Resumen

The present work was developed with the objective of carrying out a market study in the city. of Ibagué to determine the viability of the commercial operation of the T4 brand. Tea for U, For this purpose, the relevant theoretical basis for the of the study, in which the respective general objectives and objectives were set out. specifics of the research, background of the topic to be developed, background of the research, etc. the company in question, approach to research problems, concepts with to the topic of study. Different secondary sources of information were implemented for the collection of data that served as the theoretical basis for the realization of the market research in the city of Ibagué, these secondary data were collected from bibliographical material, marial web and works of degree students of the University. For this first stage of the research process we find the following data easily required, as the research topic is extensive and has a database of information. updated and truthful. Afterwards, we proceeded with the market study; an executive summary was made. about the T4 brand. Tea for U, where its entire strategic platform was exhibited, to provide an overview of the brand. Subsequently, the micro and macro environment variables that influence the market of the city of Ibagué, accompanied by the elaboration of a DOFA matrix whose correlation of variables allowed the development of DO, DA, FO and FA strategies. For the elaboration of the design of the exploratory-descriptive market research, a qualitative approach was applied and quantitative, applying face-to-face surveys and telephone interviews for the collection of information. primary information, which was processed for their respective analysis. In this phase it was possible to evidence that the city of Ibagué presents an environment conducive to commercial operation of the franchise, in addition to a marked tendency of the inhabitants towards the consumption of healthy beverages and a significant interest in the consumption of the products offered by T4. Tea for U.The last phase includes everything related to the interpretation of the analyses and data collected beforehand, for the elaboration of the marketing plan (scoping plan, etc.). academic) for the company LATAM T-INVESTMENTS exclusive agent of the brand T4. Tea for U. Marketing mix strategies focused on price variables were proposed, product, marketplace, advertising and communication, promotion and distribution in order to provide a action plan for the ideal functioning of the franchise in the city of Ibagué. It concluded that the company should make an approach by means of social networks, given the the increasing activity of the population through them, as well as the exploitation of the of the variables of advertising and promotion, since the others present a strong standardization restrictions due to the franchise business model.