Facultad de Ciencias Económicas y Administrativas

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Propuesta de una estrategia de marketing digital para el crecimiento de la marca Vera Publicidad en Bogotá
Gallo-Lizarazo, Einat Nayeli; Becerra-Haya, Oscar Ricardo
The main objective of this paper is to propose a digital marketing strategy that supports the growth of the Vera Publicidad brand in Bogotá, taking into account the company's need to expand and obtain new clients using digital platforms as a means. To determine the best strategy, a literary review was carried out in which various authors highlighted the importance of this type of marketing actions in digital media given the current circumstances and great business competitiveness that also includes small and medium-sized companies. In order to determine the company's situation, an internal and sector diagnosis was carried out, which demonstrated the need to strengthen the company's presence on the web and promote its services in these media. Based on the analysis and research carried out, it is offered that an inbound marketing strategy based on HubSpot’s Flywheel method can support the objective of expanding the company and promoting its services. Next, a step-by-step description of the proposal was described with various digital tools that could be implemented by the organization, along with a possible schedule of activities, budget, and measurement indicators.
Diseño de un sistema de gestión de calidad para el área comercial de la cámara de comercio e industria colombo chilena basado en la NTC ISO 9001: 2015
Piñeros Camacho, Sandy Faires; Osorio Niño, Laura Lorena; Rocha, Alfonso Andres
The aim of the following proposal is the design of a Quality Management System address to the commercial area of the Colombo Chilean Chamber of Commerce and Industry based on the ISO 9001: 2015 standard, in which processes and procedures are standardized through the creation of manuals, formats and correctives, preventives and improvement strategies. The intention in the future is to achieve its implementation so that the following interns can understand their responsibilities and functions and therefore, they can acquire new skills, optimize their activities and finally achieve customer satisfaction through ongoing improvement.
Propuesta recorrido turístico en torno a historias, mitos y leyendas urbanas de La Candelaria
Gonzalez Hernandez, Maria Fernanda; Torres Martinez, Erika Camila; Leon Cardenas, Mauricio Javier
The proposal of a tour around stories, myths and urban legends in the town of La Candelaria, aims to publicize and take advantage of tourism and heritage resources with the account of the area. Based on the surveys that were conducted, it was found that there is a lack of knowledge on the part of residents and tourists about the stories, myths and legends that encompass the locality, for this reason, they chose to work on this project to publicize these places that, in turn, are patrimonial interests that, throughout history, have forgotten and that have lost their cultural value. Likewise, the results show that most of the respondents are interested in knowing the area with this type of route. The solution to this problem is to design a tourist route with strategic points different from those that are already exploited in this sector, in order to make known another part of La Candelaria that has remained in the past and to relive its history through an activity with guided accompaniment. According to the check list, an inventory of the possible places was made and it was found with these, it fulfills the conditions of structure for the entrance and the pedestrian access that allows to make a guided tour of said area. Finally, the tourist route was designed, delimiting the strategic points through a cartographic map, to transmit the geographic information in a visual way, and also, to measure the duration time of a point to point and of the route in general.
Propuesta para la fidelización de clientes en la empresa humplast
Tellez Avila, Caryl Sherman; Pulido Reina, Jason Steve
This document presents a customer loyalty system, implementing strategies based on the consumer behavior of frequent and non-frequent customers through a client management software called CRM.
Diagnostico para el desarrollo del turismo étnico en el resguardo Muisca de Cota-Cundinamarca
Guerrero Diaz, Jessed Marisol; Cárdenas Mora, Giovana Carolina
The ethno tourism in Cota allows tourists to know other cultures, where they can interact with communities that have very different lifestyles, for their food, traditions, language, among others. This type of relationship gives the tourist a great travel experience. The municipality of Cota lends itself to realize this type of tourism due to the ethnic and cultural wealth that it possesses; For this reason, it is necessary to implement the services offered by the municipality of Cota, where the community can be trained to present a tourist service.
Análisis del mercado de vehículos eléctricos en Colombia con base al modelo de Estados Unidos
Duarte-Pulido, Jennyfer Lorena; Torres-Segura, Diego Alejandro; Amezquita-Melo, Nicolas; Ulloa Ramos, Cristian Samir
This paper analyzes the opportunities of the electric vehicle market in the country based on its local positioning and the commercial dynamics between 2016 and 2020, identify who are the actors that have been transforming the environment of electric vehicles in Colombia where are recognized brands that in conjunction with government policies have driven the positioning in the market of such vehicles. It also shows the import dynamics in the country from the case with the United States which is the main partner of the Colombian economy and a benchmark for the promotion of electric mobility in the continent. The growth of imports of this type of vehicles has been vertiginous and although this phenomenon has not happened only with the North American country, this has been a fundamental country in the momentum that has had this sector in the last five years in Colombia. The year 2018 is highlighted in this article as it not only drives the market for electric cars, but also, a growth in the import of electric motorcycles is evident with a massive arrival to the Colombian market of important brands that position themselves as the main sellers of motorcycles and electric bicycles nationwide. In this document a conceptual framework and a methodology of mixed approach is used in which the quantitative and qualitative approach is sought to combine seeking the "objective" vision as the "subjective.
