Especialización en Gerencia Estratégica de Marketing

Permanent URI for this collectionhttp://172.16.0.136/handle/123456789/45

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Estrategia de Marketing Tradicional para el Posicionamiento de la Marca del Restaurante Pajares de Yerbabuena.
González-Rubiano, Nickol Natalia; Jiménez-Contreras, Daniela Alejandra; Mosquera-Chaux, Juan Nicolas; Urbano-Montaño, Juanita Daniela; Buitrago-Reyes, Richard Orlando
The event restaurant Pajares de Yerbabuena, based in Mosquera, Cundinamarca, has faced challenges in brand recognition despite offering a variety of services for social and business events. A lack of investment in traditional marketing strategies and resistance to change have limited its reach in the local market. In response to this situation, the proposed project aims to describe the current strategies being used and to implement social media marketing strategies to improve its positioning. The methodological framework of the project employs a mixed methodology, focused on socioeconomic strata 3 to 6 in Fontibón, Mosquera, and Funza. Data collection is carried out through online reviews, information from the owner and workers, competitor research, and search trends. The results of this research highlight that despite its solid infrastructure and focus on customer service, Pajares de Yerbabuena restaurante faces significant challenges, such as limited presence on social media and the need to adapt to the changing environment. The conclusions emphasize the vital importance of implementing both conventional and digital marketing strategies to improve the restaurant's visibility. It is suggested to increase investment in social media, generate attractive content, and carry out specific campaigns to capture information from potential customers.
Estrategia de marketing interno para Scotiagbs en el área de servicio al cliente región Canadá
Giron-Castañeda, Maria Camila; Rivera-Cubides, Karen Dayana; Buitrago-Reyes, Richard Orlando
The “Solution Actions” in the customer service center at ScotiaGBS are the only actions that generate income in the operation, for this reason the bank is aligned to achieve an increase in this KPI, to this end, an internal marketing strategy was implemented that seeks to increase this metric in the operation of the service center. Internal marketing and gamification have emerged as a powerful tool to motivate participation and improve work efficiency, adapting to the specific needs and motivations of each employee, which is why the strategy adapts these two tools. An analysis of internal marketing at ScotiaGBS was carried out using tools such as the Mystery Shopper, interviews and analysis matrices (SWOT and MEFI). These techniques evaluated the quality of customer service, and allowed to identify areas of improvement to develop an effective internal marketing strategy, thus helping advisors to improve their skills and knowledge, thus increasing the quality of work, since a strategy was implemented in waiver 105, allowing the Onboarding stage to be aligned with the bank's general goal. By encouraging employee participation and feedback, internal marketing drove innovation and continuous improvement in the company. Advisors who feel valued and heard are more willing to contribute creative ideas and suggestions to improve the company's processes and products.
Plan de marketing de servicios para la fidelización del cliente en el restaurante temático Héroes Burger, ubicado en Bogotá, Colombia
Avendaño-Diaz, Ines Dayanna; Vargas-Quintero, Soray Vanessa; Buitrago-Reyes, Richard Orlando
The themed restaurant Héroes Burger in Bogotá faces challenges that affect both its staff and the customer experience. This project aims to design service marketing strategies to improve performance and customer satisfaction by addressing both internal and external issues. Based on studies highlighting the influence of internal marketing (endomarketing) and the impact of digital strategies on customer loyalty, the project uses customer satisfaction surveys, CRM data analysis, and direct observation of customer service to identify areas for improvement and develop effective loyalty strategies. The analysis employs tools such as benchmarking matrices and SWOT (DOFA) analysis to identify internal and external factors affecting customer loyalty. Findings reveal that the quality of service and food are crucial in restaurant selection, and there is variability in customer satisfaction depending on geographic location. This suggests the need to tailor strategies to the specific needs of each area. Follow-up actions are proposed to ensure the implementation and effectiveness of the designed strategies, providing Héroes Burger with valuable information for future marketing plans. This comprehensive approach aims not only to enhance the customer experience but also to optimize the restaurant's internal operations to foster greater customer loyalty.
