Especialización en Gerencia Estratégica de Marketing

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Estrategias de marketing para la funeraria Salas De Velación San José de Neiva, Natagaima, La Plata y Yaguará
Salazar-Valderrama, Cristhian Andrés; Morales-Garzón, Erik Esteban; Torres-Cristancho, Juan David; Ávila Castañeda, Ángel Leonardo
This project is carried out in order to propose an improvement plan focused on digital and traditional marketing for the San José Sailing Rooms funeral home. Seeing the low activity and low digital management that the funeral home has employed in offering its services, we have decided to apply what we have learned in the specialization strategic marketing management, proposing positioning, product and communication strategies; which will be carried out through the formation of business alliances, activations in the municipalities, and strengthening of digital tools key to the success and fulfillment of the goals set out in the proposal for the city of Nieva, and municipalities of the Huila department such as Gigante, Garzón, Aipe and Hobo. All this with the objective and waiting for results that show the increase of affiliates of the company, its positioning and participation in the funeral market to achieve competitive advantages and make the company more profitable.
Estrategias de marketing digital en la categoría styling para la marca Xtreme en Colombia
Corona Leal, Diana Patricia; Neira Guevara, Jairo
In the present project will develop a proposal that have principal objective accomplish the integration of digital marketing with the communication strategy about brand Xtreme, in the retail market arising from of identify absence of web page that have answer to trendy of market and to the growing importance that have acquired the digital media for the consumers. Given the importance that digital communication has had in the brands that are in the retail business and based on the diagnosis derived from the analysis DOFA, which highlights the importance of making a combination of online strategies online and aotside him for add value to users that search more and more options moderns and digitals, we proceeded to design activities that contribute to the fulfillment of the proposed objective. Using the methodology of qualitative research with exploratory design defined the variables that affect the construction of digital marketing strategy, then the strategy, diagnosis and recommendations were finally made where the company is informed the importance of including from the start of the projects in the digital marketing category as an essential element of the communication strategy that leverages the fulfillment of the objectives and to expand the scope of Regional Marketing in digital strategies to add value to brands and customers.
Propuesta para el incremento de ingresos de los clientes actuales mediante el servicio de Inventarios para la empresa Alpopular S.A.
Loaiza-Duque, Sergio Alberto; Navarro-Muñoz, Marlon; Herran-Rueda, Jean Paul Javier; Ávila Castañeda, Ángel Leonardo
This improvement plan aims to increase the income of the Alpopular company by implementing B2B strategies with current clients and with a vision to become a core business unit of the company
Propuesta de marketing digital para emporio, tienda virtual de relojes en Colombia.
Bedoya Viviezcas, Lili Johana; Castellanos Alzate, Maria Paula; Tijaro Sanchez, Maria Paula; Ospina Estupiñán, Héctor Rodrigo
At the beginning of the 90s, when the system that gave way to the massification of the Internet was created, and with it, a substantial leap for the future of electronic sales, the use of this type of commerce grew considerably. As the years have passed, the term "e-commerce" has been catapulted as a method of greater familiarity with the purchase, especially in countries of first order, where it has evolved, according to figures from the CCCE, the e-Commerce presented a growth of 17% in the first half of 2017 compared to the same period of 2016. With respect to the means of payment used in the platform in the first six months of 2017, the percentages were distributed as follows: debit to bank account 8% and payment by credit card 92%, Otherwise it is glimpsed in developing nations, in which its adoption has been slow, having important increases only in recent years, but being perceived in general, as a complement to the visit to the store. Even with much to advance, online commerce has allowed the realization of transactions worldwide, growing significantly, even exceeding 2,000,000 million dollars in 2017, which corresponds to about US $ 3 million sales online per second, showing itself as a great opportunity, in which many companies have focused their efforts to reach different users.
Estrategias de comunicación y comercialización para el producto RINOFF® de la empresa Brisincol S.A.S.
Ballén-Cifuentes, Javier Eudardo; Cajigas-Rubio, Cristóbal Andrés; Pardo-Ortíz, Whilmar Elías; Ávila Castañeda, Ángel Leonardo
This work presents RINOFF® as a complement to combat fire flames, managing to completely suffocate them within a radius of 1.5 m and sets out the strategies for their strategic communication and commercialization.
