Browsing by Author "Guerrero-Samudio, Cindy Patricia"

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    Estrategias de marketing para incrementar las ventas en la empresa Disproven SAS
    Arismendez-Varón, Jackeline; Guerrero-Samudio, Cindy Patricia; Prieto-Gaitán, William; Ávila Castañeda, Ángel Leonardo
    The following research aims to propose marketing strategies to increase sales in the men's category of the company Disproven SAS, and additionally, due to the current situation of the covid-19, is proposed the opening of the line of sanitary products. With the development of the diagnosis it was determined that the company is lacking in terms of importing and marketing new products for the men category, the business portfolio has been focused on the women segment, wasting the growth of this market in the beauty sector and personal care. Through the Ansoff matrix, the strategy to be implemented in the company was determined, which consists in the development of new products, due to the fact that the company has strengths, such as recognition and experience in the sector and a wide portfolio of clients both in the modern channel as in the traditional channel, to which the new references of the category of men can be offered. Additionally, a market investigation, a strategic FODA and a product mix strategy were carried out, in order to know the segments of the new clients and thus be able to design the strategies proposed in the business improvement plan. Obtaining as a result the viability of importing new product references for the men's category and thus increasing the sales of the company Disproven.