Estrategia de Marketing Digital de redes sociales Instagram, Whatsapp para la empresa Bebé Pitufo sede Quirigua
Aldana-Mora, Juana Valentina; Ballestero-Rincon, Henry Joan; Barrios-Mendoza, Keyleen Vanesa; Buitrago-Reyes, Richard Orlando
The research is based on digital marketing strategies that allow brand positioning, as well as the analysis of internal and external factors of the diaper company, allowing it to reach new customers and thus economic benefits, in addition to communication protocols for development on social networks. On the other hand, the possible difficulties that SMEs face when using electronic commerce in Colombia were identified, and research into market segments was encouraged in order to determine consumer behavior.
Estrategia de Marketing Digital Para El Posicionamiento de Marca en Redes Sociales Facebook e Instagram de Entis Laboratorio.
Briceño-Villalobos, Luis Alejandro; Hernández-Nieto, Juan Pablo; Buitrago-Reyes, Richard Orlando
This project was carried out in order to create a digital marketing strategy for brand positioning in Entis Laboratorio's Facebook and Instagram social networks, identifying first-hand the problems through an internal diagnosis of the current situation of Entis' digital area, laying a foundation to develop an investigation that will lead to the progressive reactivation of the aforementioned social networks. By means of different theories that served as a guide for the research, topics related to brand positioning through digital marketing were addressed. The background of similar works, important concepts for the project and its current impact were taken into account. The instruments used to collect data and information were the survey and the interview to the Administrative Manager, where it was possible to know the consumption preferences in social networks of Entis customers, as well as if they would accept the presence of the company in a digital channel. It is relevant that Entis Laboratorio considers reactivating its social networks so that in this way it can expand its customer service methods, without losing its traditional user service mechanism. Likewise, it is recommended that the company does not skimp on continuing to investigate new market needs and trends.
Estrategia de marketing digital para las redes sociales (facebook, instagram, linkedin) en el sector de servicios, para la empresa asesorías maría c
Caro-Caro, Lorena Andrea; Quiroz-Quiroga, Laura Katherine; Buitrago-Reyes, Richard Orlando
Faced with the economic crisis due to COVID-19, Asesorías María C seeks to expand its market share in 2024 through new digital marketing strategies, taking advantage of the growth of e-commerce. Although massive ATL media were considered, social networks gained relevance due to their economic advertising for SMEs. The main objective is to analyze the potential of social networks to develop the digital strategy and in turn to position itself with organic content, identify the one with the greatest sales opportunity, and establish the most viable to invest in advertising and increase sales, the company must create clear goals in metrics by social network to improve efficiency, commercial strengthening and desired positioning. Accounting services companies face the need to digitally transform themselves to remain competitive in the current era, which implies adopting technologies such as process automation, data analysis, cloud services, mobile applications and artificial intelligence. Social networks, such as Facebook, YouTube and Instagram, are key tools that allow brands to improve their recognition, interact with clients, boost sales and measure results effectively and economically, platforms such as Instagram and LinkedIn are especially relevant, by facilitating connection with engaged audiences through engaging visual content and professional brand management, respectively. The digital marketing strategy for Asesorías María C was based on a mixed approach that combined data analysis of key metrics in social networks and continuous monitoring to validate the effectiveness of the implemented tactics, where the target audience was identified and SEM strategies with educational content, collaborations and use of relevant hashtags were considered, additionally the current situation of Asesorías María C was evaluated through EFE and EFI matrices, identifying opportunities for growth in the sector, but also threats such as consolidated competition and regulatory changes; the main strengths are the experienced team, service portfolio and strategic location, while weaknesses include lack of digital marketing, limited expansion and dependence on few key customers, the research used a descriptive quantitative analysis of metrics in social networks, complemented with a demographic study and digital habits of the target audience in Prado Veraniego. During the analysis of the data obtained, it was shown that Facebook leads in number of followers (38%) within the target audience, followed by Instagram (31%) and LinkedIn (23%). LinkedIn leads in engagement (35%), achieving solid connections and loyalty from its audience, in terms of lead generation, Facebook and LinkedIn are positioned as the main platforms (33% each), demonstrating similar effectiveness in attracting interested prospects, although Instagram is also relevant (28%). In effective sales, Facebook obtained 80% thanks to the appropriate use of advertising guidelines, followed by Instagram (60%) and LinkedIn (50%)
Estrategia De Marketing Para Fortalecer La Atención Al Cliente De La Marca Bajaj
Africano-Quiroga, Andrés Felipe; Caicedo-Diaz, Fredy Santiago; León-García, María Angélica; Caro-Quintero, Duvan Sebastian; Buitrago-Reyes, Richard Orlando
