Especialización en Gerencia Estratégica de Marketing

Permanent URI for this collectionhttps://repositorio.uniagustiniana.edu.co/handle/123456789/45

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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.
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.
Estrategias de Marketing para mejorar el proceso de captación de clientes y aumento de ventas en Kanaiwa Wellness & Spa
Ariza-Diaz, Miguel Angel; Marín-Mosquera, Lorena; Sierra-Vargas, Diego Alexander; Ávila Castañeda, Ángel Leonardo
KANAIWA WELLNESS & SPA, is a company dedicated to wellness, body and facial aesthetics, which, although it is young in the city of Bogota, with only 3 years of business, offers an exclusive and personalized service in hydrotherapy, also has advanced technology equipment for non-invasive treatments. In the current market there are competitors dedicated to spa services, hydrotherapy and aesthetics; which have various distribution and communication alternatives, this being a great disadvantage for KANAIWA WELLNESS & SPA because its recognition and positioning have been affected by the exclusive use of a single means of communication: social networks. For this reason it is important to establish marketing strategies in KANAIWA WELLNESS & SPA that generate a commercial plus, and achieve the expected growth in service recognition and technological innovation, this through a research process based on identifying new communication channels and their corresponding communication establishing marketing strategies that contribute to improve its positioning.
Plan de marketing de servicios para la fidelización del cliente en el restaurante temático Héroes Burger, ubicado en Bogotá, Colombia
Avendaño-Diaz, Ines Dayanna; Vargas-Quintero, Soray Vanessa; Buitrago-Reyes, Richard Orlando
The themed restaurant Héroes Burger in Bogotá faces challenges that affect both its staff and the customer experience. This project aims to design service marketing strategies to improve performance and customer satisfaction by addressing both internal and external issues. Based on studies highlighting the influence of internal marketing (endomarketing) and the impact of digital strategies on customer loyalty, the project uses customer satisfaction surveys, CRM data analysis, and direct observation of customer service to identify areas for improvement and develop effective loyalty strategies. The analysis employs tools such as benchmarking matrices and SWOT (DOFA) analysis to identify internal and external factors affecting customer loyalty. Findings reveal that the quality of service and food are crucial in restaurant selection, and there is variability in customer satisfaction depending on geographic location. This suggests the need to tailor strategies to the specific needs of each area. Follow-up actions are proposed to ensure the implementation and effectiveness of the designed strategies, providing Héroes Burger with valuable information for future marketing plans. This comprehensive approach aims not only to enhance the customer experience but also to optimize the restaurant's internal operations to foster greater customer loyalty.
Diseño de estrategias de Marketing relacional empresa Maquitimo
Barragán-Gómez, Tania Marcela; Méndez-García, Luis Alejandro; Montenegro-Martínez, Liliana Patricia; Zea-Salamanca, José Fernando; Ávila Castañeda, Ángel Leonardo
The present work is the development and design of relational marketing strategies that allow the acquisition of new clients for the company Maquitimo, a company located in Fontibon, Bogotá dedicated to the manufacture and marketing of plastic items. After an in-depth analysis focused on the sales and marketing area, we found a fragile point in which we could embrace and also work. It was detected that over the years the company acquired clients, but in recent years, the clients remained, and no new ones arrived, that is where we began to develop focused objectives for the acquisition of new clients, therefore, sales and their market share. Maquitimo has a strong product called plastic carts, which is optimal for packing textile raw materials, so the idea is to do a good market study to see what other sectors are possible to cover to attract new customers. With the objectives, strategies and action plans, the aim is to achieve a good development of the plan and that the company applies it so that it is in a better position and that it has a positive growth impact.
