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An office or showroom space featuring multiple screens displaying business and marketing content, with people interacting in the background.

1. Tendrán un Buyer Persona bien definido y conectado con los objetivos digitales de la empresa. 2. Comprenderán cómo las necesidades del cliente influyen en las decisiones de transformación digital. 3. Podrán aplicar la metodología en escenarios reales. Metodología Paso a Paso para la Construcción del Buyer Persona Esta metodología guiará a los estudiantes en la creación de un Buyer Persona ultra-detallado para el modelo de negocio de Terra & Aroma: Legado Consciente, uniendo la estrategia de marketing experiencial con la transformación digital. Paso 1: Comprender el Modelo de Negocio y su Propuesta de Valor Única • Análisis del Core: Identificar los tres pilares fundamentales de Terra & Aroma: • Cultura e Historia: Educación profunda sobre el café, desde sus orígenes complejos (incluyendo la esclavitud) hasta el comercio justo actual. • Sostenibilidad Extrema: Tueste cero emisiones, trazabilidad Blockchain, huella de carbono cero en la última milla. • Retail de Experiencia: Tienda física de degustación, clases de origen, venta de libros históricos. • Pregunta Clave: ¿Qué hace que este negocio sea radicalmente diferente de una cafetería de especialidad estándar o una cadena tradicional? ¿Qué problema resuelve para un tipo de consumidor muy específico? Paso 2: Investigación Demográfica y Socioeconómica (Madrid como Contexto) • Definición de Rango de Edad: Considerar el perfil de un consumidor con capacidad de gasto y madurez para apreciar la complejidad del producto y la Mehr sehen

#business #marketing #retail

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