Information was collected through exploratory research thanks to the observation of customer behavior when visiting points of sale, where the problem of customer service has been presented, and thus managing to propose the strategy as a source of applied research. The purpose of this project is to carry out a marketing strategy, focused on customer service, with the objective of finding the reasons that affect the performance of the results in the commercial force, for this a survey was applied to three hundred and sixty-six (366) people who have had or currently have Grupo UMA Bajaj brand motorcycles, to find out their experience and loyalty to the brand. Applying qualitative and quantitative research to solve the research question: How to implement a marketing strategy for motorcycles, focused on customer service? and resulting in the weaknesses that the organization presents towards its collaborators and allowing the objectives set at the beginning of the investigation to be met and providing an alternative strategy to achieve results. Applying qualitative and quantitative research to solve the research question: How to implement a marketing strategy for motorcycles, focused on customer service? and resulting in the strategic proposal for its collaborators and allowing compliance with those established in the objectives set at the beginning of the investigation to achieve the company's results. Finally, recommendations and discussions are made where the organization is informed about the implementation of the process and the importance of the application to resume the project in the city of Bogotá, D.C., being important the focus on customer service and constantly measuring indicators. related to CRM and post-sales, thereby knowing the reality of the company in terms of customers and strengthening measures to retain them.
Estrategia De Marketing Para El Reposicionamiento De La Marca Tostao Café y Pan en los puntos de Hayuelos y Tintal Plaza en Bogotá
Mariño-Buitrago, Sara Sofia; Cuervo-Zambrano, Natalia Isabel; Buitrago-Reyes, Richard Orlando
The study was based on an exhaustive quantitative analysis that revealed the crucial need for Tostao Café y Pan to return to its initial value proposition to reposition itself in the Bogotá market. This original proposal highlighted the offering of high-quality products at fair prices, a strategy that had been the key to the chain's success in the past.
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.
Estrategia de marketing CRM para potenciar la captación de clientes en Industrial de Resortes Indures S.A.S.
Ballesteros-Lozano, María Corina; Chimbi-Velez, Luis Hernando; Sánchez-Corredor, Juan David; Tique-Mata, Laura Alejandra; Buitrago-Reyes, Richard Orlando
This project aimed to implement a CRM marketing strategy to optimize customer acquisition for Industrial de Resortes Indures S.A.S. The strategy arose mainly from performing a DOFA analysis to identify the current situation of the company, and decided to implement a CRM strategy, in order to improve customer relations and increase the profitability of the company. The research took into account information sources such as Google Academic and university repositories. This information allowed the construction of the theoretical framework, conceptual framework, state of the art and legal framework, in order to substantiate the relevance and impact that the present project had on the company and the metalworking sector. For the information gathering, interviews were conducted with sales staff to understand the current situation of the commercial and marketing area. Subsequently, a survey application was developed to identify demographic, economic and purchasing behaviour data. These results helped to define the customer profile for the company Industrial de Resortes Indures S.A.S. The project demonstrates the importance of researching and incorporating marketing strategies in small and medium-sized enterprises, identifying competitive advantages to deliver a better value proposition, Strengthening its market position to attract new customers through the CRM tool.
Estrategia de marketing digital en Instagram, Facebook y Tiktok para Barriles Colombia
Bastidas-Alba, Carlos Esteban; Calderon-Maldonado, Cristiam Raul; Orjuela-Sierra, Paula Ximena; Buitrago-Reyes, Richard Orlando
The main objective of this work is to implement an effective digital marketing strategy to improve the positioning of the Barriles Colombia brand in the Colombian market. Although the brand has a solid positioning in the liquor category, missed opportunities have been identified by not reaching the target audience through social networks. To gather accurate information on how to effectively implement a desired user experience on Facebook and Instagram, we adopted a mixed methodological approach. This included researching various academic and professional sources, as well as conducting surveys and analyzing various marketing matrices. In analyzing the results obtained, we have identified significant deficiencies in the current use of social networks by Barriles Colombia. In particular, we have observed a lack of a solid digital marketing strategy that would allow us to take full advantage of the potential of platforms such as Facebook and Instagram to connect with the target audience and increase the brand's visibility. In summary, this paper highlights the importance of developing and implementing a comprehensive and results-oriented digital marketing strategy for Barriles Colombia. In doing so, we hope not only to improve the brand's positioning in the Colombian market, but also to strengthen customer relationships and increase participation in social networks.
