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Submitted July 3, 2024
Published 2024-07-08

Artículos

Vol. 7 No. 2 (2024): Revista FAECO Sapiens

The value proposal, a key factor for the success of the enterprises


DOI https://doi.org/10.48204/j.faeco.v7n2.a5272

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References
DOI: 10.48204/j.faeco.v7n2.a5272

Published: 2024-07-08

How to Cite

Mora Aristega , J. E., García León , E. P., & Ley Leiva , N. V. (2024). The value proposal, a key factor for the success of the enterprises. Revista FAECO Sapiens, 7(2), 59–72. https://doi.org/10.48204/j.faeco.v7n2.a5272

Abstract

A proposal is one of the key elements of a company's positioning, it is an essential tool to focus on what matters most and will serve as the basis for marketing campaigns and sales arguments, it is also the letter of introduction to customers. A good proposal should highlight what makes you different from competitors but should always focus on how customers define value. The value proposition is also defined as a turning point between the business strategy and the brand strategy, however, many companies tend to mix both dimensions and end up adopting a proposition that is too vague or general, or even forgetting to have one; This paper shows the characteristics that they must have, the considerations to take into account prior to the generation of a value proposition for clients, in addition to the necessary elements during its development; considering the market, the experience, the product or service and the alternatives and differences that exist between our product and the competition.

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