{"id":7297,"date":"2023-12-05T11:45:01","date_gmt":"2023-12-05T11:45:01","guid":{"rendered":"https:\/\/improven.com\/?p=7297"},"modified":"2025-06-16T09:50:42","modified_gmt":"2025-06-16T09:50:42","slug":"empresas-del-sector-de-alimentacion-y-habitat-debaten-sobre-como-impulsar-la-posicion-competitiva-ante-la-caida-de-demanda","status":"publish","type":"post","link":"https:\/\/improven.com\/cat\/marketing\/empreses-del-sector-de-alimentacio-i-habitat-debaten-sobre-com-impulsar-la-posicio-competitiva-davant-la-caida-de-demanda\/","title":{"rendered":"Sector d'alimentaci\u00f3 i h\u00e0bitat. Com impulsar la posici\u00f3 competitiva davant la caiguda de demanda"},"content":{"rendered":"<p class=\"has-text-color has-link-color wp-elements-74b488decf4ebbce8e115ff8842543ab\" style=\"color:#88cc76\"><strong>Empreses del sector d'alimentaci\u00f3 i h\u00e0bitat debaten sobre com impulsar la posici\u00f3 competitiva davant la caiguda de demanda.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La consultora Improven reuneix en EDEM a empreses del sector d'alimentaci\u00f3 com s\u00f3n <strong>DACSA, CAMPOMAYOR, FAM\u00cdLIA MARTINEZ i ACEITES ALBERT i del sector d'h\u00e0bitat, ACTIU, FERMAX, COMPAC i EXOJO<\/strong><\/li>\n\n\n\n<li>La situaci\u00f3 econ\u00f2mica actual est\u00e0 afectant la caiguda de la demanda. Fa 10 anys Espanya estava en el 88% del PIB per c\u00e0pita respecte a la mitjana Europea i avui dia estem en un 78%<\/li>\n\n\n\n<li>Davant un context tan convuls, cal potenciar l'efici\u00e8ncia, el creixement, i valorar la internacionalitzaci\u00f3 dels mercats, ja que la demanda comen\u00e7a a caure a Espanya.<\/li>\n\n\n\n<li>Cal orientar-se a posicionar valor del producte i no el seu preu<\/li>\n\n\n\n<li>Gestionar diferents canals de venda alhora \u00e9s possible mitjan\u00e7ant una estrat\u00e8gia diferenciada a nivell de marca, gamma i evoluci\u00f3 comercial.<\/li>\n\n\n\n<li>Establir l'estrat\u00e8gia correcta en la gamma de producte core<\/li>\n<\/ul>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\"><strong>Grabaci\u00f3<\/strong><\/h2>\n\n\n\n<p>Et deixem l'enlla\u00e7 de la grabaci\u00f3 per a que puguis gaudir-lo:<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-25\"><a class=\"wp-block-button__link has-background has-small-font-size has-custom-font-size wp-element-button\" href=\"https:\/\/improven.com\/cat\/marketing\/claus-per-a-impulsar-la-posicio-competitiva-de-les-empreses-seminari-web\/\" style=\"background-color:#f55d3e\" target=\"_blank\" rel=\"noreferrer noopener\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">Veure gravaci\u00f3<\/mark><\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Sector Alimentaci\u00f3 i H\u00e0bitat: Claus<\/h2>\n\n\n\n<p>Improven ha reunit en EDEM Escola d'Empresaris (Val\u00e8ncia) a rellevants empreses del sector d'alimentaci\u00f3 i d'h\u00e0bitat per a conversar sobre com es pot impulsar la competitivitat, davant un context tan vol\u00e0til i de caiguda de la demanda que els est\u00e0 afectant directament. No hi ha sectors madurs, hi ha empreses envellides. Per aix\u00f2, \u00e9s fonamental estar a l'avantguarda i innovar cont\u00ednuament, escoltar el client, tenint en compte la sostenibilitat, posicionar el valor del producte, gestionar la multicanalitat de la venda, i posant focus en la rendibilitat de les empreses.