Browsing by Author "Henao Florez, Jhon Mario"
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Item Plan estratégico de mercado para la droguería las tres flores(Universidad Santiago de Cali, 2023) Henao Florez, Jhon Mario; Nieto Rojas, Jaider; Burbano Ceron, Jose Maria (Director)Strategic marketing plans are essential to the success of a company, as they establish a clear direction for the company by defining long-term objectives and goals in the field of marketing. This helps focus efforts and resources on activities that support those goals. Furthermore, these plans are based on an in-depth analysis of the market, competition and business environment. This provides the company with critical information for making informed decisions. In this sense, the development of this work aims to design a Strategic Marketing Plan to improve the competitiveness of the Las Tres Flores Drug Store in the town of Timba Cauca. This is a study with a quantitative approach and descriptive scope, where a survey that was applied to a total of 142 clients was used as an instrument for collecting information. It is worth mentioning that for the development of strategic objectives, theories related to marketing, strategic marketing planning and the SWOT matrix were supported. Among the results obtained, initially an analysis of the current situation of the company was carried out, where it was established that there is no strategic plan that allows it to establish actions aimed at the continuous improvement of processes and there are no strategies focused on the marketing area, likewise, lack a process for measuring customer satisfaction. Following this, the measurement of customer perception was carried out, where it stands out that 24% of them perceive the drugstore's prices as expensive and 49% classify them as somewhat expensive, likewise, in relation to the perception of the quality of the service, 46% of customers rated it as good and 49% as average. Finally, based on these results, a strategic marketing plan is proposed that highlights strategies such as improving the infrastructure and work spaces of the organization, identifying new tastes and preferences of customers, increasing the response capacity in the attention, among others.