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Estrategia de posicionamiento virtual para la empresa March store a través de la red social Instagram.
(Universidad Santiago de Cali, 2023) Velásquez Arboleda, Diego; Demarchi Navia, Juan Felipe; Vargas Muñoz, Luz Angella
The review article called: virtual positioning strategy for the company March Store through the social network Instagram, refers to the development and structure of a strategy that contributes to the positioning of the virtual store in the Instagram social network where it has had a great impact on digital ventures. This social network has allowed companies to reach a global audience in an easy and accessible way. Through Instagram, businesses can promote their products and services, interact with their followers and customers, and increase their visibility online. Digital startups can take advantage of the plethora of tools Instagram offers to create quality content, attract new followers, and convert them into loyal customers. Instagram offers features like Stories, IGTV, and Reels that allow businesses to share engaging visual content and create an authentic online presence. In addition, Instagram also offers a platform for entrepreneurs to connect with influencers and collaborate with them to promote their products or services. This collaboration can help digital startups reach a wider audience and increase their visibility. Due to its large size with 1478 million users worldwide, it is positioned as a mass media in which companies, organizations and enterprises have set their sights on; being thus Instagram one of more employed having an interaction of 82% after Facebook and WhatsApp. That hold the first places in terms of interaction and communication. In this way; It is relevant to highlight that the company: March Store is a virtual store that dedicates its economic activity to the commercialization and sale of branded sports shoes, among the brands that are marketed are: Adidas, Nike, Puma.
Evolución económica de la oferta y la demanda de la industria cinematográfica en Colombia en el último quinquenio (2017-2022)
(Universidad Santiago de Cali, 2023) Montenegro Idrobo, Juan Sebastián; Alban Regino, Nelson; Trujillo Reyna, Danniela; Andrade Agudelo, Doris Lilia
Introduction The film industry in Colombia has been one of the economic activities that have had great relevance in the population, creating an important consumer market for the different services or goods offered by this industry. Objective Examine the development of supply and demand of the Colombian film industry in the last fortnight Methodology This work is framed under a type of explanatory study, since it seeks to investigate economic phenomena and their explanation through cause-effect relationships of the development of the film industry in Colombia in its last fortnight. Results the number of movie theaters in Colombia increased by 12.7% in 2020, compared to 2019, thus going from 245 theaters to 276 nationwide; The monetary collection figure for the year 2020 was $119,103 million pesos, presenting a reduction of 82.2% compared to the previous year (2019), once again positioning itself as one of the lowest figures since 2009.
Propuesta de un plan de marketing digital para la empresa electrojaponesa para el año 2024
(Universidad Santiago de Cali, 2024) Valencia Buenaventura, Laura Marcela; Ramos Vargas, Sebastián; Cortés Murillo, Luis Felipe; Burbano Cerón, José María
The present research focused on developing a digital marketing plan for Electrojaponesa, a company located in Cali, for the year 2024. The organization specializes in the sale of household appliances through both physical and digital channels. In digital commerce, e-commerce is a strategic factor for organizations as it overcomes geographical barriers, enabling easier connection with customers in different regions. To develop the marketing plan, an analysis of the current marketing strategy used by Electrojaponesa was first conducted. Subsequently, a digital marketing strategy tailored to the market needs of Electrojaponesa was proposed. Finally, a control plan detailing the implementation of the digital marketing strategy was developed. To achieve these objectives, PESTEL and DOFA analyses were employed, along with a mixed research method. The research was conducted using mystery shopping and focus group methodologies to evaluate company behavior on social media and understand the challenges of digital sales. A descriptive approach with mixed analysis was used, utilizing available primary and secondary sources to design a digital marketing plan tailored to Electrojaponesa for the year 2024. The study highlights the need to strengthen digital marketing within the organization to enhance its online presence, enabling it to reach a younger segment of the population that frequently uses these media.
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 Angella
The 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.
Maximizando la lealtad del cliente: estrategias de marketing experiencial para box sport en santiago de cali - 2024
(Universidad Santiago de Cali, 2024) Molina Lozano, Jessica Paola; Roa García, Dilan Sebastián; Mina Varela, Carlos Alberto
In a highly competitive business context, customer retention becomes a strategic priority. This study focuses on the development of an Experiential Marketing Plan aimed at enhancing customer loyalty for Box Sport, an online footwear retailer headquartered in Santiago de Cali. The analysis commences with a detailed assessment of both internal and external factors influencing customer loyalty at Box Sport. Analysis matrices such as PESTEL, POAM, EFE, PCI, EFI, MPC, and an Empathy Map are employed to grasp the current business environment. Likewise, the tactics of experiential marketing concentrate on customizing customer service, surpassing their expectations, and generating surprise. Various areas are addressed, ranging from bolstering the brand and crafting appealing content to expanding the distribution network and diversifying the product line. Lastly, Key Performance Indicators (KPIs) are implemented to gauge the performance of each tactic through a continuous monitoring system, ensuring that strategies are adjusted in response to changing market conditions.
