Formulación de estrategias de penetración del mercado para la empresa grupo consultor de seguros Ltda.

Abstract

The main objective of the degree work is to carry out the formulation of market penetration strategies in the insurance sector in Colombia for the Grupo Consultor de Seguros Ltda., Where internal marketing, human capital, financial and technological capital factors were also taken into account. of external factors of the insurance sector such as political, economic, social, technological, legal and ecological, which will allow us to identify and characterize the factors that can be used more efficiently, with the internal diagnosis made it was found that the company does not take advantage of the needs that each of its clients has due to the lack of technical knowledge as well as the products of the market, in addition to the waste of the products offered in the market due to lack of links with the other insurance companies and the lack of implementation of technology and innovation that allow the communication of portfolios and at ration of customers, all this tied to generate competitive advantages that allow to create an added value in the service provided.