK MARKETING EN LA CIUDAD DE MEDELLÍN Diana Paola Balvín Medina Aida María Uribe Franco Trabajo de investigación presentado para optar al título de: Administrador Comercial y de Mercadeo Asesor: Juan Pablo Arrubla Zapata Docente Tiempo Completo, Esumer Articulación de Monografías a Proyectos de Investigación INSTITUCIÓN UNIVERSITARIA ESUMER FACULTAD DE ESTUDIOS EMPRESARIALES Y DE MERCADEO MEDELLÍN 2014 RESUMEN Esta investigación tiene como objetivo realizar una caracterización de la industria del Network Marketing en la ciudad de Medellín, con el fin de conocer por medio de expertos las causas que inciden en el crecimiento de la industria en los últimos tiempos, y conocer las variables que permiten que sea un nuevo modelo de negocio y una opción para quienes deciden ingresar a la industria. En la actualidad se escucha hablar con mayor frecuencia de empresas multinivel tales como Amway, Gano Excel, Herbalife, Onnilife, 4life entre otras, todas estas tienen presencia en la ciudad de Medellín y cada día logran cobrar más fuerza en el mercado. Este canal ha capturado la atención de muchos, lo que permite visualizar que es una opción de negocio para aquellos que buscan nuevas propuestas y mayores ingresos, y más ahora en el mundo actual en donde cada día las personas están en búsqueda su independencia financiera y laboral, en donde prime su bienestar propio y una mejor calidad de vida. Por lo anterior se buscó indagar más en el tema por medio de algunas entrevistas que se realizaron a expertos de diferentes empresas de la industria, con el fin de conocer su punto de vista sobre el modelo de negocio, sus beneficio y las características más relevantes de la misma, buscando dejar en claro que es una industria que llego para quedarse y que hoy cada día más personas buscan este modelo de negocio como un plan B para sus vidas y sin lugar a dudas muchas de ellas deciden dedicare 100% debido a sus resultados. Palabras Claves: Network Marketing, Multinivel, Libertad financiera, Venta directa, Pirámide, Networkers, Distribuidor independiente, Franquicia personal. 1 ABSTRACT This research aim to perform a characterization of the Network Marketing industry in the city of Medellin, in order to know the causes that affect the remarkable growth of the industry in recent times, and know the variables that allow it a new business model and an excellent choice for those who decide to enter the industry. In recent years most often hear about the MLM companies every day and it looks like its position is increasing compared to traditional markets. This channel has in recent years captured a significant share of the cake, allowing it to display a business option for many people, especially now in today's world where every day people are seeking financial independence and job where prime their own welfare and a better quality of life. Therefore we sought to dig deeper into the subject through interviews that were conducted with experts from different companies in the industry, in order to know their views on the business model, its benefit and the major characteristics of thereof, seeking to make clear that it is an industry that is here to stay and now more and more people seek this business model as a B plan for their lives and no doubt many of them decide to dedicate 100% due to their results. Keywords: Network Marketing, MLM Systems, Financial Freedom, Direct Sales, Pyramid, Networkers, And Independent Distributor. 2 TABLA CONTENIDO Pág. RESUMEN ____________________________________________________________ 1 ABSTRACT ___________________________________________________________ 2 LISTA DE TABLAS_____________________________________________________ 6 LISTA DE GRÁFICAS __________________________________________________ 7 INTRODUCCIÓN ______________________________________________________ 8 1. TITULO __________________________________________________________ 9 2. TEMA ___________________________________________________________ 10 3. IDEA DE INVESTIGACIÓN_________________________________________ 11 4. ANTECEDENTES _________________________________________________ 13 5. OBJETOS DE ESTUDIO ____________________________________________ 17 6. PLANTEAMIENTO ________________________________________________ 18 6.1 Problematización___________________________________________________ 18 6.2 Formulación de Problema ____________________________________________ 19 6.3 Sistematización ____________________________________________________ 19 7. OBJETIVOS ______________________________________________________ 20 7.1 Objetivo General ___________________________________________________ 20 7.2 Objetivos Específicos _______________________________________________ 20 3 