Especialización en Gerencia Estratégica de Marketing

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Comercialización de banano empresa DIAZOR S.A.S
Bolívar Rojas, Daniel Felipe; Diaz Muñoz, Juan Camilo; Rivera Suarez, Jhon Fredy; Ospina Estupiñán, Héctor Rodrigo
Our project is focused on increasing sales in the company Diazor S.A.S, which has been commercializing fruits specifically Banana for twenty years. The project seeks to detect the shortcomings of sales in the months of low turnover and in addition to positioning the brand. We worked on the diagnosis of the current situation of the company to identify its strengths and opportunities as its weaknesses and threats, using the DOFA matrix as a tool. It was determined that they lacked technology and an area of marketing or organized marketing. A strategic marketing plan is created that seeks to couple the integrating components of the consumer, strategic communication, product and service development management, and marketing management. With these components the company will achieve its goal of Increase sales.
Creación de ecosistema digital y transición al marketing 2.0 de la empresa la Foquita
Rojas Rojas, Angela Maria; Suarez Beltran, Fredy Stivel; Torres Castro, Hernán Dario; Ospina Estupiñán, Héctor Rodrigo
¿What make it so special about La Foquita? La Foquita is a familiar business that for a little bit more of 30 years has carry out the success and contribute the development economics of the country, of course this year has been not easy, they have their ups and downs like every business, however, despite to go over the time barrier the future of the textile industry is uncertain in Colombia by a diverse number of factors, is like that La Foquita want to stay in the market once and for all and plan a strategy of growth with the experience of more than 30 years in the market. Unfortunately, La Foquita has not possessed a team of marketing and neither has developed a strategy prop to achieve a special objective in the market, his journey goes back to have sellers that handle the distribution of the products between different stores chains or specialized stores of children clothes. That means a problematic, it isn’t just about the vision that may have of the future, is because in difficult moments that the company have to make trough there is not an alternative plan to have their things under control. Undertaking an analysis of the market, appear an opportunity in which it may can develop a strategy of growth that takes La Foquita to be positioned on the market for different means to the traditional ones.
Creación de la marca de bebidas multifuncionales Juice Bar
Galvis Pinzón, Erika Andrea; Arias Cruz, Karen Gineth; Ospina Estupiñán, Héctor Rodrigo
Food is essential for the maintenance and well-being of the human being, young people and adults tend to lead a hurried lifestyle, and work, academic and family demands affect fixed meal times. Many Colombians do not pay the necessary attention to their breakfast or lunch time, which causes them to have poor nutrition and food, thus encouraging early illnesses in them. For this reason we have decided to launch Juice Bar where you can consume 100% natural beverages from Colombian crops (fruits and vegetables) which will provide the human body with vitamins, calcium and potassium, where there will be a wide variety of flavors pleasant to the consumer's palate. This is how the proposal was born to establish a strategic marketing plan for fruit and vegetable shakes in the city of Bogotá and thus allow people to have an excellent product to a good access. On the other hand, the Batikids line has been developed as it aims to reach early childhood in a direct way, where children are encouraged to use fruits and vegetables in their diet in a fun way. Applying our field descriptive research methodology, it was found to be a product that would have a great impact on young adults between the ages of 20 - 35. For this Project we have defined the use of digital marketing as the main source of advertising and promotion for the product in order to achieve brand positioning in the minds of Colombians.
Creacion de una página web especializada en la venta de kits intercambiables de productos de belleza
Hamon Rodríguez, Ingrythd Zahyra; Martín Moya, Edinson Camilo; Montero Solano, Camila Alejandra; Ospina Estupiñán, Héctor Rodrigo
The research project focuses on a feasibility study of a web platform focused mainly on the sale of facial makeup; in order to propose the option to acquire the purchase easily and quickly with the technological tools of buying makeup and facial supplements. The study raises the diagnosis in the city of Bogotá the number of population with similar interests for the products; evaluating the process from the search for an online platform that minimizes the time of obtaining and selling transaction in Armatukit.com (Name of the page produced) The main focus is to propose an alternative purchase of five products that generate income and economic profitability through a payment indicator and payment model impacted in the different digital channels that link to the web store. In addition, the gratification of being able to include in the planning and execution process all the knowledge acquired in the professional training process during the Specialization Strategic Marketing Management.
