Estrategias de posicionamiento y generación de valor para el crecimiento rentable del canal institucional de la empresa Mamá empanadas

Abstract

The company called "Mama Empanadas" has been dedicated to the production and distribution of food such as: Empanadas, arepas, cakes, among others, for twelve years; it also has two direct sales points and an institutional channel made up of thirty four customers. The company was classified on May 18, 2012, under the respective name being certified with the NIT. 11,233,198 - 1 and in the simplified regime tax methodology. The work of the exponents is based on an internal and external analysis carried out on the company, which allowed identifying flaws and improvements that the company has at the time. Therefore, and through an established process, an improvement plan is carried out, consisting of the generation of strategies, to ensure that the company has a growth in sales, using resources and tools such as digital marketing, with which the aim is to attracting new customers and therefore an increase in sales, it also seeks to have new customers not only through social networks but also through the hiring of two vendors who are responsible for offering the product. Additionally, one of the strategies is to implement a Just time system with which the company can optimize its production processes and thus deliver to its customers on time.