Especialización en Gerencia Estratégica de Marketing

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    Estrategia de Marketing para el posicionamiento de la Marca Compañía Papelera Nacional
    Cifuentes-Alvarez, Paula Valentina; Flores-Mejía, Jasson Mauricio; Prieto-Prieto, Miller Stiven; Buitrago-Reyes, Richard Orlando
    The positioning of a brand in the current century is one of the most important characteristics for the improvement and growth of current companies. The National Paper Company recognizes the importance of strengthening brand identity through marketing, so this work seeks to evaluate and adopt a strategy that aligns with customer expectations, diversifying each of its spaces, thus improving its channels. Distribution and sales, effectively and objectively building a positioning that establishes the brand in the short and long term. In this project, different research related to marketing and brand positioning was taken into consideration. In addition, research related to stationery, the paper industry, and market competition were also found. In this work, a mixed approach is used, combining qualitative and quantitative methods, thus exploring the market, consumers, and different marketing strategies. A small survey with key questions is also used, thus identifying the needs and contributions of each client. Finally, a SWOT nuance is applied that identifies different aspects of the company internally and externally. As a result, a deficiency was found in terms of the company's ease of entering or improving its marketing strategies, since digital growth is not seen. However, it is highlighted that the SWOT matrix reflects great ability to stand out in such a competitive market. It is recommended to implement better marketing strategies to increase the company's positioning.