8. JUSTIFICACIÓN __________________________________________________ 21 9. ALCANCE _______________________________________________________ 23 10. MARCO REFERENCIAL _________________________________________ 24 10.1.1 Canales de Distribución _________________________________________ 24 Venta Directa _____________________________________________________ 25 Catálogos Especializados ____________________________________________ 27 Multinivel ________________________________________________________ 28 Network Marketing _________________________________________________ 30 Beneficios y Desventajas del Network Marketing _________________________ 31 Sistema de Duplicación del Network Marketing __________________________ 32 ACOVEDI: Asociación Colombiana de Venta Directa _____________________ 33 Sistema Ponzi o Pirámides ___________________________________________ 34 Cualidades de un Profesional de la Industria del Network Marketing : Networker 35 10.2 Marco Conceptual ________________________________________________ 36 10.3 Marco Contextual ________________________________________________ 38 10.3.1 El Network Marketing en Colombia ________________________________ 40 11. MARCO METODOLÓGICO _______________________________________ 43 11.1 Enfoque de la Investigación ________________________________________ 43 11.2 Tipo de Investigación _____________________________________________ 43 11.3 Método de Investigación ___________________________________________ 43 11.4 Diseño Muestral _________________________________________________ 44 11.5 Técnicas de Investigación __________________________________________ 44 11.5.1 Primarias _____________________________________________________ 44 Entrevistas ________________________________________________________ 45 Formato de la Entrevista _____________________________________________ 45 Personas a Entrevistar _______________________________________________ 46 11.5.2 Secundarias ___________________________________________________ 47 11.5.3 Plan de Procesamiento y Análisis de Datos __________________________ 47 4 11.5.4 Trabajo de Campo y Recolección de datos ___________________________ 48 11.5.5 Análisis de Datos ______________________________________________ 49 Diferencias entre la industria del Network Marketing y la industria tradicional. __ 49 Características de las empresas que se encuentre inmersa en la industrial del Network Marketing. ________________________________________________ 50 Beneficios y desventajas del Network Marketing _________________________ 51 Modelos de Compensación y rangos de las empresas elegidas. _______________ 53 Sistema Educativo __________________________________________________ 54 Características de los Productos Comercializados Mediante Multinivel ________ 55 Razón del Crecimiento de la Industria del Network Marketing _______________ 56 Networker y sus Principales Características _____________________________ 57 Diferencias entre una Empresa de Network Marketing a una Pirámide _________ 58 Clave para tener Éxito en el Network Marketing según expertos en la ciudad de Medellín _________________________________________________________ 59 Beneficios de la Industria del Network Marketing al País ___________________ 60 Relacionamiento entre Empresas del Network Marketing en la ciudad de Medellín. _______________________________________________________________________ 60 Análisis F.O.D.A ___________________________________________________ 61 12. CONCLUSIONES GENERALES ___________________________________ 62 13. RECOMENDACIONES ___________________________________________ 64 REFERENCIAS BIBLIOGRAFICAS ______________________________________ 66 5 LISTA DE TABLAS Pág. Tabla 1. Formato de Entrevista _________________________________________________ 45 Tabla 2. Ficha Técnica _______________________________________________________ 46 Tabla 3. Trabajo de Campo y Recolección De Datos ________________________________ 48 Tabla 4. Rangos y Sistemas de Compensación _____________________________________ 53 Tabla 5. Análisis F.O.D.A_____________________________________________________ 61 6 LISTA DE GRÁFICAS Pág. Gráfica .1. Porcentaje de Ventas en el Sector por Modalidad: 2004 ____________________ 41 7 INTRODUCCIÓN Para la presente monografía se realizó un trabajo de investigación sobre la industria del Network Marketing, teniendo en cuenta que en el mundo actual es un nuevo modelo de negocio que cada día está cobrando más fuerza en el mercado. El objeto fundamental de estudio es dar a conocer las características que rodean a las principales empresas que utilizan el modelo de negocio del Network Marketing en la ciudad de Medellín Se entrevistó
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