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Propuesta de Plan de Marketing Estratégico para Fluequitec Ltda: Una herramienta para fortalecer la gestión comercial y el posicionamiento digital en el sector de combustibles.
De León-Murcia, Erik Jhosed; Larrarte-Castañeda, Patricia
This paper presents the design of a Strategic Marketing Plan for Fluequitec Ltda., a Colombian company with over 40 years of experience in the import, sale, and maintenance of liquid and gas dispensers. The company faces limitations in its commercial growth due to the lack of an operational marketing department and its reliance on word-of-mouth marketing as its primary customer acquisition channel. The research aims to design a proposal that formally activates the marketing department, strengthens the sales department, and consolidates the company's technical and digital positioning. The proposal was developed in three phases: strategic diagnosis using matrices, strategic design of the marketing department, and design of a control system and budget projection. The results demonstrate that the company's primary need is not increased sales but rather the formalization of its marketing structure, which is financially viable. This study provides empirical evidence on the applicability of strategic marketing in B2B technical SMEs.