Browsing by Author "Mina Varela, Carlos Alberto"
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Item Acerca de autores y pares evaluadores - Agricultura orgánica: los casos Colombia, Costa Rica y Nicaragua(Editorial Universidad Santiago de Cali, 2019) Gómez Racines, Ligia; Mina Varela, Carlos Alberto; Kilian, Bernard; Lloyd Rivera, Kira Schroeder; Rámirez, Claudia Johana; Peña, DuvanItem Agricultura orgánica: los casos Colombia, Costa Rica y Nicaragua(Editorial Universidad Santiago de Cali, 2019) Gómez Racines, Ligia; Mina Varela, Carlos Alberto; Kilian, Bernard; Schroeder, Kira; Rámirez, Claudia Johana; Peña, Duvan; Rivera, LloydItem Análisis cualitativo de la percepción del consumidor para los grupos focales - Agricultura orgánica: los casos Colombia, Costa Rica y Nicaragua(Editorial Universidad Santiago de Cali, 2019) Gómez Racines, Ligia; Mina Varela, Carlos Alberto; Ramírez, Claudia JohanaEs importante comprender los elementos que pueden modificar el comportamiento de las personas. Hablar entonces de sensaciones, percepciones, auto concepto, autoestima y comportamiento del consumidor son términos que ayudaran en la comprensión de la información manifestada en la investigación cualitativa, por medio del focus group.Item Análisis de la influencia del Big data en la innovación tecnológica del sector financiero en América Latina(Universidad Santiago de Cali, 2020) Giraldo, Yamid Hermida; Bolaños Nequipo, Shary Alejandra; Mendieta Meza, Liliana María; Mina Varela, Carlos AlbertoIn Latin America, it is important to identify whether using Big data they have found any expected solutions, and what expectations are there for the future taking into account socioeconomic conditions. Technological innovations, mobile applications and informational development forms assertively influence society, in the same way they do in the sector, and for this there is a need to implement the use of Big data. The idea is to be competitive and, at the same time, gain ground in the market, in terms of customer management and exploration. The financial sector in the region has shown a commitment to be at the forefront of technology, by engaging in data science, since successful cases have been shown where they generate a series of benefits, both in internal and external processes of companies (customers). It is hard work due to the conditions of the Latino population, where cash continues to be the main means of payment and additionally the lack of financial education. Companies know that the benefits are significantly positive, but it requires a large investment, so outsourcing services is a key factor for Big data to generate the expected resultItem Análisis de la percepción del consumidor acerca de los vegetales orgánicos - Agricultura orgánica: los casos Colombia, Costa Rica y Nicaragua(Editorial Universidad Santiago de Cali, 2019) Gómez Racines, Ligia; Mina Varela, Carlos Alberto; Peña, DuvánEl siguiente análisis de estadística descriptiva hace referencia a los resultados de las encuestas elaboradas en la ciudad de Santiago de Cali. Se describen los elementos tenidos en cuenta la construcción del instrumento usado para la recolección de la información. El instrumento usado fue una encuesta, la cual fue aplicada a 276 personas en los principales almacenes de cadena y mercados orgánicos en Santiago de Cali, a consumidores de vegetales orgánicos y a consumidores de vegetales no orgánicos. Se utilizó un método probabilístico aleatorio simple. El programa usado para el procesamiento de datos fue el SPSS .Item Estrategias de marketing digital para impulsar el crecimiento financiero en pymes colombianas(Universidad Santiago de Cali, 2024) Galíndez Gómez, Jenifer Tatiana; Quesada Montoya, Juan Sebastián ; Mina Varela, Carlos AlbertoThe research focuses on identifying the digital marketing strategies that have been fundamental in driving financial growth in Colombian SMEs. To achieve this objective, we will begin by evaluating the current state of the use of these strategies among SMEs in Colombia, highlighting the existing digital divide and the need for training and specialized resources. Key financial indicators such as liquidity, leverage, efficiency, profitability and market value were analyzed, which allow measuring the direct impact of digital marketing on the economic performance of companies. The research also focused on studying success stories and best practices in digital marketing at the national level, highlighting companies such as SumaSach'a, Natif by Issa Vásquez and Just Imagine, which have used innovative strategies to reach new