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)The financial sector has gone through a substantial drop in the accommodation of financial products in the market, this caused due to the recent pandemic caused by the virus known as COVID-19 which produced a substantial reduction in the purchasing power and debt capacity of Colombian citizens, which has led companies in this sector to generate better digital marketing strategies that allow them to cope with the consequences generated by the pandemic. Therefore, an exploratory and descriptive qualitative study of the strategies used by the company ACR Plus was carried out to determine their effectiveness, collecting information through the application of a survey to a representative sample of 384 individuals; allowing to show that in the organization there are weaknesses in the strategies currently used in terms of marketing, thus establishing a starting point for the formulation of an action plan based on the inbound marketing model. Thus, after conducting the research, it is concluded that it is important to search for digital marketing models that allow companies to have greater communication with their potential consumers and strengthen the relationship with those who already consume their products, in this case the financial services offered by ACR Plus.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)The present work proposes a business idea for the production and commercialization of sportswear. Considering that it is currently a trend that is growing up, and it is pertinent to be evaluated in terms of economic viability and desirability. The range of this work is focused on designing a business model for the sustainable production and marketing of sportswear in the city of Palmira, Valle del Cauca, Colombia. Within the development of the work, it should be clarified that the technical and conceptual description of the business idea is presented, for this reason the approach is not applied in a business plan. For the methodological process, we worked under the investigation of the qualitative approach which allows collecting and analyzing the data, using the inductive method, and carrying out an early market validation. Finally, with the results obtained by the survey, it is possible to identify important determinants such as economic capacity, frequency of physical activity, designs, and silhouettes of the garments among other fundamental factors for the application of the business model. After having carried out the present investigation, the next step is to consolidate the prototype and carry out the business plan.