Influencia del e-commerce como herramienta de posicionamiento de las MiPymes, 2022
(Universidad Santiago de Cali, 2022) Sterling Jimenez, Laura Constanza; Burbano Cerón, José María
This article is a literature review research, the interest is to identify how MSMEs use ecommerce as a positioning tool within their strategic marketing plan, through innovation and adaptation to new technologies. The document was developed by applying an exploratorydescriptive study and secondary sources were used (graduate work, journals and scientific articles) in order to obtain the necessary information to respond to the stated objective.
Posicionamiento de la marca 7.16 Beautyfashion en Santiago de Cali para el año 2020
(Universidad Santiago de Cali, 2020) Pérez Miranda, Dyan Gisset; Riascos Arboleda, Fredy Johan
The main objective when starting with the consultation process carried out with the company 7.16 Beauty Fashion, is to design the ideal strategies to achieve the desired positioning in the city of Santiago de Cali. For this, it was necessary to carry out an internal and external diagnosis and also detect factors to improve and their strengths to reinforce them in the process, which leads us to know the current position of the company in the market, determining in its diagnosis which is its most important product. desired by the audience, and the one with the least turnover.The above was detected with the descriptive methodology where the necessary information was collected to proceed to design the strategies focusing on the Marketing Mix and concentrating on the Communication strategy, since the company has a history of 4 years, but its greatest weakness is communicate their new collections, points of sale and the form of payment which makes their positioning volatile. It is considered that by implementing the proposed strategies the company 7.16 Beauty Fashion will achieve the objective of positioning in the city of Santiago de Cali, achieving a benefit of reminding the consumer and loyalty of the same.
Estudio del comportamiento de compra y cultura de consumo de la generación y (Millenials) de los universitarios– caso universidad Santiago de Cali (USC)
(Universidad Santiago de Cali, 2020) León Echeverry, Geraldine; Hurtado Marín, Héctor Fabio
This project is a research about the purchase behavor and consumer culture of the pregrade students from Santiago de Cali University in Millenials generation, in Cali city, the research considers purchase behavor aspects, culture behavor, social factors, generationals factors, digital medias, among others external and internal factors, influentials at time to take a purchase. The metodology was a research of simple market, where uses tecnics cualitatives and cuatitatives, cause to response how is the purchase behavor of studets. The tecnic was a cross simple design, through focal poll, whit 22 questions aplied to 409 studens, later performed whit data treatment, finally present a statistical analisys for conclude which are most relevants and influence factor to take buying desicion in Sanitago de Cali University.
La importancia de las estrategias de fidelización, para la retención de los clientes de la línea de crédito hipotecario del banco caja social de la ciudad de Cali
(Universidad Santiago de Cali, 2020) Serna Collazos, Héctor Fabio
Loyalty is a marketing concept that distinguishes a customer's loyalty to a specific brand, product or service; that is to say; is that a client chooses a certain company; to make all or most of the purchases or acquisition of services or products, independent of external variables, which may influence your purchase decision, such as price or interest rate in the financial field, among other aspects to mention. Taking into account the aforementioned and after carrying out an analysis of the different aspects covered by customer loyalty, a document that mainly seeks is presented; determine the importance of loyalty strategies for the retention and attraction of clients of the mortgage line of the "Banco Caja Social" in the city of Cali. The document is divided into three parts: the first is to identify the needs of customers in banks, when they seek housing loans; the second part is an analysis of the similar and differential characteristics of the mortgage loan line of Banco Caja Social, compared to its main competitors Banco Davivienda and Banco BBVA. Finally, the third part includes the strategies proposed for the retention and attraction of the clients of the mortgage credit line of the Banco Caja Social of the city of Cali. It should be noted that these strategies are designed under the characteristics and needs of Banco Caja Social, which seeks not only to satisfy the basic needs of customers, but in turn, exceed their expectations, in such a way that they are delighted and generate relationships solid over time.
Influencia del marketing digital en el proceso de decisión de compra de los Millennials en Colombia
(Universidad Santiago de Cali, 2020) Ossa Zapata, Laura; Moreno Ricaurte, Jesús Esteban
The purpose of this article is to study the influence of digital marketing on the decision-making process of millennials in Colombia according to the advancement and technological development that has been presented in recent years in the country. in this way, to have an insight into the plans and strategies that organizations have had to incorporate for their support and recognition of it. In order to achieve a good development of this article, a review and obtaining of secondary sources is made as support in books, undergraduate works, articles and research selecting concepts, definitions and characteristics that the millennial presents in Colombia highlighting the digital part as a starting point and as an important column of research of the article. As a result, the article manages to identify the characteristics and reasons why the decision-making process of buying a millennial in colombia is different from a purchase decision process in general and with this, the influence of digital marketing as a fundamental tool for the good development of the company.