Decide be Yourself, empresa dedicada a la elaboración de fragancias
Gómez Rúa, David Stiven; Calderón Alvarado, Juan Sebastián; Ramírez Martínez, Karen Nataly; Ospina Estupiñán, Héctor Rodrigo
In the present work, a theoretical and analytical research is carried out on the aspects and tools that influence brand positioning, focusing on the implementation of a new line as a strategy to venture into a market little explored in Colombia. The purpose of the research was to develop marketing strategies for a new fragrance company called Decide Be Yourself, which is located in the capital of Colombia and which requires brand positioning to increase its sales with a low budget, which required a focus on the implementation of a new line as the main way to achieve the objectives of the company; In the analysis of the micro, macro and mega environment of the fragrance market, digital tools are presented as a key point for the positioning of companies with little capital allowing an approach and interaction with the final consumer. It was then added to the offer of the company, the personalization of fragrances as added value as well as to choose digital channels to invest in campaigns that allow reaching the consumer with the new offer by mixing the sale online with the personal sale all in order to position themselves in the mind of the consumer while generating sales.
Desarrollo de estrategia para el posicionamiento de marca de la agencia de publicidad “ORIÒN CREATIVE
Fierro-Gómez, Cristhiam Camilo; Algecira-Cuellar, Lizhet Camila; Ospina Estupiñán, Héctor Rodrigo
Orión Creative is an agency that seeks to provide comprehensive solutions by designing and executing marketing and advertising plans, with marketing strategies with tools aimed at different media, doing market research, knowing the product / service, evaluating consumer behavior and its competition. , taking into account customer service, merchandising and advertising communications; with the purpose of positioning and giving immediate response to the needs of the market applicable in the company-client. It was created in August 2016 by 4 graduates of film and television from Uniagustiniana, currently the agency carries out work with allied companies, but does not have an administrative organization and has a Marketing plan that will be profitable and sustainable over time That is why Orión aims to work on strengthening the commercial area, executing the strategy that allows providing new products and services in order to reach new Marketing trends reaching audiences on online and offline platforms
Desarrollo de estrategias de comercialización de interruptores y toma corrientes Spazio Inn en la ciudad de Bogotá para fortalecer la recordación de una de las marcas de la organización Ciles S.A.S.
Urquijo Molano, Karol Andrea J.; Peña Rodríguez, Diana Raquel J.; Ospina Estupiñán, Héctor Rodrigo
This academic project denominated development of marketing strategies of switches and intakes Spazio inn in the city of Bogotá to strengthen the brand recall of CILES SAS is the result of the professional and academic experience of the students Karol Andrea Urquijo and Diana Raquel Peña Rodríguez and the need to put into practice what has been learned in the specialization in strategic marketing management. In order to give academic testimony that serves to contribute to the improvement of the company studied. The company CILES SAS is a producer and marketer company that has a large portfolio of low voltage electrical products and has the Spazio Inn brand with current development and manufacturing, but with an inert marketing management that has not allowed it to enter the market. easily. In this document you will find an improvement proposal based on the positioning of the aforementioned brand, in order to achieve the satisfaction of customers and the increase in sales of the company. As well as identifying potential customers for the brand and the product differential with respect to the competition, all based on strategic marketing. It is expected that the proposal contributes efficiently to the company and executes it and in this way contribute to its development in return for its support for the development of the study.
Desarrollo y planeación de estrategias para el posicionamiento de Happy Family
Vargas Peña, Rafael; Rodriguez Peña, Harold Enrique; González Ruiz, Juan Sebastian; Ospina Estupiñán, Héctor Rodrigo
This work delves into an improvement proposal for the creation of a photographic enterprise, classifying the target interested in the service provided and the behavior of the consumer, measuring the budget required by the company to generate units of products and their profitability, this , through surveys, text analysis, analysis of economic environments and development of indicators that allowed to measure the satisfaction of the client in front of companies the competitors. Among other aspects, the target focused on the service provided by the company within its purchasing power, stratum and geography is identified to analyze the founders' ability, demonstrating that the product manufactured for the client can be created with the help of two suppliers and that Subsequently, such partners can be replaced by machinery, technology and raw materials purchased by the company. All this, yielding a remuneration higher than 100% of profit shown in an attractive business model for the creation of the company, where it can be sustained without generating losses, in order to recover the initial investment in the first year.
Desarrollo y planeación de estrategias para el posicionamiento de happy family
Vargas Peña, Rafael Arley; Rodriguez Peña, Harold Enrique; Gonzalez Ruiz, Juan Sebastian; Ospina Estupiñán, Héctor Rodrigo
This work delves into an improvement proposal for the creation of a photographic enterprise, classifying the target interested in the service provided and the behavior of the consumer, measuring the budget required by the company to generate units of products and their profitability, this , through surveys, text analysis, analysis of economic environments and development of indicators that allowed to measure the satisfaction of the client in front of companies the competitors. Among other aspects, the target focused on the service provided by the company within its purchasing power, stratum and geography is identified to analyze the founders' ability, demonstrating that the product manufactured for the client can be created with the help of two suppliers and that Subsequently, such partners can be replaced by machinery, technology and raw materials purchased by the company. All this, yielding a remuneration higher than 100% of profit shown in an attractive business model for the creation of the company, where it can be sustained without generating losses, in order to recover the initial investment in the first year.
