Browsing by Author "Castillo Vargas, Manuel Esteban"
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Item Diseño de un plan estratégico de mercadeo para la empresa Soluciones Electromecánicas Industriales Selind Ltda(Universidad Santiago de Cali, 2019) Castillo Vargas, Manuel Esteban; González, Mario Fernando (Director)electromechanical maintenance. This company presents variations in its monthly income, generating uncertainties that do not allow economic stability. For this reason, a strategic marketing plan was designed according to the specific needs of the company, as a basis for services marketing. Initially, a characterization of the sociopolitical and economic environment was made. Based on the data obtained, a SWOT analysis (weaknesses, opportunities, strengths and threats) is carried out in order to interrelate variables found. With the help of the business environment, the evaluation matrix of the external factor EFE is established, objectives are established where they are classified by means of the AHP method to determine the degree of importance of each, in order to implement Porter Forces, Marketing Mix, positioning and sales. Based on the results obtained in the different analyzes, it was determined that the company has the 36.7% of opportunity to expand to new companies in the industrial sector, it with respect to the 5 possible opportunities (OP) that can improve economically the company, this due to the great growth that the sector presents in this area. Likewise, a commercial department should be implemented, which is the weakness that most affects, according to the prioritization of marketing objectives.