Factores de éxito de la internacionalización de la empresa Oriflame Cosmetics
Neira Rueda, Ronald Leonardo; Aguilar Galeano, Estibaliz
The present work has as a general objective to identify the success factors for the internationalization of the company Oriflame Cosmetics, illustrating how its penetration in the international cosmetics market has been generated. In accordance with the above, the factors that caused the internationalization of cosmetics are analyzed, so that it can serve as an example for companies seeking internationalization of products in our country. The methodology used in this work is qualitative with a descriptive approach to give more clarity to this project by analyzing and compiling information databases. The main finding of this research is to show that one of the aspects that generated an added value for this company, in relation to the companies that are dedicated to the commercialization of cosmetic products, is the sustainability approach that Oriflame Cosmetics handles, since that through this the company seeks to mitigate environmental impacts.
Oportunidades de mercado en la movilización de carga suelta de la empresa 24-7 Logistic Solutions en Colombia
Rojas Solano, Angie Katherine; Rocha Alfonso, Andres
This study allows us to identify a bigger problem that the company handles 24-7 Logistic solutions in the container transport at national level; this is due to the mobilization of these, due to the freights that are shown in the course of their trip. Tolls in Colombia are classified as the most expensive in Latin America, each municipality and department has a series of tariff tolls that must be paid once they enter the territory, this cost increases the price of transporters in the mobilization of their vehicles. to containers full of merchandise. (Jhon Guzman Pinilla, s.f.). So, this project focuses on a market study that will analyze the large companies and shipping companies that supply merchandise, and it is necessary to transport them to different national destinations, demanding a large number of containers. To face and solve this problem, each of the objectives established in this research is to be achieved through the efficient use of tools that allow affinity or certainty to be generated between the processes analyzed and the results obtained; It is through a methodological analysis that the phenomena and relationships between the research process and the object will be differentiated from the relationships existing between. The purpose is to determine the transportation processes and container fleet located in the different cities of Colombia, the viability of these same traveling throughout the country becoming known and reducing freight costs by transporting outsourced merchandise. Where you can develop effective research methods
Comparativo de las oportunidades de negocio de aguacate colombiano y mexicano hacia Estados Unidos entre 2007 y 2017
Patiño Castro, Johan Camilo; Vanegas Mendieta, Diego Andrés; Ulloa Ramos, Cristian Samir
Comparison of the production and export opportunities and competences of Colombian and Mexican Avocado to the United States analyzing a period of a corresponding decade from 2007 to 2017, in which a quantitative-qualitative analysis of different variables was carried out.
Análisis del Impuesto del Monotributo y el nuevo Régimen Simple de Tributación
Cifuentes-Betancourt, Jenny Lorena; Rojas, Manuel Antonio
The main objective of this work is to identify the causes of why the Monotax tax did not work, created under the previous law 1819 of 2016 in its article 165 book eighth identifying the benefits, to which sector this tax would reach and the requirements to declare this tax, but to understand a little more about this tax, we will talk about the impact that this tax has on some Latin American countries such as Brazil, Argentina and Uruguay, during the development of the work, the classification of the taxpayers of Monotributo will also be identified through some tables, such as the fees to be paid, finally we will talk about the measures that the government had against the failure of the Monotax and the creation under the 1949 law of 2018 of the New Simple Taxation Regime who replaces the Monotax, this new regime is aimed not only at informal traders, also to entrepreneurs who meet certain conditions, finally it was carried out For an example of a company dedicated to the manufacture and marketing of clothing, where with the same data as income, costs and expenses, we will identify the method (Ordinary Regime and Simple Regime) with the best benefits.