Diseño de estrategias adecuadas para el posicionamiento de marca en la empresa LOGÍSTICA LUTRANS S.A.S.
Acosta-Chingate, Laura Natalia; Lopez-Espanol, Yennys Patricia; Rodriguez-Medina, Nubia; Ávila Castañeda, Ángel Leonardo
The Lutrans company, as a Colombian company created by a visionary businessman in the freight transport sector, is part of the generation of employment in Colombia and is also faced with circumstances that the competition and current and potential clients, our intervention is makes it necessary at the time that the management of the excellent service must be consolidated as a legal entity to comply with national legalities, however this change also requires changes of great importance in the positioning of the company and intervene with a new fresh and corporate message that is adapted to the field of development of its economic activity. It is important not to forget that companies need to be competitive to remain in force in the market, likewise adapt to the new needs of customers and the different factors that are constantly changing such as technology, environmental impact and different day-to-day contingencies. This means that all companies are constantly renewed and Lutrans could not be the exception. The most impressive results is the knowledge that is acquired from the market for the adaptation and implementation of different tools.
Diseño de estrategias de marketing digital para la promoción y ventas en canales online (Facebook, Instagram, Linkedin y página web), aplicadas a la empresa DISTRIALUMINIOS JC SAS, Bogotá D.C, para la captación y fidelización de clientes
Avendaño-Ahumada, Luisa Fernanda; Córdoba-Riaño, Víctor Alfonso; Choachi-Parra, Eduin Alejandro; Buitrago, Richard Orlando
Distrialuminios JC SAS was born on March 6, 2019, where it detects the need that exists in the market for small and medium-sized civil works which did not have a company that offered the option of acquiring material such as window systems, variety in finishes, polycarbonate and accessories for windows for your projects, despite the fact that Distrialuminios currently has competitive prices and high quality standards, it is possible to appreciate that the growth of clients is minimal due to the lack of implementation of the website and networks For this reason, the proposal is reached which consists of designing promotion and sales strategies in online channels such as Facebook, Instagram, Linkedin and the website. This proposal is supported by a series of instruments carried out by the audit team where initially a SWOT analysis was carried out, followed by this analysis, several research instruments were carried out where the acceptance by clients of the implementation of the website is evaluated, and social networks, the result was decisive since it is evident that through these platforms it could be possible to attract and retain new and current customers.
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.
Diseño de Estrategias de Posicionamiento de Producto Aplicadas a los Programas Técnicos Laborales del Instituto Técnico Polideu de la ciudad de Ibagué
Bonilla-Obando, Laura Alejandra; Sierra-Jaimes, Tatiana Marcela; Peñuela-Salgado, Jose Javier; Ávila Castañeda, Ángel Leonardo
This business improvement plan was focused on creating positioning strategies to increase the enrollment of Polideu's technical labor programs. The aditional purpose will be to generate a social, economic and pedagogical impact in Tolima.
Diseño de estrategias en la empresa A&C para fortalecer la importación de la línea de productos fertilizantes.
Calderon-Alba, Cristhian Camilo; Morales-Oviedo, Valeria; Perez-Alzate, Yiseth Rocio; Neira Guevara, Jairo
Colombia is one of the countries with the most solid economy in terms of GDP, despite the economic crisis that has been presented in recent years, Colombia managed to occupy a GDP increase of 4.3% by 2010 thanks to the internal demand of different products. The sector of agro-industry and / or fertilizer products is a sector that is evolving according to the report issued by DANE during the first half of 2018, which shows that this line of products showed a growth of 2% compared to other in this period, this participation is a growth opportunity for companies that develop import activities for these products, thus allowing Colombian companies to achieve greater market share. Currently the economic opening has had a great impact on the way in which the products reach each one of us, which is not very clear for many of them, which are the parties involved in an importation process and how the logistics operators have an important role within the same, A&C is positioned as one of the leading logistics operators of health in Bogota for the imports it performs on medical supplies and the CCAA certification with they currently have giving greater support to their customers. Based on this research, the following strategies are proposed to strengthen this niche market with great opportunities for growth.
Diseño de estrategias para mejorar experiencia del cliente con el fin de reducir nivel de PQR para el Banco Caja Social Oficina Kennedy Plaza Red Amiga
Caicedo-Linares, Diana Carolina; Gomez-Montoya, Fabian Mauricio; Neira Guevara, Jairo
From now on, the development of the marketing improvement and proposal project carried out at the Caja Social Bank is contemplated, in one of its main offices, Kennedy Plaza where we start from the main ailment of the clients and users to implement brand branding and proposal of an improved mobile application that will allow the bank to differentiate itself from the competition in service excellence.