Estrategia de marketing experiencial para atención al cliente personalizada de “Arepitas Paisa”, en el barrio Inglés, Bogotá
Leguizamo-Bernal, Angela Julieth; Martínez-Rojas, Laura Natalia; Sandoval-Bedoya, Julieth Alejandra; Buitrago-Reyes, Richard Orlando
Arepitas Paisas is a micro-enterprise with several points of sale, including one in the English neighborhood of the Rafael Uribe Uribe locality, specializing in the sale of fast food, such as stuffed arepa. Despite its presence in the market since 2017 it has faced a deficit in customer experience, evidenced by negative comments and surveys that have impacted its prestige and loyalty. This situation has led to a decrease in revenue and a negative perception of the brand. To address these challenges, it is proposed to develop marketing strategies focused on personalized customer service. A review of the state of the art was carried out and a methodology combining qualitative and quantitative methods, such as surveys, Mystery Shopping and the Servqual model, was used to perform a comprehensive diagnosis. As a result, it is suggested to implement product penetration strategies in physical points of sale and digital channels, through Instagram and TikTok, in order to adapt to digital trends and take advantage of traditional marketing. The study suggests a guide to improve the customer experience and strengthen the position of “Arepitas Paisas” in the fast food industry.
ESTRATEGIA DE ENDOMARKETING PARA LA EMPRESA VIRREY SOLÍS I.P.S. SEDE ADMINISTRATIVA PRINCIPAL
Riaño-Montaña, Jhoan-Sebastián; Berbeo-Gómez, Paula Andrea; Borja-Chacón, John Alexander; Triana-Parra, Johana Marcela; Buitrago-Reyes, Richard Orlando
This research project focuses on the importance of the internal customer in the current business environment, highlighting its role in the organizational culture to obtain competitive advantages within the segment. It focuses on the case of Virrey Solis I.P.S., a health sector organization that has presented an increase in staff turnover in recent years. The focus of the research is to apply an endomarketing strategy to strengthen its organizational culture and the employees' sense of belonging to the company. Investigating various authors, the research can be based on the understanding that endomarketing is a formula that can be implemented and measured to achieve an understanding of employees as a primary customer, who will align with corporate values and add motivation. These elements generate a result with a vision aligned with the organization's approach, which is reflected in the management of external customers.
Plan de marketing para la implementación de CRM en el Hotel Movich Buró 26
Esteban-Moreno, Valentina; Aguilar-Mateus, Julián Ricardo; Sandoval-Galvis, Paula Daniela; Novoa-Villareal, Camilo Andres; Buitrago-Reyes, Richard Orlando
The Movich Hotel Chain, established in Colombia in 2010 with the Movich Cartagena de Indias hotel, opened its second property, Movich Buró 26, in 2014. Located near the airport, this hotel faced significant challenges during the COVID19 pandemic in 2020, nearly reaching liquidation. However, it managed to overcome the crisis and began recovering in 2022, achieving its best performance in 2023. That year, it successfully implemented the "Soy El Rey" theme, where guests could win a free night by finding a hidden scepter. The analysis reveals that Movich Buró 26, like other hotels in the portfolio, lacks automated systems and heavily relies on Excel for information management, posing a risk of data loss. Implementing a CRM (Customer Relationship Management) system is crucial for enhancing customer satisfaction and relationships. Without a CRM, personalization in the presale, sale, and postsale stages is poor, which can negatively impact repeat purchases and customer loyalty, affecting the company's revenue. This work proposes the implementation of a CRM as a strategic tool to improve customer satisfaction and empower staff, thereby increasing their wellbeing and motivation and maximizing company revenue. The methodological framework for survey data analysis provides a guide for interpreting information and developing appropriate strategies
Estrategias de Marketing para la captación de clientes de la frutería "Fruterra 2" en el sector turístico de La Candelaria en Bogotá.