Estrategia de marketing digital de social media en “Facebook, Instagram, Pagina web” para el reconocimiento de la marca Army Peace
Moreno-Gonzalez, Wilson Daniel; Garcia-Diaz, Daniela Alejandra; canelo-paz, Saul andres; Contreras-Gil, Yuly Samanta; Buitrago-Reyes, Richard Orlando
This project seeks to contribute to the recognition of the Army Peace brand within the local market, a brand that emerged to manufacture and market (jackets for motorcycles). It initially started selling its products through the Instagram platform and voice to voice in the town of Engativá. Therefore, it is worth mentioning that the main objective of this project is to implement a social media digital marketing strategy on “Facebook, Instagram, Website” for the recognition of the Army Peace brand. The textile sector supports the performance of the Colombian economy. However, starting a business in Colombia is not an easy task, eight out of every ten ventures fail, according to figures from the Organization for Economic Cooperation and Development (OECD). The reasons for the failures are diverse, but a third of this type of companies disappear because it is considered that they do not have good legal advice or are not capable of resolving incidents over time. Finally, another reason is the poor management of communication channels.
Desarrollo y planeación de estrategias para el posicionamiento de Happy Family
Vargas Peña, Rafael; Rodriguez Peña, Harold Enrique; González Ruiz, Juan Sebastian; Ospina Estupiñán, Héctor Rodrigo
This work delves into an improvement proposal for the creation of a photographic enterprise, classifying the target interested in the service provided and the behavior of the consumer, measuring the budget required by the company to generate units of products and their profitability, this , through surveys, text analysis, analysis of economic environments and development of indicators that allowed to measure the satisfaction of the client in front of companies the competitors. Among other aspects, the target focused on the service provided by the company within its purchasing power, stratum and geography is identified to analyze the founders' ability, demonstrating that the product manufactured for the client can be created with the help of two suppliers and that Subsequently, such partners can be replaced by machinery, technology and raw materials purchased by the company. All this, yielding a remuneration higher than 100% of profit shown in an attractive business model for the creation of the company, where it can be sustained without generating losses, in order to recover the initial investment in the first year.
Estrategias de posicionamiento para la marca Arcabella
Aldana Pérez, Laura Karina; Casas, Cristian David; Luna, German Andrés; Neira Guevara, Jairo
The following degree work will encompass the most assertive way in which the ARCABELLA brand can be positioned at the national level, based on establishing and proposing how communication achieves a long-term brand benefit through lifestyles. that all social levels are in a significant potential for the company, being an impactful market and with greater influence on people, impressing by means of luxuries, brands, and this is where ARCABELLA, who works tirelessly to position itself in the market as the Bogota's most important clothing brand, looking for a structure, with a principle that is why brands will always need to define and be part of the daily life of their market niche, devising new needs that involve little thought and more action.
Estrategias de posicionamiento de la marca Liqui Moly de la empresa Propartes S.A.S
Espinosa Guerrero, Jeysson Andres; Parra Pardo, Kelly Johana; Rosero Rodríguez, Camilo Andrés; Suarez Rache, José Julián
The central objective of this document is the development of strategies that allow the positioning of the brand Liqui Moly in the company Propartes S.A.S. To carry out this, we identified and analyzed some major threats and weaknesses that happen in the company, for this reason strategies were created for the distributors and the final consumer, also with the technological advances allowed us to create another strategy to have more interaction with our consumers, in order to position the brand Liqui Moly as they manufacture lubricants and additives for cars and motorcycles, being the number one German brand with the best quality. The strategies, procedures and figures that make up this document are reliable and are consistent with their policies, mission and vision of the company, and the development of the strategies of this research document, will prove that they are the best option for the company Propartes SAS, van to have a better operating result in 2020.
Estrategias de Posicionamiento para la Academia Colombiana de Profesionales en Seguridad Ltda
Merchan Jimenez, Isnaldo Erley; Melo Walduraga, Yinet Rocio; Neira Guevara, Jairo
The central objective of the document is to determine the positioning strategies that can be used to achieve the Colombian Academy of Security Professionals. Increase your participation in the Bogota-level market, to carry it out. The identification of the company. Within the analysis, it was necessary to carry out a survey to determine the needs of the clients that were sent as a result that the objective of the company must be done to focus the efforts on a segment that has greater interest in the services that are provided, attracting the Greater number of clients and generating repurchase actions in clients of the academy
Diseño de estrategias para mejorar experiencia del cliente con el fin de reducir nivel de PQR para el Banco Caja Social Oficina Kennedy Plaza Red Amiga
Caicedo-Linares, Diana Carolina; Gomez-Montoya, Fabian Mauricio; Neira Guevara, Jairo
From now on, the development of the marketing improvement and proposal project carried out at the Caja Social Bank is contemplated, in one of its main offices, Kennedy Plaza where we start from the main ailment of the clients and users to implement brand branding and proposal of an improved mobile application that will allow the bank to differentiate itself from the competition in service excellence.