Propuesta de un plan de marketing para mejorar el posicionamiento de la empresa Juan Ma Postres en Santiago de Cali en el año 2020
(Universidad Santiago de Cali, 2020) Piedrahita Moreno, Leonardo; Piedrahita Zúñiga, Laura Daniela; Vidales Valbuena, Jorge Iván
The main objective of the consultancy carried out at the Juan Ma Postres company is to prepare a proposal for a marketing plan to improve its positioning, which was developed based on specific objectives with an internal and external diagnosis of the company. that allowed to know the current positioning of the company, from which it was possible to design marketing strategies, actions and budgets that contribute to the positioning of the company according to the analysis of the micro / macro environment, as well as setting control indicators for the proposed strategies in the marketing plan, which allow the control and monitoring of the positioning of the company Juan Ma Postres, following the trend and demand of today's consumers, which is to a greater extent through the promotional channel. In a descriptive approach, it is possible to show that today innovation is responsible for revolutionizing the way to promote the positioning of brands, generating a significant impact and leaving aside the conventional, in the external and internal analysis that the result obtained was carried out. that the company is in today is basically to maintain and retain current customers and users, which is why our efforts were directed at creating effective and profitable strategies in the area of promotion of the company Juan Ma Postres. The consultancy and advice carried out allows us to conclude that a benefit of remembrance towards the consumer is achieved, which favors the ease with which the company and its products are accessed, with enough information that can be obtained from them through the proposed strategies, guaranteeing that the consumer has an experience that optimizes the satisfaction of their needs and loyalty to the brand. Therefore, the correct use of our proposed Marketing plan for the company has the ability to obtain an efficient response to the positioning of the company Juan Ma Postres in the market.
Plan estratégico de mercado para unidad médica visual: UMV ubicada en la ciudad de Santiago de Cali, 2020:2021
(Universidad Santiago de Cali, 2020) Grajales García, Luz Adriana; Gómez Sánchez, Nathaly; Rodríguez Tamayo, Leidy Johana
The general objective of this work is to formulate a strategic market plan for the Visual Medical Unit: UMV located in the city of Santiago de Cali. 2020-2021. A methodological level is repeated in a descriptive study with a mixed approach: qualitative and quantitative. The results allowed showing, according to the analysis of the external factors evaluation matrix (MEFE), that there are more opportunities in the environment, however, issues should be placed on the topic of electronic business or digital commerce, since this implies a new panorama before which many companies are not adapted. The technological environment shows a growth in electronic commerce, in addition to the use of the internet as a sales and promotional channel, which is positive for companies to increase market coverage and develop this channel to generate higher sales. According to the MEFI Matrix result, the UMV has greater strengths than weaknesses, however, the latter must be corrected in the short term. The weaknesses are oriented to its lack of planning, which has led to the means that have been taken without being completely effective, for example, sales have focused on volume without analyzing the impact that the commercial strategy has had with profitability. . Based on the external and internal analysis, strategies focused on improving the performance of the Visual Medical Unit: UMV were formulated. These are considered viable to the extent that it adjusts to the capabilities of the company, and also considers the market outlook. Strategic objectives with respect to positioning, participation, sales and profitability are included, which are specific priority issues in administrative management and in particular the market.
Percepción sobre la programación neurolingüística de los estudiantes de mercadeo de la universidad Santiago de Cali
(Universidad Santiago de Cali, 2021) Calero Castrillón, Cristian Andrés; Arbeláez Salazar, Rubén Darío; Escobar Cabrera, Julio Cesar
Neuro-linguistic programming is a tool for marketing in general that acts as a facilitator of interpersonal communication, which also allows knowing the tastes and preferences of customers to be able to make an effective and friendly sale closing, as well as in a family environment to be able to sell an idea and you can get a positive response. Neuro-linguistic programming NLP tries to better understand personal improvement, seeking to achieve that each person connects with their internal strength to solve any concern or face any situation, since the investigations that work the human mind have generated this technique that allows to project positively and thus focus in a better way on the objectives. The purpose of this research was to determine the perception of neurolinguistic programming of marketing students from the Santiago de Cali University. This work was initially carried out with secondary information from the review of documents in electronic databases, in addition, the marketing students who were surveyed were the primary source. The results show that NLP is one of the tools that help us to better organize and use our skills and abilities, to increase relationships with others. Almost 50% of the students surveyed consider that neurolinguistics is an empirical technique, which is derived from neuroscience. The surveyed students had knowledge about NLP and the role of neurolinguistic programming and finally the strategies proposed to strengthen knowledge about neurolinguistic programming in students of the faculty are: Didactic workshop, Conference on tools and uses of neurolinguistic programming applied to sales and business closing, virtual extracurricular course of foundations of neurolinguistic programming and Diploma in strategic coaching to organize qualities in positions. In conclusion, programming will continue in the future to be a fundamental tool to take advantage of the mental processes that we use in our communication
Uso del endomarketing en las instituciones universitarias para mejorar la calidad en la educación
(Universidad Santiago de Cali, 2020) Rúgeles Cortes, María Cristina; Tello Taborda, Isabel Cristina
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 Alberto
Armysfit 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.