Bayona-Vargas, Jennifer Alexandra; Chaparro-Acevedo, Jennifer Paola; Ruiz-Ayala, Diana Paola; Sanabria-Fernández, María Mónica; Buitrago-Reyes, Richard Orlando
Fruterra 2" is a microenterprise located in the Concordia Market Square, dedicated to the sale of fruits through different preparations. This small business has been in the market for a short time and has not had a great reception due to the competition it presents, that is why it is intended to develop marketing strategies to attract customers of the fruit shop "Fruterra 2", considering the tourism potential of Candelaria. That said, the state of the art was reviewed in order to have a broader vision regarding the type of research to be developed, analyzing internal and external factors, and inquiring about the importance of customer acquisition for any organization and how to strategically enhance the strengths and opportunities and minimize the impact of threats. The research methodology applied was of a mixed type with a descriptive approach where those directly involved were considered: micro-entrepreneurs, customers and competitors, through analysis instruments and/or matrices such as the SWOT, mystery shopping, analysis of the 5 forces and the survey conducted to 73 people from Candelaria, which provided a comprehensive diagnosis of "Fruterra 2". As a result, it was proposed to the fruit shop to implement some product penetration strategies through different tactics both for the physical point and for the digital channels it has (Instagram and Whatsapp). As a conclusion, the importance of adapting to digital trends to take advantage of the competition is highlighted.
Estrategia de marketing digital de social media en “Facebook, Instagram, Pagina web” para el reconocimiento de la marca Army Peace
Moreno-Gonzalez, Wilson Daniel; Garcia-Diaz, Daniela Alejandra; canelo-paz, Saul andres; Contreras-Gil, Yuly Samanta; Buitrago-Reyes, Richard Orlando
This project seeks to contribute to the recognition of the Army Peace brand within the local market, a brand that emerged to manufacture and market (jackets for motorcycles). It initially started selling its products through the Instagram platform and voice to voice in the town of Engativá. Therefore, it is worth mentioning that the main objective of this project is to implement a social media digital marketing strategy on “Facebook, Instagram, Website” for the recognition of the Army Peace brand. The textile sector supports the performance of the Colombian economy. However, starting a business in Colombia is not an easy task, eight out of every ten ventures fail, according to figures from the Organization for Economic Cooperation and Development (OECD). The reasons for the failures are diverse, but a third of this type of companies disappear because it is considered that they do not have good legal advice or are not capable of resolving incidents over time. Finally, another reason is the poor management of communication channels.
Estrategia de marketing digital para que fomente el engagement de la empresa sapcine
Rodriguez-Camargo, Laura Valentina; Remarchuck - Muñoz, Juan Felipe; Buitrago-Reyes, Richard Orlando
This research highlights digital marketing, the analysis of Sapcine and the Engagement of the social networks Instagram and Facebook, in which we seek to generate impact and audience present throughout Latin America, generating relevance in the audiovisual markets that try to position themselves as Sapcine, in addition to know the schedule and positioning in other countries through the internal efficiency that we seek to generate with the management of social networks. In digital marketing processes we seek to increase the target audience and positioning, in addition to seeking and highlighting the academic processes and alliances it has, and also the strategies that we can generate in the audiovisual sector and in this way enhance the academic market in these networks. social. Our research has led to a mixed quantitative and qualitative descriptive approach and we seek to collect sufficient information from the audiovisual sector currently, accessing public and private documentation since the beginning of the company, in addition to access to social networks, having clarity of followers current, with data that supports the content and strength that we want to generate. In our study design we conducted an ethnographic field study with participant data to date. Completing the investigation where the SWOT analysis allowed us to demonstrate and link the strategies with each other, conducting a survey, analyzing the public, social networks, audiovisual content, schedules and schedules that are given to social networks, the positioning they have in current events and in the audiovisual market.
