Mercadeo

Permanent URI for this collectionhttps://repositorio.uniagustiniana.edu.co/handle/123456789/29

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Browsing Mercadeo by Subject "Administración"

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    Diseño de un Plan de Marketing Estratégico Interno (Endomarketing) que permita la Integración de los Departamentos de Mercadeo y Ventas en BIOEQUIPMENTS LTDA
    Solorzano-Pinilla, Valentina; Salcedo-Herrera, Víctor Alfonso
    The present project, entitled aims to strengthen communication and coordination between two key areas of the organization through the development of an internal strategic marketing plan which enables the achievement of the organization's strategic objectives. BIOEQUIPMENTS LTDA is a Colombian company dedicated to the production and commercialization of cleaning products for household, industrial, and automotive use, currently facing important challenges related to the lack of alignment and synergy between its marketing and sales departments. This project proposes to dising a strategy of endomarketing as a management tool that promotes enhances employee motivation, and aligns internal objectives with external commercial strategies. The research follows an exploratory–descriptive design and a mixed approach, using interviews, surveys, and document analysis to diagnose the current situation, identify factors that affect communication, and design a plan that fosters interdepartmental integration and teamwork. In this sense, the expected results include the strengthening of bilateral communication, the improvement of commercial efficiency, and the promotion of a sustainable culture of collaboration. The proposed endomarketing plan is intended to serve as a replicable management model for BIOEQUIPMENTS LTDA and as a reference for other small and medium-sized enterprises (SMEs) seeking to enhance their performance through the development of stronger internal cohesion and alignment between their commercial departments. Keywords: Endomarketing, internal communication, organizational integration, strategic marketing plan, BIOEQUIPMENTS LTDA.
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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.