Examinando por Materia "Estrategias corporativas"
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- PublicaciónAcceso abiertoEstrategia de expansión o desarrollo de mercados en la Asociación de Productores de Especies Menores del Sur del Tolima (APROEMSUR) – El Colmenar(Universidad de Ibagué. Universidad de Valencia., 2020) Urrea González, Angélica María; Fayos Gardó, Teresa; Mejía Rincón, Paola Henoe
- PublicaciónAcceso abiertoPlan de Marketing para Coca-Cola Femsa de la ciudad de Pereira (Colombia)(Universidad de Ibagué, 2023) Lozano Hernández, Anyelo Marcelo; Fayos, TeresaIt focuses on the development of a Marketing Plan for the Coca-Cola Femsa Plant in Pereira, Colombia. The significance of the plan lies in its ability to boost business competitiveness and achieve strategic objectives. The lack of an updated plan has led the plant to rely on the company's overall plan at the national level, impacting its presence in the media and its growth, especially after the Covid-19 crisis. The aim is to analyze both internal and external factors affecting the plant's performance. Internally, expected achievements and communication to attract customers are examined. Externally, customer perception of the company is evaluated, emphasizing strengths and opportunities for improvement. The overall objective is to design a marketing plan for the Pereira plant in the year 2024, with specific objectives including describing the current state of the plant, analyzing the marketing program, examining the external environment, proposing strategies and objectives for 2024, developing an action plan, and establishing a monitoring and control plan. The importance of adapting to changes, especially after the pandemic, is emphasized, highlighting the need for a greater presence in traditional media and social networks. The ultimate purpose is to improve efficiency and the achievement of the plant's strategic objectives, thereby contributing to the continued growth of Coca-Cola Femsa in the Eje Cafetero region.