Estrategia de marketing para la captación de asociados en la organización Asorfees
Aristizábal-Medina, Valentina; Salinas-Pineda, Kevin Estid; Tovar Rodríguez, Julio César; Buitrago-Reyes, Richard Orlando
The main objective of the project was to attract new professional recyclers for the ASORFEES organization. In this sense, exploratory quantitative research was carried out, focused on understanding the needs and preferences of professional recyclers in the town of Kennedy UPZ Corabastos, as well as identifying the factors that influenced their decision-making. The information collected during this phase served as a fundamental basis for designing an effective strategy that will not only generate a positive impact on the decision of the professional recycler, but will also foster loyalty towards the organization. The methodology used to achieve these objectives combined various quantitative techniques, including surveys. This approach made it possible to collect relevant data on the behavior of occupational recyclers and evaluate the effectiveness of the proposed marketing strategy. In addition, an exhaustive analysis of success stories in the field of strategic marketing to attract associates was carried out, thus providing solid support for the project's recommendations and conclusions. The results obtained after the implementation of the marketing strategy to attract associates in the ASORFEES organization were highly satisfactory. A significant increase in membership was achieved with the incorporation of 20 professional recyclers, underlying ASORFEES' commitment to sustainability and improving the quality of life of those who carry out this work.
Propuesta para la creación de estrategia para mejorar la percepción del servicio al cliente en la cadena logística para la marca "Adidas" en Bogotá
Peña-Carvajal, Carlos Armando; Martinelli, Giorgina; Quintero-Vásquez, Duvan Stiven; Molina-Montenegro, Jose Nicolas; Buitrago-Reyes, Richard Orlando
In order to prove the need for these proposals, a statistical analysis (quantitative) was carried out. With which it was possible to identify the shortcomings that exist with the Adidas supply chain and propose solutions to improve the customer's perception of customer service.The method used was an online survey of people who buy Adidas products in Bogota. The objective was to gather information on how the consumer behaves and what is the dissatisfaction of customers with the delivery service of products purchased on the digital platforms of the brand. With the results obtained, it was identified what were the main failures of the supply chain of the brand, it was identified as a frequent failure at the time of delivery of the product purchased on digital platforms, which generated a bad impression of customer service. and caused contempt for the brand.
Estrategia de marketing para el lanzamiento de la marca Home's Donuts & Coffee localizada en Yopal Casanare para la ciudad de Bogotá D.C.
Rodríguez-Torres, Daily Disnelly; Africano-Chaves, Fabián Andrés; Buitrago-Reyes, Richard Orlando
Home's Donuts & Coffee, found it necessary to create a marketing plan for its launch in the city of Bogotá. With this, a diagnosis of the market sector was taken into account, to determine the benchmarking, know the segmentation and obtain a comparison of products in the city selected as a reference point, also, advertising strategies and action plans were defined to be implemented. to know, in the same way, marketing objectives were developed to facilitate a second sales point for the establishment and finally, plans were implemented to guarantee its positioning and determine its viability and feasibility in the Colombian capital. To carry out this work, the creation of a state of the art was taken into account, this being an investigative process, which allowed the analysis of different contexts and studies, and in this way contextualize the information provided, based on different authors who were seen exposed during the course of the reference framework; so that, as main themes, we found: artisanal donuts, artisanal foods and artisanal pastries, which provided an important contribution to the creation and weight of this research project. The methodology used to prepare this research project focused on executing a series of techniques and procedures that would provide a solution to the present problem that Home's Donuts & Coffee is currently facing. For this purpose, a descriptive research with a quantitative approach was carried out, for through data collection and statistical analysis that allowed obtaining the necessary results to determine the feasibility mentioned in the problem statement. Finally, results were obtained through a quantitative survey, to determine the feasibility and diversification for the launch of the Home's Donuts & Coffee brand in the city of Bogotá, which allowed us to know the different opinions, thoughts and ideologies of the people surveyed. Likewise, a marketing strategy was implemented in order to generate brand recognition, seeking to enter the market as a differentiating product from other brands. Likewise, it is worth mentioning that the results obtained that were applied were favorable and acceptable in the city of Bogotá. Finally, some recommendations were taken into account, to return to the proposed elements and follow up on those references that were exposed, and in this way detect the shortcomings that were found during the implementation of the project.