Estrategia de reconocimiento para la Empresa Acoplaf
Garcia-Barbosa, Jorge Enrique; Blanco-Avendaño, Johan Sebastian; Gutierrez-Lopez, Erika Jessenia; Ávila Castañeda, Ángel Leonardo
The main objective of the document is to determine the impact of recognition that the market square Las Flores, Acoplaf compared to the different squares and towns of Bogotá, to carry out this, the different weaknesses of Acoplaf were identified and characterized, in which I present the deficiency of distribution channels and advertising of the same, where not only is it not recognized locally, but as a company they do not have a history embodied in distribution platforms detecting the level of participation in the market that 100% of the Acoplaf squares have a 5.7% participation Acoplaf, does not have technological advertising supports, nor advertising forms, which makes it more expensive to cause remembrance in customers and consumers, which the first step is to create a digital marketing plan focused on positioning the brand. Having as a company with a wide market to offer perishable food, meat, fish, market and all kinds of food. This leads us to think that in our project, planning is essential within a long analysis of the decisions to be taken to make Acoplaf known within the market, repositioning it positively. In these decisions there are many factors where each step we take can be beneficial. for the project, as it may also affect the future, based on the objectives to be achieved and the strategies that will be used to achieve it
Estrategias para el posicionamiento de la marca Maxybelt en el mercado de Bogotá para el año 2019
Buitrago Castillo, Eulices; Moncaleano, Geraldine; Vanegas, Nataly; Machado, Angela; Neira Guevara, Jairo
The purpose of this project is to define strategies to recover the positioning of the Maxybelt brand in the market of the city of Bogota, given the loss of sales and recognition of the brand, in order to propose insight and improvements through a plan of marketing. The objective of this paper is to propose strategies that allow the recovery of the positioning of the Maxybelt brand in the Bogotá City to 2019.
Estrategias y planes para el posicionamiento de la empresa coloso films S.A.S.
Rojas Peralta, Jose Samuel; Antonio Salinas, Rodney Javier; Ospina Estupiñán, Héctor Rodrigo
In the work of Coloso, you will find topics of interest such as the use of digital marketing, budgets and the design of a mypyme that is at the service of companies, seeking to generate added value in the service provided
Estrategia De Marketing Para Fortalecer La Atención Al Cliente De La Marca Bajaj
Africano-Quiroga, Andrés Felipe; Caicedo-Diaz, Fredy Santiago; León-García, María Angélica; Caro-Quintero, Duvan Sebastian; Buitrago-Reyes, Richard Orlando
Information was collected through exploratory research thanks to the observation of customer behavior when visiting points of sale, where the problem of customer service has been presented, and thus managing to propose the strategy as a source of applied research. The purpose of this project is to carry out a marketing strategy, focused on customer service, with the objective of finding the reasons that affect the performance of the results in the commercial force, for this a survey was applied to three hundred and sixty-six (366) people who have had or currently have Grupo UMA Bajaj brand motorcycles, to find out their experience and loyalty to the brand. Applying qualitative and quantitative research to solve the research question: How to implement a marketing strategy for motorcycles, focused on customer service? and resulting in the weaknesses that the organization presents towards its collaborators and allowing the objectives set at the beginning of the investigation to be met and providing an alternative strategy to achieve results. Applying qualitative and quantitative research to solve the research question: How to implement a marketing strategy for motorcycles, focused on customer service? and resulting in the strategic proposal for its collaborators and allowing compliance with those established in the objectives set at the beginning of the investigation to achieve the company's results. Finally, recommendations and discussions are made where the organization is informed about the implementation of the process and the importance of the application to resume the project in the city of Bogotá, D.C., being important the focus on customer service and constantly measuring indicators. related to CRM and post-sales, thereby knowing the reality of the company in terms of customers and strengthening measures to retain them.
