Propuesta de estrategia de marketing enfocada al posicionamiento de Dali Esthetic Center en la localidad de Fontibón de la ciudad de Bogotá, Colombia

Abstract

The objective of this research project is to design a marketing strategy for the year 2019, focused on the positioning of the Dali Esthetic Esthetics Center, located in the city of Bogotá, Colombia. The research methodology that was used is of a qualitative nature, methodological approach, case study; information collection techniques semi-structured interview and observation. The interview formats were applied to internal and external customers of the aesthetics center, to establish the perception they have regarding the management, service and projection of the company. Through the analysis of data, the characterization of the psycho-demographic profiles to which Dali Esthetic Center can direct the marketing mix strategies was established. On the other hand, a diagnosis was made of the internal management processes in order to optimize resources and have a better performance.