Influencia de la tasa de cambio en las exportaciones agrícolas colombianas hacia los países miembros de la Alianza del Pacífico
González Hernández, Paula Fernanda; Henao Florez, Monica Alexandra; Rodriguez Pedraza, Yudy Paola; Nuncira, Wilson
The objective of this research is to identify the influence of the exchange rate on Colombian agricultural exports to the member countries of the Pacific Alliance in the period between 2006 and 2016. The methodology of this research has a quantitative approach and a correlational scope. It is necessary to highlight that we have carried out this research in two phases; the first was developed through the collection of information, where we used the statistical data of the Bank of the Republic of Colombia and the databases of exports of United Nations Conference on Trade and Development (UNCTAD) as main sources; In the second phase, we carried out the corresponding comparative analyses of these data. As a result, we observe that the exchange rate had a significant influence on Colombian agricultural exports to Chile and partially on exports to Mexico and Peru. We found that the Colombian government, through the Bank of the Republic, used exchange-rate policy strategies to avoid the negative impact of the revaluation. However, these strategies were not enough and had to be complemented with programs to boost the agricultural sector. Therefore, we conclude that the exchange rate is not the only determinant of the competitiveness of the Colombian agricultural exports. In this way, we proposed to investigate other determinants that respond to current economic needs and trends.
Análisis de la internacionalización del sector de follajes y flores hacia el mercado de Canadá
Benavides-Parra, Nedid Alexandra; Beltran-Pardo, Luisa Fernanda; Davila-Basto, Cesar Augusto
The main objective of this research focuses on identifying the difficulties in developing innovation in the value chain of SMEs in the Tequendama flower sector, specifically in the municipality of Cachipay, to export foliage and flowers to the Canadian market between 2014-2023. With the context of the economic importance of flower growing activity in Colombia, especially in the Tequendama region, highlighting its export potential and the opportunity represented by free trade agreements with countries like Canada. The theoretical framework is based on Michael Porter's five competitive forces model and analyses the competitive pressures that companies face. Background information is compiled that highlights the economic opportunity of exporting Colombian flowers and foliage, as well as the need for innovation in the sector. Thus, enabling the identification of applied innovation processes and export opportunities to strengthen the flower sector in the region.
Estudio de la utilización del Revenue Management en hoteles de 3 y 4 estrellas en la ciudad de Bogotá.
Avella-Herrera, Brandon Ivan; Bernal, Aldemar
Abstract The central objective of the document is to determine the financial impact of revenue management (RM) in the specific case of 3 and 4 star hotels in the city of Bogotá. To carry out this, you can identify and characterize some factors of greater importance or not for the use of this discipline. In order to determine the financial impact, a survey was conducted. It was found that in the sample of 3 and 4 star hotels in the city of Bogotá there are some clear shortcomings in the implementation and knowledge of revenue management. In the hostelry of the city.
Diseño y propuesta de la planeación estratégica para la empresa equipo consultor empresarial S.A.S
Camargo Bohorquez, Yenny Carolina; Diaz Hernández, Luis Carlos
The research topic is strategic planning, as in most of the companies that want to initiate operations do not pay adequate attention to this topic. Strategic planning is of great importance and interest not only as a topic of study but as part of implementation in a company, since this helps to get a better perspective and can be a real approach with the help of the mission and vision where you can construct a picture to see how far you want to go with the company, you can return to rethink after a few years, and to build new goals.
Componentes de internacionalización de las industrias culturales y creativas en Colombia
Atanache Gonzalez, Juliana Maria; Folleco Sierra, Yurimar; Aguilar Galeano, Estibaliz
In Colombia, Cultural and Creative Industries (CCI) enjoy high levels of mind-reading (raw material based on talent, intellectual property and cultural heritage), the Chambers of Commerce and Culture, have been working in recent years to notice the importance of formalization and competitiveness of these industries. In addition to wanting to increase production and marketing levels, exports are also being promoted, with the ideal of said cultural goods and services with export potential going abroad, guiding entrepreneurs to carry out said export process with prior knowledge. How is that process, what conditions should be to complete it with the least margin of error possible, and study which place is better to export? To carry out the export activity, a businessman who does not have much knowledge about this subject, the first thing he does is to find out about how this process is carried out, not only to register as an exporting company, but to classify the product, analyze the market or demand, analyze the requirements of the country to which it is intended, recognize whether or not it is ready as a company to carry out such process and maintain it in time, among other aspects.
Análisis de las PYMES del sector de muebles en Colombia a partir del ingreso de compañías y productos extranjeros
Ospina Pantoja, Irene Marcela; Barrera, Freddy
The aim of this project is to develop an analysis of the competitiveness of SMEs in the furniture sector in Colombia against the entry of new foreign companies, in order to determine how small and medium enterprises would face the entry of these foreign companies from an impact analysis derived from the diamond analysis of Porter's competitiveness and the entry of new competitors, a situation that must be experienced by companies from developing countries within the current internationalization systems. To this end, an analysis of the furniture sector was carried out and interviews and surveys were carried out in order to understand the views of SME entrepreneurs and potential customers in the sector.
