Bibliographic citations
Rodríguez, M., Cueva, A., Layché, O., Pita, M. (2019). Plan estratégico de marketing para la cesión de derechos de licencias de merchandising de los Juegos Panamericanos y Parapanamericanos Lima 2019 [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/14618
Rodríguez, M., Cueva, A., Layché, O., Pita, M. Plan estratégico de marketing para la cesión de derechos de licencias de merchandising de los Juegos Panamericanos y Parapanamericanos Lima 2019 []. PE: Pontificia Universidad Católica del Perú; 2019. http://hdl.handle.net/20.500.12404/14618
@mastersthesis{sunedu/2654767,
title = "Plan estratégico de marketing para la cesión de derechos de licencias de merchandising de los Juegos Panamericanos y Parapanamericanos Lima 2019",
author = "Pita Rivera, Marcia Gisella",
publisher = "Pontificia Universidad Católica del Perú",
year = "2019"
}
The Lima 2019 Pan American and Parapan American Games is a multidisciplinary event representative of the American continent. If a comparison is made with similar sporting events developed in other countries, beyond being an important sport activity, there is the opportunity to generate additional income, through the assignment of merchandising licensing rights. The purpose of this Strategic Marketing Plan is that the use of the Lima 2019 brand, through the transfer of merchandising license rights of the 2019 Pan Am and Parapan Am Games, will be an attractive option that gives added value to the participants of the process. Also, according to studies and research conducted, it is suggested that the organization of the event develop representative merchandising products that generate economic, social and emotional value. The plan aims to generate additional income to the organization, because the negotiations will be carried out with a minimum value guaranteed by the sale of merchandising products; in addition, the business unit responsible for the transfer of licenses has a low economic risk. The process of transfer of merchandising license rights can be done directly, that is, the licensor negotiates without intermediaries with the licensees; or indirectly, with the participation of a specialized licensing agency. In this SMP, it is suggested to hire a specialized and expert agency in the business of merchandising licenses in the sports industry. Likewise, this strategic plan seeks to achieve an efficient participation of licensees, in such a way that it generates more income for the Lima 2019 event organization; that is why it poses various strategies and control mechanisms to achieve the proposed objectives.
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