Diseño de plan de mejora para la captación de clientes Restaurante Casa Mujer Villa Águeda
Rincon Pinzon, Eleasar Julian Orlando; Leon Rincon, Luis Carlos; Villamil, Raul Andres; Neira, Jairo
The Villa Águeda House Woman Restaurant is part of the specialized food restaurant sector, focused on grilled food gastronomy, according to its characteristics the rural restaurant sector of the city of Bogotá, opened the doors as a non-profit company directed to the social and cultural projection of the region of the municipality of Chocontá having as axis the architecture of a house in the shape of a woman. Given the boom and frequent visits of tourists in the area, the company is in the imperative need to create a business idea that would be complementary to the services it offered and generate profits that would support it; In 2018 the restaurant service is opened, which generates a great impact in the typical rural food sector but does not reach the profitability goals projected by the company, which leads to temporary closure. The objectives of this work are firstly to identify, through diagnostic tools, which have been the motives of greatest value that have led to this unfavorable result for the company. Second, design and implement an improvement plan that allows the capture of customers and therefore the increase in sales. With the development of the improvement plan seeks to project a strategic program with assertive and real tactics that allow to put it in motion, evaluate its performance and achieve the goals of sustainability of the company.
Diseño y propuesta del plan de mercadeo para el producto WOW CAN alimento orgánico para caninos de la empresa WOW CAN S.A.S en la ciudad de Bogotá
Acuña Morales, Jisell Sorany; Acuña Morales, Mayttek Sayhana; Bejarano Muñoz, Sebastian; Ospina Estupiñán, Héctor Rodrigo
El proyecto integrador presenta una propuesta de plan de mercadeo para la empresa Wow Can; cuya razón social es producir y comercializar comida 100% natural para mascotas, la propuesta incluye el diagnostico general de la organización encaminada en las 5 C, su cadena de valor, matriz DOFA y Boston información base que permite generar el plan; el cual a su vez se fundamenta en el desarrollo estratégico como táctico concentrado en 4 componentes; comportamiento del consumidor el cual se desarrolla con investigación de mercados, la comunicación estratégica, gerencia comercial, desarrollo de producto, precio y distribución.
Elaboración de estrategia de mercadeo para el posicionamiento la marca Candy de Clever Cosmetics SAS.
Gonzalez Cortes, Natalia Alejandra; Guayara Salazar, Blaines Elvira; Ospina Estupiñán, Héctor Rodrigo
Digital marketing is a market technique that allows an interactive relationship with the customer, for this reason it has been proposed to implement this strategy for the Candy brand of Clever Cosmetics SAS with the aim of improving the positioning of the brand in the market. The development of this proposal has contemplated the following aspects: Components focused on communication with the customer, for which we have developed the following activities that will lead to the implementation of the strategy, as follows: Hiring a Community Manager who will be in charge of managing the page and being in contact with customers. Buy the domain where the page will reside Pay the Home page rights Create the E-Commerce profile These activities are scheduled to be carried out during the month of January 2018 and it is expected to be ready for the launch of the page by the middle of February 2018. The income presented in the previous table is the result of the analysis made of the different variables that will influence the digital marketing strategy during the years 2018 to 2020, in this way the company has an increase of 10.4% increase in the units sold between 2019 and 2018 and of 4.9% in 2020 and 2019, the reason why the company expects to obtain this increase of 10.4% increase in units is due to the fact that 2019 will be the year of strategy consolidation.
Escala producciones: volviendo masiva la publicidad inmersiva
Gil Pinzon, Juan Sebastian; Jimenez Acevedo, Juan Camilo; Peña Rojas, Jeison Stiven; Ospina Estupiñán, Héctor Rodrigo
This project analyzed and generated improvement proposals for immersive advertising in the city of Bogotá, as well as how established and how well positioned is the competition, in addition to, the current situation of the orange economy in the city, what are its main income and contributions, which with this research allowed us to determine that this economy is increasing, due to how it is being implemented and its easy growth. Colombia has a potential for the development of immersive advertising, but it requires a large investment to achieve it.
Establecimiento de estrategias de promoción y publicidad en la marca Anashi Market para la mejora de su posicionamiento
Figueroa-Díaz, Duván Sebastián; Quintero-Sierra, Cristhian David; Ávila Castañeda, Ángel Leonardo
The document purpose is the development and approach of a business improvement plan in the specific case of producer healthy foods company Inovamarket S.A.S and its commercial brand Anashi Market. For this, a diagnostic process was carried out focused on the company investigation and market research in order to find the main problems, then an investigative process was carried out in order to obtain references in regard to the realization and development of an improvement plan and finally a proposal was developed in strategic, tactical and financial terms to solve the problem. It was determined that the main problem affecting the company is the inexistence of it and its trademark in digital media, the boom that the sector of which the company is part of was also found, and the effects that produced the pandemic of COVID-19 at the corporate level. All this together, allowed the development of the proposal that seeks in general terms the incursion and use of digital media in order to improve positioning.

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