markets and strengthen their competitive positioning; Those cases will serve as concrete examples of how SMBs can leverage digital platforms, SEO, content marketing, social media, and other tools to expand their reach and improve their financial results. Finally, a digital marketing action plan was developed specifically adapted for Colombian SMEs. That model integrated lessons learned from success stories and best practices identified, providing a practical and applicable framework that helps SMEs develop and execute effective digital marketing strategies. The model is expected to contribute significantly to improving the competitiveness and sustainable growth of SMEs in the dynamic Colombian business environment.Item Formulación del direccionamiento estratégico (organizacional) a la empresa comercializamos repuestos SAS ubicada en Santiago de Cali – Valle del Cauca(Universidad Santiago de Cali, 2020) Muñoz Velasco, David Mauricio; Morales Rojas, Tania Mercedes; Mina Varela, Carlos AlbertoCompanies that wish to maintain themselves over time must build an appropriate structure, in such a way that it redirects the vision of the employees to the proper functioning of the various positions in the company. To this end, the purpose of this work is to respond to the problems regarding the analysis, design and proposal of a plan for improving strategic (organizational) management, using the methodological instruments associated with strategic management for the company. Spare parts SAS., For this, matrices such as PESTEL, POAM, PCI, MEFE, MEFI, DOFA and IE are used as support; in addition to the questionnaire that served as a tool for collecting the information necessary for decision-making under data offered from different sources and with it, achieve an appropriate analysis. This allowed us to propose strategies that help fulfill the business mission and vision, by giving documents such as the function manuals, which help the company and employees to understand the actions-functions-responsibilities to be fulfilled; and that they support the fulfillment of the company's objectives.Item Investigación de mercados para conocer la percepción que tiene el cliente de la empresa natural Indoor, ubicada en la Comuna 19 de Santiago de Cali(Universidad Santiago de Cali, 2019) Bolaños Escobar, Dalia Marcela; Mina Varela, Carlos AlbertoThe general objective in this work is to know through market research, the perception that the client has of the products of the company Natural Indoor. For to meet this objective, specific objectives aimed at analyzing the competitive market, to identify the characteristics that customers have, to identify the consumer habits of potential customers and propose strategies that improve customer perception. The type of study is exploratory and descriptive, which leads to obtain information to carry out a more complete investigation into a context in which particular. This investigation was based on primary sources such as current and potential customers of Natural Indoor, a sample of 221 people surveyed was covered and the main results show that, although there is strong competition, there is a possibility of entering the market, which corroborates with the positive perception of current and potential customers. When performing the analysis of the sector and the research they found a series of strengths for the organization that have allowed to succeed in the market of people who like wellbeing and healthy, such as customer service or the performance of products. However, it also they find weaknesses that must be worked on in order to improve current results as for example the segmentation, commercial shop, or standardize delivery prices, etc. Besides, take advantage of technological tools such as the website, social networks, etc.Item Modelos econométricos: Casos tomate y lechuga orgánica - Agricultura orgánica: los casos Colombia, Costa Rica y Nicaragua(Editorial Universidad Santiago de Cali, 2019) Gómez Racines, Ligia; Mina Varela, Carlos Alberto; Peña, DuvánLa temática asociada al impacto en la demanda que puede presentarse en los productos orgánicos, permite la lectura de diferentes referentes teóricos, que ayuden al entendimiento de los factores que influyen en la demanda de estos. Dichos referentes, permiten definir la demanda como “la cantidad de bienes y servicios que un agente económico está dispuesto a comprar a cada uno de los precios unitarios que deben pagar” (Pindyck & Ribinfeld, 1995)Item Plan de comunicación para aumentar el posicionamiento y participación en el mercado del gimnasio Armysfit en el norte