Estrategia para incrementar las ventas de la marca resaltador Pelikan
Arias Peña, Rudy Esmeralda; Peña López, William Ferney; Ríos, Jaime; Neira Guevara, Jairo
The present project consists in the elaboration of a series of strategies with which, after an impeccable execution, it seeks to recover the market that the Pelikan Highlight has lost in recent years and increase sales in a significant way. But how to fix the problem? The Strategy proposed in the present project includes a 360 ° plan in which we will carry out activities to major distributors and allies until the development of execution at the point of sale; with the aim of getting more consumers to choose us first option. The market of school or office supplies is a very dynamic market and the company as a market leader must generate more dynamism in the different categories in which it is present in the market. The investment required for the development of the project will allow us to activate the tactical plan and thus reach the point of equilibrium that guarantees us to meet the company's objectives.
Diseño de Estrategias de Posicionamiento de Producto Aplicadas a los Programas Técnicos Laborales del Instituto Técnico Polideu de la ciudad de Ibagué
Bonilla-Obando, Laura Alejandra; Sierra-Jaimes, Tatiana Marcela; Peñuela-Salgado, Jose Javier; Ávila Castañeda, Ángel Leonardo
This business improvement plan was focused on creating positioning strategies to increase the enrollment of Polideu's technical labor programs. The aditional purpose will be to generate a social, economic and pedagogical impact in Tolima.
Plan de mejora para aumentar las ventas en el establecimiento de comidas rápidas la berraquera en la ciudad de Bogotá
Pinzon, Jair; Castaño-Sosa, Jason; Gomez-Meza, Pedro Antonio; Ramirez-Guzman, Fredy Alexander; Neira Guevara, Jairo
Fast foods have been characterized by generating immediate satisfaction in the consumer and their speed and good price at any time of the day. This is how La Berraquera's food trajectory has stood out for its delicious quality products where the main ingredient is cooking with love, allowing a trajectory and recognition in the roof sector of the Kennedy neighborhood in Bogotá. This work aims to develop communication strategies that allow the company to win new customers, increase sales and increase consumption per person who visits us.La Berraquera, is composed of 2 scenarios, first, the qualitative approach, which will identify: the diagnosis and current situation of the sector and the restaurant, and the object of study, the market analysis; and the analysis of the organization and direction; and second, the quantitative approach, which will allow to identify: the financial analysis of the restaurant, the variations of the growth and decrease of the company and the analysis of future profitability with the implementation of the Improvement Plan. The instruments that will be used for the collection and analysis of the information for the elaboration of the improvement plan are: an internal and external analysis of the company, identification of the target market and the competitive profile matrix. In conclusion, in the current market there are the necessary conditions for the development of the different strategies proposed, since as indicated, there are still sectors in which there would be greater opportunities to attract new customers.
Propuesta de mejoramiento para la empresa Mantenimientos y Soluciones JJP SAS
Duran Bello, Fernando; Lopez Garcia, Paola Edtih; Pinto Galicia, Jorge Eduardo; Neira Guevara, Jairo
The central objective of the document is to determine the feasibility of the positioning of the company Mantenimientos y Soluciones JJP, in Cundinamarca. In order to carry out a complete investigation of the factors that can impact the process of improvement of the company, different studies were carried out through research and support matrices, such as the BCG matrix, the SWOT matrix and another important tool for the analysis of the macro and mega PESTEL environment, since not being taken into account, can hinder the planning and execution of the primary strategies described in the body of work. According to these tools, it was found that the company is in a position in which it can obtain greater participation and growth in the market than its competitors, due to its strengths and the opportunities that it has.
Establecimiento de estrategias de promoción y publicidad en la marca Anashi Market para la mejora de su posicionamiento
Figueroa-Díaz, Duván Sebastián; Quintero-Sierra, Cristhian David; Ávila Castañeda, Ángel Leonardo
The document purpose is the development and approach of a business improvement plan in the specific case of producer healthy foods company Inovamarket S.A.S and its commercial brand Anashi Market. For this, a diagnostic process was carried out focused on the company investigation and market research in order to find the main problems, then an investigative process was carried out in order to obtain references in regard to the realization and development of an improvement plan and finally a proposal was developed in strategic, tactical and financial terms to solve the problem. It was determined that the main problem affecting the company is the inexistence of it and its trademark in digital media, the boom that the sector of which the company is part of was also found, and the effects that produced the pandemic of COVID-19 at the corporate level. All this together, allowed the development of the proposal that seeks in general terms the incursion and use of digital media in order to improve positioning.