Estrategia de marketing interno para Scotiagbs en el área de servicio al cliente región Canadá
Giron-Castañeda, Maria Camila; Rivera-Cubides, Karen Dayana; Buitrago-Reyes, Richard Orlando
The “Solution Actions” in the customer service center at ScotiaGBS are the only actions that generate income in the operation, for this reason the bank is aligned to achieve an increase in this KPI, to this end, an internal marketing strategy was implemented that seeks to increase this metric in the operation of the service center. Internal marketing and gamification have emerged as a powerful tool to motivate participation and improve work efficiency, adapting to the specific needs and motivations of each employee, which is why the strategy adapts these two tools. An analysis of internal marketing at ScotiaGBS was carried out using tools such as the Mystery Shopper, interviews and analysis matrices (SWOT and MEFI). These techniques evaluated the quality of customer service, and allowed to identify areas of improvement to develop an effective internal marketing strategy, thus helping advisors to improve their skills and knowledge, thus increasing the quality of work, since a strategy was implemented in waiver 105, allowing the Onboarding stage to be aligned with the bank's general goal. By encouraging employee participation and feedback, internal marketing drove innovation and continuous improvement in the company. Advisors who feel valued and heard are more willing to contribute creative ideas and suggestions to improve the company's processes and products.
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 de Marketing Omnicanal para la empresa Pet Bricco en el municipio de Mosquera-Cundinamarca
León-González, Laura Ximena; Parrado-Real, Lady Katherine; Rangel-Rios, Angie Ximena; Sanabria-García, Lina Marcela; Buitrago-Reyes, Richard Orlando
For the Pet Bricco company, a great need is detected in the implementation of the digital marketing being an integrative strategy that allows you to reach customers in a way assertive generating the same experience independent of the communication channel and initial marketing. For this reason, omnichannel allows the union of the traditional with digital in order to cause a greater impact within the clients already present and thus attract a new target audience, thus guaranteeing better performance for the company. The company was created by two Uniagustinian entrepreneurs in the manufacturing industry. pets dedicated to their care, veterinary pharmaceutical products, diagnostics, distributors of products, services and all kinds of supplies, leading a history of so only 4 years, but with the experience and services necessary to be a company specialized in pet care, they currently have a large premises located in Mosquera Cundinamarca According to the instrument applied to the research, which in this case was a survey carried out to Pet Bricco clients and with respect to its results to current clients, it is analyzed that the services and products offered by the physical store are very well received by customers since they emphasize that quality and good service differentiates them from the competition, recommending in the same way that to improve, more payment methods could be included and comfort in the services provided such as home hairdressing.
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.
Estrategias para la incursión de guerreros seguridad Ltda en nuevos segmentos empresariales
Cueca, Jenny Carolina; Zambrano Bonilla, Daniel Eduardo; Neira, Jairo
In this project a diagnostic is made of the real situation of the company and what opportunities of this situation we could build to achieve an important growth in sales for the company, Analyzing the differential factors of the competition to include and improve those strategies in the company, objective of this project is to generate strategies so that GUERREROS SEGURIDAD LTDA manages to enter new business segments.an analysis is made in the facilities and in the information provided by the company in order to give a more real diagnosis and propose new strategies to increase sales The main
Estrategias para reposicionar la marca Sm Colombian Master a nivel nacional
Gutiérrez Sánchez, Edgar Andres; Peña Castelblanco, William Alfonso; Suárez Hernández, Luisa Fernanda; Neira Guevara, Jairo
The following project seeks to carry out a theoretical and analytical investigation of the aspects that influence the brand repositioning of a plastics production company called SM COLOMBIAN MASTER SAS located in the city of Bogotá that lost its prestige due to bad administrations and it requires a repositioning of the brand while increasing its sales, currently counting on a low budget. Then design an improvement plan with marketing strategies to determine: What is the appropriate method to be implemented to reposition the company SM COLOMBIAN MASTER SAS as one of the leading plastic pigment manufacturers and distributors nationwide in a period of three years? From the research it is determined that the SM COLOMBIAN MASTER SAS customers look for color suppliers that attend them in a personalized and immediate way, that is why they are looking to implement personalized sales services and personalized lines of colors as added value to finally result in an increase in sales.