<\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"435\" src=\"https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_201-scaled-e1701774880351-1024x435.jpg\" alt=\"\" class=\"wp-image-7299\" style=\"object-fit:cover;width:800px;height:350px\" srcset=\"https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_201-scaled-e1701774880351-1024x435.jpg 1024w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_201-scaled-e1701774880351-300x127.jpg 300w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_201-scaled-e1701774880351-768x326.jpg 768w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_201-scaled-e1701774880351-1536x652.jpg 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Aquesta va ser la conclusi\u00f3 de l'esdeveniment titulat: \u201cClaus per a impulsar la posici\u00f3 competitiva de les empreses\u201d, moderat per Flor Barone, gerent d'Estrat\u00e8gia de Negoci de Improven i presentat per Guillermo Prats, soci d'aquesta consultora, en el qual va reunir directius de les empreses DACSA, CAMPOMAYOR, FAM\u00cdLIA MARTINEZ, ACEITES ALBERT, ACTIU, FERMAX, COMPAC i EXOJO.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Context actual <\/h3>\n\n\n\n<p>Prats va centrar la seva pon\u00e8ncia a detallar el context econ\u00f2mic que estem vivint, en el qual la pujada de preus produeix la reducci\u00f3 d'estalvi disponible en els consumidors i aix\u00f2 est\u00e0 afectant la demanda dels productes d'alimentaci\u00f3 i h\u00e0bitat. Prats va destacar que perqu\u00e8 les ind\u00fastries afrontin millor aquesta situaci\u00f3, haurien d'escometre accions cap a l'efici\u00e8ncia de costos, cura del talent i la proposta de valor en la gesti\u00f3 empresarial. A m\u00e9s, cal posar el focus a entendre al consumidor i adaptar-se a les seves necessitats per al desenvolupament de projectes reeixits.<\/p>\n\n\n\n<p>Fa 10 anys Espanya estava en el 88% del PIB per c\u00e0pita respecte a la mitjana Europea i avui dia estem en un 78%, \u00e9s a dir, \u201csom relativament m\u00e9s pobres que la resta dels europeus\u201d, ha puntualitzat el soci de Improven, Guillermo Prats, que tamb\u00e9 va destacar que la  constant pujada de preus produeix la reducci\u00f3 d'estalvi disponible en els consumidors. Aix\u00f2 afecta directament al consum. Els h\u00e0bits de consum de les persones i de les fam\u00edlies estan canviant i per tant s'estan adquirint noves formes de vida que poden afectar les empreses del sector d'alimentaci\u00f3 i h\u00e0bitat.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Entendre al consumidor i adaptar-se a les seves necessitats<\/h2>\n\n\n\n<p>Prats va ressaltar que perqu\u00e8 les ind\u00fastries afrontin millor aquesta situaci\u00f3, haurien d'escometre accions cap a l'efici\u00e8ncia de costos, assegurar la rendibilitat, tenir pol\u00edtiques d'atracci\u00f3 i fidelitzaci\u00f3 del talent i analitzar la proposta de valor en la gesti\u00f3 empresarial. A m\u00e9s, cal posar el focus a entendre al consumidor i adaptar-se a les seves necessitats per al desenvolupament de projectes reeixits.<\/p>\n\n\n\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-full is-style-default\"><img loading=\"lazy\" decoding=\"async\" width=\"1919\" height=\"2560\" data-id=\"7313\" src=\"https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_64-edited-scaled.jpg\" alt=\"\" class=\"wp-image-7313\" srcset=\"https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_64-edited-scaled.jpg 1919w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_64-edited-225x300.jpg 225w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_64-edited-768x1024.jpg 768w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_64-edited-1152x1536.jpg 1152w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_64-edited-1536x2048.jpg 1536w\" sizes=\"auto, (max-width: 1919px) 100vw, 1919px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" data-id=\"7310\" src=\"https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_93-edited-1-1024x1024.jpg\" alt=\"\" class=\"wp-image-7310\" srcset=\"https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_93-edited-1-1024x1024.jpg 1024w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_93-edited-1-300x300.jpg 300w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_93-edited-1-150x150.jpg 150w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_93-edited-1-768x768.jpg 768w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_93-edited-1-1536x1536.jpg 1536w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_93-edited-1-2048x2048.