Especialización en Gerencia de Mercadeo Global
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Item Propuesta de plan de marketing para el posicionamiento de la marca para prestación de los servicios de aseo en la ciudad de Cali para la empresa Promocali - Valle S.A. E.S.P., para el año 2024(Universidad Santiago de Cali, 2022-11-28) Miranda Calderón, Laura Isabel; Sánchez Rodríguez, Oscar Javier; Castro Ruiz, Camilo AndrésItem Propuesta de estrategias de marketing para el posicionamiento de la marca Pegart de la empresa materiales Art SAS en la ciudad de Cali para el año 2023(Universidad Santiago de Cali, 2022-11-28) Niño Soto, Jackson Andrés; Orozco Posso, German Alonso; Castro Ruiz, Camilo AndrésThe Company MATERIALES ART SAS, Is A Family Business Formad By The Zambrano Trujillo Brothers, Who With A Small Manual Manufacturing Plant Begin With The Sale Of Glues For Ceramics, And Today There Is A Commercial Area With The Sale Of National And Import Ceramic Floors And Veneers. Specialized In The Production Of Forges, Stucco And Cement, Glues For Ceramic And Porcelain Floors And Walls, Having A Production Plant In Zarzal (Valle), The Objective Is To Be A Strategic Point For The Collection Of Raw Materials, Production, And Effective Dispatch Of Finished Products. In 2022, A New Production Plant Is Designed And Assembled In The City Of Cali To Supply The South Of The Department. Currently The Company MATERIALES ART SAS Have Ten (10) Rooms Of Sale To The Public In The City Of Cali, Which Is Why This Work Is Conducted, Called PROPOSAL OF MARKETING STRATEGIES FOR THE POSITION OF THE PEGART BRAND OF THE COMPANY MATERIALES ART SAS IN THE CITY OF CALI FOR THE YEAR 2023.Item Plan de posicionamiento de marca para la empresa productos biológicos Perkins Ltda. para el año 2027(Universidad Santiago de Cali, 2022-11-28) Bonilla Sepúlveda, Eduardo; Jiménez López, Sergio; Castro Ruiz, Camilo AndrésCurrently, the Colombian market presents a major challenge in the positioning of a brand, since, free competition, The evolution of E-commerce and the different marketing tactics requires the professional to be more creative and bolder in the approach of strategies that lead to the success of a company. A thorough study was carried out for the brand Productos Biológicas Perkins Ltda., which initially detailed the target, described the current situation of the company, its mission and vision as well as its product portfolio; It addresses the literary review highlighting key issues such as strategic planning and positioning, in addition to different analyses that allowed us to know the environment in which the company operates. Additionally, the manager in charge of the marketing area was interviewed, in turn, 342 clients were surveyed, highlighting attributes that allow creating a connection and effective communication, thus achieving a top of mind. In order to develop a brand positioning plan for the company Productos Biológicas Perkins LTDA by 2027, the results obtained during this research, allowing to publicize the communication approach with the appropriate strategies, efficient, viable, detailed and structured to create a connection with the customer finally obtaining the positioning raisedItem Elaboración de un plan estratégico de mercadeo social para la “fundación sí es posible” en la comuna 11 y 12 de la ciudad de Cali para el año 2022-2023(Universidad Santiago de Cali, 2022-07-26) Rodríguez Vásquez, Yurian Andrea; Quintero Candezano, Julián David; Cabal Plata, Yessica MaríaObtaining donations for foundations is not an easy matter to manage, although today, there are a lot of opportunities in the market, it is necessary for foundations and non-profit entities to recognize the segments of market in which they should focus their efforts, in order to attract the attention of the population interested in supporting social causes. The “Si es possible” Foundation faces a series of changes at the organizational level that impact the strategic and missionary processes of the entity, which generates a risk on the continuity of the work due to lack of resources. Due to this situation, it is intended to carry out a social marketing plan, as a strategy to promote the fundraising of the foundation, in which it will seek to identify the market segments on which the company has to direct its efforts to achieve an increase. of donations.Item Propuesta de plan de mercadeo para una empresa agroavícola para el periodo 2020(Universidad Santiago de Cali, 2020) Hoyos Pineda, Eloísa; Henao Salazar, Íngrid Johana; Donado Mercado, AlexandraThis work proposes a marketing plan for an agro-avicultural company that sells day-old chicks and chicks, by means of a descriptive study of all the commercial variables that impact the poultry sector and the company under study., Recognizing through the deductive method the strategies to improve the current sales process and satisfy the study market. As a result, the proposed marketing plan aims to design the best strategies and tactics to approach the study market and guarantee a practical and efficient sales process for the study company that will develop in the following phases: • Phase 1: analysis of the situation: internal and external analysis. • Phase 2: design of the marketing program: objectives, strategies, action plans (tactics) and budget. • Phase 3: design of control indicators and measurement of resultsItem 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, CarolinaThis 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.Item Análisis del marketing farmacéutico en Colombia basados en la sostenibilidad y competitividad(Universidad Santiago de Cali, 2019) Galindo López, Yudy Viviana; Romo Díaz, Andrea Nathaly; Burbano Cerón, José MaríaItem Investigación de mercados para la Comercialización de Maracuyá en fresco en la ciudad de Pereira(Universidad Santiago de Cali, 2019) Ospina Henao, Daniela; Gómez Racines, LigiaThe company Fertifrut is dedicated to the sowing and commercialization of fruits, specifically passion fruit and papaya. The objective of the present investigation is to analyze if it is viable to carry out a marketing process of fresh passion fruit in the city of Pereira, this city was chosen because of the proximity to the crops that are located in the municipality of Bolo - Palmira and for the opportunity of market that is displayed in the area to have few crops dedicated to the planting of passion fruit. The company needs to analyze this process because it is looking to expand the market to other regions of the country and through the survey will seek to know the perception of consumers for the subsequent realization of matrices where local competitors will be identified, and the internal situation of the company. It can be concluded based on surveys and research that it is feasible for the company to carry out this process, starting with a transport contract to carry out direct distribution to the chain stores in the city of Pereira, reducing the costs it currently incurs the company in the outsourced distribution process.Item Análisis del mercado para la comercialización del producto Abonem en Santiago de Cali en 2019(Universidad Santiago de Cali, 2019) Giraldo Montaño, José Fernando; Burbano Cerón, José MaríaThis analysis that is developed throughout this document, is to make visible the possibility that the product AbonEm produced by the company EMCALI EICE ESP could be commercialized in the different agricultural stores and nurseries of the city. In this analysis, the fertilizer and fertilizer sector at the national, departmental and municipal levels is fully evaluated. After analyzing the perception of the target market through a survey that allows us to broaden the outlook on what potential customers distributors of the product and the competition think, it allows us to know consumption frequency, probable costs that consumers would pay, acceptance level of a fertilizer of origin Organic human waste. In this analysis, different qualitative research techniques were applied, including the survey and interviews with potential clients. As a result of the analysis, it is concluded that there is almost total ignorance of the product and that one of its main weaknesses is the perception of the origin of the organic fertilizer, since it is human waste that is treated in the PTAR. The proposal in this market analysis for the commercialization of the AbonEm organic fertilizer is the application of strategies such as product testing for potential product marketers, SEO strategies on the WEB platform and that of digital content influencers.Item El marketing sensorial haciendo énfasis en estímulos auditivos y olfativos(Universidad Santiago de Cali, 2019) Ruiz Ocampo, Alejandro; Solano Vásquez, Margarita María; Álvarez Muñoz, Luz Ángella