Examinando por Materia "Estrategia de posicionamiento"
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- PublicaciónRestringidoDesarrollo del plan de marketing a la empresa uno A Automotriz para el año 2019.(Universidad de Ibagué, 2019) Gamboa Varón, Johan Esteban; Yate Vela, Ingrid PaolaCompanies marketing becomes a critical issue, and of vital importance for them, because with it, companies can achieve a big growth in the market, therefore, in the great world of marketing there is a part called, marketing plan, it is responsible for creating a way for the company, and helps to examine in its entirety as it is located in a matter of positioning, and so that strategies can be applied to reach the client, in turn, include a schedule, budget and responsible for the planned work. With all the above mentioned study, also gets to play an important role in the implementation of the area of marketing companies, as a professional in the field can lead to a company to success, creating effective communication with the customer, alliances and channels in order to thus meet the expectations of both internal and external, marketing plan covers all the issues already mentioned above, and further to that, opens the field of view to a future of recognition.
- PublicaciónAcceso abiertoDiseño de un Plan de marketing para el mejoramiento de la PYME Café Orgánico Erika Leyton(Universidad de Ibagué, 2022) Leyton Gil, Juan José; Beltrán Reyes, Carlos; Carlos Beltrán ReyesEl presente trabajo de grado pretende diseñar un plan de marketing; para el mejoramiento de la PYME Café Orgánico Erika Leyton. En la actualidad los Cafés orgánicos son una excelente oportunidad de negocio, siendo el producto de cultivos de libre utilización de sustancias químicas convencionales, como pesticidas, fungicidas, herbicidas y otras. La producción de un café de este tipo; disminuye los costos de elaboración por insumos externos, ya que elimina el uso de agroquímicos y promueve el desarrollo de buenas prácticas agrícolas en lo que tiene que ver con el uso del agua, la conservación del suelo y el medio ambiente. Con el presente trabajo se busca crear un plan de marketing, apoyado en una eficaz organización comercial, que permita gestionar y centralizar todas las tareas comerciales, monitorear el logro de objetivos, darle ventaja competitiva y posicionamiento en el mercado de manera óptima. Para ello se hará uso de diferentes estrategias que se plantean a lo largo de la propuesta; como la publicidad digital, redes sociales, así como publicidad estratégica en medios regionales, nacionales etc.
- PublicaciónRestringidoInvestigación de mercados orientada a medir el comportamiento del consumidor del sector de las droguerías en la ciudad de Ibagué para el año 2018(Universidad de Ibagué., 2019) Reinoso Correa, Any Julieth; Roa Vivas, NidiaBecause the current consumersim and evidence of people´s infidelity towards the brands, today´s companies must be at the forefront of the changes that their customers have, to keep in the market and be stronger than its competition, one of the best tool is market research because through it you can observe, analyze and understand various factors that affect or benefit the company and from there be able to create strategies to win or at least not lose market share. This grade work will be based on observing the key factors that an Ibague citizen has when acquiring products at a drugstore in the city, At the same time, identify why the clients of Droguerías Copifam make their purchases there and reach their level of satisfaction with the brand; All this in order to generate recommendations that help the company design strategies to improve its positioning in Ibague city.
- PublicaciónAcceso abiertoPropuesta mercadológica para la empresa Tommy bicicletas(Universidad de Ibagué, 2021) Hernández García, Carlos David; Barrero Hernández, Sergio AndrésThe positioning of the company and a product, in the minds of consumers, is an aspect that today allows dealing with the growing supply and demand in the market, as well as the constant emergence of new competition, which seeks to monopolize the massive attention of new clients; This research seeks to implement a marketing proposal for the company TOMMY BICICLETAS which has a history of 10 years within the national market, improve loyalty to the brand's products, as well as its current positioning and differentiation from the competition, through of the construction of a marketing plan, with an applied research, since its purpose is to help in the resolution of present practical problems, elaborated under the use of organizational diagnostic tools such as matrices (FODA, EFE and MACKENSEY) that allows to carry out an evaluation of the strong and weak factors, an internal and external scale, within the company, carried out in search of proposals for improvement plans, such as market positioning strategies (4p's of marketing), segmentation strategies (segmentation geographic, piscographic, behavioral) and digital marketing strategies (Website and network positioning s social), as well as alternatives that allow a better positioning and commercial performance to the company.