Propuesta para la potencialización del turismo cultural en el sector la candelaria de la ciudad de Bogotá a través de una aplicación móvil
Avendano Melendez, Wendy Dayany; Carreno Rodriguez, Miguel Angel; Díaz Valbuena, José Alfredo
In Colombia, it has been shown that tourism has been a very important factor for its growth and economic development since it is classified as the second most important link in the gross domestic product. Looking closely at the movement of tourism in the sector of La Candelaria, in Bogotá, it is observed that the type of tourism that takes place in this area is cultural tourism and several factors that can be improved to make the experience of the tourist is better, as are security, transport and information, this last item is on which this project is based to be developed and give a different initiative to help the district progress. The proposal of the mobile application developed in this work has the most important tourist attractions in the sector of La Candelaria, as well as a detailed study of the needs of tourists, it will also be known how technology has impacted the tourism sector and in the same way the tastes and preferences of the current market of La Candelaria. The application is developed under GPS and tourists can see images of the main attractions in times past, so you can establish a comparison with what is present today. Likewise, the application contains tourist information in Spanish and English and it is planned in the future to incorporate other languages that are strong in the tourism that takes place in the Colombian capital.
Estrategias de internacionalización de Mercado Libre
Castillo-Cortes, Karen Eloisa; Garcia-Pirazan, Jessica Lorena; Rodriguez-Leon, Laura Camila; Ospina Martínez, Oswaldo
The central objective of the document is based on identifying the strategies used by Mercado Libre for the internationalization of its electronic commerce model, to achieve this objective it is proposed to contextualize the digital ecosystem of the firm and explain the strategies used to penetrate some markets where has a presence, and identify which is the digital ecosystem with the greatest projection of the company. In order to respond to the objectives of the research, a non-experimental design is proposed and it seeks to resolve the research question through the use of secondary sources which do not allow any manipulation of the variables described or studied by other researchers. In this way, the scope of the investigation is descriptive since its objective is to provide detailed information regarding the fundamental characteristics of the Mercado Libre platform and its internationalization. During the development of the investigation, the company is described as a Born Global where it is observed that Mercado Libre developed an ecosystem composed of six business units, which provide solutions for payments, logistics, financing, advertising and services, additionally it has a projection in International business is very broad, but among them the development of its credit market and payment market is part of one of the most promising strategies in relation to financial inclusion.
Plan de mejora para el fortalecimiento del portafolio y fidelización de las empresas afiliadas a la Cámara de Comercio e Industria Colombo Chilena
Bermúdez-Lambraño, Laura Camila; Rocha Alfonso, Andres
The purpose of this project is to develop an improvement plan for the strengthening of the portfolio and the diversification of distribution channels of the Chilean Chamber of Commerce and Industry, since it presents a recession in the provision of its services and little follow-up to companies, making it difficult the loyalty of the affiliates and clients. In order to solve these problems, the analysis is carried out using the logical framework approach matrix, in which the actors participating in the project are identified and from these it is decided who will be the main focus actor and direct beneficiary thereof, in addition An analysis is made through the problem tree where the causes and effects of the presented difficulty are identified, the expected situation, means and ends, in which the problem statement is established, in addition to relating the solution alternatives according to the means. Finally, three strategies are chosen for the improvement plan and the operational plan of the project is carried out in which the activities related to the strategies, managers, resources, budget and final product are explained, the strategies are the construction of technical sheets with the detailed description of the products, the manual of the Orus Data platform as a new service of the Chamber and the formulation of strategies for the creation of social networks in initiative to increase the promotion of the entity and increase the loyalty of companies.
Propuesta para el diseño de un producto turístico para fomentar la cultura vinícola en el municipio de Villa de Leyva Boyacá
Devis Mendivelso, Claudia Jackelin; Herrera Ortiz, Karen Geraldine; Perdomo Parrado, Angie Paola; Morales Rivera, Efraín
The present research work focuses on studying different variables that allow to identify the wine culture that can occur in the municipality of Villa de Leyva, wine tourism is a type of tourism quite striking and known in wine countries, covers different service providers that complement the activities focused on wine, and allows this contribution economically in these countries, in Colombia wine tourism is little known, however it has been detected that in Villa de Leyva some activities focused on wine are made that are quite striking and of interest for the tourists who visit this municipality, for this reason and for what has been said above, this work aims to create a tourism product that encourages the wine culture in the municipality of Villa de Leyva, generating tourists unique and eye-catching experiences that increase their interest in wines. For the creation of this work should study different variables, such as supply and demand, to know the service providers that currently exist focused on wine and potential tourists for the realization of these activities, which will assess whether this product tourism is viable and in turn, if the implementation of it contributes to tourism and different variables that favor the municipality, this allows a new tourist growth in Villa De Leyva, contributing to a different tourism for people.

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