Establecimiento de estrategias de promoción y publicidad en la marca Anashi Market para la mejora de su posicionamiento

Abstract

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.