Análisis estratégico y financiero de las Dinámicas Comerciales del Canal Moderno en Unilever Thesis

short description

  • Undergraduate thesis

Thesis author

  • Parga, Maria Fernanda


  • The present work “Strategic and financial analysis of the Unilever Modern Trade Channel dynamics, comprising aspects of Trade Marketing and consumer market, aims to analyze the strategies currently used by Unilever in commercial dynamics to identify improvement opportunities. Also, the investigation will be accompanied by a financial revision to support the study in a different point of view, to have a better and complete analysis for punctual results with a more accurate proposal. The study and proposals are applicable to different business dynamics performed in other countries belonging to the Unilever Middle America´s cluster and their customers, giving greater usefulness, value and visibility to this study in an international level.

publication date

  • 2014-07-21


  • Channel
  • Key Account
  • Mass consumption
  • Sellin
  • Sellout
  • Trade Dynamics
  • Trade Marketing

Document Id

  • daed0beb-7103-4717-8a66-9892d228af2b