Resumen

As one of the oldest French firms, the Saint-Gobain Group has been widely well known for glass manufacturing before it started its distribution and packaging activities. Among its four different sectors, the Innovative Materials division comprises the flat glass industry and hence, Saint-Gobain Glass, one of its companies specialized in the manufacture of glass products.

The project presented in this document aims to describe my internship experience in Saint-Gobain Glass as well as the development of the mission I was assigned: To collect and update all the market data by geographic region concerning the commercial refrigeration and home appliances segments. This last one approaches particularly the domestic refrigerators and ovens.

Therefore, this document first gives a general overview of the group and the company Saint-Gobain Glass. Then, it gives an introduction to the problem that arose in the company and the succeeding need of performing this study in order to understand better the environment conditions and acquire a larger market share in those segments together with a literature review that encompasses the activities developed: market research and the selection of foreign markets. Once these concepts have been defined, the planning of the assignment and the sources of information used will be detailed.

Like this, the document arrives to the conclusion of the project and consequently, the completion of my internship in SGG. Based on the results shown and on my point of view several recommendations are given regarding some next marketing actions as well as a selection of countries that according to the findings described provide better opportunities for SGG´s success in the appliances segments.

Palabras clave: market research, commercial refrigeration, home appliances, international company.

Esta tesis sólo puede ser consultada por miembros de la Comunidad Universitaria. (ir al índice de contenido)

Cóllar Tlecuitl, L. 2013. Market Data Update by Geographical Region and Saint-Gobain Glass Positioning for the Industrial Segments: Home Appliances and Commercial Refrigeration. Caso Vivencial Licenciatura. Administración de Negocios Internacionales. Departamento de Administración de Negocios Internacionales, Escuela de Negocios y Economía, Universidad de las Américas Puebla. Mayo. Derechos Reservados © 2013.