Estrategias de Marketing para la captación de clientes de la frutería "Fruterra 2" en el sector turístico de La Candelaria en Bogotá.

Abstract

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.