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" data-id=\"7312\" src=\"https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_216-683x1024.jpg\" alt=\"\" class=\"wp-image-7312\" srcset=\"https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_216-683x1024.jpg 683w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_216-200x300.jpg 200w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_216-768x1152.jpg 768w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_216-1024x1536.jpg 1024w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_216-1366x2048.jpg 1366w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_216-scaled.jpg 1707w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n<\/figure>\n\n\n\n<div style=\"height:51px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Flor Barone, gerent d'Estrat\u00e8gia de Negoci de Improven, ha manifestat que \u201cl'evoluci\u00f3 constant, apostar per la innovaci\u00f3 i continuar creixent \u00e9s m\u00e9s essencial que mai, aconseguint l'equilibri entre la tecnologia i la intel\u00b7lig\u00e8ncia artificial, amb l'equip hum\u00e0 i els processos adequats\u201d.<\/p>\n\n\n\n<p>Per a poder avan\u00e7ar-nos, va resumir Barone, cal potenciar el valor i no centrar-se en el preu, alhora que estar m\u00e9s orientats al client. Cal tenir en compte el canvi tecnol\u00f2gic, involucrar als  equips comercials per a analitzar com s'ha d'evolucionar el model de negoci per a centrar-lo en generar m\u00e9s valor, amb una proposta diferenciada i atractiva, relacionada amb el prop\u00f2sit de la companyia i tot aix\u00f2 amb els mateixos recursos o menys. Tamb\u00e9 es va determinar que davant un context tan convuls, cal potenciar l'efici\u00e8ncia, el creixement, i valorar la internacionalitzaci\u00f3 dels mercats, ja que la demanda comen\u00e7a a caure a Espanya.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Proposta diferenciada<\/h3>\n\n\n\n<p>Quant a la proposta diferenciada, es va posar l'accent en la cerca de mercats i productes alternatius, per a un p\u00fablic cada vegada m\u00e9s exigent, m\u00e9s informat, que es preocupa per all\u00f2 que consumeix i aposta cada vegada m\u00e9s per la salut. Per aix\u00f2, \u00e9s fonamental articular vies senzilles per a escoltar les necessitats dels clients, que poden ser potenciant les visites a botiga, organitzar tastos de nous productes, i elaborar entrevistes als consumidors.<\/p>\n\n\n\n<p>D'aquesta manera, el departament de qualitat assumeix un lloc estrat\u00e8gic en aquesta mena de companyies, que aposten per la sostenibilitat, la qualitat en la seguretat aliment\u00e0ria i la qualitat en la tra\u00e7abilitat del producte. Aix\u00ed mateix, les marques han de comunicar-se cont\u00ednuament amb els seus consumidors, amb missatges clars i adequats, per a con\u00e8ixer de primera m\u00e0 les tend\u00e8ncies, qu\u00e8 necessiten i per tant fabricar els productes que es demanden.<\/p>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background has-small-font-size has-custom-font-size wp-element-button\" href=\"https:\/\/improven.com\/cat\/marketing\/claus-per-a-impulsar-la-posicio-competitiva-de-les-empreses-seminari-web\/\" style=\"background-color:#f55d3e\" target=\"_blank\" rel=\"noreferrer noopener\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">Veure jornada<\/mark><\/a><\/div>\n<\/div>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Taules de debat<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Taula 1: Creant valor per a un consumidor exigent<\/strong><\/h3>\n\n\n\n<p>Ha sido moderada por Flor Barone, junto a:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ra\u00fal Martin, director general corporatiu de&nbsp;<strong>Familia Mart\u00ednez<\/strong>;<\/li>\n\n\n\n<li>Araceli Ciscar, consellera executiva