Estrategias de comunicación de marketing para el incremento de donaciones del canal digital para Caballeros de la Virgen
Duarte-Rodriguez, Cristian Manuel; Rivera-Daza, Yajarlis Geinner; Rodriguez-Carrion, Camila Angelica; Ávila Castañeda, Ángel Leonardo
The present work of degree consists of developing an improvement plan for the Knights of the Virgin Foundation through a working group made up of three students from the strategic marketing management specialization at Uniagustiniana. The main objective is to improve the increase in donations in response to digital campaigns, generating growth in collection allowing this business unit to have a greater participation in the income of the foundation. Possible impact solutions are found, in accordance with marketing communication strategies, strengthening the image of the foundation brand. Applying the financial analysis tools, it is evident that the improvement plan generates a positive impact allowing to reach the main objective: to increase the participation of the business unit of the digital channel, returning the investment in a short time, favoring its future execution.
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
Estrategias de posicionamiento para los productos orgánicos de la Fundación Mujeres Empresarias Marie Poussepin, en los restaurantes de la Localidad de San Cristóbal Sur en la ciudad de Bogotá.
Monroy-Ariza, Viviana Rocío; Hoyos-Marín, Gina Maritza; Gómez-Rodríguez, Liz Yazmin; Neira Guevara, Jairo
This research work focuses on the design of a series of marketing, segmentation and positioning strategists for the Marie Poussepin Women Entrepreneurs Foundation that contribute to improving their sales and recognition in the organic products market in vegetarian restaurants in the town of San Cristóbal Sur in the city of Bogota, in order to increase sales and customer loyalty. Within the social and business perspective of the foundation is framed the social sense, therefore, the sustainability plan includes the linkage of more women heads of household in vulnerable situations. Marketing strategies generated from qualitative exploratory research are projected: Targeting strategy and positioning, from which it is evident the need to generate alliances with interinstitutional customers and urban orchards, allowing to expand the market not only by offering the services of vegetarian restaurant, but from the sales of products marketed in urban orchards, taking advantage of the physical spaces they have.
Estrategias de Marketing para la captación de clientes de la frutería "Fruterra 2" en el sector turístico de La Candelaria en Bogotá.
Bayona-Vargas, Jennifer Alexandra; Chaparro-Acevedo, Jennifer Paola; Ruiz-Ayala, Diana Paola; Sanabria-Fernández, María Mónica; Buitrago-Reyes, Richard Orlando
Fruterra 2" is a microenterprise located in the Concordia Market Square, dedicated to the sale of fruits through different preparations. This small business has been in the market for a short time and has not had a great reception due to the competition it presents, that is why it is intended to develop marketing strategies to attract customers of the fruit shop "Fruterra 2", considering the tourism potential of Candelaria. That said, the state of the art was reviewed in order to have a broader vision regarding the type of research to be developed, analyzing internal and external factors, and inquiring about the importance of customer acquisition for any organization and how to strategically enhance the strengths and opportunities and minimize the impact of threats. The research methodology applied was of a mixed type with a descriptive approach where those directly involved were considered: micro-entrepreneurs, customers and competitors, through analysis instruments and/or matrices such as the SWOT, mystery shopping, analysis of the 5 forces and the survey conducted to 73 people from Candelaria, which provided a comprehensive diagnosis of "Fruterra 2". As a result, it was proposed to the fruit shop to implement some product penetration strategies through different tactics both for the physical point and for the digital channels it has (Instagram and Whatsapp). As a conclusion, the importance of adapting to digital trends to take advantage of the competition is highlighted.