de la ciudad de Cali para el 2020(Universidad Santiago de Cali, 2020) Arias Narváez, Melissa Angélica; Mina Varela, Carlos AlbertoArmysfit is a semi-personalized functional training gym that has managed to stay on the market for two years. It currently provides service at its headquarter situated in the north of Cali, using social media as its key communication channel. During the development of the research, an internal/external diagnosis was made to identify strengths, weaknesses, opportunities, threats, and to evaluate the current situation of the gym in the market. Then, information was collected from customers through a survey, to learn about certain characteristics and their level of satisfaction with the service. Finally, a qualitative analysis of some Instagram followers was made in order to build a new segmentation of the target audience. As a result, a strategic communication proposal is presented to improve Armysfit's positioning and participation in the market.Item Prefacio - Agricultura orgánica: los casos Colombia, Costa Rica y Nicaragua(Editorial Universidad Santiago de Cali, 2019) Gómez Racines, Ligia; Mina Varela, Carlos Alberto; Kilian, Bernard; Lloyd Rivera, Kira Schroeder; Rámirez, Claudia Johana; Peña, DuvanItem Propuesta para un modelo de negocio estilo “Pub” Drink & Food en el municipio de Yumbo-Valle del Cauca(Universidad Santiago de Cali, 2019) Castellanos Muñoz, Daniela; Ramírez Pérez, Daniela; Sánchez Arias, Valeria; Mina Varela, Carlos AlbertoYumbo - Valle del Cauca is a municipality which does not have many entertainment establishments for its inhabitants and because of that, a proposal has been proposed for a PUB-style business model called DAVADA Drink & Food, which will have various entertainment services for the clients accompanied by exquisite products for the taste of each person. Consistent with this, a thorough investigation was carried out on the municipality and the target of the business. Therefore, the first part of the development of the work is carried out a market study to analyze the possible success or failure of the business and to be able to see by means of a survey the thought that the target audience of DANAVA has about a business idea style PUB in the municipality of Yumbo. Following that, the place where the PUB (Municipality, neighborhood, municipality) will be located in order to start establishing an organizational study of the company and legal to establish the company physically in that place. Finally, a financial study is carried out which will reflect the total investment for the companyItem Revisión literaria sobre la propensión de compra de los individuos mediante la analítica predictiva en el sector Retail de consumo(Universidad Santiago de Cali, 2020) Campo Vidal, Jessica Marcela; Giraldo García, Jennifer; Polo Vidal, John Andrés; Mina Varela, Carlos AlbertoThe document in question being of a literary nature; it compiles and exposes the procedures to fulfill the objective of this article which is to examine the effectiveness of the models of purchase propensity through predictive analytics, that is to say, that through the different methods mentioned here it is possible to evidence the robustness that these tools of the Big Data have to analyze in detail the factors that affect the preferences at the time of buying. For this reason, the document is made with a descriptive type methodology supported by a literature review that begins with the most frequent techniques and concepts of predictive analytics oriented to making good decisions. Following this, the most relevant cases of companies that have implemented this system are presented, and finally, the most precise and effective methods that predictive analytics can use to increase consumption in the retail sector are suggested. Consequently, it is specified that the most viable treatment corresponds to the Recurrent Neural Networks, the decision trees, and the Business Intelligence through Machine and supervised Deep Learning.Item Variables axiales del consumidor del estudio cualitativo comparadas con la demanda - Agricultura orgánica: los casos Colombia, Costa Rica y Nicaragua(Editorial Universidad Santiago de Cali, 2019) Gómez Racines, Ligia; Mina Varela, Carlos AlbertoLa economía es la ciencia de la selección, aquella que clarifica y define las decisiones que tomamos y de qué forma aquellas decisiones se modifican de acuerdo a como utilizamos el déficit parcial de cualquier recurso. Por lo anterior, es importante comprender como el comportamiento de consumo está asociado o se ve afectado por el factor económico.