Browsing by Author "Galvis Serna, Diego Armando (Director)"
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Item Diseño de un plan estratégico de marketing digital para el posicionamiento de la empresa ACR PLUS S.A.S(Universidad Santiago de Cali, 2022) Garcés Hurtado, Juan Sebastián; Peñaranda Franco, María Camila; Galvis Serna, Diego Armando (Director)This exploratory and descriptive study focuses on the digital marketing strategies of the financial company ACR Plus, analyzing their effectiveness after the decline in Colombians' purchasing power and borrowing capacity due to the COVID-19 pandemic. Through a survey of 384 individuals, the research identified weaknesses in the company's current strategies. As a result, an action plan based on the inbound marketing model is proposed to improve communication with potential customers and strengthen relationships with existing ones.Item Modelo de negocio para el desarrollo de un emprendimiento de ropa deportiva para el género femenino en el municipio de Palmira.(Universidad Santiago de Cali, 2022) Hernández Arboleda, Mayra Alejandra; Galvis Serna, Diego Armando (Director)This study proposes the design of a business model for the sustainable production and marketing of sportswear in Palmira. Using a qualitative approach and an inductive method, the economic viability and desirability of the business were evaluated. Through early market validation, key factors were identified, such as customers' economic capacity, frequency of physical activity, and design preferences. The work presents a conceptual and technical description of the business idea, serving as an initial step toward the future creation of a prototype and the formulation of a comprehensive business plan.