Estrategias para el posicionamiento de la empresa Soluciones administrativas y cobranza S.A.S en el sector cobranza de propiedad horizontal en la cuidad de Bogotá
Roldan Sandoval, Roger Alexis; Carrillo Lopez, Duvan Fernando; Martinez Rodriguez, Rafael Andres; Neira Guevara, Jairo
Research is conducted with the aim of identifying the main problems of marketing by the companied Soluciones Administrativas y Cobranzas S.A.S, by means of a qualitative study, through an analysis involving figures of the situation of the company in the last 3 years and analysis of internal and external factors affecting the company, the outcome of this research succeeds in creating marketing strategies in order to position the company in the field of horizontal property. The analyzed data suggest strategies of communication through virtual, channel Collections Management program, strengthening relations with customers, incentives to force plan of sales and social responsibility everything they are strategies of loyalty, creation of new customers and brand positioning.
Estrategia de Marketing Digital Para El Posicionamiento de Marca en Redes Sociales Facebook e Instagram de Entis Laboratorio.
Briceño-Villalobos, Luis Alejandro; Hernández-Nieto, Juan Pablo; Buitrago-Reyes, Richard Orlando
This project was carried out in order to create a digital marketing strategy for brand positioning in Entis Laboratorio's Facebook and Instagram social networks, identifying first-hand the problems through an internal diagnosis of the current situation of Entis' digital area, laying a foundation to develop an investigation that will lead to the progressive reactivation of the aforementioned social networks. By means of different theories that served as a guide for the research, topics related to brand positioning through digital marketing were addressed. The background of similar works, important concepts for the project and its current impact were taken into account. The instruments used to collect data and information were the survey and the interview to the Administrative Manager, where it was possible to know the consumption preferences in social networks of Entis customers, as well as if they would accept the presence of the company in a digital channel. It is relevant that Entis Laboratorio considers reactivating its social networks so that in this way it can expand its customer service methods, without losing its traditional user service mechanism. Likewise, it is recommended that the company does not skimp on continuing to investigate new market needs and trends.
Plan de marketing empresa Autoinvercol
Osorio rodriguez, cesar augusto; loaiza loaiza, yuli andrea; Aguilar, Ingrid lorena; Ospina Estupiñán, Héctor Rodrigo
This research project seeks to resolve Issues of how and what should be the marketing strategies proposed by the research team, under the central premise of the company intervened, Autoinvercol S.A, Company preventive and corrective maintenance vehicles, Presents significant obstacles about development of initiatives of strategic and operational marketing and therefore a reduction in the efficiency of the company as well as on the profitability, The present work seeks to identify a glimpse of a solution to the problems of connection with customers and in addition to frame the proposal for improvement around the academic and creative processes, from approach the problem of research from different perspectives, Identifying which are the relevant communication channels to achieve the aim of bringing the organization to the real needs of customers, understanding that the proposal for improving follow-up actions, capture, control, customer loyalty, and prospecting for present and future needs of the target market for the company.
Estrategia de Marketing Digital de redes sociales Instagram, Whatsapp para la empresa Bebé Pitufo sede Quirigua
Aldana-Mora, Juana Valentina; Ballestero-Rincon, Henry Joan; Barrios-Mendoza, Keyleen Vanesa; Buitrago-Reyes, Richard Orlando
The research is based on digital marketing strategies that allow brand positioning, as well as the analysis of internal and external factors of the diaper company, allowing it to reach new customers and thus economic benefits, in addition to communication protocols for development on social networks. On the other hand, the possible difficulties that SMEs face when using electronic commerce in Colombia were identified, and research into market segments was encouraged in order to determine consumer behavior.
Propuesta de marketing para la fidelización y captación de clientes para la organización MPS Mayorista de Colombia S.A en pantallas industriales LG
Florián López, Paula Jhoanna; Hernández Garrido, Verónica Marcela; Rivera Barrera, Yury Paola; Rojas Tavera, Jhon Alexander; Neira Guevara, Jairo
Our job is to carry out a marketing proposal where in the company MPS Mayorista de Colombia SA we achieve loyalty and recruitment strategies for new customers, we are in charge of the line of industrial monitors in which we will develop and implement activities which we are innovative and achieve The expected participation. The investigation will be carried out through a case study, obtaining information from various sources, such as internal company information, sales, market share.