Especialización en Gerencia de Mercadeo Global

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Desarrollo de un plan de mercadeo en condiciones normales del mercado para la empresa QBCO SAS en la ciudad de Guadalajara de Buga para el año 2020
(Universidad Santiago de Cali, 2020) Garrido Erazo, Diego Fernando; Rodríguez Martínez, Yesica Andrea; Mondragón, Carolina
This degree work identifies the consumer profile, characteristics and purchasing preferences for own brand products in the city of Guadalajara de Buga, where the marketing plan for the company QBCO SAS for the year 2020 is developed. In order to carry out this work and meet the proposed objectives, through the type of qualitative research, a survey was conducted of 270 consumers of the city's own brand products. The data analyzed shows that attributes such as price, quality and packaging are an influential factor for consumption, the concept and perception by which it is considered whether the product is good or not, which is why through the diagnosis of the sector carried out, He managed to identify that QBCO SAS is a company in a growth stage and with a new product offering where, compared to other companies in the sector, it has the capacity to respond efficiently to the diverse variables and needs of che current market.