Browsing by Author "Rivera Quintero, Eilen Ximena"
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Item Estrategias de marketing digital para mejorar la competitividad de las pymes en el sector farmacéutico: caso pharmades(Universidad Santiago de Cali, 2024) Salazar Giraldo, María Valentina; Rivera Quintero, Eilen Ximena; Moreno, Andrés Cobo; Vargas Muñoz, Luz AngellaThe main purpose of this article is to design a strategic plan for the company PharmaDES, as it lacks this fundamental marketing tool, which could lead to a decrease in its sales due to a lack of brand positioning. In order to achieve the proposed objectives, a strategic direction has been developed and a situational analysis has been conducted to diagnose the company. The methodology employed to address this case includes methods, techniques, and surveys, as well as an action plan that will allow for gathering information and executing brand positioning strategies. A mixed research approach will be used, as this study will be descriptive. As the final result of the project, it is expected that PharmaDES will have a strategic planning in place that ensures its proper functioning and the achievement of its objectives.