Propuesta de un plan de mercadeo para la empresa PHIDIAS SAS Cali 2020
(Universidad Santiago de Cali, 2020) González González, Paula Alejandra; Forero Bocanegra, Julián Andrés; Peña García, Lina Marcela; Vargas Muñoz, Luz Angella
El TRADE marketing una herramienta para el posicionamiento de marca y el incremento de ventas
(Universidad Santiago de Cali, 2020) Artunduaga García, Brian Alexis; González Marín, Carolina; Polanco Riveros, María Camila; Vargas Muñoz, Luz Angella
The manufacturer must take into account the changes in consumer trends and as the retail sector is increasingly consolidated and in many cases it is its main market, it is there that the importance of consolidating and establishing an excellent manufacturer-distributor link is born. The objective of this exploratory study using multiple cases, is to provide an opportunity to the Colombian industry as Trade Marketing allows to increase sales and improve brand positioning, establishing what it is for, how it is implemented, what are its functions and objectives. Verifying and demonstrating the effectiveness of trade marketing in the markets, the influence it has in strengthening relationships with distributors and identifying the most suitable channel for each product in the portfolio. The conclusions show the effectiveness of the trade marketing strategies studied in order to increase sales and positioning, through joint strategies between the manufacturer and distributor.
La transición del marketing tradicional al marketing digital en las pymes del sector comercio en Colombia los últimos 5 años (2015-2020)
(Universidad Santiago de Cali, 2020) Idarraga Tellez, Alejandra; Artunduaga Londoño, Daniela María; Muñoz Botina, Katherin; Burbano Cerón, Jose María
This article is the product of a bibliographic review research, the objective of which was a review of the concepts of marketing, in this article the topic of digital marketing is taken as a reference. The article is based on emphasizing what the transition from traditional to digital marketing has been in SMEs over the past 5 years, noting what benefits they can bring, and how it is contributing to becoming increasingly profitable. Knowing what these challenges have had to face the market with the changes that have arisen over time, discovering what have been those new needs that have been generated in consumers and after that know how digital marketing has positively influenced the help of solving these new needs that have been created not only in consumers but also as a highly potential alternative for SMEs.
Importancia del CRM como estrategia de fidelización de clientes en entidades bancarias
(Universidad Santiago de Cali, 2020) Valencia Sánchez, Annie Carolina; Burbano Ceron, Jose María
This document has as orpuse to make known CMR importance like financial consumers loyalty estrategics. For this porpuse it was made a bibliographic review from 2011 to 2020 using SCINCEDIRECT a SCOPUS databases it was found that banks interact in a globalized world where should they focus their efforts to estrategic´s creation o resourse oprtimization do it value to financial consumers. The CMR has become in a key tool for achive objectives through dates´analysis, market requirements, giving effective answers through innovative products and a better services to final score build lasting relationships.The CRM like strategic has to incluied T.I., and human resourses from all organization to be fundamental part of the process support of technologies. It was decided to global world at defferents country banks was implement the CMR throuugh a strategic process undestarding the importance to organizations and like final score the costumer loyalty.
Evaluación del impacto de las estrategias de Neuromarketing en la decisión de compra de las personas entre 20 y 30 años que viven en el estrato 2 de la cabecera Municipal de Candelaria Valle
(Universidad Santiago de Cali, 2019) Hernández Galvis, Ana María; Burbano Cerón, José María
This work entitled "evaluation of the impact of neuromarketing strategies on the purchase decision of people between 20 and 30 years living in stratum 2 of the municipal seat of Candelaria Valle." Identifies the main influential criteria in the decision of purchase of said individuals as well as the benefits and consequences of the implementation of the strategies used in neuromarketing to capture, convince and preserve certain objective segmentation. Finally, a study is carried out on the factors that have the most influence at the moment of making a purchase in people between 20 and 30 years of stratum 2 of the municipality of Candelaria Valle with their respective results and analysis of them.

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