de&nbsp;<strong>Dacsa<\/strong>;<\/li>\n\n\n\n<li>Charo Albert, presidenta de&nbsp;<strong>Aceites Albert<\/strong>, i<\/li>\n\n\n\n<li>Sof\u00eda P\u00e9rez, Direcci\u00f3 de Negoci i Creixement de&nbsp;<strong>Campomayor<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1439\" src=\"https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_99-edited-scaled.jpg\" alt=\"\" class=\"wp-image-7316\" style=\"object-fit:cover;width:800px;height:350px\" srcset=\"https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_99-edited-scaled.jpg 2560w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_99-edited-300x169.jpg 300w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_99-edited-1024x576.jpg 1024w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_99-edited-768x432.jpg 768w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_99-edited-1536x864.jpg 1536w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_99-edited-2048x1151.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n<\/div>\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Taula 2: Creant valor davant un context de Globalitat i multicanalitat<\/strong><\/h3>\n\n\n\n<p>Mesa moderada por Flor Barone, acompa\u00f1ada por:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nathalie Pou\u00ebssel, Chief M\u00e0rqueting Officer de&nbsp;<strong>Fermax Global<\/strong>;<\/li>\n\n\n\n<li>Jos\u00e9 Luis L\u00f3pez, CEO de<strong>&nbsp;Grupo Exojo<\/strong>;<\/li>\n\n\n\n<li>Paco Sanchis, CEO de&nbsp;<strong>COMPAC<\/strong>, i<\/li>\n\n\n\n<li>Joaqu\u00edn Berbegal, CEO de&nbsp;<strong>ACTIU<\/strong>.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1439\" src=\"https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_167-edited-scaled.jpg\" alt=\"\" class=\"wp-image-7318\" style=\"object-fit:cover;width:800px;height:350px\" srcset=\"https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_167-edited-scaled.jpg 2560w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_167-edited-300x169.jpg 300w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_167-edited-1024x576.jpg 1024w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_167-edited-768x432.jpg 768w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_167-edited-1536x864.jpg 1536w, https:\/\/improven.com\/wp-content\/uploads\/2023\/12\/JuanAlejos_Improve_167-edited-2048x1151.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n<\/div>\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Benvinguda i Clausura: <\/strong>Guillermo Prats, soci de Improven<\/p>\n\n\n\n<div style=\"height:87px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Aparicions en mitjans<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Valencia News: <a href=\"https:\/\/valencianews.es\/economia\/empresas-del-sector-de-alimentacion-y-habitat-debaten-sobre-como-impulsar-la-posicion-competitiva-ante-la-caida-de-demanda\/\" target=\"_blank\" rel=\"noreferrer noopener\">Empreses del sector d'alimentaci\u00f3 i h\u00e0bitat debaten sobre com impulsar la posici\u00f3 competitiva davant la caiguda de demanda<\/a><\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Empresas del sector de alimentaci\u00f3n y h\u00e1bitat debaten sobre c\u00f3mo impulsar la posici\u00f3n competitiva ante la ca\u00edda de demanda. Grabaci\u00f3n Te dejamos el enlace a la grabaci\u00f3n para que puedas disfrutarlo: Sector Alimentaci\u00f3n y H\u00e1bitat: Claves Improven ha reunido en EDEM Escuela de Empresarios (Valencia) a relevantes empresas del sector de alimentaci\u00f3n y de h\u00e1bitat [&hellip;]<\/p>","protected":false},"author":17,"featured_media":7329,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[32,19],"tags":[],"class_list":["post-7297","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualidad","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Sector de alimentaci\u00f3n y h\u00e1bitat. 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